Last 28 Days — Organic Search
GA4, Organic Search channel only. Last 28 days (Mar 31 - Apr 27) vs previous 28 days (Mar 3 - Mar 30).
Organic traffic is essentially flat at -7%, which is actually healthy given the broader 25% drop across all channels. But organic conversions dropped 28% — fewer of the visitors who do show up are converting. There's also a suspicious 3-day gap (Apr 10-12) where organic sessions dropped to near-zero. Could be a tracking issue, could be real. Worth checking GSC for those dates first.
The Apr 10-12 collapse is the visual standout. Three days of essentially zero organic sessions while paid and direct kept flowing normally. That points to either a GA4 organic-classification issue or a brief deindex/ranking event. First step: cross-check Search Console clicks for those dates.
Other key metrics
The conversion drop is the biggest signal. Sessions only fell 7% but conversions fell 28%, meaning organic conversion rate dropped from 1.97% to 1.53% — that's a 22% relative decline in how often an organic visitor converts. Engagement rate also slipped. Session duration went up (probably just longer reading on blog pages, given the blog presence in top organic landings).
Monthly trend
Year-over-year is essentially flat (-3%). The spike in October 2025 (4,202 sessions) is the standout high. February 2026 (2,090) is the standout low and worth a separate dig. April 2026 is partial through Apr 27.
Top organic landing pages
| Path | Last 28d | Prev 28d | vs prev |
|---|---|---|---|
| / | 313 | 383 | ▼ 18% |
| (not set) | 74 | 99 | ▼ 25% |
| /custom-caskets | 71 | 87 | ▼ 18% |
| /custom-caskets/harley-davidson | 52 | 24 | ▲ 117% |
| /product-category/oversized-caskets | 46 | 62 | ▼ 26% |
| /custom-caskets/hello-kitty | 44 | 42 | ▲ 5% |
| /custom-caskets/pink-glitter-casket | 42 | 46 | ▼ 9% |
| /blog/to-gasket-or-not-to-gasket-do-you-need-a-sealed-casket | 39 | 48 | ▼ 19% |
| /product-category/wood-caskets | 38 | 41 | ▼ 7% |
| /product-category/youth-caskets | 36 | 36 | ▲ 0% |
A few patterns worth pulling out:
- Custom-themed casket pages dominate the long tail. Harley-Davidson, Hello Kitty, pink glitter, Fortnite, leopard, Star Trek, Denver Broncos. People search for very specific themes and Sky Caskets ranks. That's a real organic moat.
- Harley-Davidson jumped from 24 to 52 sessions (+117%). Worth checking GSC to see what query is driving this — could be a ranking gain on a high-intent term, or a seasonal pattern (motorcycle season, memorial events).
- Blog posts are pulling weight.
/blog/to-gasket-or-not-to-gasket(39 sessions),/blog/casket-sizes(28),/blog/wood-caskets-how-to-choose(25),/blog/casket-sprays-funeral-flowers(22). That's roughly 6-8% of all organic traffic from blog content. Worth investing in more. - The home page lost ~70 sessions. Likely tied to brand-search softness or a ranking position shift. Worth a GSC check for "sky caskets" branded queries.
What to do next
- Investigate the Apr 10-12 organic gap. Pull Search Console clicks for those exact dates. If GSC also shows zero, it's a real issue (deindex, manual action, ranking collapse). If GSC shows normal, it's a GA4 channel-classification bug worth filing.
- Audit the organic conversion drop. Sessions only fell 7% but conversions fell 28%. Check if a high-converting page lost rankings, or if checkout is broken for organic referrers specifically.
- Double down on Harley-Davidson and similar themed casket pages. Pull the GSC queries driving the +117% on Harley-Davidson, then look for similar themes (other motorcycle brands, military, sports teams) where similar content could rank.
- Build more blog content in the proven clusters. "Casket sizes", "wood vs metal", "casket sprays" — these are all earning organic traffic. Topic clusters around them would compound.
- Cross-check brand search. Home page is the biggest single organic landing and dropped 18%. Pull "sky caskets" and brand-variant queries from GSC to see if rankings or impressions shifted.