$10.6M in Organic Search Revenue
for an International Footwear Brand
A three-phase technical, on-page and off-page SEO programme helped an international lifestyle footwear brand grow qualified organic traffic across Australia, the UK and the US, with organic search becoming its highest-converting channel.
In 2025
In 2025
Peak season, year on year
Peak season, year on year
Peak season: November to February compared with the previous year. Full-year figures: 2025.
About the Client
The client is a lifestyle footwear brand specialising in stylish and functional waterproof boots. With a strong presence in Australia, the UK and the US, it wanted to expand its organic search visibility and drive ecommerce sales.
What Needed to Change
Despite a solid brand presence, several SEO challenges were limiting the brand’s ability to scale:
- Low domain authority. The site started at a Semrush authority score of 39 and needed more credibility through off-page work.
- Keyword gaps. Important transactional and commercial keywords were underperforming.
- Content underperformance. Key blog articles and category pages were not ranking well.
- Technical issues. Site structure inconsistencies, metadata gaps and slow indexing hindered visibility.
A Three-Phase SEO Programme
Technical SEO and Site Optimisation
A full technical audit fixed URL inconsistencies, metadata issues and broken links. Key product collection pages were optimised, internal linking and navigation improved, and underperforming blog content refreshed.
On-Page Optimisation and Keyword Strategy
Keyword research identified high-potential transactional terms. Priority pages across the AU, UK and US sites were optimised for non-branded searches, and new blog content targeted informational queries.
Off-Page and Link Building
High-quality backlinks from authoritative fashion and lifestyle publications, guest posting and wider content promotion strengthened authority and referral traffic.
Organic Search Became the Highest-Converting Channel
Overall growth
- Authority score increased from 39 to 45 (Semrush).
- AU site clicks and impressions increased by 168%, with improved rankings for gumboots-related keywords.
- UK site saw significant gains in non-branded clicks and impressions on priority collection pages.
- US site: rain boot keywords moved to page one. The exact query “rain boots” saw a 149.4% increase in clicks, and gumboots queries across the site increased by over 1,000%.
- Five new blog articles contributed over 11,000 impressions in the US market.
Peak season performance
- 26.4% increase in organic traffic.
- 18.44% increase in revenue.
- 6% conversion rate, indicating highly qualified organic traffic.
Full-year 2025 impact
573,000 organic visits generated $10.6M in revenue, with organic search proving to be the highest-converting channel.
What the Results Tell Us
- SEO is a long-term investment. Continuous optimisation and content refinement drove incremental gains across all markets.
- Content refreshes pay off. Updating older blogs and optimising category pages yielded substantial improvements.
- Quality backlinks matter. Relevant, authoritative links strengthened the brand’s credibility.
- Regional targeting is key. Optimising for localised search terms in each market improved rankings and visibility.
What This Means for You
Organic search can be the best-converting channel you have, delivering the most qualified visitors and the highest revenue per session. For ecommerce brands selling in several markets, that means treating each region as its own search landscape.
This case study reflects work undertaken during our founder’s time at a previous agency.
