Be the backyard-building group
AI recommends in Australia.

1. Executive summary

• Organic search is your number one channel, measured to closed revenue. Your HubSpot first-touch attribution puts organic Google at A$1,252,139 of deals created across 60 deals in the rolling 90 days, ahead of paid Google ads at A$936,786 across 47. On closed-won it is the same story: A$268,968 organic against A$229,771 paid, 12 closed apiece. Organic out-earns the ads you pay for. HubSpot
• You appear across the whole category and win almost none of it. SheShedz earned 3.15 million impressions from search in the last 12 months and converted 2.8% of them to clicks, because page one is not the top three: pool house sits at position 6.1 on 13,613 impressions, backyard office at 10.5 on 10,725, hairdressing sheds at 8.4 on 11,881. Even "she shed australia", the category you are named after, ranks 3.6 rather than 1. GSC
• AI engines already close deals for you, and you are not even trying yet. Your HubSpot carries a named tag, Organic - AI Referral - ChatGPT, with A$12,600 of closed-won revenue against it in the rolling 90 days. GA4 counts 179 AI-assistant sessions across the three brands in the same window with nothing optimised. Very few businesses anywhere are attributing closed revenue to AI referrals; you are doing it by accident. HubSpot GA4

The model below runs on SheShedz, the brand with the funnel history to measure; Trekk and Aura are sized separately in section 4.

So the whole opportunity is one sentence: SheShedz holds 34.6% of the non-branded organic clicks in its category, and every extra 1% is worth about A$14,974 a year in closed deals. You already earn more measured organic traffic than any competitor in the set and hold over a third of the winnable clicks; the play is pushing a strong share towards a dominant one while the category's authority bar is still low.

Built on your own numbers: each organic click is worth a measured A$12.56 in closed-won revenue to SheShed (your HubSpot closed-won divided by the search clicks that produced it puts it at $13.25, and the same revenue over GA4 organic sessions puts it at $11.86; the model takes the midpoint). The full derivation is in section 4. Every column below is non-branded, closed-won revenue at that click value, and your 70-day sales cycle means clicks won today land as revenue about a quarter later. Modelled on measured inputs

All figures AUD, ex GST, matching your HubSpot reporting. Trekk's own smaller model (section 4) adds +$6,580 a year at its mid case, taking the combined group mid case to +$207,628 a year, and Aura is deliberately not modelled until its tracking exists. Your branded traffic and your walk-in, phone and referral revenue sit on top of everything here, unchanged.

Search volume triangulated across Google Keyword Planner, SEMrush and Ahrefs (median of three), Australia, September 2026. The full keyword, prompt and cluster research behind every number here lives in The data tab. GKP + SEMrush + Ahrefs

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 scored granularly out of 25 with hard gates a pillar cannot score past. Certified is 80 out of 100, Professional on all four, the standard we build brands to. Each brand gets its own card, because they are in genuinely different places.

The detailed findings, how the scoring works, and where every number comes from are in the appendix.

3. The market you are missing: search and AI

A backyard building is a researched, high-ticket, 70-day decision. Your buyers ask the same questions in two places now, a search box and an AI chat, and the group that answers them wins both. Across the 125 terms we measured, folded to 96 head-term groups of which 91 enter the core after the intent exclusions, the demand across all three brands' lanes is 52,880 searches a month in Australia, and SheShedz already appears on most of it. Seven of the head terms, including "garden shed" itself, already carry a live Google AI Overview in the Australian results, so the AI answer layer is not coming to this category, it is here.

Search volume triangulated across Google Keyword Planner, SEMrush and Ahrefs (median of three), Australia, September 2026; live AI-Overview flags and keyword difficulty per term are in The data tab, along with live AI-answer flags per term. Your rank is the brand's current average Google position from its own Search Console (SheShedz unless marked Trekk). The pattern is one story everywhere: on page one or two, and not in the top three, and at these volumes the difference between position 8 and position 2 is the whole opportunity. GKP + SEMrush + Ahrefs GSC

On the AI side we built a library of 82 real questions people ask AI engines about your categories, each anchored to measured search demand, your own Search Console queries, your own published FAQ content, and the questions behind the head terms. 79 of the 82 are questions the group can uniquely own, across all three brands. The full library, with per-question demand estimates, is in the appendix and 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, for SheShedz first.

