Search report
Outdoor Shop NZ
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 5,391 searches. 152 of your rankings are on page 1.
Most of your rankings sit deep in the results. About two-thirds of your estimated Google visits come from people already searching for your name, and under 1% of searchers click anything on page 2. Outside the top 10, you’re close to invisible.
The bars add up to 5,982 because more than one of your pages can rank for the same search. Source: SE Ranking, New Zealand, November 2026, which estimates about 591 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 5,400 different searches. About half of those now have an AI answer at the very top, written by Google. Within those AI answers, only 64 link to your site.
Domain presence
You’re already linked for “duck callers” and “olight nz”, but not for “camping stove”, “rangefinder” or “hiking boots”.
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 biggest brands don’t have proper pages
What’s happening
“Lowa” gets about 590 searches a month, and “rab nz” gets about 590 too. You stock both, but you’re at positions 16 and 34.
Google is using Shopify’s automatic brand pages. The Lowa page’s title is just “lowa – Outdoor Shop NZ”. It has no description and no intro, and it isn’t in your sitemap. “Garmin gps” (about 480 searches) and Olight have the same problem.
The fix
Build a real collection for each main brand, starting with Lowa, Rab, Garmin and Olight. Add a short intro and link to it from your menu. You could use:
Title: Lowa Boots NZ | Outdoor Shop NZ
Description: Shop Lowa boots in NZ from a Christchurch family business, delivered nationwide.
Fix 2 of 3
Google is seeing two copies of the same pages
What’s happening
“Camping stove” gets about 810 searches a month with a difficulty of just 9, and you’re at position 22.
You have two matching stove pages, including a typo version at /collections/gooking-stoves. Both are in your sitemap.
“Rangefinder” is the same: about 810 searches, a difficulty of 5, and you’re at position 74, with both /rangefinders and /rangefinders-1 live.
The fix
Keep one page for each range and redirect the other to it, starting with gooking-stoves into cooking-stoves.
Then point your menu links at the page you kept. That puts all of Google’s attention on one strong page, not two weaker ones.
Fix 3 of 3
Easy searches, but your pages are too light to win them
What’s happening
“Gaiters” gets about 540 searches a month with a difficulty of 6, and you’re at position 72. “Bum bag nz” is similar: about 590 searches, a difficulty of 7, position 51.
The page titles are already good. But each page has only about 80 words of copy, and I couldn’t find any buying guides on the site to link to them.
The fix
Add useful advice to these pages, such as how to choose gaiters for NZ tramping or what size bum bag suits hunting.
Then link between related pages, like boots to gaiters and socks. Start with gaiters, sleeping mats and bum bags, as competition for these is low.
The bigger picture
These are quick wins. Here’s what comes next.
| Stage | Focus | How we measure it |
|---|---|---|
| Month 1 | Site audit, duplicate pages, brand collections | Pages fixed, health score |
| Months 2 to 3 | Build up your best 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 Outdoor Shop 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