The full read, now that the data is in
A proper look under the bonnet of your search and AI visibility, now that Analytics and Search Console are connected. Deeper than the first note we sent, and with a bit of context on where we have got to since we last spoke.
When we first spoke, Ube was still finding its shape
There was a reason we held back at the time, and it is a fairly ordinary one.
When you first raised this with us we had only just launched Ube, and we were still working out what would sit inside the product set. I didn’t want to say yes to something and then work out afterwards whether we could stand behind it, so I left it alone for the time being.
Shopify has since become part of what we offer and the rest of our stack has settled around it, so this is now work we do properly rather than work we would be learning on you. That is the whole of the change, and it is why I’m glad to be bringing this to you.
Your website, technically, is fine. What this report does is surface the challenges sitting just underneath it, honestly and in full.
Your technical health at a glance
A full read across security, crawlability, structured data, content, AI readiness and speed. The headline: you are not behind on the things that are hard to fix. The ground you are losing is the most fixable kind there is.
Seen five million times. Rarely clicked.
Sixteen months of real Google data. The volume is enormous, and the shape tells a specific story. You are shown less than half as often as a year ago, even as your ranking has improved. Being shown less while ranking better is the fingerprint of AI Overviews and rich results quietly absorbing the clicks that used to reach you.
Impressions are halving. Rankings are climbing. Both at once.
Monthly averages, Mar 2025 to Jul 2026. Impressions fell from ~13,000/day to ~5,500/day; average position improved from ~30 to ~13. Note the step change in September 2025, when Google stopped showing you across a wide band of low value queries. Fewer, better placements, but shrinking total reach.
Almost every click is your own name
The top ten searches bringing people to you are, without exception, branded: “rpr hair care”, “rpr shampoo”, “rpr colour chart”. That is loyal demand, and lovely to have. But new, non brand discovery is barely happening. You are harvesting the name you already earned, not growing it.
You rank 13.9 for the word “rpr”
18,779 impressions for your own brand name, at a 4.2% click rate, because you sit on the second page for it. Oz Hair, Adore Beauty and others hold the spots above you. People search for RPR and land at a reseller. Reclaiming page one for your own name is one of the fastest wins here.
Indexing: Google has indexed 951 of your pages and left 558 uncrawled or unindexed, roughly a third of what it knows about. Some is healthy pruning; a meaningful slice is reach you have created and are not being credited for.
Who is actually turning up
4,400 people in the last 28 days, almost all Australian, about 44 seconds a visit. Here is where they came from, and it shows a discovery gap you are currently paying to paper over.
Sessions by channel · last 28 days
Cheese bars are paidYou are paying to plug the gap
Around 1,700 sessions, a third of everything, come from paid: PMax, paid search and paid social. That is you buying the discovery that organic and AI should be earning you for free. Close the gap and every one of those clicks gets cheaper.
Referral is 79. AI traffic is near zero
Only 79 sessions in 28 days came from referrals of any kind, so the traffic arriving from ChatGPT, Perplexity or Gemini today is effectively nil. That is the cost of not being named, and the clearest upside, because it has nowhere to go but up.
A fair note on sales. The site records only a handful of direct purchases a week. For a salon and wholesale brand that is expected. Most volume runs through stockists and salons, and the site is a shopfront and a proof point, not the till. So we are not judging you on cart conversions. We are judging reach and reputation, which is exactly where the movable ground is.
We asked the AI what it says about you
The question that started this whole conversation. We put the real queries to ChatGPT, with live web search, from an Australian shopper’s seat.
Twenty five competitors named. RPR, zero. Ask the AI about you by name and it speaks warmly. It cites your own page and a 4.7/5 rating. Ask it for “the best” without naming you, and you are not yet a candidate. When it does discuss you, its “where to buy” points to Oz Hair, Amazon and Hair Traders, the same margin leak Search Console shows on Google.
Good, better and harmful, with the evidence
Everything we found, sorted three ways: protect what works, tidy what quietly leaks, fix what actively harms. Each line now stands on live data, not an outside read.
