Organic traffic, conversions, call performance and search visibility for July 2026.
Organic visibility grew in July while organic conversion fell. The two need reading separately.
No Google ranking update ran during July. The June 2026 spam update finished on 26 June and the next update did not begin until 18 August, so nothing in this month's movement is attributable to an algorithm change.
The month's main site event was the multilingual rollout. Ten translated pages went live with a /languages/ hub, hreflang, per-language social meta and a dedicated sitemap, which is the most likely driver of impressions rising 10.2% month-on-month.
Organic active users reached 880, up 22.7% on July 2025, with engaged sessions up 20.9% to 820. Against the FY 26/27 target of 8,000 organic users that is a run rate of 667 a month, comfortably ahead of pace.
Conversion moved the other way. Organic phone leads fell to 33, down 31.3% on June and 41.1% on July 2025. Form submissions were the exception, up 9.5% month-on-month to 23, though still 25.8% below last July. Both CPLs sit above target: phone leads at $30.30 against $28, form submissions at $43.48 against $35.
Total calls of 221 are well short of the 405 monthly run rate the FY 26/27 target of 4,856 implies. Call handling remains strong, with a 98.6% answer rate, no missed calls and two seconds to answer.
Two site changes are in flight that affect the months ahead. The Acknowledgement of Country pop-up is being replaced with a sticky bar because it was costing conversions, and the redesigned referral page on the Canteen site now funnels users through to Cancer Hub. The multilingual rollout is three weeks in.
Conversion counts are strict: phone leads = phone_lead, booked calls = cancer_hub_call, form submissions = individual + professional only. Summing all key events overstates the totals.
Organic users grew 22.7% year-on-year while organic phone leads fell 41.1%. More people are arriving from search and fewer are picking up the phone.
Professional referrals made up 17 of the 23 form submissions, with individual support at 6. The professionals referral path was simplified during July to link straight to the form rather than the referrer information page, and the discrepancy in professional form conversions was still visible through the month. The discrepancy between Form Assembly and GA4 on professional forms has since narrowed from around 40% to two or three percent without direct intervention, and will be checked again next month to confirm it holds.
Conversion counts remain strict: phone leads are phone_lead, booked calls are cancer_hub_call, form submissions are individual and professional only. enquiry_form is excluded per the FY 26/27 ops plan methodology, and all conversion figures come from the GA4 User Acquisition report.
| Channel | Active users | Sessions | Engaged sessions | Avg engagement time / session | Engagement rate | Key events |
|---|---|---|---|---|---|---|
| Total July 2026 | 5,498 | 7,371 | 3,445 | 43s | 46.74% | 1,062 |
| Jul 2025 | 5,835 | 8,167 | 3,610 | 33s | 44.20% | 1,374 |
| % change | -5.8% | -9.7% | -4.6% | +29.7% | +5.7% | -22.7% |
| Cross-network43.8% of sessions July 2026 | 2,805 | 3,276 | 964 | 17s | 29.43% | 166 |
| Jul 2025 | 3,131 | 4,041 | 1,235 | 15s | 30.56% | 464 |
| % change | -10.4% | -18.9% | -21.9% | +8.8% | -3.7% | -64.2% |
| Direct19.9% of sessions July 2026 | 951 | 1,490 | 898 | 58s | 60.27% | 501 |
| Jul 2025 | 1,013 | 1,622 | 1,149 | 44s | 70.84% | 512 |
| % change | -6.1% | -8.1% | -21.8% | +31.8% | -14.9% | -2.1% |
| Organic Search18.1% of sessions July 2026 | 880 | 1,357 | 820 | 1m 08s | 60.43% | 83 |
| Jul 2025 | 717 | 1,186 | 678 | 56s | 57.17% | 109 |
| % change | +22.7% | +14.4% | +20.9% | +21.8% | +5.7% | -23.9% |
| Paid Search11.0% of sessions July 2026 | 722 | 824 | 494 | 42s | 59.95% | 149 |
| Jul 2025 | 852 | 1,003 | 382 | 25s | 38.09% | 114 |
