How popular isOliver?
In September 2026, people searched for Oliver by name about 9,000 times in Australia, about the same as the previous year. These searches made up 4% of all Australia boot brand searches, placing Oliver sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about boot brands, Oliver appeared in two of the five answers and was the fifth most recommended of the eight.
Oliver is the sixth most searched of 8 competitors and the fifth most recommended in AI answers.
R.M. WilliamsShare of searches 60.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
BlundstoneShare of searches 12.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Mongrel BootsShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
RedbackShare of searches 6.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
OliverShare of searches 4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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Top boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Oliver was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Oliver is the fifth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Steel Blue1st- Blundstone2nd
- Redback3rd
- Mongrel Boots4th
- Oliver5th
- R.M. Williams6th
Rossi Boots7th
EMU Australia–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Redback4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Steel Blue4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Mongrel Boots3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Oliver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- R.M. Williams1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Rossi Boots1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- EMU Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about boot brands
5 answers
Asked ChatGPT
“What are the best boots made in Australia?”
Asked ChatGPT
“Which work boot brand is best in Australia?”
Asked ChatGPT
“What are the most comfortable boot brands in Australia?”
Searched Google, AI Overview
“work boots”
Searched Google, AI Overview
“best work boots”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Which boot brands compete with Oliver?
Share of searches by month for R.M. Williams, Blundstone, Mongrel Boots, Redback, Steel Blue, Oliver, Rossi Boots. The figures are in the table below the chart.
View monthly share of searches table
| Month | R.M. Williams | Blundstone | Mongrel Boots | Redback | Steel Blue | Oliver | Rossi Boots | EMU Australia |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 60% | 12% | 6.6% | 5.4% | 6.6% | 4% | 4.4% | 1.1% |
| Nov 2025 | 69.6% | 11.5% | 4.2% | 4.2% | 4.2% | 2.8% | 2.8% | 0.82% |
| Dec 2025 | 74.8% | 10.1% | 3% | 3.7% | 3% | 2.2% | 2.5% | 0.73% |
| Jan 2026 | 62.1% | 12.5% | 5.6% | 5.6% | 5.6% | 4.1% | 3.7% | 0.87% |
| Feb 2026 | 57.2% | 14.1% | 6.3% | 6.3% | 6.3% | 4.7% | 4.2% | 0.99% |
| Mar 2026 | 59.4% | 14.6% | 5.3% | 6.5% | 5.3% | 4% | 3.6% | 1.3% |
| Apr 2026 | 56.8% | 13.9% | 6.2% | 7.6% | 5.1% | 3.8% | 5.1% | 1.5% |
| May 2026 | 58.3% | 11.7% | 6.4% | 7.8% | 5.2% | 3.5% | 5.2% | 1.9% |
| Jun 2026 | 55.9% | 13.7% | 6.1% | 7.5% | 6.1% | 4.1% | 5% | 1.5% |
| Jul 2026 | 60% | 12% | 5.4% | 6.6% | 5.4% | 4% | 5.4% | 1.3% |
| Aug 2026 | 61% | 12.2% | 5.5% | 6.7% | 5.5% | 3.6% | 4.5% | 1.1% |
| Sep 2026 | 60.5% | 12.1% | 6.6% | 6.6% | 5.4% | 4% | 3.6% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.5% | 135K | -18.2% | -0.5 points | |
| 2, held 2nd | 12.1% | 27.1K | -18.1% | -0.1 points | |
| 3, moved from 4th to 3rd | 6.6% | 14.8K | 0% | +1.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 6.6% | 14.8K | -18.2% | -0.1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 5.4% | 12.1K | -18.2% | -0.1 points | |
| 6, moved from 7th to 6th | 4% | 9K | -8.2% | +0.4 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 3.6% | 8.1K | -33.1% | -0.8 pointsmoved from 6th to 7th | |
| 8, held 8th | 1.1% | 2.4K | -17.2% | 0 points |
60.5%
Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
12.1%
Held 2nd. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.
6.6%
Moved from 4th to 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.
4.
Redback6.6%
Moved from 3rd to 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
5.4%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
6.
Oliver4%
Moved from 7th to 6th. 9K estimated branded searches, -8.2% vs prior month. Share +0.4 points.
3.6%
Moved from 6th to 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.8 points.
1.1%
Held 8th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.
Compare popularity between Oliver and its closest rivals
Every comparison with Oliver
7 comparisons
How has branded search demand for Oliver changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Oliver in Australia held steady at 9K.
- Across the 12 months ending September 2026, Oliver’s share of searches among boot brands in Australia peaked at 4.7% in February 2026 and was lowest at 2.2% in December 2025.
- Across the 12 months ending September 2026, Oliver rose from 7th to 6th among boot brands in Australia.
How did search popularity change for Australia boot brands in September 2026?
6 changes
In September 2026, Mongrel Boots overtook Redback to rank 3rd among boot brands in Australia, with 6.6% of the searches.
In September 2026, Rossi Boots lost share of searches among boot brands in Australia, from 4.5% to 3.6%.
In September 2026, R.M. Williams lost share of searches among boot brands in Australia, from 61% to 60.5%.
In September 2026, Oliver rose from 7th to 6th among boot brands in Australia.
Estimated monthly branded searches for Redback in Australia rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.
Estimated monthly branded searches for Steel Blue in Australia fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
How are Oliver’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Oliver’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- oliver boots
- oliver work boots
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Is Oliver your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.