Nine months in, your confidence has slipped, and the concerns you raised are fair. So we have gone back to the data, and we want to walk you through what we found, including where we fell short and exactly what changes from here.
That first number is the one to hold on to. Your average position across every term Google ranks you for has almost halved in a year, and the revenue moved with it. Rankings improving on their own would be a vanity metric. Rankings improving while organic revenue climbs to $38,755 and becomes your biggest channel is the work paying off.
In plain numbers: organic brought in $38,755 of your $75,910 total revenue over the period, up from $30,075 the year before. It is the single largest channel in the business and it is the one we work on every month.
And it is landing on your product and collection pages, the ones we optimise, not the blog. Organic now earns more than every other channel combined.
Source: Will & Wind Search Console and GA4 · average position June 2026 vs June 2025 · revenue and orders since kickoff 24 Oct 2025 to 20 Jul 2026 vs prior year · AUD.
Looking at revenue by landing page tells the same story. Across all traffic since kickoff, your product and collection pages carry the sales, and your 120 blog pages sit right at the bottom.
| Landing page | Sessions | Revenue (AUD) |
|---|---|---|
| Home | 9,542 | $27,698 |
| Car seat towels (collection) | 6,635 | $17,409 |
| Travel towels (collection) | 1,733 | $4,771 |
| Hooded towels (collection) | 1,062 | $1,913 |
| Gym towels (collection) | 412 | $1,370 |
| Beach mats (collection) | 846 | $1,355 |
| Ningaloo adult hooded towel (product) | 396 | $956 |
| Hair wrap (product) | 202 | $758 |
| Blog (120 pages combined) | 979 | $114 |
Revenue by landing page only counts a sale if it happens in the same visit, and nobody reads a towel guide and checks out in the same breath. The fairer question is the one you would actually ask: do people who arrive on a blog go on to look at products? So we pulled the behaviour.
Pages per session. Blog visitors browse on almost exactly as far as people who land straight on a product or collection page. They are clicking through.
Engagement rate. Again, line ball. The blog holds attention just as well as your commercial pages.
Add to carts per 100 sessions. This is the real gap. Blog readers browse just as far, but they arrive much colder.
Your best performers back that up. The posts closest to a product send people deepest: "must have kids hooded towels" runs 3.01 pages per session, "5 reasons hooded towels are the adult upgrade" runs 3.63. The further a post sits from something you sell, the flatter it goes.
Revenue by landing page, all traffic (not filtered to organic), since kickoff 24 Oct 2025 to 20 Jul 2026. Source: Will & Wind GA4 · AUD. One honest limit: GA4 credits a sale to the page the visit started on, so a reader who returns a week later to buy is counted under that later visit, not the blog. Measuring those cross-visit journeys needs tracking we have not set up yet, and we would like to.
The links you flagged are already disavowed in Search Console, so Google has been told to ignore them. They only linger in Ahrefs because tools still show disavowed links.
The submission and directory links we have been building are not the growth lever they used to be, and your results are not coming from them. We are moving to fewer, genuinely targeted placements on sites that matter in your category, and we are rebuilding that approach now.
We did the work but did not clearly show you, so it looked unresolved. That reporting gap is on us, and it changes from here.
Your Domain Rating dipped from its March peak, and it is worth seeing that next to the rest of your category. Over these seventeen months the established players went backwards: Dock & Bay from 61 down to 56, Tesalate from 55 down to 40. Yours is the only line on this chart that is up, 9 to 15. Domain Rating across the category has been deflating through the 2026 Google updates, so a dip back from a peak is not evidence of spammy links dragging you down.
Source: Ahrefs Domain Rating, monthly · Mar 2025 to Jul 2026 · verified 24 Jul 2026.
Every collection below already exists on your site. The volumes are triangulated across Google Keyword Planner, SEMrush and Ahrefs, and the positions come from the live Australian results this week.
| Search term | Monthly searches (AU) Jul 2026, median of 3 tools | Who is winning it live, 24 Jul 2026 | Their DR 24 Jul 2026 | Where you are Jun 2026 report |
|---|---|---|---|---|
| gym towel | 11,000 | Cheeky Winx #2, Tesalate #3 | 13, 40 | Collection exists, outside the top 10 |
| tea towel | 4,400 | Dock & Bay #5 | 56 | Collection exists, not ranking |
| kids hooded towel | 1,600 | Meander Wild #2, Sammimis #4 | 13, 18 | Collection exists, position 35 |
| hair towel | 1,600 | Ugly Swan #3 | 16 | Hair wrap ranking 12, room to grow |
| beach blanket | 1,600 | Tesalate #4 | 40 | Collection ranking 10 |
Volumes triangulated across Google Keyword Planner, SEMrush and Ahrefs, median of the three, Australia. Competitor positions and Domain Ratings pulled from the live Australian results, 24 July 2026. Your positions from your June ranking report.
Wild Tree was brought in for structural Shopify work, and on speed they resized and re-uploaded your images, the item our audit surfaced.
That helped desktop. We then said speed was as good as Shopify allowed and stopped tracking it. That call was too shallow, and mobile stayed slow.
Gil looked at the render path: third-party apps and render-blocking JavaScript, the real mobile bottleneck we never touched.
That is why desktop looks fine while mobile still loads in 14 to 17 seconds, well over Google's 2.5 second target.
Alongside the recovery, we have rebuilt your whole keyword and AI-search picture from the ground up, so the plan targets real demand and your brand is the one ChatGPT recommends. It is all in one live workbook you can open any time.
Your current targets plus an expansion set, checked across Google Keyword Planner, SEMrush and Ahrefs, not one tool. It corrects inflated numbers (Keyword Planner reads "towels with hood" at 1,900/mo, but triangulated it is closer to 30, because Keyword Planner groups near-identical phrasings under one figure) and surfaces the sand-free family, the category's biggest demand pool, which was never targeted.
The real questions buyers ask ChatGPT, Claude, Perplexity and Google AI across your whole range, each with a directional volume and a priority, so we know which answers Will & Wind can own.
Every keyword and prompt mapped to a content territory, ranked by demand, proven page performance and whether you can uniquely own the answer.
Your AI-search readiness scored against our four-pillar model. The on-site bones are genuinely good; authority (the links) is the drag, and it is exactly where the budget was going. Certified is 80.