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Stihl Search Query Performance Report

Mowers2Go.co.uk

This report provides an analysis of the search performance for “Stihl” inclusive keywords on the Mowers2Go website over the past 12 months, based on data from Google Search Console. The goal is to provide insights into traffic trends, seasonal demand, and the impact of inventory availability on performance.

Please note: Due to time restraints, this only contains reports for “Stihl” such as “Stihl GTA 26” keywords, and does not inlude searches that emit this (to make data easily digestible). For instance, specific keywords like “HLA 66”, “GTA 26” are emitted.

This data strictly reflects external traffic driven by organic search queries and does not account for internal page traffic. Visits generated through user navigation within the website, such as clicks from the homepage to other pages, are excluded. By focusing solely on SEO performance, the analysis provides a clear picture of how effectively the site attracts and engages users arriving from Google Search. Including internal page views would inflate the overall metrics, but this report remains dedicated to measuring the impact and efficiency of the site’s search engine visibility.

Performance Summary

Key Insights

1. Strong Performance with Stock Availability

The first half of the year saw strong growth in impressions and clicks, driven by the availability of a wide range of Stihl products in stock. This performance demonstrates the site’s ability to capture market interest during peak seasonal demand.

2. Impact of Supply Constraints

During the second half of the year, impressions and clicks declined sharply due to reduced Stihl stock availability caused by supply constraints. This led the website to display outofstock / onbackorder to Google resulting in fewer incentives to click.

While rankings and CTR remained stable, reduced inventory limited the ability to meet potential customer demand.

3. Seasonal Trends

Traffic aligns with the UK gardening season:

• Spring/Early Summer (March–June): A clear peak in impressions and clicks reflects strong demand for Stihl products during the gardening season.
• Late Summer/Autumn (July–November): A gradual decline in demand, compounded by stock shortages, aligns with reduced gardening activity in colder months.

4. Focus on Other Brands

Over the past year, there has not been a dedicated SEO plan targeting Stihl-specific queries. Instead, the team has focused on building visibility for other key brands such as Milwaukee, Kress, and broader high-value terms.
This prioritization explains the lack of significant growth in Stihl traffic despite a stable performance.