Rossi Boots

An icon of the Australian footwear industry, Rossi Boots has been crafting premium work and lifestyle boots for over a century. Founder Arthur Rossiter launched Rossi Boots in his Adelaide shed in 1908 with a focus on designing and manufacturing leather sports boots. Little did he know that only seven years later, he would be supplying Australian soldiers with boots as they fought on the battlefields of World War I.

Since then, Rossi has continually expanded its footwear range to continually meet the needs of its diverse customer base. From the original Ripple Sole Desert Boot to the iconic Endura Boot, there’s a Rossi boot for everyone.

In 2020, Rossi Boots joined two other Australian apparel suppliers — Driza-Bone and RB Sellars — under the Australian-owned and operated Propel Group, bringing together three iconic brands.

Propel Group joined forces with Reform Digital to help improve the organic presence and search results of all three of their brands, including Rossi Boots.

Traditionally a wholesale business, Rossi Boots found itself servicing an ever-increasing direct-to-consumer customer base, who would look to the company’s online presence to establish trust. The client wanted to promote their diverse and versatile range of products, which includes both work and lifestyle boots, and advance their standing as an iconic Australian brand that prioritises quality material and expert craftsmanship.

Having completed a comprehensive audit, the SEO team at Reform Digital identified a number of significant technical issues that were preventing Rossi Boots from achieving the strong organic results the brand was capable of. Our strategy, based on the findings of this audit, has had a heavy focus on technical and off-page activities.

Canonical tags and auto-written redirects were creating endless crawler loops, which reduced Google’s ability to crawl and index the website effectively. Once these issues were identified and resolved, we saw immediate improvements in organic search results.

In addition, we placed a significant focus on building high-quality, niche, and relevant guest post backlinks, to improve the authority of the website.