Footgear SEO Case Study
How a Brisbane footwear retailer Footgear hit their best-ever month
From fixing thousands of duplicate product pages to building a podiatry content hub, we helped Footgear turn organic search into their strongest sales channel.
The Client
Footgear is a Brisbane-based premium footwear retailer specialising in orthotic-friendly, comfort footwear. They stock brands like Birkenstock and Frankie4 across multiple physical store locations, serving both retail customers and podiatry professionals who recommend their products to patients.
The Challenge
Footgear had a strong retail presence but their Shopify store was holding them back online.
- Duplicate content: Thousands of product pages were being indexed with tagged collection parameters, creating massive canonicalisation issues.
- Missed intent: No content targeting the conditions their customers actually search for - plantar fasciitis, arthritis, Morton's neuroma.
- Platform migration: A pending Shopify V2 migration risked undoing years of organic performance.
The Strategy
Technical Foundation
We tackled the tagged collections issue first. Thousands of product URLs were being indexed with unnecessary parameters, diluting page authority and confusing search engines. A comprehensive canonicalisation fix consolidated signals to the correct pages.
Brand title tags were also standardised across thousands of products — a small change with significant compound effect.
Condition-Based Collection Pages
Footgear's customers don't just search for "comfortable shoes." They search for solutions to specific problems.
We created new collection pages targeting medical conditions: Plantar Fasciitis, Arthritis, Tendonitis, Morton's Neuroma, and Diabetes. Each page was built to match how podiatrists and patients actually search.
Occupation-Focused Content
Beyond medical conditions, we identified occupation-based search intent — people searching for comfortable shoes for retail work, pharmacy shifts, and other standing-intensive jobs. New collection pages captured this traffic.
Podiatry Hub Development
We developed a content strategy around Footgear's unique position serving podiatry professionals. This hub positions them as an authority in the comfort footwear space, not just another shoe retailer.
The Results
The numbers speak for themselves.
Footgear achieved their best-ever month for organic revenue in 2025 — not from a sale or promotion, but from systematic SEO improvements compounding over time.
During peak trading season, organic revenue grew 64.7% month-on-month and 89% year-on-year compared to the same period previously.
