English Home: We Doubled Non-Brand Organic Clicks
We doubled English Home's non-brand organic clicks
A catalog that runs from home textiles to small appliances. The question was how someone who has never heard the brand name finds any of it.
THE BRAND
About English Home
English Home is a lifestyle brand with a catalog spanning home textiles, tableware and kitchen, decoration and small appliances. Part of Aydin Holding, it runs more than four hundred stores in Türkiye and abroad.
That breadth cuts both ways. Hundreds of subcategories under one roof, each with its own search behavior.
Awareness is high, which means organic traffic naturally piles up on brand searches and the topline always looks fine.
So we measured the non-brand side instead: queries where someone searches the product or the category, not the name. That is where new customers actually come from.
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 underperforming on non-brand queries
A wide catalog burning crawl budget on pages that did not need it
Category and subcategory architecture targeting the same queries
Seasonal product groups losing visibility every year
Blog traffic never reaching a commercial page
Stuck just off page one on the highest volume queries
THE PLAN
What we did
1
We fixed the technical base
We pointed crawl budget at category and product pages. Pulling the junk out of the index meant the pages that matter got crawled more often.
2
Page and content architecture
We rebuilt the category architecture around the non-brand query set, split the overlapping targeting apart and opened the subcategories that were missing.
3
Then we kept going
We built a path from blog content through to commercial pages, which raised traffic quality and showed up on the revenue line.
RESULTS
What actually moved
| Metric | Change | Comparison |
|---|---|---|
| Non-brand organic clicks | +105.25% | Last 3 months vs the same period last year |
| Non-brand impressions | +67.83% | Last 3 months vs the same period last year |
| Non-brand organic traffic | +106.32% | Last 6 months vs the 6 before |
| Non-brand impressions | +64.33% | Last 6 months vs the 6 before |
| Non-brand keywords in the top 3 | +171% | Year over year |
| Non-brand keywords on page one | +125% | Year over year |
Numbers come from the brand's own Search Console and analytics. The comparison window is stated on every row.
THE TAKEAWAY
When everyone knows the brand, growth lives outside it
On a site with heavy brand search, total organic traffic always looks healthy. Real growth only starts when the person who has never heard of you shows up.
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.