Be the supplier
AI recommends in New Zealand.

1. Executive summary

• Organic already out-earns everything you pay for. It brought 7,889 sessions and 218 orders last year, roughly $90,500 at your actual order value. Every paid channel combined brought three times the traffic, 191 orders, and cost $24,500 in media. GA4 + Web Ninja
• You appear across the category and win almost none of it. Non-branded queries are 87% of your impressions and convert at a 0.43% click-through rate against 3.18% on your own name. Only 1.1% of those impressions sit in the top three; 38.6% sit at position 21 or worse. Search Console
• Your analytics cannot see money. GA4 fires the purchase event on 653 of your 655 real orders, so the tracking works, but it carries no revenue value. Twelve months of data returns $0. No one at Peacock Bros can currently say what any channel is worth. GA4

So the whole opportunity is one sentence: you hold 8.0% of the non-branded organic clicks in your category, and every extra 1% is worth about $8,884 a year. Your branded traffic is not part of this and does not change.

Built on one measured figure rather than an assumption: a non-branded click is worth $19.88 to you, because $71,285 of non-branded organic revenue came from 3,585 non-branded clicks. Every column below is non-branded, and your $19,248 of branded organic revenue sits on top of all of it, unchanged. Modelled, plus or minus 40%

Your store took 655 orders worth $272,014 in the twelve months to 31 July, and they came from just 336 customers. A third of those customers ordered more than once, and the repeat buyers are 69% of your online revenue, worth $1,590.98 each a year against $387 for a one-time buyer. Consumables get reordered, so a customer won through search keeps paying back long after the first order.

2. How AI-ready you are today: the AEO scorecard

We score every brand out of 100 against our AEO Maturity Model: four pillars (Technical, Content, Authority, Measurement), each out of 25. Certified is 80 out of 100, Professional on all four, the standard we build clients to. You are at 45 today, carried by real technical foundations and 138 years of authority, and held back by content and measurement.

The evidence behind every pillar, how the scoring works, and what blocks each one from Professional are in the The data tab. The measurement gap is serious enough to have its own appendix below.

3. The market you are missing: search and AI

Barcode and labelling is a specify-once, reorder-forever purchase. A buyer researching a printer or a label material is choosing a supplier for years, and they now ask the same questions in two places, a search box and an AI chat. The demand is steady, the difficulty is remarkably low, and the AI layer is already answering.

Search volume triangulated across Google Keyword Planner, Ahrefs and SEMrush (median of three), NZ. Your rank is your current average Google position from Search Console over the last twelve months. The pattern is stark: across the whole ninety-term basket only two terms reach the top three, and both have under 60 searches a month. Twenty-one terms do not rank at all. Note the Keyword Difficulty column, which is 0 on almost every term: this category is not competitive, it is simply unattended. The full 90-term triangulation is in The data tab. GKP + Ahrefs + SEMrush GSC

Zoom out and the full category is about 10,638 searches a month once the long tail is counted, of which roughly 3,723 a month are winnable organic clicks. Your measured basket of 90 terms covers 6,415 of those searches, or 60% of the category. Twenty-four of the ninety disagree between tools by a factor of three or more, which is exactly why one source is never enough.

Fourteen of the ninety terms already return a Google AI Overview on the New Zealand results page, including barcode scanner nz, id card printer, sticker printer, thermal paper rolls, warehouse scanner and rfid tags nz. AI Overviews are assembled from the top of the results, and on eight of those fourteen you sit on page two or worse.

The measured consequence: AI assistants sent peacocks.co.nz 26 sessions in twelve months, and ChatGPT another 104 referral sessions. Both are effectively zero for a business your size, and both are fixable, because your robots.txt already welcomes every AI crawler and your pages are server-rendered. The engines can read you. There is nothing to quote.

We built a library of 141 buying questions customers actually ask an assistant in this category, from what is the difference between direct thermal and thermal transfer to what are the allergen labelling rules in New Zealand to who supplies barcode printers and labels in New Zealand. Peacock Bros could credibly own the answer to 138 of them. The full library, with volumes, priorities and the cluster maths, is in The data tab.

4. The opportunity, in dollars

The table in the executive summary is built from four numbers, all of them yours, and all of them non-branded. Here is the chain in full.

Roughly one search in three survives ads, shopping carousels and AI answers as a winnable organic click, and you currently take one in twelve of those. Modelled

Each non-branded click is worth $19.88 to you. That is measured, not assumed: $71,285 of non-branded organic revenue divided by the 3,585 non-branded clicks that produced it. No conversion-rate estimate enters the model at all.

