Monthly KPI Report

The June signal set points to a soft month across the board. Impressions fell 10.0% month on month to 739,579, and organic sessions slid 2.6% to 10,934. Clicks dropped 6.6% to 9,215, while tracked keywords lost 4 positions without gaining any. The single counter-signal is referring domains, which added 85 new links to reach 979. That link equity build may take 60 to 90 days to convert into measurable ranking movement. The year-on-year session deficit sits at 24.9%, so July needs to show click-rate recovery before the longer-term trend can turn.

Organic search delivered 10,934 sessions in June, down 2.6 percent on May and 41.7 percent below the 18,745 recorded a year ago. Engagement slipped to 54.3 percent from 58.1 percent, meaning fewer sessions qualified as engaged. Organic holds just 4.2 percent of total sessions while paid search commands 45.6 percent, a dependency that limits resilience when paid budgets shift. LLM traffic grew 17.2 percent to 478 sessions, with ChatGPT driving 465 of those. The year-on-year gap has held above 38 percent for 4 consecutive months, so July's organic trend will show whether the floor has arrived.

Organic search generated $21,261 in revenue from 178 purchases in June, down 5 percent from May's $22,374. The conversion rate slipped just 2 percent to 1.63 percent, so the shortfall came from fewer sessions rather than a drop in buying intent. Average order value held almost flat at $119, confirming basket size is not the problem. The homepage alone accounted for 104 of the 178 purchases and $11,645 of revenue, a concentration worth watching. If July sessions recover toward May's 11,227, the conversion rate suggests revenue should follow without needing any change to on-site merchandising.

Clicks slipped 7% month over month to 9,215 and impressions fell 10% to 740,000, yet CTR reached 1.25%, the strongest rate in 12 months. Non-branded queries sit at average position 12.4, firmly on page 2, where click rates rarely clear 1%. The Juneteenth editorial page collected 37,710 impressions in June but converted at just 0.53%, suggesting topical reach is not translating to traffic. Year over year, impressions have contracted 48% from 1.4 million, a decline that position improvements alone have not reversed. If the impression floor does not stabilize in July, the CTR gain will not compensate for the lower volume.

June produced no gains across all 8 tracked keywords. Four held position and 4 slipped, with African shirts posting the sharpest fall, dropping 5 places from position 1 to position 6 on the men's collection page. The remaining 3 declines were each a single position, keeping the core cluster firmly inside the top 3. A URL mismatch persists for "African print dresses," where the homepage outranks the intended /collections/dresses page at position 3. Resolving that mismatch is the clearest lever heading into July, since a category page with stronger signal should convert that traffic at a higher rate than the homepage.

The homepage drew 3,767 organic sessions in June, about 6 times the traffic of the next-largest page. The /collections/modern-african-formal-wear page posted the highest engagement rate at 88.9% across 232 sessions. Every named collection held above 77% engagement, which suggests the visitors landing there are genuinely interested. A "(not set)" row recorded 381 sessions at just 1.5% engagement, likely pointing to a tracking configuration issue worth investigating before it inflates bounce signals. Zero key events were logged across all 503 organic pages, which means the conversion layer is invisible. Setting up purchase, add_to_cart, and begin_checkout in GA4 before July closes would give 3 conversion touchpoints to measure against this strong engagement base.

DR has held at 49 for four consecutive months after sliding 10 points from 59 in early 2025. Referring domains bottomed at 747 in April and climbed to 979 by June, a 31% recovery in two months. The trajectory points toward a continued rebuild, though 979 is still 75% below the October 2025 peak of 3,950. DR will not move meaningfully until the referring domain count recovers further. If the current pace holds into Q3, a return to DR 50 by September is plausible.

D'IYANU holds the structural lead with DR 49 against a competitor ceiling of 12, and 37,016 organic visits versus dupsies.com's 9,247. No competitor sits within 27,000 visits of D'IYANU's total, so the positional lead is not at risk this quarter. June reversed the traffic trend. D'IYANU dropped 6.6% while splendorofafrica.com surged 46.1%, kejeodesigns.com gained 22.7%, and dupsies.com added 16.1%. D'IYANU added 85 referring domains, roughly matching splendorofafrica's 80, so authority momentum held even as traffic slipped. A second month of losses in July would make keyword-level decay analysis the priority action for August.

June delivered contraction across 3 of 4 headline metrics. GSC impressions fell 10% month on month to 739,579, and organic clicks declined 6.6% to 9,215. The tracked keyword set is the sharpest concern: 4 of 8 terms lost ground, with "African shirts" sliding from rank 1 to rank 6 in a single month. Against that, referring domains grew by 85 to reach 979, showing the backlink base is still expanding. With the year on year organic sessions gap sitting at 41.7%, arresting the head-term position decline is the clearest lever going into July.