Munro Footwear Group x Adcore: Capturing Back to School Demand with SEO

Adcore Brand Awareness Case Studies E-Commerce SEO

Campaign Goals

Capture seasonal Back to School search demand across three retail banners (Williams Shoes, Mathers, and The Trybe) by creating dedicated, Google-friendly school shoe pages ahead of the January 2026 shopping peak.

Executive Summary

Munro Footwear Group (MFG) operates nine footwear brands across 200+ stores in Australia. In December 2025, Adcore audited the school shoe category across Williams, Mathers, and The Trybe. We identified structural issues preventing these sites from ranking for high-intent school shoe searches, and delivered a two-part SEO strategy covering category page optimisation and promotional landing pages.

+77% YoY

Revenue

+19% YoY

Sessions

+16% YoY

GSC Clicks

+58% YoY

Transactions

School shoe pages only (organic channel). Campaign period: 1 Jan – 5 Feb 2026 vs prior year.

Results Deep Dive

+77% Revenue Growth:

Organic revenue from school shoe pages grew across all three brands, with Mathers delivering the strongest uplift at +194%.

72 New URLs Created:

Dedicated school shoe pages for brands like Clarks, Nike, and Skechers replaced generic filtered URLs that Google could not index.

Research Online, Purchase Offline:

With 200+ stores, increased organic visibility drove both online sales and in-store foot traffic during the busiest school shoe fitting period of the year.

Challenge

MFG’s school shoe pages were underperforming in organic search due to four structural issues:

Navigation menus linked to parameter-based URLs that Google was not indexing
No brand-specific school pages (parents searching “Clarks school shoes” landed on generic brand pages)
Duplicate URLs splitting ranking authority across Williams
No dedicated Back to School sale pages to capture seasonal demand

Adcore's Main Actions

Mapped 288 high-value keywords across three brands to target landing pages
Created 72 new indexable URLs for brand, colour, gender, and school type categories
Restructured mega-nav for each brand to point to static, crawlable pages
Deployed optimised metadata (H1s, titles, descriptions) for every school shoe page
Developed evergreen Back to School sale landing page specifications for each brand
Implemented 301 redirects and iterative QA via Asana with the MFG dev team

Solution

We worked closely with MFG’s development and marketing teams to execute two workstreams in December 2025, timed for implementation before the January shopping peak.

The first workstream focused on category page optimisation: replacing filtered, non-indexable URLs with dedicated school shoe landing pages for each brand, colour, and school type.

The second covered promotional landing pages: creating evergreen Back to School sale pages with FAQ content, category tiles, and brand integration to support both SEO and paid campaigns:

About Munro

Year established: 1973
Website: munrofootwear

Munro Footwear Group is one of Australia’s largest multi-brand footwear retailers, operating nine brands including Williams Shoes, Mathers, The Trybe, Styletread, Diana Ferrari, and Midas across 200+ stores.

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