Roughly one search in five survives ads, map packs and AI answers as a winnable organic click, and SheShedz already takes better than one in three of those. The pool is measured from the 91-term core only; the long tail beyond it is real, your own account proves it with 24,621 distinct non-branded queries and around 42,700 anonymised clicks over the same twelve months, and it is deliberately left out of the model. Modelled

Each organic click is worth A$12.56 in closed-won revenue to SheShed. The figure is funnel-measured two ways from your own systems: your HubSpot's A$268,968 of organic-Google closed-won revenue in the rolling 90 days divided by the 20,299 search clicks that produced it gives $13.25, and the same revenue over your 22,671 GA4 organic sessions gives $11.86. The two agree within 12%, and the model multiplies every case by their midpoint.

That is the whole model: win more of the 119,220 clicks.

The mid case arriving, on SheShedz's modelled non-branded revenue: roughly 10% of the new revenue live by month 3, 35% by month 6, 70% by month 9, all of it by month 12, ending at the $718,759 modelled run-rate. Because your sales cycle averages 70 days, revenue lands about a quarter behind the clicks that create it. On the live page, hover any point for the maths. Your branded, referral, walk-in and phone revenue sits on top the whole way. Modelled, directional

Trekk gets its own smaller table, on its own measured value: GA4 records A$22,931 of organic revenue on 2,044 organic sessions in 90 days, A$11.21 a click, and that is a floor, because your phone orders and the Bunnings and Mitre 10 wholesale channel never touch the website's revenue tracking. The pool is Trekk's timber-shed lane; the garden-shed generics are counted in the SheShedz pool so nothing is double-counted.

The dollars are small because the site is nine weeks old in its current form; the striking-distance positions are the point. Every timber shed term already sits on page two, and page two to top three is the cheapest ranking move in search. The B2C order line is already running at 173% to 277% of its weekly goal in the last fortnight of your own scorecard. GA4 Weekly scorecard

Two levers, both measured. Click-through on the impressions you already earn: more than 60 SheShedz terms and 35 Trekk terms sit at positions 4 to 20 with real impressions, and moving them into the top three multiplies their clicks several times over. And new impressions in the lanes where you have product but no ranking: office pod (1,600 searches a month, not ranking), kit homes australia (2,400 a month, page five), granny flat prices (1,000 a month, page five). The conservative case assumes only the first lever lands; the high case assumes both do.

Every figure here is non-branded, closed-won revenue at the measured click value. HubSpot reports ex GST, so every dollar figure in this document is ex GST. AI-prompt demand is estimated separately in the appendix, so nothing here is double-counted. SheShed's total organic-search closed-won run rate, branded and long tail included, is A$1.71M a year on the same HubSpot basis, and the model's slice sits inside it.

5. The six-month transformation

A done-for-you AI and Search transformation over six months, run across the group with SheShedz as the engine. It moves through three phases: foundations (Aura and Trekk measurement fixed in week one, SheShedz page speed, Product schema on the pages that sell, and the AI-visibility baseline across all three brands), owning your territories (winning the top three across the 95-plus striking-distance terms, and building the roughly 84 pieces that own the core lanes, recalibrating SheShedz's live 297-post library rather than starting again), and authority and compounding (taking the category's authority crown while it is still cheap, on the Bunnings and Mitre 10 story, the regulatory content you already rank for, and the customer stories you already publish). We move into each phase as each site is ready for it rather than on a stopwatch. Everything is yours to keep.

The full breakdown, deliverables and your time commitment live in The offer tab.

