Monthly KPI Report

The story this month is impressions up, clicks down. GSC impressions rose 7.2% to 567,248, but clicks fell 9% to 3,039, and organic sessions slipped 0.97% to 4,890. Six tracked keywords gained ground in the top 100 with zero losses, a clean signal even if the visibility gain has not yet converted to traffic. Referring domains climbed by 167 to 680, a solid authority build. The year on year comparison stays the hard number: sessions are down 39.9% against last year's 21,351. Net: visibility and authority are building, but the click-through gap needs attention next month, or the impression gains will keep failing to show up in sessions.

Total sessions fell to 21,351 in May, down 19 percent from April and down 40 percent from last May's 35,529. Engagement rate rose to 52.0 percent from 46.6 percent, so fewer visits are converting to more attention. Organic search held nearly flat at 4,890 sessions, down just 1 percent month over month, but down 60 percent from last May's 12,139. Direct traffic leads at 36.8 percent and paid search fell 38 percent to 6,297 sessions. AI referrals climbed 45 percent to 413 sessions, led by ChatGPT's 329. US organic sessions dropped to 145, a market-specific collapse to watch into June.

Organic search generated 47 purchases in May, down 17.5 percent from 57 in April. Revenue still rose 41 percent to EUR 8,895, and average order value climbed 71 percent to EUR 189, so fewer buyers spent considerably more per order. Conversion rate slipped to 0.96 percent of organic sessions from 1.15 percent, a decline roughly matching the drop in purchases. Sessions held flat at 4,890, meaning the falloff is a conversion problem, not a traffic problem. The risk management template and course bundle again led revenue per session. Watch whether AOV gains persist in June or whether this month reflects a handful of large one-off orders.

Clicks fell 9 percent this month, down to 3,039, while impressions rose 7.2 percent to 567,248. Average position slipped from 8.8 to 9.7. Branded queries hold just 15.9 percent of clicks, and eudamed login pulls 16,726 impressions at position 5.5 but converts only 72 clicks. The risk management guide leads all pages with 338 clicks from 138,822 impressions. Position gains keep failing to convert into clicks, a widening impressions-to-clicks gap. Next month, prioritize CTR fixes on high-impression, low-click pages like eudamed login before chasing more ranking improvements.

All eight tracked keywords are new to this baseline, so this is a first read, not a trend. Six of eight entered the top 100, none declined. Medical device regulations training jumped 98 spots to position 3, a strong result but on just 30 monthly searches. Medical device design control climbed 55 spots to position 46, the largest volume-weighted gain at 320 searches. Design control for medical devices ranks twice for near-duplicate terms (position 31 and 46), splitting authority across one article. Medical device product development (210 searches) and clinical investigation ISO 14155 stayed off page. Next month's baseline will show whether these entries hold or were a one-time index event.

The homepage converts attention at 93.8 percent engagement on 374 sessions, the strongest showing on the property. The login page hits 98.4 percent on 85 sessions, a small but qualified audience. The (not set) landing page drags the average down with 716 sessions and only 22.2 percent engagement, likely a tagging issue worth checking in GA4. The top article, the ISO 14971 risk management guide, pulls 404 sessions at 44 percent engagement, solid demand capture for a technical topic. Zero key events fire across all 537 organic pages this month. Setting up generate_lead, contact_form_submission, and demo_request as key events would let next month's report measure what this traffic actually does.

Domain rating holds at 37 for the second straight month, up from 32 last January, a slow and steady climb. Referring domains jumped from 515 in April to 682 in May, a gain of 167, reversing four months of decline from 627 in January. Backlinks live sit at 1965 against 680 unique root domains. The DR plateau despite the refdomain surge suggests many of the new links carry limited authority, so the rating has not moved yet. Organic traffic rose from 2698 to 3132 over the same month, a partial recovery from the April dip. Next month should show whether the refdomain gain compounds into a DR bump or fades back toward the January-to-April baseline.

Medical Device HQ sits mid pack on authority (DR 37) but leads the group on momentum, gaining 167 referring domains and 16.1% traffic this month while three of four rivals stall or shrink. Cfpie.com grew DR by 2 points yet lost 9.8% traffic, and easymedicaldevice.com dropped 101 referring domains and 45% traffic. NSF.org remains structurally out of reach at DR 87 and 85,391 monthly visits, 27 times the client's traffic. Cfpie.com (DR 42, 610 referring domains) is the closer target, roughly 70 domains away at the current pace. Two more months like this one closes that gap and puts second place in range before NSF's scale becomes the only ceiling left.

GSC impressions grew 7.2 percent to 567,248, but organic sessions slipped 1 percent to 4,890 and clicks fell 9 percent to 3,039. That gap between rising visibility and falling clicks points to a ranking problem, not a demand problem, and average position improved slightly to 9.7. Six tracked keywords entered the top 100 this month, including a jump to rank 3 for "medical device regulations training," while referring domains grew by 167 to 680. The open question is why more impressions are not converting to clicks. Implication for June: prioritize CTR and title tag testing on pages with high impressions and weak position before chasing new keyword targets.