What this tells you
The audience is smaller than the headline
Visits are up a quarter, but only 25.8% of them are in the UK. Singapore accounts for more, at 34.9%. For a UK trade association the number that matters is roughly 410 people over three months, about four or five a day.
Judge progress on UK visitors, not the total.
Almost nobody finds you through Google
Three quarters of visitors already knew where they were going. Only 13.6% came through search, and Google is showing the site 21.8% less often than it did three months ago. The people who need the surface dressing data are not being led to it.
This is what the search and AI work is for.
The campaign is your biggest opportunity
The homepage is doing its job. It is a gateway, and 699 visits at 32 seconds is what a signpost should look like. The question is where it sends people. Future proofing our local roads took 45 visits in three months and held them 56 seconds, the least read page in the top ten, while one news story about high temperatures took 230 visits and 1m 28s.
Search is not helping either. Nothing in the top ten search terms mentions surface dressing, potholes or preventative maintenance.
Point the homepage at the campaign, and give the campaign something Google can find.
Where visitors are
AnalyticsTraffic from Singapore and Vietnam is unlikely to be highways professionals. Some of it will be automated. It inflates the visitor count without adding anyone useful.
How they arrived
AnalyticsYour audience reads this at work, on a big screen. Mobile still needs to work properly, but it is not where the readers are.
Most read pages
Analytics · 90 days| Page | Views | Held their attention | Time on page |
|---|---|---|---|
Homepage/ |
699 | 23.5% | 32s |
Surface dressing and high temperatures/surface-dressing-and-high-temperatures/ |
230 | 50.0% | 1m 28s |
REA reports a 6% decline in the use of a key preventative maintenance treatment in the first half of 2026/rea-reports-a-6-decline…/ |
92 | 42.2% | 1m 21s |
Encapsulation, the future of surface dressing/encapsulation-the-future-of-surface-dressing/ |
84 | 44.1% | 1m 29s |
DfT announces updated guidance for local highway authorities/dft-announces-updated-guidance-for-local-highway-authorities/ |
83 | 70.9% | 1m 56s |
Membership/membership/ |
75 | 60.5% | 2m 53s |
Technical Datasheets/technical-datasheets/ |
73 | 69.0% | 2m 4s |
About Us/about/ |
68 | 42.2% | 1m 24s |
News/news/ |
58 | 65.3% | 2m 2s |
Future proofing our local roads/future-proofing-our-local-roads/ |
45 | 54.6% | 56s |
What people searched for
Search Console · 90 days| Search term | Times shown | Clicks | Click rate |
|---|---|---|---|
| rea | 17,732 | 12 | 0.07% |
| road emulsion association | 11 | 6 | 54.5% |
| rea uk | 386 | 2 | 0.52% |
| en 13808 | 43 | 2 | 4.65% |
| cationic bitumen emulsion uses | 13 | 2 | 15.4% |
| bitumen emulsion | 239 | 1 | 0.42% |
| bs 594987:2024 | 41 | 1 | 2.44% |
| bitumen data sheet | 23 | 1 | 4.35% |
| bitumen road emulsion | 14 | 1 | 7.14% |
| bitumen emulsion sprayer | 2 | 1 | 50.0% |
Where these numbers come from. Visitors, pages, locations and devices from Google Analytics. Appearances, clicks and search terms from Google Search Console. Both cover 11 June to 7 September 2026, compared against the previous 90 days.
Google reports the visitor total as 1.6K, so 1,600 and the UK figure of 410 derived from it are approximate. Click rates are calculated from the clicks and appearances shown.