Getting INNATURE found on ChatGPT
So the whole opportunity is one sentence: you hold about 6.9% of the non-branded organic clicks for the natural bedding you make, and every extra 1% is worth about $4,386 a year in gross revenue. Your branded traffic, people searching for INNATURE by name, is not part of this and does not change.
Read these figures as directional. Your Analytics stopped recording sales in February 2022 and there is no Search Console access yet, so two inputs are estimates. Today's clicks are modelled from where you rank on Ahrefs for each search. The value of a click uses the last conversion rate and order value your Analytics measured, September 2021 to January 2022: organic search visits converted at 1.13% on a $455 order, so each non-branded click is worth about $5.14. Every column below is non-branded and gross, in New Zealand dollars. The whole model gets re-run on your real Shopify and Search Console numbers once they are connected. GA4, 2021-22 Modelled, directional
| Case | Share of the non-branded market | Non-branded clicks / yr | Non-branded revenue / yr | New revenue / yr |
|---|---|---|---|---|
| Today | 6.9% | 5,850 | $30,073 | – |
| Conservative | 12.0% | 10,237 | $52,629 | +$22,556 |
| Mid | 18.0% | 15,356 | $78,944 | +$48,871 |
| High | 25.0% | 21,327 | $109,644 | +$79,571 |
The model counts only the core: searches for products you make, with buying intent, where an INNATURE page can credibly rank. The searches outside the core (94,115 a month), from big product heads like bed frames, mattress toppers and bassinets to general mattress-size questions, and "sofa bed" itself, sit on top as upside and are left out of these dollars on purpose.
Triangulated New Zealand search volume, October 2026. The full keyword, prompt and cluster research behind every number here lives in The data tab. GKP + Ahrefs + SEMrush
We score every brand out of 100 against our AEO Maturity Model: four pillars (Technical, Content, Authority, Measurement), each out of 25. AI-Ready Certified is 80 out of 100, Professional on all four, the standard we build clients to. You are at 41 today. The technical base is closer to Professional than the score suggests: two fixable problems are holding it at 15.
The detailed findings, how the scoring works, and where every number comes from are in the appendix.
A natural mattress or a futon is a considered purchase. People search by product (futon, slat bed, latex mattress topper), by size and by concern (non-toxic, wool-free, made in New Zealand), and before they spend a thousand dollars or more they ask practical questions: can I sleep on a futon every night, how far apart should slats be, can you make one to fit a motorhome. They ask those questions in two places now, a search box and an AI chat. You do not rank at all for 75% of the demand we measured.
| Term | Searches / mo (NZ) | Your rank now (NZ) | AI Overview live? |
|---|---|---|---|
| breastfeeding pillow | 2,100 | 11 | Yes |
| futon | 1,900 | 10 | Yes |
| pillows nz | 1,900 | 16 | - |
| nursing pillow | 1,300 | 32 | Yes |
| baby pillow | 1,000 | 14 | Yes |
| futon bed | 880 | 1 | Yes |
| bassinet mattress | 880 | Not ranking | Yes |
| slat bed | 720 | 6 | Yes |
| wooden bed frame | 720 | Not ranking | Yes |
| toddler pillow | 720 | 1 | Yes |
| cot mattress protector | 590 | 12 | Yes |
| futon nz | 480 | 3 | - |
| mattress topper | 6,600 | Not ranking | - |
| bed frame | 6,600 | Not ranking | Yes |
| bunk bed | 5,400 | Not ranking | Yes |
| mattress protector | 4,400 | Not ranking | Yes |
| bunk beds nz | 4,400 | 29 | - |
Search volume triangulated across Google Keyword Planner, SEMrush and Ahrefs, New Zealand, October 2026: the median of three, or the mean of two where one tool has no figure, with close variants counted once. Rank is your current Google New Zealand position on Ahrefs, 19 October 2026, for the term or a close variant Ahrefs tracks; "Not ranking" means outside Ahrefs' tracked positions. The first twelve rows are the biggest core terms in the model; the last five are big product heads you stock that sit outside it. The full triangulation is in The data tab. GKP + Ahrefs + SEMrush Ahrefs rank
Zoom out and the full New Zealand category for what you make runs to about 397,600 searches a month. The 136,945 a month we measured term by term is the heart of it, and 26,330 a month of that is core (the funnel from one to the other is in Appendix C). Alongside the search demand sit 131 questions New Zealanders ask about natural beds and bedding, and 41 of them are ones INNATURE can uniquely own: custom sizes for motorhomes, boats and antique cots, a wool-free mattress for vegans, latex that is firmer on one side, and a two-week handmade production time. The full prompt library, cluster maths and territory plan are in the appendix and The data tab.
