SEO & SEO Migration Case Study for R.M.Williams

In its nine decades, R.M.Williams stands as a globally admired footwear brand, cherished for its quality and craftsmanship. Initially designed for the rugged Australian outback, the iconic one-piece leather boots have become a staple for millions worldwide, including many notable figures. Its success has been rooted in understanding the R.M.Williams target market and expanding its reach across demographics and geographies.

R.M.Williams partnered with LION Digital to overcome challenges and amplify their digital presence. Unlike previous agencies, LION delivered actionable recommendations and executed them precisely, aligning closely with R.M.Williams marketing objectives to resonate with their audience and explore R.M.Williams new market opportunities.

Challenges and Strategic Approach 

At the outset, the project presented two key hurdles:

1. Website migration: As part of a company-wide digital transformation, limited investment was allocated to the existing platform, constraining on-site technical changes.
2. Tight budget: The focus was on maximising ROI without overinvesting, particularly following earlier agency setbacks.

LION Digital tackled these challenges by prioritising content optimisation rather than creating new content. The focus was aligning existing content with buyer intent and eCommerce best practices. Significant gains were achieved even before the migration was complete by addressing critical SEO issues, such as page cannibalisation and targeting high-impact keywords. This approach also opened doors to engage R.M.Williams new market segments without exceeding budget constraints.

Results That Speak Volumes

The results reflect a well-executed strategy: better alignment with search intent, improved keyword rankings, and increased visibility for both branded and non-branded terms. Keywords like “Chelsea boots,” “leather wallet,” and “men’s wallet” rose to top positions, driving stronger engagement.

Click-through rates, Google clicks, and overall impressions experienced substantial growth, showcasing the impact of data-driven R.M.Williams marketing strategies. With R.M.Williams now firmly positioned as a leading name in organic search, the collaboration demonstrates the value of precision, adaptability, and expertise. Additionally, the strategy strengthened the connection with the R.M.Williams target market while paving the way for future expansion into R.M.Williams new market sectors.

R.M.Williams and LION Digital continue to work together, building on this success to ensure the brand’s digital presence remains as iconic as its boots.

How to Achieve Results That Drive Brand Growth

Standing out online means more than being noticed, it’s about connecting with the right people and building real engagement. A tailored SEO strategy can take your online performance to the next level. Focusing on the right keywords, fixing technical issues, and creating content that matches what your audience needs are all essential. These actions improve your search rankings and lead to more visitors and higher conversions. Success comes from combining expertise, flexibility, and a clear plan to uncover new opportunities that help your brand grow, just like the tailored R.M.Williams marketing approach has shown.

Why Partnering with the Right SEO Team Matters

Choosing the right SEO team is key to unlocking your brand’s full potential. It’s not just about solving problems; it’s about creating a thoughtful plan that fits your goals and audience. A skilled team finds hidden opportunities, handles technical challenges, and fine-tunes every detail to bring lasting value. The right partner doesn’t just improve rankings, they help build a stronger digital presence and achieve meaningful results. Working with experts ensures every part of your SEO strategy leads to natural growth and success while connecting more deeply with your R.M.Williams target market.