Monthly KPI Report

Five of six growth signals moved in a positive direction in May, pointing to a broadly healthy month. Referring domains surged by 153 in a single month, reaching 482 total. Organic sessions climbed 7.5% MoM to 15,686, and the year-on-year reading of +40.0% suggests this momentum is durable. GSC impressions fell 10.9% MoM, the only reading to move against the trend. Clicks held nearly flat at -0.4%, and 8 tracked keywords entered the top 100 with 0 losses. If impressions do not recover in June, a clicks drag is likely to follow within 30 days.

Organic search grew to 15,686 sessions in May, up 7.5 percent on April and 35 percent year on year. Engagement rate rose from 20.6 to 33.6 percent, while organic conversions gained 20 percent to reach 1,117. Total sessions fell 49 percent, but direct traffic collapsing 81 percent to 4,853 explains all of that. Organic now holds 72.6 percent of the session mix and generated £21,603 in revenue. LLM traffic held at 143 sessions, with ChatGPT delivering 137 of them. If the direct channel stabilises in June, organic can realistically approach 16,000 sessions, a level last held in November 2025.

Organic search delivered 1,117 purchases in May, up 20 percent from 929 in April. Revenue reached £21,603, a 21 percent gain and the highest month in a 5-month window. Sessions grew 8 percent, but the conversion rate climbed from 6.4 percent to 7.1 percent, driving a 20 percent purchase gain. Average order value held at £19.34, so gains came from volume and rate, not basket size. The homepage absorbed 826 of 1,117 purchases, a 74 percent concentration. Watch whether the conversion rate holds above 7 percent in June, which would confirm structural improvement rather than a seasonal one-month push.

The homepage led with 4,307 sessions at a 67.6% engagement rate. The sole product page in the top 10 posted 76.3% engagement across 258 sessions, which suggests commercial-intent visitors engage more deeply than informational ones. Nine of the ten top pages are troubleshooting blog posts. Most sit below 5% engagement, with the burnt-taste post at 2.9% and the mouthpiece-leak guide at 1.7%, consistent with answer-seekers bouncing after a single page. Across all 1,029 organic landing pages, key events recorded zero. Setting up add_to_cart, begin_checkout, and purchase as key events would make the gap between blog traffic and transaction outcomes measurable next month.

Referring domains surged by 153 in May, jumping from 331 to 484. DR moved just 1 point across that same window, from 32 to 33. Twelve months ago DR sat at 21 before dipping to 16 in June 2025. It has recovered to 33 since then, so the annual direction is positive. A 46 percent refdomain gain producing only 1 DR point suggests most of the new sources are low authority. Audit that cohort of 153 in June before treating the spike as a link-building win.

Vape Direct posted the strongest traffic growth among the 4 tracked domains in May at 8.3%. It now leads Vaping101 on organic traffic (21,132 vs 18,903) despite trailing by 18 domain rating points. VaporFi shed 41.3% of its organic traffic, a drop too steep to attribute to seasonal patterns alone. The DR 56 leader still holds 4,114 referring domains against Vape Direct's 482, a gap that will not close in 2026. The realistic authority target is Vaping101's 1,081 referring domains, 599 ahead of the client. A second consecutive VaporFi decline in June would reduce the effective competitive field to 1 meaningful rival.

Organic sessions grew 7.5% month on month to 15,686, and the year-on-year rate stands at 35%. Referring domains added 153 in May to reach 482, the single largest metric shift in this report. GSC impressions fell 10.9% to 1.49 million while clicks held nearly flat at 14,652, a gap consistent with losing low-CTR, informational query exposure rather than commercial terms. Average position improved 1.5 places to 10.4, and 8 of 10 tracked keywords entered the top 100 from previously unranked. Implication for June: if the 153-domain gain sustains rather than corrects, those 8 new positions are the first place to expect movement.