That is the whole model: win more of the 44,676 clicks.

Your site produced 719 non-purchase actions last year: 319 direct enquiries and 400 new account registrations. Organic search drives 28.3% of all your key events despite being only 13.5% of your sessions, and about 160 of those actions a year trace to non-branded organic. Growing non-branded traffic multiplies them at the same rate.

Two levers, both measured. Click-through on the impressions you already get, as you move from position 12 and below into the top three, which is where 1.1% of your non-branded impressions currently sit. And more impressions, as the four clusters you have no page worth ranking for start to rank at all. The conservative case assumes only the first lever really lands; the high case assumes both do.

Every figure here is non-branded and excludes repeat purchases, which sit on top as roughly another 35% given your measured repeat rate. Your $19,248 of branded organic revenue is unchanged by any of it. Projections are modelled from your own data and are not a guarantee of results.

5. The six-month transformation

Three phases, run in order, and we move through them as your site is ready rather than on a stopwatch. Foundations fixes what stops engines reading and buyers converting: Core Web Vitals, schema across the catalogue, the FAQ layer, and a measurement rebuild so GA4 finally records revenue. Own your territories builds the answer content across the clusters where demand sits and you have nothing, starting with troubleshooting, compliance, supplier selection and RFID. Authority and compounding turns your 469 referring domains into rankings and earns the citations that get you quoted in AI answers. Full scope, phasing and investment sit on the offer tab.

Appendix A · Where you sit today

Twelve months to 31 July 2026. Revenue is derived from your Web Ninja order data at your actual average order value, because GA4 records none.

Search Console shows 195,287 non-branded impressions in twelve months producing 832 clicks, a 0.43% click-through rate against 3.18% on branded terms. Google is already showing you to the right people. Position is the problem, not relevance.

Appendix B · The demand detail

The top of the triangulated basket. Working volume is the median of Google Keyword Planner, SEMrush and Ahrefs. Full workings, all 90 terms and all 141 prompts sit in the data workbook.

Appendix C · Where to play

Fourteen clusters, sized by combined keyword and prompt demand, against what exists on your site today.

Appendix D · Who you are up against

Appendix E · The measurement gap

This one deserves its own section because it affects every decision you make about marketing spend.

• GA4 records no revenue. The purchase event fires on 653 of your 655 real orders, so the tracking is wired correctly, but it carries no value parameter. Twelve months of data returns $0 revenue and 0 transactions. Every revenue figure in this document had to be reconstructed from Web Ninja order totals.
• Your Google Ads conversion rate is not measuring sales. Ads reports 7.21% on 20,800 clicks, roughly 1,500 conversions, for the year to 30 June. Your entire online store took 655 orders across every channel in a comparable period. Those conversions are form fills and enquiries, which are valuable, but they are not orders and the two have never been reconciled.
• Two channels are producing nothing. Display and Paid Other took 8,612 sessions between them and generated zero orders and effectively zero key events.
• There is no AI visibility tracking at all, so there is no way to know whether you are quoted, cited or ignored when a buyer asks an assistant.

Appendix F · Where the numbers come from

• Orders, revenue, customers and repeat rate come from your Web Ninja admin, all 655 orders in the twelve months to 31 July 2026, read directly and totalled.
• Sessions, channels, conversion rates and event counts come from GA4 property 325191335, same period.
• Impressions, clicks, positions and the branded split come from Google Search Console for peacocks.co.nz, same period. Branded means any query containing your name or a common misspelling. Branded queries are never anonymised by Google, so everything Search Console withholds is non-branded, which is how the non-branded click total is derived.
• Keyword volumes are the median of Google Keyword Planner, SEMrush and Ahrefs, pulled 10 August 2026 for New Zealand. Where the three disagree by more than 3x, the median protects against a single tool's error. Close variants sharing an Ahrefs parent topic contribute once, not repeatedly, so the category total is not inflated.
• Total category size is the top 100 non-branded terms across 16 category seeds, filtered to what Peacock Bros actually sells, with a 1.35 long-tail factor for terms below the reporting cut.
• Prompt volumes are directional. Conversational prompts have no reported search volume, so each is anchored to its triangulated head term with an uplift for the many ways the same question gets asked. They are bands, not measurements, and are labelled as such in the workbook.
• Competitor metrics come from Ahrefs, New Zealand, 9 August 2026. Page speed is Lighthouse mobile on your homepage, 10 August 2026. Schema and content coverage come from a crawl of 41 representative pages against your 629-URL sitemap.
• The value of a trade account is the one figure we have not measured, because it lives in your ERP. Layer two is shown as a range until you supply it.