Organic Search & AI Search: Three Month Update

1. Australia: the recovery

AU organic search clicks by month, April 2025 to June 2026 · grey: post-migration slide · blue: the fix phase · source: Google Search Console

The side by side

Australia (country filtered)	Q1 2026 (Jan to Mar)	Q2 2026 (Apr to Jun)	Change
Organic search clicks (GSC)	22,888	29,186	+27.5%
Organic impressions (GSC)	592,509	670,573	+13.2%
Average CTR across the period	3.86%	4.35%	up
Average Google ranking position	13.5	11.5	2 positions better
Organic search sessions (GA4)	28,851	44,315	+53.6%
Organic revenue (GA4, NZD)	$73,649	$207,598	+181.9%
Organic transactions (GA4)	399	944	+136%

Excluding the one-day sale windows from both quarters, organic revenue growth is +143.9% and click growth is +23.6%. April to June clicks are now within 2.2% of the same period last year, before the migration damage.

The growth is new demand, not brand awareness

• Non-brand organic clicks grew +39.5%, ahead of brand at +23.9%. New shoppers finding Nature Baby through category searches like "organic baby clothes", not just people searching the name.
• Total brand demand was flat (+1.9% counting paid and organic together). Organic captured share while paid brand clicks fell 14.6%.
• The clicks land on shopping pages. Collection page clicks rose +31.2% and blog clicks +151%, while homepage impressions were flat. The signature of technical recovery, not a brand surge.

The commercial read: organic search's share of all AU online revenue roughly doubled, from about 12% to about 22%. Because every channel enjoyed the same winter season and promotional calendar, that share gain is the cleanest evidence the search work itself moved the needle. Shopify's own data corroborates it: AU orders up 41.7%, and orders from new customers up 79.4%.

2. New Zealand

New Zealand suffered its own post-migration decline, just less drastic than Australia's: organic clicks peaked in November and slid through the new year. Every fix applied to the shared store lifts this market too, and the June quarter shows it.

NZ organic search clicks by month, April 2025 to June 2026 · blue: the fix phase · June includes the annual one-day sale in both years · source: Google Search Console

• Organic revenue rose from $212,802 to $298,291, up 40.2% (Q2 vs Q1 2026, GA4, NZD), driven largely by the June one-day sale, and organic search's share of all NZ online sales rose from 18.7% to 21.0%. Organic transactions rose 16.7%.
• The June one-day sale is the clearest proof point: from the same annual event, organic search captured $126.8K this year against $60.6K last year, more than double the organic harvest from the same sale. Year on year, organic revenue is up 79.6% and clicks are up 6.8%, with June 2026 clicks up 34% on June 2025.
• Conversion nearly doubled, and the timing mattered. New Zealand's organic conversion rate rose from 1.75% to 2.61% year on year. The site speed and technical fixes were identified, prioritised and implemented before the June sale went live, and we estimate that work contributed to the jump in sale revenue, conservatively somewhere in the region of $25K to $50K across the quarter.

3. AI search

The technical repair made the site readable to AI engines, and that alone is already showing up in the numbers. The real AI push, content depth and authority through the transformation workstream, is only now beginning.

• AI referral sessions rose from 504 to 1,608 quarter on quarter (+219%), and the growth is accelerating: month on month growth averaged roughly 30% through Q1 and roughly 50% through Q2. June alone delivered 717 sessions, about twelve times June last year, with first attributed revenue of $1,671 across 12 transactions. ChatGPT drives about 95% of it.

Sessions arriving from AI tools, by month · source: GA4

• Inside AI answers themselves (tracked daily across 148 prompts): Nature Baby holds roughly 46% share of voice, sentiment is 92.6/100 where the brand appears, and citations are shifting to editorial content, with the merino care guide now the most AI-cited page on the site. One competitor, Purebaby, currently leads AU AI share of voice, and closing that gap is a named goal of the content phase.
• The transformation workstream is about 30% complete. The content workflows are nearly calibrated on Nature Baby's voice and standards, and deployment starts now: refreshed blogs, product pages and collection pages across the whole site.

4. What happens next

• Finish the repair workstream. The 2,009 row redirect map for the remaining dead product URLs is built and awaiting sign-off. It recovers the last of the lost link equity and closes the migration chapter, alongside the final structured data implementation with the development team.
• Start the content engine. With calibration nearly complete, the AI workflows deploy at scale: around 160 pieces of content across refreshed blogs, product and collection page refreshes, and new content against the seven cluster strategy. This is what moves organic and AI revenue over the next six months, and what closes the AI share of voice gap.
• Measurement rhythm. This is the three month read. The six month report lands in October, with AI tracking running continuously in between.

Appendix A: the work delivered so far

104 delivery tasks were completed across the quarter. The material ones, by theme:

Area	What was done
Broken pages and redirects	AU 4XX pages reduced from over 8,000 to around 4,000. The remaining ~2,000 dead product URLs are mapped in a 2,009 row redirect plan, built and awaiting final sign-off.
Site speed	Core Web Vitals now passing on both domains. The mobile performance score was 27/100 at audit.
Market targeting	hreflang and AU country targeting corrected; 241 page titles referencing "NZ" on AU pages fixed; duplicate titles and descriptions cleared.
Page structure	Missing headings restored on 260+ pages (219 outstanding reduced to 8); image alt text resolved.

Area	What was done
Authority protection	Toxic backlink disavows filed for the AU, NZ and US domains; quarterly review process recommended.
AI readability	Full structured data audit across every template type; a three tier implementation spec delivered to the development team; Wikidata brand entity underway; Google Merchant Centre feed corrected.
The content engine	Nature Baby's own AI workspace stood up; keyword strategy (111 keywords) and AI prompt strategy (229 prompts) client approved; 285 blog articles audited and prioritised; first three refreshed calibration articles delivered for review.

Appendix B: definitions and sources

Organic search clicks are totals for the market and period from Google Search Console (web search, country filtered). Organic sessions, revenue and transactions are from GA4, attributed last non-direct click, revenue in NZD. Advertising spend is Meta plus Google Ads actuals in NZD across both markets; there are no non-brand search campaigns in the account, Google monthly spend was flat across the recovery months (March to June), and the Meta increase is concentrated in the June one-day sale days. Shopify figures use billing country and native post-migration data only; pre-migration history is excluded as it cannot be verified like for like. CTR is the average across the period. Share of revenue compares GA4 organic revenue with Shopify total sales, currency adjusted. Sale windows excluded in ex-sale figures: 11 to 17 January and 7 to 13 June, removed from both quarters. The reported January to February disruption sat in the baseline quarter and shows no impact on organic search clicks in either market's daily data. AI referral sessions count arrivals from chatgpt.com, perplexity.ai, gemini.google.com, claude.ai and copilot.microsoft.com. AI answer tracking is daily prompt monitoring across ChatGPT, Gemini, Perplexity and Google AI Mode. Percentage figures describe the change between the stated periods.