Gameday Men's Health
June SEO performance report

Bottom line

June was the first month of sequential traffic growth since technical work began. Organic sessions closed at 98,413, up 7.2% vs May and up 2.9% year over year. The year-over-year search footprint is the strongest proof point in this report: clicks up 32.1%, impressions up 126.9%, and average position improved from 20.37 to 8.41.

The May-to-June comparison, read correctly

Against May, GSC clicks fell 5.9% and impressions fell 12.8% while CTR rose from 1.14% to 1.23%. Fewer impressions, better click capture. The same May-to-June drop happened in 2025, so most of the sequential decline is summer demand, not lost rankings. Section 03 shows the year-by-year data.

The one thing leadership needs to act on

41% of location microsites take conversions off the site, which makes tracking business outcomes from organic impossible. GA4 key events cannot be read as booked appointments in either direction, up or down. Fix Lobbie + GA4 tracking now, before the 90-day pilot gets judged on a dashboard that cannot see the bookings it is supposed to measure.

Full-month performance snapshot

GA4 organic search

*Key events are not a reliable proxy for booked appointments. 41% of location microsites convert off-site and the Lobbie integration does not report back into GA4. Treat this row as unmeasured, not as a performance verdict.

Google Search Console

GSC returns all 30 June dates as final. GA4 returns all 30 dates, but attribution and late event processing can still revise conversion-adjacent metrics.

Year over year

June 2025 impressions and sessions derived from the reported YoY percentages. The position gain means the site now ranks on page one for query sets it ranked on page two for a year ago.

AI Search: the channel that nearly doubled

AI Search (ChatGPT, Perplexity, Gemini, Google AI Overviews, and other LLM-driven referrers) is still a small slice of total organic, but it is growing faster than any other channel and it sends the highest-intent traffic on the site. This is the surface that traditional rank tracking does not see, and it is where a year of entity and content work compounds first.

These 51 are on-site key events recorded cleanly in GA4. Unlike the sitewide key-event drop, this count is not distorted by a measurement artifact, it is a real count of AI-referred conversions Google saw. It is still a floor on total AI Search bookings: the 41% of appointments that book off-site (page 2) apply to this channel too, so AI-referred visitors who booked on a microsite are not in this number. Read 51 as a clean minimum, with real upside above it.

Why this matters more than the raw count

• It went from a non-channel to a converting channel in a year. A year ago AI Search recorded zero key events. In June it recorded 51 clean on-site conversions at roughly triple the sitewide key-event rate, and that is before the off-site bookings the tracking gap hides. AI-referred visitors arrive further down the decision path.
• It validates the entity and content direction. LLMs cite sources they can parse and trust. Gameday showing up and converting in AI Search is early evidence the site is becoming a citable authority on TRT and men's health, not just a ranking URL.
• It is the one channel competitors cannot buy their way into. There is no AI Search ad auction. Presence is earned through authority, and Gameday is compounding a lead here while most clinics are not measuring it at all.

Seasonality: the June dip is a repeating pattern

June runs slower than May for this property every year the data covers. GSC clicks per day fell from May to June in both full June periods Search Console holds (2025 and 2026), and GA4 organic sessions per day fell the year before that (2024). Three consecutive Junes, two independent metrics, same direction. That rules out reading the 2026 sequential decline as an SEO regression on its own.

GSC clicks/day (Search Console)

GA4 organic sessions/day (one year earlier, where GSC clicks are unavailable)

Confidence: medium-high. The May-to-June dip appears in three straight years across two metrics. The 2024 point is GA4 sessions/day, shown separately because GSC click history does not reach that far back; it is not directly comparable to the clicks/day rows above. The pattern caps how much of the 2026 sequential decline can be attributed to execution, but does not explain every point of it.

The correct frame: June was seasonally slower than May inside a footprint that is 32% larger on clicks and 127% larger on impressions than the same month last year.

Where the clicks moved: page groups

What this table says

• High-converting pages were the only group up on both clicks and impressions. The commercial core of the site strengthened in a month when informational demand fell. That is the pattern you want.
• Location pages gained 247K impressions but lost 1,411 clicks. Google is showing these pages more and users are choosing them less. This is a title, snippet, and local-intent problem, not a visibility problem, and it is fixable page-side.
• Blog content was the entire drag. It accounts for 78% of the total click decline and more than all of the impression decline. Informational TRT and peptide demand cools in summer. The play is protecting the winners and refreshing selectively, not chasing every lost impression.

Decliners are concentrated in informational blog pages, consistent with the seasonal read. The one service page on the list (PT-141) is the exception worth a snippet and internal-link fix.

Demand signals and the July priority stack

Priority stack (scored)

What June proves, and what comes next

Confirmed

• Organic traffic grew: sessions +7.2% vs May, the first sequential gain of the engagement.
• The year-over-year footprint is far larger: clicks +32.1%, impressions +126.9%, average position from 20.37 to 8.41.
• CTR improved sequentially, 1.14% to 1.23%, while impressions fell. The pages that showed won more clicks.
• High-converting pages were the only group up on both clicks and impressions.
• AI Search sessions nearly doubled YoY (+91.9%) and went from zero recorded key events to 51, at roughly 3x the sitewide rate. Early, converting, and low-competition.
• The May-to-June click decline repeats across three straight Junes. It is mostly seasonal.

Not yet proven

• Conversion lift from technical SEO. Not because it is absent, but because 41% of microsites convert off-site and the tracking cannot see it.
• A measurable ranking benefit from Core Web Vitals work. Too early; that reads out over the next 60–90 days.
• A measurable ranking benefit from thin duplicate local content to canonical location page work. Too early; that reads out over the next 90 days.

What leadership should expect

Nick Kretz · Founder, Managing Partner · Kretz Consulting · nick@kretz.co