The table in the executive summary is built from four numbers, all non-branded. Here is the chain in full.
Roughly one search in five survives ads, shopping carousels and AI answers as a winnable organic click, a deliberately conservative rate because 62% of this core demand already shows an AI Overview. Today you take about one in 15 of those clicks. All three bars are drawn to the same scale. Modelled
Each non-branded click is worth about $5.14 in gross revenue. That is the figure every case in the table multiplies. The mid case is about 107 more orders a year than today, on products that take two weeks to make.
That is the whole model: win more of the 85,309 clicks.
The mid-case row of the executive-summary table arriving on non-branded gross revenue: roughly 10% of the new revenue live by month 3, 35% by month 6 (the point the system is handed to you), 70% by month 9, and all of it by month 12, so the month-12 point equals the table's mid row exactly. Hover any point for the maths. Modelled, directional
Two levers. Click-through on searches you already appear for: 41 core searches sit between positions 4 and 20, carrying 13,110 searches a month, led by "breastfeeding pillow" at position 11, and moving them onto the first screen is where the conservative case comes from. And stronger pages for the product searches where your pages do not rank yet, from bassinet mattresses to wooden bed frames. The high case assumes both land. The same pages win the AI answers, because the engines cite pages that rank and answer the question plainly.
Every figure here is New Zealand, non-branded and gross. Your branded organic traffic sits on top of the non-branded column in the executive summary table, unchanged.
A done-for-you AI and Search transformation over six months, moved through as your site is ready for each phase. Foundations fixes what the engines and your own reporting cannot see: tracking reconnected and Search Console set up, the dead pages redirected, headings, product codes, the "My Store" label and FAQ markup put right, and a measurement baseline before anything changes. Owning your territories builds the 13 researched territories, led by baby bedding, futons and pillows, with around 94 pieces to own the core. Authority and compounding turns your New Zealand making story, your stockists and the press that already features you into the citations AI engines trust. At six months the workflows, the platform and the system are yours to keep. A smaller first step, and how it works, is in The offer tab.
Rankings from Ahrefs Site Explorer, New Zealand, 19 October 2026. Traffic history and the conversion rate and order value from your Google Analytics 4 (the last tracked year, August 2023 to July 2024, and the last months with sales recorded, September 2021 to January 2022). Search volumes triangulated across Google Keyword Planner, SEMrush and Ahrefs, New Zealand, October 2026. Competitor footprints and Domain Ratings from Ahrefs, 18 October 2026. AEO score from our AEO Maturity Model against a live crawl. Revenue figures are directional and gross.
INNATURE makes 67 products across organic latex mattresses, solid timber slat beds, futons and sofa beds, baby and children's mattresses and natural bedding, handmade in Auckland with a showroom in New Lynn. Here is what your own Analytics last recorded.
| Channel (August 2023 to July 2024) | Visits | Share of visits |
|---|---|---|
| Organic Search, branded and non-branded together | 47,939 | 53.2% |
| Paid Shopping | 13,396 | 14.9% |
| Direct | 12,925 | 14.3% |
| Paid Search | 11,060 | 12.3% |
| Display | 2,467 | 2.7% |
| Organic Social | 1,254 | 1.4% |
| Referral | 572 | 0.6% |
| Organic Shopping | 159 | 0.2% |
| Unassigned | 151 | 0.2% |
Google Analytics 4, default channel grouping. No sales were recorded in this window. Organic search is branded and non-branded together; without Search Console we cannot split it. Organic visits averaged about 4,000 a month. Ahrefs estimates about 1,200 Google visits a month today, but Ahrefs usually reads well below a store's own data, so how much traffic the move to Shopify cost can only be measured once Search Console is connected. GA4
| Channel (September 2021 to January 2022) | Visits | Orders | Revenue |
|---|---|---|---|
| Organic Search, branded and non-branded together | 21,758 | 246 | $111,859 |
| Paid Search | 16,029 | 155 | $63,082 |
| Direct | 9,103 | 131 | $67,372 |
| Cross-network | 8,510 | 103 | $22,320 |
| Organic Social | 3,397 | 10 | $1,874 |
| Referral | 466 | 13 | $2,884 |
| Unassigned | 396 | 3 | $661 |
Google Analytics 4, your old website, NZD. Purchases stopped recording after February 2022. Organic search, branded and non-branded together, was your biggest revenue channel. This is the window the model takes its conversion rate and order value from. GA4
Four pillars, 25 points each, scored granularly from a live crawl of all 176 pages in your sitemap, Google PageSpeed Insights, your Analytics and Ahrefs authority data, gathered 18 and 19 October 2026. Measurement sits at the first level by default because tracking is not connected, and the content and authority scores include our read of how the work is planned today. AI-Ready Certified requires Professional on all four pillars and 80 or more in total.
