Search report
Outdoor Action
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 8,940 searches. 1,013 of your rankings are on page 1.
You have a big range and plenty of rankings, but most sit deep in the results. Under 1% of searchers click anything on page 2, so for every search outside the top 10, you’re close to invisible.
The bars add up to 10,128 because more than one of your pages can rank for the same search. Source: SE Ranking, New Zealand, November 2026, which estimates about 865 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 9,000 different searches. About half of those now have an AI answer at the very top, written by Google. Within those AI answers, only 293 link to your site.
Domain presence
You’re already linked for “thermarest” and “sharkskin nz”, but not for “dry bag”, “sleeping mat” or “tramping packs”.
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
Old sale pages are still live and in your sitemap
What’s happening
Boxing Day 2025 is still live with 216 products, along with pages like Labour Weekend Sale 2025 and Gift Guide 2025.
A page called “Klaviyo collection” is in your sitemap too, and copies of your running ranges are live. One at /womens-running-jackets-copy is titled “Men’s Running Jackets”.
With Black Friday coming, these pages spread Google’s attention away from the ranges that matter.
The fix
Redirect finished sale pages to your clearance page, and hide working pages like the Klaviyo collection from your online store.
For sales you repeat, keep one page and reuse it each year, so it builds strength over time.
Fix 2 of 3
Easy searches, but your range pages aren’t set up to win them
What’s happening
“Dry bag” gets about 810 searches a month with a difficulty of just 4. You’re at position 15, and Google is showing a filtered roll-top page, not your main dry bags page.
“Tramping packs” (about 590, difficulty 6) sits at 27, and “kayak nz” (about 760, difficulty 6) sits at 59, despite a good range of both.
Many titles are just the range name, like “Hiking Packs | Outdoor Action” and “Kayaks – Outdoor Action”.
The fix
Update the titles on your main ranges to match what people search. You could use:
Title: Dry Bags NZ | Waterproof Dry Bags | Outdoor Action
Title: Tramping Packs NZ | Hiking Backpacks | Outdoor Action
Then link from filtered pages back to the main range page.
Fix 3 of 3
Gore-Tex jackets are one push from page 1
What’s happening
“Gore-tex jacket” gets about 480 searches a month and “gore-tex rain jacket” about 320. You’re at position 11 for both, right at the top of page 2.
The page Google ranks shows just 6 products and has no written copy, while your men’s and women’s Gore-Tex pages list 46 products between them.
Of the 250 collections we checked, 204 had fewer than 20 words of copy.
The fix
Bring your full Gore-Tex jacket range onto this page and link it to your men’s and women’s pages.
Add useful copy, like which jackets suit NZ tramping and how Gore-Tex differs from other waterproofs. Then do the same on your other top ranges.
The bigger picture
These are quick wins. Here’s what comes next.
| Stage | Focus | How we measure it |
|---|---|---|
| Month 1 | Clean up old sale and copy pages, update range titles | Pages fixed, health score |
| Months 2 to 3 | Build up your main ranges and brand pages 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 Outdoor Action 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