Pipeline and closed-won figures are from your own HubSpot first-touch attribution (rolling 90 days to 28 August 2026, ex GST); traffic and rankings from each brand's own Google Analytics and Search Console (12 months to August 2026 for SheShedz and Aura; Trekk's account begins April 2026, so no year-on-year claims are made for it); order values from your own funnel sheet. Search volumes triangulated across Google Keyword Planner, SEMrush and Ahrefs (AU, median of three), September 2026. Domain Ratings, referring-domain profiles and competitor traffic from Ahrefs, 3 September 2026. AEO scores from our AEO Maturity Model against live crawls of all three sites. Revenue figures are directional, modelled from your own measured click value, and are not a guarantee of results.

Appendix A: your channels and current position

Fort Group runs a genuinely measured sales operation: HubSpot first-touch attribution to closed-won revenue, a weekly scorecard across all three brands, and a 70-day sales cycle you can quote from memory. That discipline is rare, and it is what makes this model honest: every dollar figure traces to your own reporting.

Your HubSpot report totals $4,778,216 of pipeline across 239 deals in the rolling 90 days; the table shows the top sources. On closed-won over the same window the total is $1,073,800 across 53 closed-won contacts (HubSpot counts closed-won by contact), of which organic search (Google plus other browsers) is $421,178 across 19 deals, 39% of everything you closed. Annualised, organic search's closed-won run rate is about $1.71M. All ex GST. HubSpot

GA4, rolling 90 days per brand property. AI-assistant sessions are a source-level filter (chatgpt, gemini, claude, perplexity, copilot). Organic share is organic search sessions over all sessions. GA4

Appendix B: the scorecards in detail

Here is what sits behind each score, and what fixes each piece.

The page-speed figures are Google's Lighthouse lab test simulating a mid-range phone on a slow connection; the sites may well feel fast on your own device, but the lab score is what Google measures each site against, and 40.7 seconds against a 2.5-second standard costs rankings every day. Lighthouse, 28 Aug 2026

Appendix C: the demand detail

The 91-term core, triangulated and variant-folded so nothing is double-counted: "timber shed", "timber sheds" and "timber garden shed" are variants of one head term and contribute once. One term where Keyword Planner matched far outside the phrase (accommodation pods) and four whose dominant intent is not a backyard building (cabana, pool room, backyard storage, garden buildings) are excluded from the core entirely; the exclusions are listed in The data tab. Strip out ads, map packs and AI answers, and roughly one search in five survives as a winnable organic click. AI-prompt demand (an estimated 2,000 to 5,000 questions a month across the 82-prompt library) is counted separately so nothing is double-counted. Modelled

The library is built from questions with evidence behind them: your own Search Console queries, the FAQ and customer-story content SheShedz already publishes, the regulatory questions you already rank for, and the questions underneath the head terms. A sample:

A sample of the 82-question library, all of it in The data tab with per-question demand, priority and ownability. Estimates are directional floors: 10 to 25% of the anchor term's measured volume, and questions with no keyword anchor are labelled as observed rather than given an invented number. 79 of the 82 are uniquely ownable by one of the three brands. Directional

Appendix D: where to play, your content territories

The same demand, grouped into the territories a plan executes against, with each territory owned by one brand so the three sites never compete with each other. The striking feature of the SheShedz library: 297 posts, deep on cabins and customer stories, nearly silent on the two biggest demand lanes it could own.

Priority weighs demand, ownability and what already exists. Content requirement: roughly 84 pieces to own the core lanes across the group, and about 170 for full category coverage. A large share of the SheShedz work is recalibration of a live 297-post library, re-pointing existing posts at the queries they nearly win, rather than net-new writing. The full cluster maths is in The data tab. Cluster model

Appendix E: who you are up against, and the authority play

Ahrefs Domain Rating and AU organic traffic estimate, 3 September 2026. Ahrefs measures a sample of ranking keywords, so absolute traffic runs well below Search Console; the comparison across brands is the point. YZY and Melwood returned no traffic data on this pull, which we read as very small rather than zero. Ahrefs

Appendix F: where the numbers come from

Measurement runs in our own platform, so the dashboard, the data and the method are yours to keep, not rented from a third-party tool. The full research behind every table here is in The data tab. Method