What is working, protect it
- ✓Secure, modern delivery on HTTPS, HTTP/2 and Brotli. The plumbing is right.
- ✓Strong structured data and an open door to AI crawlers, so you are eligible to be quoted, and already are on brand queries.
- ✓A real content library of over a hundred articles, plus warm, specific reviews.
- ✓Loyal branded demand: thousands search your name every month.
Could be better, quiet leaks
- ▲Heavy, old format images and no lazy loading, so pages are slow on the phones most of your customers use.
- ▲Unlabelled images and two competing headlines, small clarity losses for search and AI.
- ▲No llms.txt yet, the simple file that tells AI what is worth quoting.
- ▲558 pages unindexed, and pinch to zoom switched off on mobile.
What is harming you, fix first
- ✗No page caching. Your home page is rebuilt from scratch on every visit. That is the single biggest drag on speed, and speed is now a direct ranking and AI signal.
- ✗Speed taxed from several sides at once: no caching, heavy images and a large script load. Your 44/100 speed score is the outlier dragging the rest.
- ✗Resellers outrank you for your own name, proven now on Google (position 13.9) and in AI shopping results.
- ✗Invisible in AI discovery, the 25 to 0 finding. The biggest ceiling on new customers.
Why we honestly believe Shopify is right for you
This is the piece we couldn’t promise before, and can now. It is not a fashionable recommendation. It follows directly from what the data shows.
A real catalogue deserves a real commerce home
You have a serious range of products and a strong, trusted name. That combination has outgrown a site that treats the store as an afterthought. Shopify is built for exactly this: fast by default, structured for search and AI, effortless for your team to run, and trusted by shoppers at the checkout. Nearly every challenge in this report, from speed and structure to owning your own name and being cited by AI, is easier to solve on the right foundation.
The capability that now lines up
Ube is Yoonet’s web and search product, the same family you already work with, now equipped end to end for exactly this kind of work. Design, build, content, commerce, hosting and search under one roof, talking to each other.
Fast by construction
For content and marketing pages we build on Astro, which ships almost no unnecessary code, so pages load quickly, rank well, and are built to be cited by AI as much as ranked on Google. Core Web Vitals, clean structure and schema baked in.
Where the selling happens
Your catalogue, content and customers moved across cleanly and set up for speed and scale, on the platform trusted by serious brands the world over. This is the part we can now stand fully behind, and the reason for this whole conversation.
Your site, in your hands
A clean editing environment so your team manages content without a developer. Content models shaped around your site, roles for your people, and training so it sticks. You own the words and the schedule.
Over the top of all of it sits SEO for the AI era. We track traditional search positions and AI Overview citations side by side, so we can see which page earned a citation, not merely whether the brand got a mention. That is the difference between knowing you are visible and knowing why.
Run the numbers yourself
These are your assumptions, not our promises, so move the sliders to your own reality. It counts customers rather than single orders, because someone who finds you, likes the product and can buy it easily comes back. And it only counts what sells through your own store, so for a salon and wholesale brand like yours the real number is bigger again, because a stronger store feeds the demand that converts through your stockists too.
The cost of waiting. Every month you hold off is about 0 customers you never meet, worth roughly $0 a year once they are buying. Six months of standing still is about 0 of them, while the discovery gap this report found keeps widening.
All figures exclude GST and are a planning guide, not a guarantee.
We’re here to help
You already trust Yoonet with your team. Your VAs are part of our family, and that relationship is the reason I was careful about what I put my hand up for. Now that Shopify and the rest of the stack are genuinely ours to offer, I would love to look after this side of it too.
And a single partner who understands both your operations and your online growth is a rare and powerful thing: the same people looking after your back office and the storefront the world sees.
Your website is technically fine. This report shows the challenges underneath, and every one of them is fixable.
Please find a time to discuss how we can help RPR with a site migration into Shopify. In the meantime I’ll put together a quote for what it would cost to do this work, so when we catch up we can discuss that and all of your options for ongoing support and scaling the opportunity.
Really appreciate the opportunity, Rebecca, Andrew, and Amanda.
Warmest regards,
Ben
