SEO & SEO Migration Case Study for R.M.Williams
Organic Keywords on the Top-3 positions were up by 195%- Organic Keywords on 4-10 positions increased by 194%
- Organic Keywords on 10+ positions increased by 118%
- Organic Keywords were up by 128% overall
CONTEXT
In its nine decades, R.M.Williams has become one of the world’s best-known and best-loved footwear brands. Initially built for the men and women of the rugged, unforgiving Australian outback, R.M.Williams iconic one-piece leather boots have gone to grace the feet of millions of people, including some of the most famous on the planet.
R.M.Williams had worked with several digital agencies before selecting LION Digital as their sole SEO partner. The selection was based on LION’ ability to not only provide best practice recommendations but also to implement & execute them. Two activities that were lacking from R.M.Williams previous SEO agencies.
On a shoestring budget LION, Digital was able to outmanoeuvre previous agencies that have worked on the R.M.Williams project and significantly increase revenue.
WHAT WE DID
The project was challenging for two reasons at the initial stage:
1. Technical on-site changes were restricted as R.M.Williams were migrating the website as part of a companywide digital transformation project with limited investment in the current platform.
2. A small budget was allocated to SEO to avoid over-capitalising, particularly with website migration underway (and previous agency underperformance).
Instructed not to create new on-site content, we chose to improve and optimise present content, better aligning with the buyer search intent, and optimising for SEO. LION Digital’ initial focus was aligning the R.M.Williams website with Google & eCommerce best practices and, most importantly, R.M.Williams’s online target market. Our Senior eCommerce Strategists ensured a synergy between data-driven SEO and commercial outcomes. Moreover, after the platform was successfully changed, LION executed the SEO migration and continued the further optimisation works.
Throughout the project, we identified issues like page cannibalisation, and some high-volume keywords like “leather sneakers” moved from page 3 to the first position within a matter of months with the help of the high domain authority. Apart from the “R.M.Williams” branded keywords that constitute a large part of the overall search volume, the search of the non-branded keywords like “Chelsea boots”, “leather wallet”, “men’s wallet”, and “belt” had shown the website among the first position Organic results in the SERP.
RESULTS
R.M.Williams organic keywords growth
The overall number of organic keywords that R.M.Williams was shown for was up by 128% from 10555 to 24097, which included the growth of the organic keywords on:
Top-3 positions – by 195% from 992 to 2926- 4-10 positions – by 194% from 398 to 1171
- 10+ positions – by 118% from 9165 to 20000
195%
Increase in
Organic Keywords
on Top-3 positions
194%
Increase in
Organic Keywords
on 4-10 positions
118%
Increase in
Organic Keywords
on 10+ positions
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