--- title: "EMU Australia vs R.M. Williams: Which is searched more in Australia?" description: "Is EMU Australia or R.M. Williams more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boot brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/emu-australia-vs-rm-williams" publisher: "Brandwave" --- # EMU Australia vs R.M. Williams: Which is searched more in Australia? Is EMU Australia or R.M. Williams more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boot brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: EMU Australia and R.M. Williams - **Competitive set**: Boot brands - **Market**: Australia - **Month measured**: Sep 2026 - **EMU Australia Share of Search**: 1.1% - **R.M. Williams Share of Search**: 60.5% ## Is EMU Australia or R.M. Williams more popular in search? - In September 2026, R.M. Williams had more branded searches than EMU Australia among boot brands in Australia. R.M. Williams had about 135,000 branded searches, while EMU Australia had 2,400. R.M. Williams made up 60.5% of all boot brand searches we track, and EMU Australia accounted for 1.1%. - R.M. Williams was ahead of EMU Australia in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, EMU Australia’s share of searches among boot brands in Australia held steady at 1.1%, and its estimated monthly branded searches held steady at 2.4K. - 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. ## Top boot brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two 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. EMU Australia did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Steel Blue | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Blundstone | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Redback | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Mongrel Boots | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Oliver | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | R.M. Williams | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Rossi Boots | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | EMU Australia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about boot brands - Asked ChatGPT "What are the best boots made in Australia?": 1. R.M. Williams, 2. Redback, 3. Rossi Boots, 4. Mongrel Boots, 5. Blundstone - Asked ChatGPT "Which work boot brand is best in Australia?": 1. Steel Blue, 2. Mongrel Boots, 3. Oliver, 4. Redback, 5. Blundstone - Asked ChatGPT "What are the most comfortable boot brands in Australia?": 1. Blundstone, 2. Redback, 3. Steel Blue - Searched Google, AI Overview "work boots": 1. Blundstone, 2. Steel Blue, 3. Redback - Searched Google, AI Overview "best work boots": 1. Steel Blue, 2. Oliver, 3. Mongrel Boots, 4. Blundstone Not named in any answer: EMU Australia. Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How did search popularity change for Australia boot brands in September 2026? - In September 2026, R.M. Williams lost share of searches among boot brands in Australia, from 61% to 60.5%. ## Month by month | Month | EMU Australia estimated searches | EMU Australia Share of Search | EMU Australia rank | R.M. Williams estimated searches | R.M. Williams Share of Search | R.M. Williams rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 1.1% | 8 | 135K | 60% | 1 | | Nov 2025 | 2.9K | 0.82% | 8 | 246K | 69.6% | 1 | | Dec 2025 | 2.4K | 0.73% | 8 | 246K | 74.8% | 1 | | Jan 2026 | 1.9K | 0.87% | 8 | 135K | 62.1% | 1 | | Feb 2026 | 1.9K | 0.99% | 8 | 110K | 57.2% | 1 | | Mar 2026 | 2.9K | 1.3% | 8 | 135K | 59.4% | 1 | | Apr 2026 | 3.6K | 1.5% | 8 | 135K | 56.8% | 1 | | May 2026 | 5.4K | 1.9% | 8 | 165K | 58.3% | 1 | | Jun 2026 | 4.4K | 1.5% | 8 | 165K | 55.9% | 1 | | Jul 2026 | 3.6K | 1.3% | 8 | 165K | 60% | 1 | | Aug 2026 | 2.9K | 1.1% | 8 | 165K | 61% | 1 | | Sep 2026 | 2.4K | 1.1% | 8 | 135K | 60.5% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using EMU Australia’s and R.M. Williams’ 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. - **EMU Australia**: Measured on the search term “emu australia”. - **R.M. Williams**: Measured on the search term “rm williams”. - [EMU Australia profile](/demand/au/brands/emu-australia) - [R.M. Williams profile](/demand/au/brands/rm-williams) - [All boot brands in Australia](/demand/au/categories/au-boot-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is EMU Australia or R.M. Williams more popular in search? In September 2026, R.M. Williams had more branded searches than EMU Australia among boot brands in Australia. R.M. Williams had about 135,000 branded searches, while EMU Australia had 2,400. R.M. Williams made up 60.5% of all boot brand searches we track, and EMU Australia accounted for 1.1%. ## Cite this page Brandwave. "EMU Australia vs R.M. Williams: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/emu-australia-vs-rm-williams This page is also available as HTML at https://gobrandwave.com/demand/au/compare/emu-australia-vs-rm-williams. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.