| % change | -15.3% | -17.8% | +29.3% | +64.5% | +57.4% | +30.7% |
| Referral5.1% of sessions July 2026 | 170 | 383 | 263 | 1m 12s | 68.67% | 52 |
| Jul 2025 | 132 | 238 | 124 | 54s | 52.10% | 21 |
| % change | +28.8% | +60.9% | +112.1% | +32.8% | +31.8% | +147.6% |
| Unassigned1.6% of sessions July 2026 | 106 | 118 | 8 | 2m 28s | 6.78% | 111 |
| Jul 2025 | 161 | 162 | 1 | 3m 03s | 0.62% | 152 |
| % change | -34.2% | -27.2% | +700.0% | -18.9% | +998.3% | -27.0% |
| Organic Social0.4% of sessions July 2026 | 25 | 27 | 9 | 16s | 33.33% | 0 |
| Jul 2025 | 19 | 20 | 13 | 7s | 65.00% | 2 |
| % change | +31.6% | +35.0% | -30.8% | +115.4% | -48.7% | -100.0% |
| Email0.2% of sessions July 2026 | 10 | 13 | 5 | 13s | 38.46% | 0 |
| Jul 2025 | 12 | 12 | 1 | 1s | 8.33% | 0 |
| % change | -16.7% | +8.3% | +400.0% | +716.9% | +361.5% | +0.0% |
Organic search accounted for 18.1% of sessions, third behind cross-network at 43.8% and direct at 19.9%. Organic was the only channel to grow active users year-on-year, up 22.7% to 880, while total site users fell 5.8% to 5,498.
Organic also carries the strongest engagement on the site: 1m 08s average engagement time per session against a site average of 43s, and a 60.43% engagement rate against 46.74%.
CPL is a directional benchmark on a notional $1,000 monthly spend divided by organic conversions. There is no real ad spend behind it.
Phone lead CPL rose to $30.30 from $20.83 in June as volume fell from 48 to 33, taking it above the $28 target for the first time this cycle. Form submission CPL improved to $43.48 from $47.62 but remains above the $35 target. At the current notional spend, form volume needs to reach roughly 29 a month to hit target and phone leads roughly 36.
211 attributed calls of 221 total. The difference is calls with no web attribution in WildJar.
| Landing page | Calls | % of total |
|---|---|---|
| / | 131 | 59.3% |
| /get-support/ | 23 | 10.4% |
| /services/ | 10 | 4.5% |
| /services/financial-assistance/ | 10 | 4.5% |
| cancerhub.canteensupport.org.au/ | 7 | 3.2% |
Rolling FY targets vs. actuals.
| Metric | FY 25/26 target | FY 25/26 actual | FY 26/27 target | Required uplift |
|---|---|---|---|---|
| Total calls | 4,000 | 4,189▲ over target | 4,856 | +15.9% |
| Organic users | 5,700 | 7,555▲ over target | 8,000 | +5.9% |
221 calls in July against the approximately 405 a month needed for the FY 26/27 target of 4,856. New callers were 167, or 75.6%, so the site keeps reaching people making contact for the first time. Part of the decline is deliberate. Paid search accounts have been cleaned up over the last four months to cut wasted spend on competitor terms, which has lowered the baseline call volume while improving its quality.
Paid search drove 152 of the 211 attributed calls at 72%, organic 27 and direct 23. Bing organic contributed 11, worth continuing to watch given the low competition there. Ten calls carried no web attribution.
The homepage remains the dominant entry point at 131 of 221 calls, then /get-support/ at 23 and the services and financial assistance pages at 10 each. Operationally the month was clean: 98.6% answered, zero missed, three abandoned, 2m 18s average duration and two seconds to answer.
Non-brand organic queries
| Query | Clicks | Impressions | CTR | Avg position |
|---|
Site-wide clicks held at 834, down 2.9% on June but up 23.0% year-on-year, on impressions up 10.2% month-on-month to 29,704. Average CTR eased to 2.81% from 3.19% and average position improved to 11.8. With no algorithm activity in the month, the impression growth is most plausibly the ten translated pages entering the index, and the CTR dilution is the expected consequence of new impressions arriving before they earn clicks.
The financial cluster continues to dominate non-brand search. “centrelink payments for cancer patients australia” led on 8 clicks from 257 impressions at position 2.9, followed by “government grants for cancer patients” at 6 clicks from 125.
