Search & AI Monthly Report
Nature Baby · Australia and New Zealand
Getting Nature Baby found on ChatGPT
Executive summary
June was the strongest organic month of the engagement so far. Total organic search grew across both markets year on year, New Zealand's June sale converted more than twice the organic revenue of last year, and visitors arriving from AI tools hit a record. The one metric still climbing back is non-brand visibility, which the migration cost and the content phase is built to rebuild.
June 2026 · headline results
17,205 brand · 4,305 non-brand
Non-brand visibility is recovering. Year on year, non-brand clicks are still below the pre-migration level in both markets, because the November replatform cost a large amount of category-level visibility. On the more relevant rolling-quarter view, Australian non-brand clicks are up 36% (Q2 vs Q1 2026), and rebuilding non-brand across both markets is exactly what the content phase now beginning is for.
Return on investment
The engagement is a six-month project (a $15,000 migration repair plus a $42,500 AI search transformation). The return below counts the organic revenue we have won back against what has been invested so far. The defaults are our honest estimates and each is yours to adjust.
| Organic revenue won back | $133,949 |
| Gross profit on that revenue | $73,672 |
| Invested so far | $28,750 |
| Net return | +$44,922 |
Revenue won back is the organic revenue increase from Q1 to Q2 2026 in the counted markets (GA4 measured). It counts only the lift above where organic sat before the recovery, not the whole channel, so it credits the work rather than the baseline. It is a quarterly figure held against a share of a one-off project cost, so the return compounds every quarter the improvement holds.
What we worked on in June
| Area | Delivered |
|---|---|
| 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 and the 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. |
AI search visibility
Visitors arriving from AI tools are the fastest-growing channel on the site, and the growth is accelerating: the last three months each added more than the three before.
Sessions arriving from AI tools, by month
Source: GA4 · ChatGPT, Perplexity, Gemini, Claude and Copilot referrals · last three months highlighted
- 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.
Organic search performance
Clicks and the revenue they produce, month by month across both markets. Hover any point to see both figures for that month.
Source: Google Search Console (clicks) and GA4 (revenue, NZD) · Australian revenue tracking began November 2025
- Revenue has more than doubled since the March trough ($80.5K to $243.7K a month), tracking the click recovery and outpacing it as rankings and conversion both improved.
- June set the record for both. 21,510 clicks and $243.7K of organic revenue are the highest of any month since the migration.
What happens 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 non-brand clusters that softened and the categories still recovering from the migration.
- Structured data tier one implemented with the development team, lifting both rich results and AI readability.
Appendix A: keyword movement
Across the tracked non-brand set, 529 Australian queries improved position against 242 that declined this month. New Zealand ran the other way, 278 up against 580 down, the signal behind the non-brand softness the content phase will address. 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 |
Queries that lost ground · what we are doing
| Market | Query | Position | Clicks | Action |
|---|---|---|---|---|
| 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 |
Appendix B: the numbers and how we measure them
June 2026 vs June 2025 · full detail
| Metric | June 2025 | June 2026 | Change |
|---|---|---|---|
| Organic clicks, both markets | 16,981 | 21,510 | +26.7% |
| Non-brand organic clicks | 6,054 | 4,305 | −28.9% |
| NZ organic revenue (GA4) | $78,037 | $159,603 | +104.5% |
| AI referral sessions | 47 | 717 | 15.3× |
Non-brand organic clicks · rolling quarter (Q2 vs Q1 2026)
| Market | Q1 2026 | Q2 2026 | Change |
|---|---|---|---|
| Australia | 3,037 | 4,139 | +36.3% |
| New Zealand | 10,611 | 9,828 | −7.4% |
How we measure. Organic clicks come from Google Search Console, country filtered, brand queries identified by name match. Revenue, sessions and AI referrals come from GA4, last non-direct click, in NZD; Australian revenue tracking began at the November 2025 migration, so Australian revenue comparisons are quarter on quarter only. AI answer tracking is daily prompt monitoring across ChatGPT, Gemini, Perplexity and Google AI Mode. The ROI counts only the organic revenue lift above the pre-recovery baseline, credited to the work rather than the whole channel.