REP ORT FOR OCT 1, 2023 - OCT 31, 2023

SMOKE KING (THREE FRIENDS IV) | MONTHLY

SEO REPORT

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Hello Santosh!

In October 2023, Google announced another core update. Our team has been following this rollout ,
and monitoring your campaign closely. Some information about this update can be seen below:
Why another so soon after the October 2023 core update?

Google Explained - “ We have dif ferent systems that are considered core to our ranking process; this
month's core update involves an improvement to a dif ferent core system than last month. However,
our guidance about core updates is the same for both.”

The update took about 2 weeks to roll out and completed on October 19, 2023.
This update is a broad core update, meaning it af fects your site as a whole.
The update only impacts Google Search at the moment , but Google may expand this in the
f uture.
During this time, we are monitoring key metrics to see how and if it impacted your campaign.
In addition to this Core Algorithm Update, Google recently announced another core algorithm update
for November, which is actively rolling out now. Available data on this algorithm update is listed
below:The update will take about 2 weeks to roll out and started on November 2, 2023

The SEMRUSH sensor is showing some f luctuation and the volatility is high, generally in my
experience over the weekend the volatility rate goes much higher than in week days.

Given this general volatility over the last 30 days as these updates roll out , our team is taking
extra care to monitor your metrics during this period to ensure that your site is not severely
impacted. (For ecomm clients, add: This is especially true as we approach BFCM season.)

The list of tasks completed for this month can be found here.

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*A note regarding metrics - while tools like platform dashboards and Looker Studio (formerly Google
Data Studio) pull data live f rom the original source each time the dashboard is loaded, DashThis
downloads and saves data for the period the report covers only once. So, the data in this report is
static. As such, there may be mild variances in metrics f rom this dashboard to your platforms based on
attribution changes by the platforms af ter the data is pulled into DashThis.

ST RAT EGIC PRIORIT Y - OCT OBER 2023

STRATEGIC PRIO RITY - LAST MO NTH

Strategic Priorities Last Month

Your priority for last month was performing a CRO. As key components of our CRO
work are designed to help increase conversions on your site, and maintain a competitive
edge in your industry against your direct competitors, regularly performing a CRO
analysis will help ensure that we stay ahead of the game, and aid us in discovering
improvement possibilities.

STRATEGIC PRIO RITY - WO RK AND WINS STRATEGIC PRIO RITY - WO RK AND WINS

Implementing CRO task has a direct (and f ast)

During October, our team continued to work on
result in changes to revenue and conversions,
CRO tasks (add to cart / quick view button), as
changes that can be observed this month as well,
well as f ixed the issue with the search bar being
with organic and overall revenue increasing,
unresponsive while in sticky navigation.
(organic revenue alone being more than double
your desired monthly KPI for the year) Since you wanted to have a more prominent local
presence, our team adapted the strategy and
already published live 2 optimized location pages
(Abeerdeen and Edgewood), awaiting the
completion of the rest of the copy, and ready to
be linked to the GMB account . (currently live but
not linked anywhere in the website).
We also created a structure for the nav menu,
and implemented internal linking opportunities,
to help with user experience.

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 ST RAT EGIC PRIORIT Y - NOVEMBER 2023

Strategic Priorities This Month

Your priority for this month is CRO / Local SEO. A reminder that it can take up to 90
days for changes to your site to be ref lected in Google's index. We expect these early
wins to scale up in that time, and we will continue to monitor and track these metrics as
part of your campaign.

ORGANIC PERFORMANCE

In October, our team continued to work on CRO tasks, by adding the add to cart/ quick view button.
These tasks, coupled with the work our team did previously, resulted in an increase of +11% for
purchases and overall organic conversions, driving the organic revenue up by +36% compared to the
previous month ($8,490.37 vs $6,230.89 in September).

Although CRO tasks require less time for results to become visible, we would like to remind you that
our strategy is based on creating a conversion f riendly experience for your visitors, and the monthly
tasks selected are designed to help us meet and exceed your KPIs.

We also worked on the issue with the search bar being unresponsive while in sticky mode, which could
f all under the UX category, and changes f rom this would be seen in behavioral metrics. As we’ve been
implementing internal linking opportunities as well, we’re seeing improvements to the organic
engagement rate, which increased by +1%, and +3% for the average engagement time per session.