The CTR pattern flagged in May persists. The homepage took 323 clicks from 8,650 impressions but sits at average position 19.1, and the parent carer Centrelink page drew 97 clicks from 5,489 impressions at 1.77% CTR from position 5.8. Both rank well enough to earn the click; the gap is in the titles and meta descriptions.
Organic Search only — GA4 landing page report.
| Page | Sessions | Active users | New users | Avg engagement | Key events |
|---|---|---|---|---|---|
| / | 497 | 365 | 270 | 1m 16s | 33 |
| (not set) | 136 | 82 | 0 | 3s | 0 |
| /resources/a-parent-carer-with-or-beyond-cancer/dealing-with-centrelink | 121 | 103 | 96 | 1m 03s | 4 |
| /resources/a-child-or-young-person-with-or-beyond-cancer/financial-assistance-for-cancer-patients | 69 | 62 | 54 | 41s | 0 |
| /health-services-referral | 40 | 23 | 7 | 4m 57s | 7 |
| /services/family-retreats | 32 | 31 | 28 | 57s | 1 |
| /resources/we-are-grieving-the-death-of-a-family-member-from-cancer | 30 | 28 | 27 | 1m 11s | 0 |
| /services | 30 | 29 | 17 | 1m 37s | 2 |
| /services/financial-assistance | 27 | 24 | 19 | 2m 33s | 3 |
| /hunter-cancer-hub | 26 | 25 | 22 | 40s | 3 |
This section now reports organic search only, so it is not comparable to the all-traffic figures used up to June.
The homepage took 497 organic sessions and 33 key events, a 6.6% conversion rate. The Centrelink and financial assistance cluster follows, with the parent carer Centrelink page on 121 sessions and the child or young person financial assistance page on 69, lining up with the queries the site ranks for.
Two pages convert well above the site pattern. /health-services-referral produced 7 key events from 40 sessions at 17.5% on nearly five minutes of average engagement, and /services/financial-assistance held 2m 33s. Referral page volume is worth watching against the Cancer Connect initiative, which Canteen is investigating as a possible influence on that page.
| Jun 26 | Jul 26 | Aug 26 | ||
|---|---|---|---|---|
| cancer assistance | 10 | 1 | 1 | 1 |
| cancer care support groups | 20 | 5 | 6 | 1 |
| cancer counselling | 170 | 1 | 1 | 2 |
| cancer counselling service | 50 | 1 | 1 | 1 |
| cancer counselling services | 70 | 1 | 1 | 1 |
| cancer family support groups | 10 | 1 | 1 | 1 |
| cancer financial support | 70 | 1 | 1 | 1 |
| cancer helpline | 40 | 1 | 2 | 1 |
| cancer patient counselling | 40 | 2 | 2 | 1 |
| cancer patient support services | 30 | 1 | 1 | 2 |
| cancer patients financial help | 20 | 1 | 1 | 1 |
| cancer retreats australia | 40 | 1 | 1 | 1 |
| cancer support | 10 | 1 | 1 | 2 |
| cancer support for family members | 40 | 1 | 1 | 1 |
| cancer support hotline | 10 | 4 | 3 | 2 |
| cancer support line | 10 | 2 | 4 | 3 |
| cancer support services | 10 | 1 | 1 | 1 |
| childhood cancer support | 10 | 1 | 2 | 2 |
| counselling for cancer patients family | 10 | 1 | 1 | 1 |
| counselling for relatives of cancer patients | 10 | 1 | 1 | 1 |
| dealing with cancer in the family | 10 | 1 | 1 | 1 |
| facing cancer | 20 | 1 | 1 | 1 |
| financial help for people with cancer | 210 | 1 | 1 | 1 |
| free resources for cancer patients | 30 | 1 | 1 | 1 |
| help for cancer patients | 40 | 1 | 1 | 1 |
| kids cancer support group | 20 | 4 | 2 | 2 |
| parents with cancer | 20 | 1 | 1 | 1 |
| support for people with cancer | 20 | 2 | 2 | 2 |
| support for relatives of cancer patients | 40 | 1 | 1 | 1 |
| support for someone with cancer | 50 | 1 | 1 | 1 |
Rank = Google page (1-10, “10+” beyond page 10). Cells shade green when the page improves month-on-month and red when it worsens. NEW = first month tracked.