| Pillar | Score | The evidence behind it |
|---|---|---|
| Technical | 15 / 25 | The evidence would score 23, held at 15 by two gates. robots.txt allows every AI crawler, all 176 sitemap pages load cleanly, and FurnitureStore, Organization, Product, Offer, collection and article markup is valid. Core Web Vitals pass on Google's real-user field data for the site as a whole. Google's Lighthouse lab test, simulating a mid-range phone on a slow connection, puts the main content of the latex mattress collection at 9.5 seconds and the cotton and wool futon page at 13.1, so image weight is worth trimming, but the field data is what Google ranks on. The two gates holding it at Structured: 27 collections with no main heading, and two pairs of duplicate titles and descriptions. Also worth fixing: no product codes or barcodes on any product, the "My Store" brand on 21 product pages, 21 pages with no meta description, 24 descriptions and 34 titles too long to show in full, and 49 of the 57 images on your information pages with no description. |
| Content | 10 / 25 | 29 articles, a median of 508 words, 13 of them with question-style headings, and an FAQ page with 33 questions. Only 2 of the 29 articles link to a product or collection, 14 of your 16 blog sections are empty, and there is no researched plan behind the content yet. |
| Authority | 11 / 25 | Ahrefs Domain Rating 20. Ahrefs counts 1,111 referring domains, but flags 1,025 of them as low-quality link networks, leaving 86. The real ones are good: Stuff twice and the NZ Herald (all DR 88), the Top NZ Review mattress and pillow round-ups, Auckland Magazine and The Sleep Store, though The Sleep Store's two INNATURE listings link to an old bassinet PDF on your site that now returns "page not found", and five more old addresses other sites link to are dead too. Reviews are thin where they matter most: one review on the CLOUD mattress, two on SPINE HEALTH, three on BALANCE, none on COMFI, AWAKEN or UNIK X. |
| Measurement | 5 / 25 | A Google tag and a Google Ads tag are on the site, which is table stakes. The Analytics property we can see stopped recording visits in August 2024 and sales in February 2022, there is no Search Console access and no AI-visibility tracking. |
Total 41 of 100, which places INNATURE at Emerging. Team Empathy AEO Maturity Model
| Points | Pillar | The move |
|---|---|---|
| +15 | Measurement | Reconnect Google Analytics with sales tracking, connect Search Console, baseline organic and AI visibility, and track your priority questions monthly across ChatGPT, Perplexity, Gemini and Google AI Overviews. |
| +9 | Authority | Redirect the old addresses other sites still link to, so those links count again, grow reviews on the adult mattress range, build the entity layer for the brand, and earn the New Zealand home and parenting press AI reads. |
| +10 | Content | The researched plan across the 13 territories, answer-first pages for the questions buyers ask, FAQ markup, and articles linked to the products they describe. |
| +5 | Technical | Headings on the 27 collections, unique titles, product codes and the brand label, which takes the pillar to Professional at 20. |
The full New Zealand category for what you make, sized from Ahrefs' keyword universe across 16 product seeds, scaled to the triangulated basis and with the long tail, is about 397,600 searches a month. The measured core (26,330 a month of terms for products you make, with buying intent, where you can credibly rank) grows to about 35,546 a month with the long tail. Roughly one search in five survives as a winnable organic click, a pool of about 7,109 a month. The broad heads you stock but compete for with the big furniture chains are sized in the territory table and left out of the money model. AI questions are counted separately, so nothing is double-counted. Modelled
| Territory | Keywords | NZ searches / mo | of which core | On AI Overview results | AI questions |
|---|---|---|---|---|---|
| Futons & Japanese floor beds | 17 | 6,530 | 5,530 | 68% | 13 |
| Baby bedding & feeding pillows | 8 | 7,325 | 5,125 | 84% | 5 |
| Natural pillows | 14 | 3,750 | 3,750 | 24% | 11 |
| Bassinets & cot mattresses | 19 | 12,025 | 2,435 | 50% | 13 |
| Organic & natural latex mattresses | 21 | 1,300 | 1,260 | 33% | 22 |
| Futon sofa beds | 5 | 16,860 | 360 | 99% | 8 |
| Timber slat beds & bases | 22 | 23,915 | 2,515 | 61% | 10 |
| Kids & teen beds, mattresses & pillows | 14 | 16,655 | 2,045 | 38% | 9 |
| Duvets & organic bedding | 21 | 8,360 | 1,760 | 84% | 7 |
| Toppers, protectors & underlays | 15 | 19,380 | 1,280 | 54% | 10 |
| Non-toxic, NZ-made & custom sizes | 13 | 270 | 270 | 15% | 12 |
| Adjustable beds | 3 | 1,380 | 0 | 35% | 3 |
| Mattress sizes, firmness & comfort | 18 | 19,195 | 0 | 74% | 8 |
13 territories, 190 keywords and 131 questions, reconciling exactly to the 136,945-a-month basket and the 26,330-a-month core. The non-toxic, made-in-New-Zealand and custom territory carries almost no keyword volume, and most of its questions are ones only you can answer, which is why it ranks above its size. GKP + Ahrefs + SEMrush
We built a library of 131 questions New Zealanders ask about natural beds and bedding, drawn from AI and web answer sets, Ahrefs question searches, your own FAQ page, Consumer NZ, Plunket and Red Nose guidance and Reddit, plus questions built from the keyword research. Here is a sample, with roughly how often each comes up a month.
