Monthly performance on 24 designated URLs — money pages, top blog cluster, and category pages — with GSC and GA4 cross-referenced. Month-over-month and year-over-year deltas, group rollups, and drill-down cards on the URLs that need attention.
| URL | Group | Clicks | MoM | Impressions | CTR | Pos | Sessions | Conv | Verdict |
|---|---|---|---|---|---|---|---|---|---|
| /products/madison-9ft-5wt-rod | Money | 2,140 | +34% | 7,140 | 5.4% | 3.1 | 2,820 | 34 | Growing |
| /collections/waders | Money | 1,840 | +18% | 18,420 | 1.8% | 5.3 | 2,210 | 22 | Growing |
| /collections/rods | Money | 1,420 | +11% | 14,810 | 2.0% | 6.1 | 1,840 | 14 | Growing |
| /collections/vests | Money | 1,160 | +22% | 12,640 | 2.4% | 4.2 | 1,420 | 9 | Growing |
| /products/yellowstone-wading-boots | Money | 820 | +8% | 4,810 | 3.2% | 4.1 | 980 | 7 | Stable |
| /products/clearwater-reel-3-4wt | Money | 540 | +14% | 3,620 | 4.1% | 3.4 | 640 | 6 | Growing |
| /collections/reels | Money | 410 | +6% | 8,930 | 2.2% | 6.4 | 490 | 4 | Stable |
| /products/madison-spring-creek-rod | Money | 90 | -12% | 2,820 | 2.5% | 5.9 | 110 | 2 | Declining |
| /blog/best-waders-2026 | Blog | 820 | +24% | 9,820 | 1.6% | 7.8 | 1,140 | 11 | Growing |
| /blog/montana-fly-fishing-guide | Blog | 620 | +16% | 5,210 | 2.3% | 5.5 | 820 | 4 | Growing |
| /blog/dry-fly-tippet-guide | Blog | 480 | +9% | 6,820 | 1.4% | 9.2 | 540 | 2 | Stable |
| /blog/fly-tying-starter-kit | Blog | 410 | +18% | 3,420 | 1.5% | 8.5 | 490 | 3 | Growing |
| /blog/euro-nymph-tippet | Blog | 320 | +7% | 2,610 | 1.1% | 10.1 | 380 | 2 | Stable |
| /blog/wading-boot-vs-wading-shoe | Blog | 290 | +11% | 3,840 | 1.7% | 7.3 | 320 | 1 | Stable |
| /blog/spring-creek-flies | Blog | 240 | +4% | 2,980 | 0.9% | 12.4 | 280 | 1 | Stable |
| /blog/sustainable-fishing-gear | Blog | 220 | +9% | 4,290 | 1.1% | 11.6 | 240 | 2 | Stable |
| /blog/yellowstone-river-flies | Blog | 540 | +12% | 7,810 | 2.4% | 6.9 | 620 | 1 | Growing |
| /blog/madison-river-hatches | Blog | 270 | +6% | 4,210 | 1.7% | 8.8 | 290 | 1 | Stable |
| /collections/sustainable-apparel | Category | 320 | +4% | 4,290 | 1.1% | 11.6 | 380 | 2 | Stable |
| /collections/leaders-tippet | Category | 280 | +7% | 3,180 | 1.2% | 9.8 | 320 | 2 | Stable |
| /collections/womens-waders | Category | 460 | +18% | 5,940 | 2.0% | 6.8 | 540 | 5 | Growing |
| /locations/bozeman | Category | 680 | +6% | 8,400 | 2.4% | 7.2 | 820 | 5 | Stable |
| /locations/yellowstone | Category | 240 | +9% | 2,810 | 2.8% | 8.4 | 290 | 1 | Stable |
| /locations/montana | Category | 210 | -28% | 5,080 | 1.2% | 14.2 | 280 | 1 | Declining |
Two URLs flagged Declining — drill-down on each below.
Top queries currently driving impressions: "fly fishing montana" (1,810 imp), "montana fishing guide" (1,210), "fishing report montana" (980), "best montana rivers" (620), "montana fly shop" (460).
Likely cause: Position dropped 4.5 places. A competing publisher (Big Sky Fly Co) launched a state-overview hub in March that's likely cannibalizing the location-cluster query intent. Worth checking with the Competitor SEO Analysis service.
Recommendation: Refresh the page with a 2026 hatch calendar, expand the "best rivers" section from 4 to 10 entries, add 3 unique field-tested guide quotes, and link from 3-5 related blog posts. Target re-rank to position 6-8 within 60 days.
Top queries currently driving impressions: "spring creek fly rod" (1,420 imp), "madison rod spring creek" (640), "fly rod 4wt spring creek" (380), "small stream fly rod" (240), "best rod for spring creeks" (140).
Likely cause: Page metadata last updated August 2025. CTR is 2.5% vs the 4.5% band expected at position 5.9 — under-performing CTR is the bigger lever than position.
Recommendation: Add to the next CTR Plan batch. Proposed title rewrite: "Madison Spring Creek Rod — 4wt for Small Streams" (current: "Madison Spring Creek Rod"). Expected uplift: +28 clicks/mo.