353313255. Search visibility data: Ahrefs.Engagement context: Mentionstack began work with Museum of Ice Cream in February 2026. This report covers April 2026, the third full month of engagement. Per-period comparisons are framed against the engagement baseline (February). Note on April traffic mix: total site sessions for April were suppressed by a temporary paid-media pause of nearly a week. Organic search continued running uninterrupted during that window, so the small dip in organic sessions is consistent with that broader paid-pause context, not a search-visibility issue. Important historical context: moic.com was the target of a subdomain DNS probe attack in 2025 that injected spam keyword content (offers, crypto, social-promo) into Google's index. We engaged shortly after that incident and inherited a search profile actively undergoing Google cleanup. Several trend lines below reflect that recovery period.
Same traffic, more revenue. The strategic call this period was to focus SEO effort on money pages (location pages, booking flows, the homepage) where customers actually buy, rather than chasing top-of-funnel volume that drives sessions but not transactions. The result is visible in the numbers: organic sessions are roughly flat (-6.8%) but organic revenue is up +27.5%, conversions are up +27.5%, and revenue per organic session climbed from $7.29 to $9.97 (a +36.8% improvement).
Per-location, the money-page strategy shows up clearly. NYC organic revenue more than doubled (+116%). Chicago organic revenue more than doubled (+126%). Miami +69%, Boston +59%. These cities are seeing meaningful absolute revenue growth, not just session lift. The per-location breakdown is in section 4.
Organic share of total site traffic dipped from 46.3% to 31.5%, but that is because total site traffic grew +36.9% (paid plus direct expanded) while organic stayed flat. The ratio shifted because the denominator grew, not because the numerator shrank. Total site sessions reached 418,667 in April.
Revenue, conversions, and CVR have all grown month over month since engagement (Feb to Mar to Apr). Sessions had a seasonal peak in March; April returned to the Feb baseline of session volume but with higher conversion efficiency and higher revenue per session. The story is rising value per visitor, not rising visitor count.
| Location | Feb Sessions | Apr Sessions | Δ % | Feb Revenue | Apr Revenue | Δ % |
|---|---|---|---|---|---|---|
| New York City | 9,686 | 12,090 | +24.8% | $68,116 | $147,388 | +116.4% |
| Chicago | 7,643 | 11,542 | +51.0% | $54,024 | $122,126 | +126.1% |
| Boston | 6,344 | 6,908 | +8.9% | $55,909 | $88,877 | +59.0% |
| Miami | 5,272 | 6,912 | +31.1% | $45,552 | $76,933 | +68.9% |
| Las Vegas | 952 | 1,052 | +10.5% | $180 | $367 | +103.8% |
NYC: +116% organic revenue. Chicago: +126%. Miami: +69%. Boston: +59%. Every major US city's organic revenue is up substantially since February. The session counts moved more modestly; the revenue movement is the result of routing organic traffic to higher-intent money pages and improving the on-page conversion experience.
| Landing page | Feb Sessions | Apr Sessions | Δ |
|---|---|---|---|
| /chicago | 7,643 | 9,939 | +30.0% |
| /new-york-city | 9,680 | 12,090 | +24.9% |
| /frequently-asked-questions | 1,433 | 1,694 | +18.2% |
| /las-vegas | 952 | 1,052 | +10.5% |
| /los-angeles | 861 | 921 | +7.0% |
| /miami | 5,152 | 5,495 | +6.7% |
| /careers | 678 | 681 | +0.4% |
The Chicago and NYC landing pages are the standout SEO wins this period. The FAQ page also grew 18%, indicating organic interest in pre-purchase research is up, which feeds the conversion-side optimizations next month.
moic.com was hit by a subdomain DNS probe attack in 2025 that injected hundreds of spam keywords ("free Instagram followers," crypto tokens, deal codes) into Google's index. Through Q1 2026 Google de-indexed the injected content. The post-Feb baseline is the genuine, post-cleanup organic profile and it is stable and improving in conversion efficiency.
Google's AI Overview launched in mid-2024 and has expanded to ~35% of US SERPs as of April 2026. Currently 14 of MOIC's top 100 ranking keywords (14%) have AI Overview in the SERP, and the share is growing every quarter as Google rolls out broader coverage. AI Overview shifts who gets cited and clicked: traditional #1 organic positions can lose impressions when AI Overview answers the query directly. The defensive play is to be among the cited sources inside the AI Overview itself, which requires structured content, schema markup, and topical authority signals. The non-branded discovery queries are where this matters most because branded queries rarely trigger AI Overview (they're navigational).
| Keyword | Pos | Volume |
|---|---|---|
| museum of ice cream austin | #2 | 5,400 |
| museum of ice cream miami tickets | #1 | 1,300 |
| ice cream museum austin | #2 | 2,000 |
| moic | #5 | 8,100 |
| pinkmas | #2 | 200 |
| museum of ice cream discount tickets | #2 | 200 |
| who invented ice cream | #10 | 6,300 |
| date night ideas chicago | #4 | 700 |