Monthly KPI Report

The strongest signal this month sits off-site: referring domains jumped by 141 to 277, more than doubling in one month. Organic sessions grew 2.8% to 2,183 and are up 27.6% year on year. Demand-side metrics cooled, with impressions down 4.5% to 298,334 and clicks near flat at 723. Tracked keywords churned evenly, with 3 gained and 3 lost. Sitewide sessions doubled year on year, up 100.4% to 6,338. New link equity typically reaches rankings within 1 to 3 months, so June is the window to watch for position recovery.

Total sessions jumped 73.6% to 6,338 and now sit 100.4% above last May. Growth arrived faster than engagement: engaged sessions rose 6.8% to 2,144, pulling engagement rate down from 55.5% to 46.6%. Organic search grew a steadier 2.8% to 2,183 sessions, up 27.6% year on year. Organic revenue fell 22.3% to 707 even though organic purchases rose from 13 to 15. Organic leads climbed from 30 to 38. Buyers are converting more often at 15 orders but spending less per order. June should target basket value, not just order count, to get back above April's 909 revenue mark.

Purchases rose 15.4% to 15 orders, matching January's count of 15. Conversion rate improved to 0.69% of organic sessions, up from 0.61% in April. Revenue moved the other way, falling 22.3% to 707 from April's 909. Average order value dropped from roughly 70 to 47, and that gap explains the entire revenue decline. The month still sits well clear of March's floor of 130 on 5 orders. For June, holding order volume at 15 while rebuilding basket size toward 70 is the clearest path back over 900.

Clicks held near flat at 723, down 0.7% on April but up 42.3% year on year. Impressions eased 4.5% to 298,334, still roughly 5x last May's base. Average position slipped from 7.1 to 8.6, the month's clearest warning sign. The branded split shows where the headroom is: branded queries earn clicks on 3.4% of their 4,612 impressions, while 166,404 non-branded impressions click through at just 0.12%. Non-branded terms average position 18.4, too deep for meaningful traffic. Branded clicks still make up 44.2% of the total. Moving even 2 or 3 non-branded terms onto page 1 in June would outweigh any branded gain.

The tracked set of 7 keywords churned hard, with 3 gained and 3 lost. The clearest win is nicaraguan coffee beans, which entered the top 100 at position 29 against 260 monthly searches. The clearest loss is black honey coffee, which fell out of the top 100 from position 15. That term carries 720 monthly searches, the largest volume in the tracked set. Across the set, 4 of 7 keywords now rank in the top 100 and 3 hold top 10 positions. Recovering black honey coffee and its 720 searches is the highest-value move on the board for June.

The homepage carried the month with 1,276 sessions at a 79.2% engagement rate. The coffee versus espresso guide stayed the top content entry at 204 sessions and 76.6% engagement. An unattributed (not set) bucket took 101 sessions at just 0.5% engagement, which suggests a tagging issue. The events and classes collection drew 51 sessions at 74.5% engagement. Landing pages show 0 key events for May, which reads as a GA4 tagging gap rather than zero outcomes, since the store recorded 15 purchases. Wiring key events to these top 5 entries in June would make this table commercially readable.

Referring domains more than doubled in May, growing by 141 to 277. Live backlinks now stand at 470. Domain rating followed, rising 1 point to 24. Ahrefs models organic traffic at 4,004 visits across 434 ranking keywords, up 50.9% month on month. A gain of 141 domains in 1 month is unusually sharp, so the new links deserve a quality review before we lean on them. If they hold up, that equity typically reaches rankings within 1 to 3 months, which puts June and July on watch for position gains.

Ebru Coffee grew fastest in the tracked set, with Ahrefs-modeled traffic up 50.9% to 4,004 visits. Stumptown remains the giant at domain rating 75 and 156,528 monthly visits, up 15.9%. The nearer rivals both slipped: Mr Espresso fell 7.1% to 1,633 and Stok Brew eased 3.6% to 27,747. Ebru now draws more traffic than Mr Espresso at 4,004 versus 1,633 despite a lower domain rating of 24 against 38. Ebru holds 16.3% of the tracked keyword overlap. Closing toward Stok Brew's 27,747 visits is the realistic medium-term target, and May's 141 new referring domains are the right fuel for June.

May built real momentum under a quiet surface, with sessions up 100.4% year on year and organic adding 2.8% to 2,183. The profile gained 141 referring domains, the kind of authority jump that usually reaches rankings within 1 to 3 months. Against that, average position slipped from 7.1 to 8.6 and black honey coffee dropped out of the top 100 from position 15. Revenue eased 22.3% to 707 on smaller baskets even with purchases up at 15. June has 3 clear jobs: recover black honey coffee, push 2 or 3 non-branded terms toward page 1, and close the 0 key-event tagging gap so page-level conversions become visible.