| Question | Territory | Est. monthly volume |
|---|---|---|
| Is a futon comfortable enough to sleep on every night? | Futons & Japanese floor beds | 380-1,100 |
| Can you sleep on a sofa bed every night? | Futon sofa beds | 750-2,250 |
| How far apart should bed slats be for a latex mattress? | Timber slat beds & bases | 160-500 |
| Can I get a mattress made to fit a motorhome or campervan? | Non-toxic, NZ-made & custom sizes | 15-45 |
| Is there a natural mattress with no wool for vegans? | Non-toxic, NZ-made & custom sizes | 10-20 |
| Can I get a mattress made to fit a non-standard or antique cot? | Bassinets & cot mattresses | 170-510 |
| What should I look for in a safe bassinet mattress? | Bassinets & cot mattresses | 240-700 |
| What is the best futon sofa bed in NZ? | Futon sofa beds | 850-2,550 |
| How long does it take to have a custom mattress made? | Non-toxic, NZ-made & custom sizes | 15-45 |
A sample of the 131-question library, all of it in The data tab with per-question volume band, priority and ownability. Volumes are directional bands anchored to the search terms beneath each question. 41 of the 131 are questions you can uniquely own. Which brands AI names on each of them is the first baseline the measurement work takes. Directional
The same demand, grouped into the territories a plan executes against, in priority order. Priority weighs core demand, where you rank today, whether AI is live, and whether you can win it uniquely.
| # | Territory | Best rank today | What we build |
|---|---|---|---|
| 1 | Futons & Japanese floor beds | #1 | Split the futon collection into futon mattresses and Japanese floor beds/tatami; guides on floor sleeping, airing and mould in NZ homes, latex-core vs cotton-wool futons, futon thickness. |
| 1 | Baby bedding & feeding pillows | #2 | Breastfeeding/nursing pillow landing (ranks #11 already); bassinet and cot sheet pages off the generic /products URL; baby pillow age guide; newborn bedding checklist. |
| 1 | Natural pillows | #1 | Pillow finder by sleep position (latex, shredded latex, buckwheat, wool pearls); 'firm pillow NZ' page; buckwheat explainer and refill page; neck and side-sleeper guides. |
| 2 | Bassinets & cot mattresses | #3 | Bassinet mattress landing (made to fit any bassinet), cot mattress landing with firmness/fit safety checks, co-sleeper bassinet page; safe-sleep explainers on wool underlays, protectors, mattress thickness and cot sizes; restore 404'd wool bassinet mattress URL. |
| 2 | Organic & natural latex mattresses | #1 | Rebuild /collections/organic-latex-mattresses as the hub (firmness guide, size and price table, showroom booking, FAQPage schema); one landing per firmness; refresh the latex vs memory foam article; new explainers on latex allergy, smell, Dunlop vs Talalay, certified organic latex, lifespan. |
| 2 | Futon sofa beds | #2 | Dedicated 'sofa bed' landing that wins on 'sleep on it every night' (latex futon core, made in NZ), sizes and fabrics, comparison table vs upholstered pull-outs; buying guide; small-space guide. |
| 3 | Timber slat beds & bases | #2 | Slat beds hub explaining slat spacing for latex; wooden/solid timber bed frame landing; bed frame size pages (queen, king) on the timber range; storage bed landing for NOVA; custom-length frames. |
| 3 | Kids & teen beds, mattresses & pillows | #1 | Kids mattress landing (organic latex child + teen); bunk bed page for the solid timber bunk; cot-to-bed transition guide; toddler and kids pillow page; restore Brolly sheet 404; fix empty kids-bedroom-furniture collection. |
| 3 | Duvets & organic bedding | #1 | Wool duvet inner landing (gsm by season, NZ wool), silk duvet page, restore 404'd silk duvet inner URLs; organic cotton sheets and bedding pages; hot-sleeper bedding guide. |
| 3 | Toppers, protectors & underlays | #3 | Mattress topper hub (latex, wool, Tencel) answering 'fix a firm mattress'; protector page framed as breathable non-plastic waterproofing; wool underlay explainer; restore Tencel topper 404. |