Looking at your best-selling products, we have some items that jumped to the top of the list due to
their revenue (Puf fco items), and not due to the quantity purchased. Your visitors’ f avorites remain
the batteries, with the 510 cartridge battery landing page bringing in 5,323 sessions in October, +650
more sessions than in the previous month.

Note: due to how GA4 records data, the organic widgets in this report aggregate data from the Organic
Search, Organic Shopping and Organic Video channels

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 O RGANIC CO NVERSIO NS O RGANIC CO NVERSIO N RATE TO TAL O RGANIC REVENUE O RGANIC ENGAGEMENT RATE

233.00 1.75% 70.04%

$8,490.37
Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year
11% 10 0 % 1% 10 0 % 1% 10 0 %

SESSIO NS O RGANIC NEW USERS

Lan din g page Se s s io n s

/collection s/510 -cartridge-battery 5,323

P r e vio us p e r io d
+ 6 50
9,730
/ 1,7 10 + 110
/collection s/rick-an d-m orty-bon gs 1,561 + 124
/produ cts/tsu n am i-du al-510 -tan k-battery 361 +83
/collection s/ju ice-box-bon g 317 +8
/collection s/cartoon -bon gs 221 +84
/produ cts/n eu -covert-pu sh -discreet-battery 148 +7 4
/produ cts/n aru to-an im e-bon g 108 - 47 Previ ou s p eri od Previ ou s year
/produ cts/h ato-com pass-cart-battery 98 + 22 11% 10 0 %

O RGANIC TO P PERFO RMING PRO DUCTS

Pro du c t Name It e m re ve n u e
P r e vio us p e r io d
Pu ffco Gu ardian Peak Pro $499.99 + $49 9 .9 9
Pu ffco Peak Pro $359.99 + $359 .9 9
Pu ffco Proxy - Desert $299.00 + $29 9 .0 0
Tsu n am i Du al 510 Tan k Battery - Black $257 .94 + $8 5.9 8
Air Bar Diam on d (50 0 Pu ffs) - Strawberry Cu stard $239.7 0 + $239 .7 0
Em pire Gradien t Glass Hookah $17 1.98 + $17 1.9 8
Su tra Silo Pro Discreet Battery - Rain bow $169.95 =
Yocan Ziva Discreet Battery - Red $139.93 =
Ch eech 8 In ch Mu lticolor Bon g $135.99 + $135.9 9

O RGANIC CO NVERSIO NS BY EVENTS O RGANIC EVENT CO UNT

Eve n t Name C o n ve rs io n s Eve n t Name Eve n t C o u n t
P r e vio us p e r io d page_view 47 ,452
pu rch ase 199.00 + 20 .0 0 u ser_en gagem en t 32,356
7.7% em ail_address_clicked 18.00 + 1.0 0 view_item 14,954
ph on e_n u m ber_clicked 14.00 + 1.0 0 session _start 13,187
con tact_u s_page_su bm it 2.00 + 2.0 0 first_visit 9,7 30
form _start 7 ,236
scroll 4,122
85.4%
view_search _resu lts 1,465
search 1,449
begin _ch eckou t 1,052

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 WEBSIT E T RAFFIC SOURCES

Our team investigated the data f rom the Labor sale period, and concluded that the promo codes not
registering in GA4 is one of the side-ef fect of the Shopif y native GA4 integration. We hope that
Google Sales Channel in Shopif y may receive updates to rectif y this issue in the f uture, and we will do
our best to report on event discounts. In order to be as accurate as possible, please consider creating
unique promo codes for events, so that our team will be able to track these sales.

Out of the total revenue for the month, $11,269.52 (a boost of +41% MoM), the Puf fco items sold this
month brought in $1,158.98 f rom 3 sales associated with the organic traf f ic. Taking into consideration
that these items are priced higher than the average order value, we do not expect these sales to
happen on a regular basis, so, depending on the total amount of revenue associated with these orders,
we may see a slight drop in revenue for the next period.

With the CR optimizations tasks completed by our team, and us starting to work on the local landing
pages to be able to link your GMB to relevant URLs (Edgewood and Abeerdeen pages live, but not
linked to a specif ic location in the website), we expect to avoid a MoM drop in revenue even without
these big orders.

