Monthly KPI Report

GSC clicks and impressions moved in opposite directions by 19 percentage points in May. Clicks rose 8.4% to 6,380 while impressions fell 10.8% to 549,372, pointing to a CTR lift rather than broader keyword reach. Organic sessions tracked the clicks trend upward, gaining 7.6% to reach 5,486. Referring domains added 107 in a single month, landing at 246 total. Keyword tracking finished neutral at 3 gained and 3 lost, with 4 in the top 100. The year-on-year sessions gap held at minus 8%, the one unresolved deficit in an otherwise improving picture. Net: if the 107 new referring domains convert to rankings in June, impressions should follow.

Organic search delivered 5,486 sessions in May, up 8 percent on April but 56 percent below May 2025's 12,408. Revenue from organic rose 65 percent to €5,585, with 90 conversions against 57 in April, pointing to stronger intent per visitor. Site-wide engagement rate slipped to 73.3 percent from 79.8 percent in April. Paid search surged to 30 percent of total sessions, likely pulling in lower-intent traffic and diluting the overall rate. LLM traffic adds just 53 sessions, led by ChatGPT at 48, and fell 18 percent month on month. Closing the 56 percent year-on-year gap will require recovering keyword positions lost since mid-2025.

Organic search produced €5,585 in revenue this month, up 65 percent from April's €3,386. Purchases rose from 57 to 90, a 58 percent gain. The conversion rate climbed to 1.6 percent from 1.1 percent. Sessions also rose 8 percent to 5,486, so the result reflects both more arrivals and a higher close rate. Average order value edged up 4 percent to €62, meaning the revenue gain came from volume, rate, and basket size together. The homepage drove 59 of 90 purchases from just 334 sessions, a conversion rate near 18 percent. Watch whether that efficiency holds as organic session volume rebuilds toward its January peak of 9,100 sessions.

Clicks rose 8.4% month over month to 6,380, while impressions fell 10.8% to 549,372. A CTR improvement of 0.21 percentage points to 1.16% explains that split. Branded queries cover only 10 terms and account for 11.4% of clicks. Non-branded clicks total 2,277, sitting at an average position of 21.7, deep into page two. The biggest opportunity sits with "sage barista express," which recorded 13,820 impressions at position 8.6 but only 51 clicks and a 0.37% CTR. Moving that page toward position 5 is the most direct lever available in June.

The 7 keywords split 3 improved against 3 that lost rankings, with 1 still unranked in the top 98 positions. Affogato was the biggest mover, jumping 26 positions to rank 30 on a query with 18,100 monthly searches. Two commercial collection pages lost all visibility: koffiebonen (18,100 searches) fell from position 43, and decaf koffie (1,600 searches) from position 44. Specialty coffee holds position 20, but the homepage ranks there rather than the target blog page. Both dropped collection pages cover around 19,700 combined monthly searches and need fresh internal links before June.

Blog posts claimed 9 of the 10 top landing pages, with engagement rates running from 98.6% to 99.9% on all named URLs. The homepage contributed 334 sessions at 98.3% engagement. A "(not set)" entry logged 228 sessions at 13.7% engagement, flagging a GA4 attribution gap in that segment. Key events totalled zero across all 543 organic pages. Setting up 3 conversion events (add_to_cart, begin_checkout, purchase) in GA4 would show whether this high-intent blog audience generates any commercial activity.

Domain rating climbed to 25 in May, up 2 points from April and up 6 points from the January 2025 low of 19. Referring domains jumped 107 month-on-month to 246, the sharpest single-month gain in a 17-month series that bottomed at 130 in March. The 492 live backlinks confirm the new domains are actively pointing at the site. Organic traffic sits at 7,664 for May, roughly half the 13,359 Ahrefs recorded twelve months prior, so the link momentum has not yet unlocked ranking recovery. If those 107 new referring domains target commercial category pages rather than peripheral content, the DR trajectory should start pulling clicks up within the next 60 days.

Zwarte Roes sits second on organic traffic at 7,664 visits, trailing giraffecoffee.com's 9,732 by 2,068. Giraffecoffee grew 45.9% this month against Zwarte Roes's 27.1%, so that gap widened. Wakuli's domain rating of 53 sits 28 points above Zwarte Roes and is a structural gap that will not close in the near term. Zwarte Roes does lead the field on organic keywords at 1,381, ahead of giraffecoffee's 809 and wakuli's 716. Converting that keyword advantage into traffic is the clearest path to closing the 2,068-visit deficit to giraffecoffee in June.

May generated momentum on 3 of the 4 headline metrics: organic sessions up 7.6% to 5,486, GSC clicks up 8.4% to 6,380, and average position improving 2.2 spots to 13.1. Referring domains added 107 in a single month to reach 246, lifting domain rating 2 points to 25. The year-on-year gap is the open qualifier, with organic sessions still 55.8% below May 2025. "Koffiebonen," with 18,100 monthly searches and high commercial intent, fell off the top 71 results entirely after sitting at position 43 in April. With 246 referring domains and a domain rating of 25, the site now has the authority base to contest that keyword in June.