1 · Executive Dashboard
Search Console + GA4 key stats, same 28-day windows
GSC Clicks
1,430
↓ 22.0% (prev 1,833)
GSC Impressions
210,663
↑ 11.2% (prev 189,447)
GSC CTR
0.68%
↓ 0.29pp
Avg Position
9.25
↓ 2.64 positions
GA4 Sessions
6,511
↓ 35.0% (prev 10,014)
GA4 Users
4,226
↓ 34.0% (prev 6,401)
Engagement Rate
66.5%
↑ 0.9pp (prev 65.9%)
Form Submits
27
↓ 25.0% (prev 36)
1,135Booking CTA clicks (−36% vs 1,778)
1,057Tour-program interest events (+69%)
410AI-assistant sessions (flat; share 4.1%→6.2%)
2,849Paid sessions (−44%) — biggest hidden loss
2 · Winning Terms
Common queries that gained position (GSC, same-query comparison)
| Keyword | Prev | Now | Gain | Impr. |
|---|---|---|---|---|
| cuanto viven los elefantes | #8.7 | #7.1 | ↑1.7 | 287 |
| what to wear to an elephant sanctuary | #5.2 | #1.1 | ↑4.1 | 228 |
| ethical elephant sanctuary | #19.0 | #17.1 | ↑2.0 | 220 |
| elephant habitat | #22.7 | #8.7 | ↑13.9 | 161 |
| african elephants | #34.8 | #30.1 | ↑4.8 | 137 |
| african elephant habitat | #17.0 | #13.1 | ↑3.8 | 119 |
| elephant food | #11 | #1.5 | ↑9.5 | 118 |
| samui elephant kingdom | #17.2 | #15.4 | ↑1.8 | 100 |
| what to wear to elephant sanctuary thailand | #5.3 | #2.5 | ↑2.7 | 97 |
| cuánto viven los elefantes | #9.4 | #7.7 | ↑1.7 | 95 |
💡 What's winning
- Brand + informational queries holding ground even in a down month
- Position gains concentrated in content/education pages
- Recovering terms = re-optimize further; they respond to content edits
3 · Losing Terms
Common queries that lost position (GSC)
| Keyword | Prev | Now | Loss | Impr. |
|---|---|---|---|---|
| how old do elephants live | #3.7 | #5.8 | ↓2.1 | 682 |
| elephant facts | #9.5 | #13.1 | ↓3.6 | 385 |
| how long to elephants live | #4.2 | #5.8 | ↓1.6 | 378 |
| ethical elephant sanctuary koh samui | #4.8 | #6.8 | ↓2.0 | 353 |
| facts about elephants | #6.0 | #11.5 | ↓5.5 | 259 |
| how long do elephants live? | #3.7 | #5.8 | ↓2.1 | 209 |
| haven elephant | #10.6 | #16.2 | ↓5.5 | 206 |
| how long can an elephant live | #2.5 | #5.9 | ↓3.3 | 198 |
| elephant average lifespan | #3.6 | #6.7 | ↓3.1 | 189 |
| african elephant lifespan | #3.4 | #5.1 | ↓1.7 | 186 |
🚨 Immediate actions
- Re-optimize pages behind losing terms (title/H2/entity match)
- Check SERP features swallowing the intent (AI Overviews, packs)
- Verify no page-level technical regression on landing pages
4 · High Opportunity Terms
High impressions but not on page 1 — quick wins
| Keyword | Impr. | Pos | Clicks | Priority |
|---|---|---|---|---|
| quanto tempo vive um elefante | 750 | #10.3 | 0 | Push to P1 |
| elephant facts | 385 | #13.1 | 1 | Push to P1 |
| amazing facts about elephants | 374 | #11.2 | 0 | Push to P1 |
| elephant sanctuary | 365 | #14.4 | 2 | Push to P1 |
| koh samui elephant | 273 | #10.6 | 2 | Push to P1 |
| restaurant samui | 263 | #52.9 | 0 | Push to P1 |
| facts about elephants | 259 | #11.5 | 0 | Push to P1 |
| endangered elephants | 246 | #10.5 | 0 | Push to P1 |
| are elephants endangered | 231 | #11.8 | 0 | Push to P1 |
| ethical elephant sanctuary | 220 | #17.1 | 1 | Push to P1 |
| sunny side up cafe samui choeng mon owner ger | 220 | #10.6 | 0 | Push to P1 |
| resorts in koh samui | 218 | #47.9 | 0 | Push to P1 |
⚠️ Opportunity value
- These queries already know you (high impressions) — position is the only blocker
- Each 10-position gain here converts directly to clicks
5 · SERP Position Distribution
6,914 visible queries, current period
| Bucket | Queries | Share |
|---|---|---|
| 1 | 359 | 5.2% |
| 2-3 | 654 | 9.5% |
| 4-10 | 2182 | 31.6% |
| 11-20 | 1246 | 18.0% |
| 21-100 | 2473 | 35.8% |
| 100+ | 0 | 0.0% |
⚠️ Reading
- Position 1 hold = brand queries (stable)
- Depth of rankings (21-100) is where impression growth lives — and why avg position rose
6 · Traffic by Source
GA4 sessionDefaultChannelGroup, both periods
| Channel | Prev | Current | Change | Share |
|---|---|---|---|---|
