Need your advice on how to prevent large spikes in ranking : SEO

Hey guys so I created a website for a high rise window cleaning company and optimized it for SEO. This summer they got a lot of big contracts and even though they’re a new company they were ranking in Google in the top 10 for a few keywords. I noticed that immediately after the season for window cleaning was over they dropped significantly in rank for a few keywords. For example for one keyword they were ranking 8th and now they rank 18th. How can you prevent such large spikes in ranking? I’m starting to believe that SEO just comes down to which website gets the most traffic… what are your thoughts on this?

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