Monthly KPI Report

June pulled back across every traffic metric. Organic sessions fell 19.3% month on month to 4,429, impressions dropped 19.7% to 441,371, and clicks fell 21.1% to 5,035. Tracked rankings delivered 1 gain against 4 losses, leaving only 4 terms inside the top 100. The year-on-year gap sits at 32.3%, suggesting the June dip is part of a longer decline rather than a seasonal blip. The single forward-looking positive is referring domains, which grew by 84 to reach 336 total. Net: if those 84 new links resolve into ranking movement in July, they become the report's leading indicator to watch.

Organic search delivered 4,429 sessions in June, down 19 percent on May and 44 percent below June 2025's 7,895. The more telling signal is revenue: organic generated €6,610, up 18 percent month on month despite the session drop, with conversions rising to 112 from 90. Engagement held at 75.5 percent, slightly above May's 73.3. Organic accounts for 34.7 percent of total sessions. Paid search, at 30.1 percent, fell 41 percent on its own. ChatGPT was the sole active LLM source at 32 sessions. Claude, Gemini, and Perplexity each fell to zero. If July sustains this revenue-per-session rate, the session decline becomes a volume question rather than a quality one.

Organic search generated 112 purchases in June, up 24 percent from 90 in May, while sessions fell 19 percent to 4,429. The conversion rate rose 54 percent to 2.5 percent, meaning fewer visitors converted at a much higher rate. Revenue reached EUR 6,610, an 18 percent gain, though average order value dipped to EUR 59 from EUR 62. The homepage attracted 83 of those 112 purchases, accounting for EUR 5,077 of total revenue, which concentrates risk in a single entry point. Watch whether category and product pages can absorb more conversions as homepage traffic normalises.

Clicks dropped 21% month on month to 5,035, and impressions fell 20% to 441,371, a volume level 45% below June last year. CTR held nearly flat at 1.14%, which means the loss is driven by fewer impressions, not weaker click quality. Branded terms account for 20% of tracked clicks and rank at roughly position 1, while non-branded queries average a weak position 20.1. "Sage barista express" drew 10,908 impressions in June but converted only 46 clicks at position 8.5. Moving that review page into the top 5 is the clearest lever available for July.

Net movement runs 4 down and 1 up across the 7 tracked keywords in June. The one gain is decaf koffie entering at position 38, a reasonable first step on a term with 1,600 monthly searches. Koffiebonen bewaren was last seen at position 58 in May and did not appear in the top 30 positions scanned this month. Affogato fell 25 places to position 55, moving an 18,100-search recipe term further from page one. Specialty coffee sits at position 25 but via the homepage, not the /blogs/specialty-coffee page that should be building topical authority. Fixing that URL mismatch before August is the most direct lever available.

Nine of the top 10 landing pages posted engagement rates above 97 percent, and 3 hit exactly 100 percent. The homepage led on volume at 435 sessions with a 99.2 percent engagement rate. The "(not set)" entry pulled 194 sessions at just 3.3 percent engagement, pointing to bot traffic or a tracking gap that is skewing the aggregate numbers. Across all 509 organic pages, every page recorded zero key events. Configuring add_to_cart, purchase, and outbound_link_click as GA4 key events in July would reveal whether this highly engaged audience is taking any commercial action.

Referring domains grew by 84 in June, reaching 336 against a March trough of 132, yet DR slipped one point to 24. That gap between volume and authority score suggests the new links lean toward lower-quality sources. The 12-month chart reinforces this read: DR has oscillated between 20 and 25 for more than a year with no clean break higher, even as the refdomain count more than doubled since March. Organic traffic at 6,447 fell from 7,725 in May, confirming the refdomain surge has not yet translated into ranking gains. Auditing those 84 new referring domains for quality before the next monthly read is the logical next step.

All four sites shed traffic in June, with specialtycoffee.nl falling hardest at 15.3% and giraffecoffee.com losing the least at 5.5%. Zwarte Roes sits third on traffic at 6,447 sessions but leads the group on keyword count with 1,357 tracked terms, 1.7x giraffecoffee.com's 786. That keyword breadth suggests the site earns more from DR 24 than the authority score implies. The DR gap to wakuli.com stands at 29 points, backed by 328 more referring domains, and is not a near-term target. Closing the 1,512-session deficit to giraffecoffee.com is more realistic. Adding referring domains at June's pace of 84 per month points toward that within two quarters.

Organic sessions fell 19 percent month on month to 4,429, with GSC clicks dropping in parallel by 21 percent to 5,035. The year-on-year sessions gap of 44 percent is the harder figure, and it has not yet found a floor. Referring domains added 84 in a single month to reach 336, the one structural gain worth carrying forward. "Decaf koffie" entered the top 100 at position 38, a first foothold in a term that draws 1,600 searches a month. For July, the question is whether those 84 new referring domains begin lifting tracked keyword positions, or whether June's broader contraction runs deeper.