R.M. Williams vs Steel Blue:Which is more popular?
In September 2026, R.M. Williams had more branded searches than Steel Blue among boot brands in Australia. R.M. Williams had about 135,000 branded searches, while Steel Blue had 12,100. R.M. Williams made up 60.5% of all boot brand searches we track, and Steel Blue accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about boot brands, Steel Blue appeared in four of the five answers and R.M. Williams in one. Steel Blue was mentioned before R.M. Williams in four out of five answers.
Who do people search for more?
R.M. Williams, about 11 searches for every 1 for Steel Blue
Who does AI mention more?
Steel Blue, mentioned in 4 of 5 answers, R.M. Williams in 1
Who does AI recommend more?
Steel Blue, named ahead of R.M. Williams in 4 of 5 answers
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Top boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Steel Blue was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. R.M. Williams was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Steel Blue was listed before R.M. Williams in four out of five answers.
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.
Is R.M. Williams or Steel Blue more popular in search?
This chart shows how often people search Google for R.M. Williams and Steel Blue by name. Each line represents a brand's share of searches for all eight boot brands we track, month by month, from searches in Australia.
Share of searches by month for R.M. Williams, Steel Blue. 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% |
How has the R.M. Williams and Steel Blue comparison changed over the last 12 months?
3 findings
- R.M. Williams was ahead of Steel Blue in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, R.M. Williams’ share of searches among boot brands in Australia moved from 60% to 60.5%, and its estimated monthly branded searches held steady at 135K.
- Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in Australia moved from 6.6% to 5.4%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for Australia boot brands in September 2026?
2 changes
In September 2026, R.M. Williams lost share of searches among boot brands in Australia, from 61% to 60.5%.
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using R.M. Williams’ and Steel Blue’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
R.M. Williams
1 branded search term
- rm williams
Steel Blue
1 branded search term
- steel blue boots
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