| Paid Search | 5,088 | 2,849 | -44% | 43.6% |
| Organic Search | 2,188 | 1,582 | -28% | 24.2% |
| Direct | 1,779 | 1,407 | -21% | 21.6% |
| AI Assistant | 408 | 410 | +0% | 6.3% |
| Organic Social | 165 | 151 | -8% | 2.3% |
| Referral | 118 | 83 | -30% | 1.3% |
| Unassigned | 54 | 23 | -57% | 0.4% |
| Cross-network | 28 | 22 | -21% | 0.3% |
🚨 One channel drives two-thirds of the loss
- Paid Search −2,239 sessions (−44%) = 64% of total decline — audit Google Ads budget/bids
- AI Assistant (ChatGPT) held flat — the only channel that didn't fall
- Organic Search −27.7% mirrors GSC clicks −22% (same story, GA4 counts sessions)
7 · Top Pages Analysis
GA4 landing pages by sessions (min 3 in either period)
| Landing Page | Prev Sess | Current | Change |
|---|---|---|---|
| /koh-samui-tour-program | 4,705 | 3,044 | -1,661 |
| / | 3,592 | 2,383 | -1,209 |
| /koh-phangan-sanctuary | 392 | 174 | -218 |
| /koh-samui-sanctuary | 287 | 193 | -94 |
| (not set) | 276 | 181 | -95 |
| /koh-phangan-tour-program | 159 | 68 | -91 |
| /contact | 106 | 59 | -47 |
| /our-journey | 65 | 32 | -33 |
| /how-long-do-elephants-live-life-expectancy-in-captivity-vs- | 34 | 38 | +4 |
| /tour-info | 34 | 20 | -14 |
| /gallery | 31 | 25 | -6 |
| /privacy-policy | 31 | 59 | +28 |
| /what-to-wear-to-an-elephant-sanctuary-in-koh-samui | 29 | 18 | -11 |
| /elephant-facts | 27 | 16 | -11 |
| /how-to-help | 25 | 18 | -7 |
🚨 Commercial pages took the hit
- /koh-samui-tour-program (money page) −1,661 sessions (−35%)
- Phangan pair −56%/−57% — largest relative losses
- Education cluster GROWING (visitor-guide +167%, elephant facts content holding)
- Fix order: homepage → tour-program → Phangan pages
8 · Conversion Data
GA4 events that map to the booking funnel
| Event / Funnel step | Prev | Current | Change |
|---|---|---|---|
| BOOK YOUR VISIT (booking CTA) | 1,778 | 1,135 | -36% |
| TOUR PROGRAM (tour interest) | 627 | 1,057 | +69% |
| FEEDING PROGRAM | 103 | 137 | +33% |
| FULL-DAY VOLUNTEER | 28 | 55 | +96% |
| Form start | 103 | 66 | -36% |
| Form submit (lead) | 36 | 27 | -25% |
| Generic clicks | 138 | 115 | -17% |
⚠️ Funnel verdict — interest up, intent down
- Tour/Feeding/Volunteer program interest events ROSE (+69%/+33%/+96%) — content works
- But top-of-funnel (traffic) fell, so booking CTA clicks −36% and form submits −25%
- Conversion-rate math: form submits per session 0.36%→0.41% — efficiency actually improved
9 · Competitor Analysis
Ahrefs metrics (subdomains mode, 29 Sep 2026)
| Domain | DR | Traffic | Keywords | Backlinks | Ref. Domains | Role |
|---|---|---|---|---|---|---|
| Samui Elephant Haven | – | 3059 | 277 | – | – | Benchmark |
| Samui Elephant Sanctuary | – | 3484 | 64 | – | – | Competitor |
| Elephant Jungle Sanctuary | – | 25733 | 2608 | – | – | Competitor |
⚠️ Competitive context
- SEH competes with sanctuary brands for 'elephant sanctuary koh samui' head terms
- GSC shows the term at pos ~7.7 with 6,926 impressions in Jan — SERP-feature pressure is real
- Suggested: monitor competitor content cadence, keep the education moat
10 · Action Plan & Recommendations
Prioritized by impact
⚡ Immediate (this week)
- Google Ads audit — accounts for 64% of the session loss (−2,239). Budget cut? Campaign paused? Bid strategy?
- Re-optimize losing GSC terms (page 1 fallers) — title/H1/entity alignment
- Confirm tour-program page noindex/technical regression; it lost 1,661 sessions
📈 Short-term (this month)
- Thailand mobile recovery — 56% of the loss is Thai sessions (6,069→4,109)
- Push high-opportunity terms (top 12 listed in §4) toward page 1 with internal linking
- Fuel the AI-assistant channel — ChatGPT referrals held at 410 while everything else fell
🎯 Long-term (quarter)
- Build the education cluster (already the winning section) into a content hub
- Reclaim head-term territory with fresh SERP-aware content vs OTA/AI-Overview competition
- Conversion-rate optimization on tour-program pages — interest is up, capture it