Stihl Search Query Performance Report – Mowers2Go.co.uk

Introduction

This report provides an analysis of the search performance for “Stihl” queries 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 to support the proposed buyer’s evaluation.

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.
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.

Opportunities for the Buyer

• Capitalize on Seasonal Peaks: Ensure a reliable supply chain for Stihl products, especially during the spring and summer months, to maximize impressions and clicks during high-demand periods.
• Address Stock Shortages: Offer alternative brands or pre-order options during periods of low Stihl inventory to retain engagement.
• Future Marketing Plans: There is an opportunity to integrate Stihl-specific campaigns into the overall marketing plan while balancing focus on other high-value brands.

Conclusion

The performance of “Stihl” search queries on Mowers2Go demonstrates strong seasonal demand and stability in search visibility. While recent efforts have focused on growing visibility for other brands such as Milwaukee and Kress, the Stihl segment remains an untapped opportunity with significant room for growth.
Addressing supply constraints and integrating Stihl into future strategies will allow the buyer to maximize the site’s potential and sustain engagement throughout the year.