Continuing to work on CRO tasks for Q4 will help create a better experience for your visitors, and
increase the chances that the website will record sales.

TO P TRAFFIC SO URCES TO TAL REVENUE

Se s s io n De f au lt C h an n e l Gro u pin g Se s s io n s
P r e vio us p e r io d
O rgan ic Search 12,87 4 + 11.17 %
14.9% Direct 2,360 + 12.6 5%
197
$11,269.52
Un assign ed - 27 .31%
Referral 194 + 39 .57 %
Em ail 154 + 20 .31%
O rgan ic Social 77 + 30 .51%
81.1%
O rgan ic Sh oppin g 66 - 37 .7 4%

TO TAL SESSIO NS O RGANIC SESSIO NS DIRECT SESSIO NS ENGAGEMENT RATE

15,870 12,922 2, 360 65.68%

Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year
10 % 6 0 ,9 38 % 10 % 10 0 % 13% 10 ,16 1% 2% 0%

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TO P PERFO RMING PRO DUCTS NEW USERS
Pro du c t Name It e m re ve n u e

Pu ffco Gu ardian Peak Pro $499.99

P r e vio us p e r io d
+ $49 9 .9 9
11,618
Pu ffco Peak Pro $359.99 + $359 .9 9
Tsu n am i Du al 510 Tan k Battery - Black $300.93 + $128 .9 7
Pu ffco Proxy - Desert $299.00 + $29 9 .0 0
14 ' Blu e Rick an d Morty Beaker Bon g $269.97 + $26 9 .9 7
Air Bar Diam on d (50 0 Pu ffs) - Strawberry Cu s… $239.7 0 + $239 .7 0
Su tra Silo Pro Discreet Battery - Rain bow $203.94 + $33.9 9
Em pire Gradien t Glass Hookah $17 1.98 + $17 1.9 8 Previ ou s p eri od Previ ou s year
Ch eech 15' In ch Red & Black Bon g $169.99 + $16 9 .9 9 10 % 128 ,9 8 9 %

CO NVERSIO NS BY EVENTS EVENT CO UNT

Eve n t Name C o n ve rs io n s Eve n t Name Eve n t C o u n t
P r e vio us p e r io d page_view 57 ,143
6. 1% pu rch ase 253.00 + 31.0 0 u ser_en gagem en t 37 ,646
7.4% em ail_address_clicked 22.00 - 14.0 0 view_item 17 ,522
ph on e_n u m ber_clicked 18.00 + 3.0 0 session _start 16,108
con tact_u s_page_su bm it 3.00 + 1.0 0 first_visit 11,618
form _start 8,635
scroll 5,190
85.5%
view_search _resu lts 1,904
search 1,882
begin _ch eckou t 1,261

TO P CO NVERTING PAGES

Page pat h + qu e r y s t r in g an d s c r e e … Vie ws To t al Us e r s C o n ve r s io n s

/collection s/510 -cartridge-battery 9,645 + 1,430 4,991 + 48 6 3.00 + 1.0 0
/ 3,927 + 26 0 2,262 + 144 8.00 - 9 .0 0
/collection s/rick-an d-m orty-bon gs 2,195 + 17 1 1,441 +66 0.00 =
/collection s/sale 951 + 30 2 590 + 123 0.00 =
/produ cts/n eu -covert-pu sh -discreet-battery 7 80 -87 595 - 57 1.00 + 1.0 0
/collection s/coolest-bon gs 771 + 134 432 + 59 1.00 + 1.0 0
/produ cts/tsu n am i-du al-510 -tan k-battery 7 17 + 17 0 512 +99 0.00 =
/ch eckou t/processin g 67 3 + 113 289 + 43 0.00 =
/collection s/e-vapes 613 - 34 394 - 10 0.00 =
/produ cts/yocan -z iva-discreet-battery 560 - 349 426 - 246 0.00 =

DEMOGRAPHIC INFORMAT ION

SESSIO NS TO P SESSIO NS BY CITY

De vic e c at e go ry Se s s io n s C it y Se s s io n s
P r e vio us p e r i Ch icago 581 + 113
11.1%
m obile 13,917 + 1,218 New York 392 -63
desktop 1,7 57 + 10 Ash bu rn 364 -1
tablet 108 - 32
Dallas 329 + 16
sm art tv 4 +1
Ph iladelph ia 283 +90
Los An geles 27 1 -3
Atlan ta 241 +3
87.7% Seattle 218 + 14
Elkton 195 -62
Boston 17 2 + 20

