Search report
Nature Baby
How people find your range on Google and in AI search, and three things you can fix right away.
Prepared by Josh Blackman, Bump Digital. November 2026. Click Next to go through it.
Where you stand
You rank for 15,958 searches. 5,316 of your rankings are on page 1.
That’s a strong base. But many of your bigger searches sit just off page 1, and under 1% of searchers click anything on page 2. For those searches, you’re close to invisible.
The bars add up to 21,401 because more than one of your pages can rank for the same search. Source: SE Ranking, New Zealand, November 2026, which estimates about 3,600 visits a month from Google. Page 2 figure: Backlinko study of about 4 million Google results, which found 0.63% of searchers clicked on page 2.
The searches that matter
What your customers are searching for
A mix of searches where you’re already strong and big ones you’re missing, with your best position for each. Click a heading to sort.
| Search | Searches a month | Difficulty | Your position |
|---|
Source: SE Ranking, New Zealand, November 2026. Difficulty is SE Ranking’s score out of 100.
What moving up could mean
See what each position is worth
Your positions and search volumes are real data from SE Ranking. The visits are our estimate, based on typical click rates.
An estimate, not a guarantee. “Today” uses SE Ranking’s visit estimates. The other buttons use typical click rates: 28% at position 1, 10% at 3, 6% at 5 and 2% at 10. Real results vary, and competitive searches can take 6 to 12 months or longer.
AI search
AI answers are skipping you on most searches
As seen on page 2, your site shows up on Google for about 16,000 different searches. About 44% of those now have an AI answer at the very top, written by Google. Within those AI answers, only 728 link to your site.
Domain presence
You’re already linked for “baby booties” and “bassinet mattress”, but not for “baby bouncer”, “baby shoes” or “cot sheets”.
Source: SE Ranking, New Zealand, 5 November 2026. Domain presence is the share of AI answers tracked by SE Ranking that link to each site, across Google, ChatGPT, Perplexity and Gemini. Competitors are SE Ranking’s suggestions.
AI search
How we make you visible all the way round
The same work helps you on Google and in AI answers.
Clear answers on your pages
Plain, specific text that explains your products, so AI tools can use it in their answers.
Questions answered
The questions shoppers ask, answered on the page.
Structured data
Product and review details that machines can read.
Mentions elsewhere
Your brand on the sites AI tools cite.
Next up
Here are 3 immediate fixes you can make
You can do all of these without us. Click Next to go through them one at a time.
Fix 1 of 3
Your old website is still live on Google
What’s happening
An older version of your site is still live at mcprod.naturebaby.co.nz, and it’s open for Google to index. It has 88 rankings in New Zealand.
It’s showing for your own store searches. “Nature baby newmarket” gets about 590 searches a month, and “nature baby grey lynn” and “nature baby wellington” are affected too.
So some customers looking for a store can land on the old site instead of your current one.
The fix
Ask your developer to redirect each old page to its match on the live site, starting with the store pages.
Then check any remaining pages are blocked from Google. That moves the authority from the old site across to your real one.
Fix 2 of 3
Some pages don’t use the words parents search
What’s happening
“Change mat” gets about 880 searches a month with a difficulty of 6, and you’re at position 35. Your page is called “Change Pads”.
“Wooden toys” gets about 590 with a difficulty of 4, and you’re at 27. That page is just called “Wooden”, and its Google title reads “Buy Wooden Online in New Zealand”.
The fix
Rename these pages using the words parents use. You could use:
Title: Baby Change Mats & Change Pads NZ | Nature Baby
Title: Wooden Toys NZ | Nature Baby
Then check other pages using the “Buy X Online in New Zealand” title for the same issue.
Fix 3 of 3
High-value nursery searches sit just off page 1
What’s happening
These all have low difficulty scores and bigger order values, but they’re on page 2:
“Cot sheets”: about 660 searches, position 14
“Change table nz”: about 590, position 16
“Cot mattress nz”: about 590, position 17
For the last two, Google is showing a single product, not a range page.
The fix
Build up your Cots, Mattress and Change Table collection pages, with useful buying advice on sizes, materials and safety.
Then link to them from your Journal articles and related products. A small lift here would move these onto page 1.
The bigger picture
These are quick wins. Here’s what comes next.
| Stage | Focus | How we measure it |
|---|---|---|
| Month 1 | Old site redirects, duplicate baby and toddler collections, page titles | Pages fixed, health score |
| Months 2 to 3 | Build up nursery, clothing and toy ranges around real searches | Rankings, searches on page 1 |
| Months 4 to 6 | Buying guides, quality backlinks, AI visibility | Traffic, sales, AI mentions |
There’s real potential to get Nature Baby onto page 1 for more of the searches your customers are using.
Real results
What we’ve done with a New Zealand sheepskin brand
Who we are
A small team of specialists based in Auckland. We use AI to move faster, and there are no juniors on your account.
Some brands we work with
Flowers After Hours, Keychron, Plumbline ANZ, Playmax, CandyCo and Illumina Candle Supplies
Want me to walk you through this?
It’s a 10-minute call with no obligation. I’ll show you what else I found and how I’d approach it.
Book a call