Under Armour: 73% Growth in Non-Brand Organic Clicks
We grew Under Armour's non-brand organic clicks 73%
On a global sports brand, brand search is already loud. The growth had to come from the person searching for the product, not the logo.
THE BRAND
About Under Armour
Under Armour is a global sports brand built on performance apparel. The Türkiye operation runs through Dogus Perakende, and the brand entered the market in 2015.
The range covers training, running, basketball, soccer and golf, with performance base layers at the core of it.
Awareness is strong, and that strength pulls most organic traffic onto brand search.
So we went after non-brand queries: product, category and need based searches. The global template stayed intact while targeting got localized.
WHERE WE STARTED
What we were up against
What stood in the way when we started. The order is not random, we went after the highest impact first.
Category pages positioned weakly on non-brand queries
A global template that did not match how people search locally
Category and subcategory pages targeting the same queries
Thin content on product pages
Seasonal categories ranking too late in the season
Crawl efficiency problems on the technical side
THE PLAN
What we did
1
We fixed the technical base
We cleared the crawl and indexing blockers first. No amount of content work pays off until site health is settled.
2
Page and content architecture
We rebuilt the category architecture around local search behavior, keeping the global template intact while the targeting underneath it changed.
3
Then we kept going
From there it was continuous optimization, pushing the non-brand query set onto page one and keeping it there.
RESULTS
What actually moved
| Metric | Change | Comparison |
|---|---|---|
| Non-brand organic clicks | +73.15% | Last 3 months vs the same period last year |
| Non-brand impressions | +53.89% | Last 3 months vs the same period last year |
| Non-brand organic traffic | +20.41% | Last 6 months vs the 6 before |
| Non-brand impressions | +16.46% | Last 6 months vs the 6 before |
| Non-brand keywords in the top 3 | +24% | Measurement period |
| Non-brand keywords on page one | +28% | Measurement period |
Numbers come from the brand's own Search Console and analytics. The comparison window is stated on every row.
THE TAKEAWAY
A global template can still speak the local language
You can adapt to local query behavior without breaking a global template. Defending both at the same time is the hard part.
Non-brand focusThe growth came from people discovering the brand, not from people already looking for it.
A base that lastsWhat is left is an organic base that compounds instead of resetting the day the work stops.
One viewTraffic, keywords and revenue read off one screen instead of three separate reports.
Let the next one be yours
We will review where your visibility stands and talk through how far it can go.