Nothing here is estimated. Every figure traces to a named source: Google Search Console property ernestobuono.com.au, GA4 property 343685380, and your own daily tracker. Three honesty notes, so future comparisons stay clean:
schedule event (the true booking) first fired in late February, so booking-per-channel numbers cover Mar–Jul 2026, five complete months, not the full year. The separate ads conversion overcounts by roughly 12x and is ignored here entirely.Window for every stat above: Aug 2025 → Jul 2026, except appointments (Mar–Jul 2026, see the honesty note).
The engagement guarantees that by month twelve the site earns at least 2,068 non-branded organic clicks a month (a 24,822 annual run-rate), measured in your own Search Console as a three-month average. That needs a baseline nobody can argue with later, so here it is, two ways:
| Measure | Value | How it's computed |
|---|---|---|
| Trailing 12 months | 9,822 clicks · 818/mo | Every non-branded query click Aug 2025 → Jul 2026, plus Search Console's anonymised long-tail clicks, all counted as non-branded (the reading most generous to you) |
| Recent run-rate | 874/mo | The last 90 days before signing, annualised. Higher than the yearly average because your clicks have been improving on their own |
And the month-by-month record the target is judged against. This is the table that should look completely different in twelve months: non-branded clicks up past 2,068, position down into the top ten.
| Month | Branded clicks | Non-branded clicks | NB impressions | NB avg position |
|---|---|---|---|---|
| Aug 25 | 350 | 709 | 245,566 | 44.8 |
| Sep 25 | 300 | 686 | 135,345 | 43.8 |
| Oct 25 | 355 | 566 | 101,397 | 47.0 |
| Nov 25 | 315 | 656 | 129,862 | 50.7 |
| Dec 25 | 341 | 857 | 172,142 | 49.3 |
| Jan 26 | 397 | 953 | 190,776 | 47.7 |
| Feb 26 | 367 | 977 | 201,013 | 39.8 |
| Mar 26 | 350 | 910 | 229,430 | 32.2 |
| Apr 26 | 331 | 870 | 161,054 | 32.8 |
| May 26 | 399 | 882 | 142,958 | 33.6 |
| Jun 26 | 391 | 758 | 166,010 | 31.8 |
| Jul 26 | 401 | 998 | 190,129 | 25.6 |
Search Console, query level; branded = any query containing your name or its common misspellings; anonymised long-tail clicks counted as non-branded. Note the position column: 44.8 to 25.6 across the year with no deliberate work behind it. The site is drifting the right way on its own, which is exactly why we pinned the baseline at the top of the range rather than the average.
Your business runs on appointments, so this is the table that matters commercially. Booking tracking begins March 2026, so this covers Mar–Jul 2026, five complete months, Australia only:
| Channel | Sessions (12 mo) | Appointments (Mar–Jul) | Share of appointments |
|---|---|---|---|
| Organic search | 19,541 | 53 | 35% |
| Direct | 21,307 | 39 | 26% |
| Organic social | 27,152 | 29 | 19% |
| Paid search (~A$3,000/mo) | 4,754 | 14 | 9% |
| Referral | 2,186 | 12 | 8% |
| Cross-network | 13,160 | 4 | 3% |
| AI Assistant | 58 | — | 14 key events |
The top non-branded queries by impressions, Australia, full year. This is real demand you already appear for:
| Query | Impressions | Clicks | Position |
|---|---|---|---|
| aquamarine ring | 12,134 | 99 | 11.6 |
| lab grown engagement rings | 9,745 | 3 | 43.8 |
| engagement rings sydney | 8,068 | 25 | 37.7 |
| pear shaped diamond ring | 7,640 | 1 | 52.6 |
| lab grown diamond rings | 6,494 | 1 | 56.8 |
| mens gold bracelet | 6,282 | 45 | 14.0 |
| engagement ring sydney | 6,107 | 32 | 28.1 |
| pear shaped engagement ring | 5,896 | 3 | 30.3 |
| eternity ring | 5,851 | 2 | 44.7 |
| teardrop engagement ring | 5,591 | 2 | 26.0 |
| ruby engagement rings | 5,545 | 1 | 42.9 |
| tennis bracelet | 5,437 | 2 | 47.3 |
| emerald engagement rings | 5,260 | 1 | 48.4 |
| emerald cut diamond | 4,921 | 1 | 50.5 |
| emerald jewellery | 4,789 | 5 | 32.0 |
Search Console, query + country = Australia, full 12-month window. The two rows that earn real clicks, aquamarine ring (position 11.6) and mens gold bracelet (14.0), are the two closest to page one. Everything at position 26+ earns almost nothing regardless of demand. That's the mechanism the strategy fixes: same demand, better positions, and the clicks follow.
The pages Google lands people on today. This table stays in every monthly re-run so we can watch where traffic moves: as the hubs are rebuilt and the education tree goes up, category and education pages should climb this list.
| Page | Clicks | Impressions | Position |
|---|---|---|---|
| / (home) | 5,931 | 116,645 | 17.7 |
| /all-religious/orthodox-jewellery/ | 1,009 | 47,471 | 8.2 |
| /bangles-bracelets/chain-bracelet/18ct-gold-bracelet… | 483 | 43,104 | 10.7 |
| /engagement-rings/aquamarine/ | 435 | 81,133 | 15.3 |
| /rings/ | 416 | 19,437 | 5.3 |
| /all-religious/rosary/ | 189 | 7,904 | 8.8 |
| /book-an-appointment/ | 146 | 19,927 | 4.3 |
| /religious-jewellery-collection/ | 124 | 5,981 | 14.2 |
| /miraculous-medal/ | 86 | 2,989 | 9.2 |
| /dress-rings/cocktail-rings/ | 84 | 18,856 | 12.7 |
The homepage carries 42% of all clicks, and the religious jewellery niche quietly earns three of the top ten spots. Note what's missing: not one engagement-ring category hub in the top ten by clicks, in an engagement-ring business.
| Source | Sessions | Key events |
|---|---|---|
| chatgpt.com | 57 | 14 |
| gemini.google.com | 1 | 0 |
| Total | 58 | 14 |
Your daily tracker your data is the system of record for what happens after the click, because the sale closes in the showroom, not the browser. The two systems agree on shape: your tracker recorded 38 appointments in July 2026 across all channels including phone and walk-in, against 42 web schedule events in GA4 the same month, a sensible match once double-fires are allowed for. Across the 15 months of your engine sheet: $1,019,845 of tracked revenue from 319 bookings, roughly $3,197 per booking made, and about a 37% close rate in the showroom, on the $7,000 average order William confirmed. Those four numbers are the bridge from clicks to dollars, and every monthly re-run will restate them from your latest tracker so the money side stays honest too.
| Gap | What we need | From |
|---|---|---|
| WordPress admin | Access for the technical fixes: the H1 template fault, FAQ and Review schema, GPTBot, llms.txt, the 14-second mobile load | William (onboarding form) |
| Booking conversion rebuild | One clean schedule conversion firing once per real booking, and Google Ads repointed at it (the current ads event overcounts ~12x) | TE (technical list) |
| Bot filtering | Filter the Meta data-centre referral traffic so GA4 totals become trustworthy without the manual Australia-only workaround | TE (technical list) |
| Phone + walk-in attribution | Keep the daily tracker running as-is; it's the only record of the ~40% of bookings that never touch the website | Ernesto (no change) |
| Zoom close rate | Track Zoom consults separately in the tracker so the 15% goal becomes a measured number | William + Ernesto |