| 3 | Non-toxic, NZ-made & custom sizes | #5 | Non-toxic mattress guide (what's in a normal mattress, flame retardants, what to look for); 'made in NZ' and custom-size landing; motorhome, boat and V-berth page refresh with a measuring guide; vegan AWAKEN page; allergy guide. |
| 4 | Adjustable beds | Not ranking | One adjustable bed page tying the M5/M30 bases to INNATURE latex (split king, flex), plus an 'is it worth it' explainer. |
| 5 | Mattress sizes, firmness & comfort | Not ranking | No head-term chase. Serve via size and firmness guides that route to the latex range: NZ mattress sizes, how to choose, firm vs soft for a sore back, Auckland showroom page. |
# is the priority order, 1 meaning lead with it now. Content requirement: about 94 pieces to own the core territories and 146 for full category coverage, against the 29 articles you have today. The full cluster maths is in The data tab. Cluster model
| Store | DR | NZ keywords | Top-3 (NZ) | Organic visits / mo (NZ) | Read |
|---|---|---|---|---|---|
| INNATURE | 20 | 184 | 79 | ~1,203 | The broadest footprint and the strongest authority of the specialist makers |
| FUTONZ | 17 | 135 | 81 | ~1,732 | Auckland futon maker; first on the main futon searches |
| Natural Beds | 10 | 70 | 17 | ~319 | Natural bed maker; named in AI answers for organic mattresses |
| Peace Lily | 2.2 | 86 | 31 | ~613 | Natural bedding store; ranks on organic bedding terms |
| Dreamwool | 15 | 24 | 5 | ~97 | Wool bedding maker; a small search footprint |
| Comfi | 19 | 133 | 19 | ~485 | Natural mattress maker; a similar keyword count, fewer top-three rankings |
| The Sleep Store (benchmark) | 50 | 4,272 | 1,450 | ~32,244 | Baby sleep specialist, shown as the benchmark for the baby category |
Ahrefs Site Explorer and Domain Rating, New Zealand, 18 October 2026, estimated organic traffic including each store's branded searches. One source across the whole table, so the comparison is like-for-like. Every store sells natural mattresses, futons or natural bedding online in New Zealand; marketplaces, department stores and the big furniture chains were left out. Ahrefs estimates are built for comparing stores and run well below a store's own data. Ahrefs Site Explorer
Without Search Console, today's clicks are modelled. For each core search, we take the share of its organic clicks that your current Ahrefs position normally earns, from a published click-through curve (first place takes about 35% of the organic clicks on a search, tenth about 2%), and apply it to that search's winnable clicks. Summed across the core, that is about 5,850 non-branded clicks a year, 6.9% of the pool. It sits well under Ahrefs' estimate of all your Google traffic, branded included, which is the cross-check. Search Console will replace it with your real clicks.
Two inputs turn clicks into money, both from the last months your Analytics recorded sales, September 2021 to January 2022, on your old website: organic search visits converted at 1.13%, at $455 an order, so a click is worth about $5.14. The smell tests pass: the conversion rate is in the normal range for considered furniture purchases, and a click's value sits within reach of what a paid search visit earned you in the same months ($3.94). Prices and the site have changed since, which is why the dollars are directional, and why reconnecting your sales tracking is the first measurement job.
| Step (non-branded model, New Zealand) | Value |
|---|---|
| Measured core, searches / mo (triangulated across three tools) | 26,330 |
| With the long tail (x 1.35), searches / yr | 426,546 |
| Winnable organic clicks / yr (x 0.20) | 85,309 |
| Non-branded clicks you win today (modelled) | 5,850 (6.9%) |
| Clicks in each 1% of the pool, a year | 853 |
| Each 1%: orders (at 1.1306%) | 9.6 |
| Each 1%: gross revenue (at $454.71 per order) | $4,386 |
Gross revenue in the scenario table is the pool times the share times the conversion rate times the order value, nothing else, multiplied on the unrounded inputs shown here. The mid case is 174 non-branded orders a year against 66 today. The full derivation, written for you or your own AI assistant to check, is in the model workings file.