24 of the 30 tracked terms held their page position, 22 of them on page one, so the core service and counselling cluster remains stable. With no algorithm update in the month, the movements track directly to on-site work.
Two terms improved. “cancer support hotline” moved from page 4 to page 3 after the hotline page went live with on-page fixes and duplicate content blocks removed, and it reaches page 2 in August. “kids cancer support group” moved from page 4 to page 2.
Four eased. “cancer helpline” and “childhood cancer support” slipped from page 1 to page 2. “cancer support line” fell from page 2 to page 4, and “cancer care support groups” from page 5 to page 6. Nothing in the tracked set is unranked. “cancer care support groups” had been drifting for several months, which prompted the de-duplication work completed in July, and it jumps from page 6 to page 1 in August.
The financial cluster generates impressions the site is not converting. The homepage, the parent carer Centrelink page and the child financial assistance page account for roughly 17,300 impressions and 494 clicks between them. Consolidating the Centrelink and grants material into one authoritative financial guide is the clearest play, and the research and copywriting for it is already scoped.
Title and meta work on the three highest-impression pages is the fastest lever available, since they already rank and are not winning the click. The homepage at average position 19.1 on 8,650 impressions is the largest single gap.
The fall in phone leads has two causes and they pull in different directions. Four months of paid search account clean-up has cut wasted spend on competitor terms and lowered the baseline call volume on purpose. On top of that, the Acknowledgement of Country pop-up was hurting conversion and is being replaced with a sticky bar. Reviewing how prominently the phone number appears on the highest-traffic organic landing pages is still worth doing, particularly the homepage and the Centrelink pages, which carry 618 of the month's organic sessions between them.
Multilingual rollout: ten translated pages taken live with Ethnolink, including a go-live check moving pages from noindex to indexable, hreflang audited in Search Console, per-language Open Graph and Twitter card meta added, /languages/ meta added, a languages sitemap built and submitted, translated URLs submitted for indexing, Rich Results tested on samples, translated titles and meta descriptions reviewed, and the pre-production code and schema reviewed. A language picker SEO health check was also completed.
Indexing and technical: a July Search Console audit actioned 20 URLs, covering 14 excluded by noindex, 5 duplicates where Google chose a different canonical and 1 blocked by a 403. Services pages indexing was resolved to get events and programs indexed, orphan pages were internally linked, and a child page was canonicalised to its parent.
Content and on-page: the cancer support hotline page was finished and taken live with on-page fixes and duplicate blocks removed, on-page copy and CTAs were fixed across two pages, “cancer care support groups” was reviewed and de-duplicated, the /faqs/ page was completed, and article priorities were reviewed against the on-hold set.
Analysis: the drop in professional form submissions was investigated, and the GA4 (not set) landing page report was diagnosed to the Calendly embed.
Financial help guide research and copywriting; financial content consolidation with canonicals and internal linking; confirmation that all ten translated pages are indexed; the Open Graph image QA pass; FAQ implementation with FAQPage, MedicalWebPage and BreadcrumbList schema; the /services/ content audit and rebuild plan; the AI fan-out query set for the Centrelink topic; the family support hub build; content expansion for families and children of cancer patients; and optimisation of /get-support for emotional support queries, which is in progress.
Sitting with Canteen for review: the sitewide FAQ rewrite for AI queries, the Dealing With Centrelink fan-out FAQs, support hotline content, and service testimonials and quotes.
Agreed at the August review: get Branch Tracker access so the on-site search queries feed the reporting. Branch Tracker query additions are on hold until the Cancer Hub team confirms the set, because the queries cross over with Canteen’s and the set should be agreed once rather than twice.
The content programme is unchanged. Consolidate the financial assistance content into a single guide, put FAQ schema across the support pages, and finish the /services/ audit and rebuild plan.
New support content goes on its own page, cross-linked from Get Support, rather than being added to the existing hub. That proposal is being drafted.
Two items to check rather than build. The Form Assembly and GA4 gap has closed from around 40% to two or three per cent without intervention, so it gets re-checked in a month to confirm it holds. The professional referral decline has now run for four months and still needs a cause before anything is built to address it.
On rankings, the watch list carries over: cancer support hotline, which has not held a stable page one position, and cancer care support groups, which slipped from position 1 in March.