SEO & Organic
Two systems, two views. GA4 organic behaviour across all engines; Search Console clicks and rank behaviour on Google. Position is reported honestly — always beside the impressions delta, and coloured on an inverted scale where lower is better.
Google Search Performance
Google's own search ledger — clicks, impressions and rankings on Google Search only.
13-month Search Console Trend
Clicks (bars) · Impressions (solid line, right axis) · Avg Position (dashed, inverted right axis so up = better).
Ranking Distribution — query counts
The honest view of ranking progress: how many queries rank where, rather than one averaged number.
Brand vs Non-Brand — the earned SEO story lives on the right
Brand impressions approximate brand-name search demand; non-brand performance is where SEO effort shows. Position cards follow the same critical rules as the KPI row above.
Brand
GSCNon-Brand
GSCBrand share of total clicks
Snapshot for the current month.
13-month brand share trend
Brand impressions approximate brand-name search demand; non-brand performance is where SEO effort shows.
Queries matching the brand regex are classified Brand regardless of any product term. Product units contain non-brand queries only. Unmatched queries fall into Other non-brand.
· Search Console retains 16 months of history — trends show 13 months.
· Google Search only; other engines appear in the GA4 section below.
Site Impact & Organic Sources
GA4's session ledger for all search engines. Totals bind to the canonical Organic Search row shared across the report.
Organic engines — GA4
Mutually exclusive engine rows. Bing and other secondary engines live here — Search Console cannot see them.
| Channel | New Users | YoY · MoM | % of Organic | Key Events | YoY · MoM | KE Rate (YoY pp) |
|---|---|---|---|---|---|---|
| Google organic | 23,400 | +13.1%YoY +5.2%MoM | 90.3% | 4,420 | +13.1%YoY —MoM | 6.3% |
| Bing organicsecondary engine — monitor | 1,720 | +8.4%YoY +2.8%MoM | 6.6% | 258 | +8.4%YoY —MoM | 5.6% |
| DuckDuckGo organic | 420 | +19.2%YoY +4.1%MoM | 1.6% | 98 | +19.2%YoY —MoM | 5.9% |
| Yahoo organic | 220 | -3.6%YoY -1.4%MoM | 0.8% | 50 | -3.6%YoY —MoM | 5.6% |
| Other organic | 150 | +21.2%YoY +6.1%MoM | 0.6% | 34 | +21.2%YoY —MoM | 6.0% |
| TOTAL — Organic Search matches canonical | 25,910 | 100.0% | 4,860 | 6.2% |
18-month Organic Trend — GA4
New users (bars) with rolling Key Events (dashed line). Seasonal markers show the AU construction shutdown.
· AI assistant referrals are reported in the AI Visibility section, not here.
Business Unit Mini Dashboards — five earned-SEO stories, plus reconciliation
BrandSEO query classification — brand terms only
Any query matching /\b(boral(s|el)?)\b/i, including sub-brand variants (e.g. 'boral concrete').
| Query | Clicks | Position | YoY |
|---|---|---|---|
| boral | 5,820 | 1.1 | +6.2% |
| boral concrete | 1,940 | 1.3 | +9.1% |
| boral cement | 940 | 1.4 | +4.8% |
| boral asphalt | 720 | 1.5 | +11.4% |
| boral quarry | 410 | 1.6 | +13.2% |
| Path | Clicks | YoY |
|---|---|---|
| / | 6,120 | +6.1% |
| /about | 1,240 | +2.8% |
| /contact | 980 | +4.1% |
CementSEO query/page classification — differs from SF divisions and website product sections
Non-brand: cement, portland cement, general purpose cement, cement supplier, cement bulk…
| Query | Clicks | Position | YoY |
|---|---|---|---|
| cement supplier | 720 | 9.1 | +18.4% |
| portland cement | 610 | 11.2 | +12.1% |
| general purpose cement | 480 | 8.4 | +9.8% |
| cement bulk delivery | 320 | 12.8 | +21.2% |
| cement price per tonne | 290 | 14.6 | -3.4% |
| Path | Clicks | YoY |
|---|---|---|
| /products/cement | 1,820 | +14.8% |
| /products/cement/general-purpose | 720 | +19.2% |
| /products/cement/bulk | 540 | +10.8% |
ConcreteSEO query/page classification — differs from SF divisions and website product sections
Non-brand: concrete, ready mix, ready mix concrete, concrete supplier, concrete prices, decorative concrete…
| Query | Clicks | Position | YoY |
|---|---|---|---|
| ready mix concrete | 2,140 | 8.4 | +21.2% |
| concrete supplier | 1,820 | 9.6 | +14.8% |
| concrete prices | 1,240 | 12.4 | +9.6% |
| decorative concrete | 840 | 15.8 | +18.4% |
| concrete near me | 720 | 10.2 | +30.2% |
| Path | Clicks | YoY |
|---|---|---|
| /products/concrete | 5,820 | +12.8% |
| /products/concrete/ready-mix | 2,140 | +18.4% |
| /products/concrete/decorative | 940 | +21.2% |
AsphaltSEO query/page classification — differs from SF divisions and website product sections
Non-brand: asphalt, asphalt supplier, asphalt driveway, asphalt paving, bitumen…
| Query | Clicks | Position | YoY |
|---|---|---|---|
| asphalt supplier | 840 | 10.2 | +19.2% |
| asphalt driveway | 720 | 14.6 | +14.8% |
| asphalt paving | 540 | 12.8 | +11.4% |
| bitumen supplier | 380 | 15.2 | +8.4% |
| asphalt price per m2 | 290 | 18.4 | +21.2% |
| Path | Clicks | YoY |
|---|---|---|
| /products/asphalt | 2,420 | +14.8% |
| /products/asphalt/paving | 840 | +18.4% |
| /products/asphalt/driveways | 620 | +21.2% |
Quarries & RecyclingSEO query/page classification — merges SF Quarries + Recycling divisions
Non-brand: quarry, quarry supplier, aggregate, crushed rock, recycled aggregate, recycled concrete, C&D recycling…
| Query | Clicks | Position | YoY |
|---|---|---|---|
| recycled aggregate | 620 | 12.4 | +28.4% |
| quarry supplier | 480 | 14.2 | +9.8% |
| crushed rock | 380 | 16.8 | +11.2% |
| recycled concrete | 320 | 15.4 | +19.2% |
| aggregate supplier | 240 | 18.2 | +4.2% |
| Path | Clicks | YoY |
|---|---|---|
| /products/quarries | 1,640 | +9.8% |
| /products/recycling | 820 | +18.4% |
| /products/quarries/aggregate | 540 | +11.2% |