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Allproof Industries · New Zealand & Australia
Search & Website Performance
A twelve-month read across both Allproof markets — how people find and move through the NZ and AU sites, where the two differ, and where the biggest organic-search growth sits.
Period Aug 2025 – Aug 2026 (12 mo)GA4 NZ #308931727 · AU #308916473Search Console NZ only (allproof.co.nz)Generated 4 Aug 2026
New Zealand — allproof.co.nz Australia — allproof.com.au
Allproof runs two websites — one for New Zealand, one for Australia. Across the past twelve months they drew about 418,000 visits between them. New Zealand is by far the bigger market:279k sessions to Australia's 138k — roughly two-to-one — and NZ visitors browse deeper into the catalogue. Both sites live almost entirely on organic Google search (~80% of all visits, with barely any social or paid), both peak in spring and fall away over the summer construction shutdown, and both serve mainly their home market. The stand-out opportunity is Australia: under-sized for a market five times NZ's population and leaning on paid ads to compensate — the place with the most organic growth still on the table.
418k
total sessions · both sites
~80%
from organic search
2.0×
NZ traffic vs AU
145k
NZ search clicks / yr
2.05M
NZ search impressions / yr
The year in six numbers — New Zealand shown large, Australia beneath for comparison.
01
Traffic over the year
NZ + AU
Monthly sessions in each market. New Zealand runs at roughly double Australia's volume all year, and both share the same Southern-Hemisphere rhythm — a December dip over the construction shutdown, then a steady climb back through winter.
Monthly sessions — New Zealand vs Australia
GA4 · both properties
NZ sessions AU sessions
Australia's population is ~5× New Zealand's, yet the AU site draws only half the traffic — so relative to its market, AU is heavily under-indexed. It also leans on paid ads (2.3% of visits vs ~0% in NZ), hinting its organic search is doing less of the work. That's the clearest growth headroom in the whole picture.
02
How visitors arrive
NZ + AU
Both markets are organic-search businesses first. The tells are in the detail: Australia buys paid search where NZ doesn't, and the AU audience is noticeably more mobile.
Traffic by channel
Share of sessions · NZ vs AU
Device split
Sessions by device
New Zealand
Australia
03
Search visibility & clicks
NZ only
From Google Search Console for the NZ domain. Impressions have trended up since summer while clicks stay flat around 12–14k a month — visibility is growing faster than clicks.
Clicks from Google
NZ · visits earned from organic search
Impressions
NZ · times listed in search results
04
Most-visited pages
NZ
The NZ homepage and drainage hub do the heavy lifting, but individual product pages — channel drains, perimeter drains, shower channels — pull enormous traffic in their own right.
Top pages by page views
GA4 · NZ · full year
05
Top search queries
NZ
The keywords driving clicks from Google in New Zealand — every query the site earned clicks on this year (86 in total). Brand terms lead, but a healthy tail of generic product searches is bringing in non-brand demand. Showing the top 30; expand for the full list.
Query
Clicks
Impressions
CTR
Avg pos.
06
Non-brand SEO opportunities
NZ
Generic searches that already put Allproof in front of thousands of NZ buyers, but with rankings just outside the top of page one — the most winnable organic growth.
The pattern: Allproof owns its brand terms (positions 1–2) but leaves clicks on the table for high-volume generic terms. Nudging “fire collar” (10,471 impressions, position ~8) and “stainless steel shower tray” (position ~12) onto page one would convert existing visibility into real new traffic.
07
Where visitors are
NZ + AU
Each site serves its home market — NZ is 87% domestic, AU 84%. Each is the other's largest overseas audience, a reminder the two catalogues do travel across the Tasman.
NZ site · top countries
Share of sessions
AU site · top countries
Share of sessions
08
Summary & what we'd suggest next
The short version of everything above — what the year tells us, and where we'd put the effort over the next six months to turn it into growth.
What the year tells us
New Zealand is the engine.279k sessions to Australia's 138k (~2×), and NZ visitors browse deeper — 2.4 vs 2.0 pages per visit.
Both markets live on organic search.~80% of visits come from Google, with almost nothing from social. SEO — not ads — is the growth lever.
Being seen more, not clicked more.Search impressions are rising but clicks are flat, partly as AI Overviews absorb clicks before people reach the site.
Brand terms are maxed out.“allproof” variants already rank position 1–2. All real upside is in generic, non-brand searches.
Australia is under-punching.Half NZ's traffic despite 5× the population, and propped up by paid ads — a sign its organic presence is weaker.
What we'd suggest next
Rescue the “sleeping giant” page.NZ's commercial-channel page gets 98k impressions/yr stuck at position ~16 (page two) — the single biggest quick win is getting it onto page one.
Win the winnable generic terms.“fire collar”, “channel drain”, “stainless steel shower tray” — content + internal links to lift page-two rankings into page one.
Rewrite titles on high-impression pages.Exterior channel drains alone shows 179k impressions/yr — small CTR gains there mean thousands of extra clicks.
Act now, before spring.SEO takes 6–12 weeks to compound. With focused effort we'd expect ~80k NZ clicks over the next 6 months, up from ~71k a year ago.