SESSIO NS BY USER TY PE
Ne w / e s t ablis h e d Se s s io n s T r an s ac t io n s To t al r e ve n u e Ave r age pu r c h as e r e ve n u e
n ew 11,623 + 1,26 8 168 + 16 $7 ,508.07 + $2,27 5.11 $44.69 + $10 .26
retu rn in g 3,554 + 252 85 + 15 $3,7 61.45 + $9 8 4.46 $44.25 + $4.58

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 WEBSIT E PERFORMANCE - GOOGLE SEARCH CONSOLE

Having a constant publishing cadence helps with improving GSC metrics, as there will be more
keywords associated with your website and Google (and other search engines) will have the possibility
of showcasing your website to interested audiences. With our team recently publishing optimized copy,
we can observe an increase in the number of impressions, but more importantly in the number of clicks
and the CTR average, registering +15% and +13% respectively. Your website average position improved
as well, recording a -2% change MoM.

TO TAL IMPRESSIO NS TO TAL CLICKS AVERAGE CTR AVERAGE PO SITIO N

237,868 10,1 29 4.26% 25.3

Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year Previ ou s p eri od Previ ou s year
2% 10 0 % 15% 10 0 % 13% 10 0 % - 2% 10 0 %

TO P KEY WO RDS BY CLICKS TO P CLICKS (DEVICES)

Qu e rie s C lic ks De vic e T ype C lic ks
P r e vio us p e r io d P r e vio us p e r io d
rick an d m orty bon g 602 + 45 7.9% Mobile 9,269 + 1,27 0
discreet 510 battery 526 +86 Desktop 800 +82
discreet cart battery 269 + 48 Tablet 60 - 12
discreet vape battery 240 -85
510 th read battery discreet 210 + 57
rick an d m orty bon gs 122 -7
sm oke kin g 115 + 10
ju ice box bon g 87 -8 91.5%
510 battery discreet 65 + 14

TO P PAGES BY CLICKS
Page s C lic ks
P r e vio us p e r io d
/collection s/510 -cartridge-battery 5,168 +669
/collection s/rick-an d-m orty-bon gs 1,47 8 + 117
/ 990 + 213
/produ cts/tsu n am i-du al-510 -tan k-battery 326 +7 6
/collection s/ju ice-box-bon g 297 -4
/collection s/cartoon -bon gs 231 +87
/produ cts/n aru to-an im e-bon g 105 - 53
/produ cts/n eu -covert-pu sh -discreet-battery 99 +7 9
/produ cts/n eu -spin -discreet-battery 80 + 20

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 KEYWORD PERFORMANCE - WEBCEO

There are several keyword websites that we use to track the number of keywords associated with your
website, as well as what those keywords actually are, and one of those is WebCEO. We use WebCEO to
track relevant keywords for your campaign, keywords that we also use in our optimized copy.

Although month over month the number of keywords decreased slightly when it comes to the data
presented below, we are happy that the number of keywords in top 10 doubled - f rom 2 to 4 -
meaning your website ranks on the first page for more keywords!

Continuing to publish optimized copy will lead to increases in the number of keywords associated with
your website, but will also contribute to attracting new users, and keeping your visitors engaged.

RANKING DISTRIBUTIO N (GO O GLE) TO P KEY WO RDS BY RANKING (GO O GLE)

Ran kin g Dis t ribu t io n Ke ywo rd
P r e vio us p e r i P r e vio us p e r io d
11.1%
Top 1 2 = ju ice box bon gs 1 =
Top 10 4 +2 rick an d m orty bon gs 2 -1
38.9%
Top 30 5 +2 m u sh room bon g 8 -3
2 2 .2 % Top 20 7 -5 on lin e sm oke sh op 15 -2
ch eech an d ch on g bon gs 17 +2
10 in ch bon g 18 +2
pin k bon g 18 -2
2 7.8% swiss perc bon g 18 +2
510 cartridge battery 19 +5

RANK
Top 2 0 Top 30 Top 10 Top 1 Oth er
20

15

10

0
Nov Dec J an Feb Mar Ap r May Ju n Ju l Au g Sep Oct

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