Search & AI Monthly Report
Nature Baby · Australia and New Zealand
Getting Nature Baby found on ChatGPT
The month at a glance
June was the strongest organic month of the engagement so far in both markets. Australia set a new post-migration high for organic clicks, New Zealand's June sale converted more than twice as much organic revenue as last year, and AI referrals hit a record 717 sessions.
June 2026 vs May 2026
Return on investment
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| Organic revenue gained this quarter | $133,949 |
| Gross profit on that revenue | $73,672 |
| Investment | $15,000 |
| Net return | +$58,672 |
| Payback period | Under 1 month |
Revenue gained is the Australian organic revenue increase from Q1 to Q2 2026 as measured in GA4 ($73,649 to $207,598), the market the repair work targeted. It excludes any New Zealand contribution, so the figure is conservative. It is a quarterly gain measured against a one-off investment, so the return compounds every quarter the improvement holds.
Organic search performance
Non-brand organic clicks by month · the demand we are winning that is not the brand name
Source: Google Search Console, country filtered · brand queries excluded
- Australia is compounding. Non-brand clicks have risen every month since the March trough: 1,151 → 1,313 → 1,405 → 1,421. Merino terms led June, with "merino wool baby" moving to position 3.4 and doubling its clicks.
- New Zealand needs the content phase. Non-brand clicks softened to 2,884 in June, and 580 non-brand queries lost position against 278 that gained. NZ's growth this quarter came from brand and conversion rather than new non-brand visibility, which is exactly the gap the content engine is built to close.
Organic revenue by month
Source: GA4, NZD, last non-direct click · Australian revenue tracking began November 2025
Keyword movement
Across the tracked non-brand set, 529 Australian queries improved position in June against 242 that declined. New Zealand ran the other way, 278 up against 580 down. The queries that moved the most clicks:
Australia · biggest gains
| Query | Position | Clicks |
|---|---|---|
| merino wool baby | 4.4 → 3.4 | 8 → 16 |
| kids organic cotton underwear | 2.5 → 2.4 | 3 → 10 |
| baby cardigan | 8.1 → 8.9 | 3 → 10 |
| merino baby bodysuit | 6.2 → 5.9 | 1 → 7 |
| baby wool socks | 5.9 → 4.5 | 2 → 7 |
New Zealand · biggest gains
| Query | Position | Clicks |
|---|---|---|
| milk to meals book nz | 4.3 → 3.9 | 13 → 28 |
| franjos kitchen | 3.7 → 2.9 | 0 → 14 |
| milk to meals | 6.7 → 5.9 | 15 → 27 |
| grimms rainbow | 6.4 → 5.4 | 9 → 20 |
| merino sleep sack | 6.1 → 5.7 | 3 → 11 |
Watching this month · queries that lost ground
| Market | Query | Position | Clicks | What we are doing |
|---|---|---|---|---|
| NZ | moses basket | 3.9 → 7.8 | 34 → 9 | Collection page refresh queued in the content run |
| NZ | baby clothes nz | 6.0 → 6.8 | 56 → 34 | Priority cluster page in the content strategy |
| AU | organic cotton baby clothes | 4.8 → 6.5 | 40 → 20 | Category page refresh, first content batch |
| AU | merino wool baby clothes | 3.5 → 5.6 | 32 → 16 | Same cluster as above, refresh in progress |
AI search visibility
Sessions arriving from AI tools, by month
Source: GA4 · ChatGPT, Perplexity, Gemini, Claude and Copilot referrals
- Citations are shifting to editorial content. The merino care guide is now the most AI-cited page on the site, ahead of the homepage. This is the pattern the content engine is designed to repeat across every cluster.
- Purebaby still leads AU share of voice (56.5% against 46.3%). Closing that gap is the named goal of the content phase now beginning.
What we worked on this month
| Area | Delivered in June |
|---|---|
| Technical | Structured data specification handed to the development team; Core Web Vitals confirmed passing on both domains ahead of the June sale; draft product audit completed (2,009 row redirect map prepared). |
| Content engine | Three calibration articles refreshed and reviewed; blog library audit completed and prioritised; keyword and prompt strategies approved by your team. |
| AI visibility | Wikidata brand entity progressed; Google Merchant Centre feed corrected; prompt tracking expanded to 148 daily prompts. |
Next month
- Redirect map goes live once signed off, recovering the last of the migration link equity.
- Content deployment begins: the first batch of refreshed blogs and collection pages, targeting the New Zealand non-brand decline and the AU category pages that softened in June.
- Structured data tier one implemented with the development team, which should lift both rich results and AI readability.