Monthly KPI Report

GSC clicks rose 13.2% month over month to 9,861, and organic sessions climbed 7.2% to 11,227. Referring domains added 136 in May to reach 873, suggesting off-page authority is still accreting. Set against that, the year-on-year session gap stands at minus 37.4%, which makes monthly gains look like partial recovery rather than net growth. GSC impressions also dipped 3.4%, and only 8 tracked keywords hold top-100 positions with zero net movement. June needs to expand that keyword footprint beyond those 8 positions before the recovery curve can be confirmed.

Organic search delivered 11,227 sessions in May, up 7.2 percent on April and ending a two-month decline. Engagement rate ticked up to 58.1 percent from 57.8, a modest improvement. Year on year the channel is still down 47 percent from the 21,208 sessions recorded in May 2025. Conversions recovered more sharply than sessions: 187 organic orders, up 30 percent on April's 144, generated $22,374 in revenue. LLM referrals more than doubled to 408 sessions, with ChatGPT driving 387 of them. Organic holds just 4.5 percent of total sessions against paid search's 50.7 percent. June's 2025 benchmark of 18,745 organic sessions marks the near-term YoY target.

Organic search delivered 187 purchases in May, up 30 percent from 144 in both March and April, breaking a two-month plateau. Revenue reached $22,374, an 18 percent gain, but average order value fell 9 percent to $120, so the improvement came from more orders rather than larger baskets. The conversion rate rose 21 percent to 1.67 percent, though the homepage drove 114 of the 187 purchases on its own. Collection pages for dresses and women together drew over 1,150 sessions but yielded only 6 combined conversions. Watch whether improving those collection pages can spread conversion volume more evenly in June, reducing the site's dependence on the homepage as the primary transaction driver.

Clicks rose 13.2% month over month to 9,861, with CTR climbing from 1.02% to 1.20% even as impressions fell 3.4% to 821,384. Branded queries deliver roughly 25% of measured clicks from just 45 queries at an average position of 3.3. The 25,119 non-branded queries average position 17.7, parking most of D'IYANU's category reach on page 2. "African clothing" stands out: position 3.2 with 4,555 impressions but only 93 clicks, a 2.0% CTR. Closing that click gap on that single query is June's most direct path to incremental traffic without any new ranking work.

All 8 tracked keywords held their positions unchanged from April. Every term sits at rank group 1 or 2, with no gains, no drops, and no new entries. Three of the 8 keywords are ranking on pages other than their configured targets. "African print dresses" points to the dresses collection but the homepage ranks at position 2. "African dresses for sale" aims at the clearance page, yet the homepage captures that search instead. "African shirts" targets the men's collection but a tops page ranks at position 1. Only 1 of the 8 keywords carries volume data, "african dresses for sale" at 110 monthly searches. That makes the clearance-page URL mismatch the most commercially meaningful correction for June.

The /collections/women page delivered 77.9 percent engagement from 519 sessions, the strongest qualified signal in the top ten. The homepage absorbed 4,372 sessions at 66.6 percent, confirming it as the primary entry point for organic demand. The African dress styles blog post recorded only 20 percent engagement on 190 sessions, suggesting informational readers are not browsing into the catalog. A "(not set)" segment drew 490 sessions at 9.1 percent engagement, pointing to an attribution gap that inflates raw session totals. Key events totaled zero across all top pages, leaving no session with a measurable outcome. Adding purchase, add_to_cart, and begin_checkout as GA4 key events would close that gap before June's data locks.

DR has held at 49 for three straight months, stabilizing after a decline from 59 in April 2025. Referring domains drove that slide, falling from 3,968 in September 2025 to 732 in April 2026, an 82 percent drop. May shows the first meaningful recovery, with referring domains climbing 136 to 873. That rebound is directionally encouraging, but it leaves the site 78 percent below its twelve-month peak. Organic traffic at 35,420 sits 27 percent below May 2025's 48,362, suggesting the link erosion has had real traffic consequences. If referring domains can sustain growth past 1,000 by June, DR stabilization may convert to a modest upward move.

D'IYANU leads all 3 tracked competitors on every authority metric. Its DR of 49 stands against a maximum of 11, and its 873 referring domains outpace the nearest rival's 433. That structural gap will not close in a single quarter. D'IYANU shed 11.4% of organic traffic in May while all 3 competitors gained, with splendorofafrica.com up 15.6% and dupsies.com up 5.5%. Dupsies.com added 135 referring domains this month, nearly matching D'IYANU's own gain of 136, suggesting competitors are compounding authority at a comparable pace. If that continues into June, the traffic gap narrows even while the DR lead holds.

May ended the slide with 3 signals pointing the same way: clicks up 13.2% to 9,861, organic sessions up 7.2% to 11,227, and purchases up 30% to 187. Referring domains added 136 to reach 873, the first meaningful recovery since the drop to 732 in April. The channel is still 47.1% below last May on organic sessions, so this is a turn, not a recovery. Revenue reached $22,374 on a falling average order value of $120. For June, the priorities are holding the click momentum at 9,861, extending the link recovery past 873 domains, and rebuilding basket size toward the $132 level it held before the 9% drop.