Penti: 65% Growth in Non-Brand Organic Clicks
We grew Penti's non-brand organic clicks 65%
On a retail brand almost everyone already knows, we made the growth come from category queries instead of the brand name.
THE BRAND
About Penti
Penti has been in women's underwear and hosiery since 1984, with more than four hundred stores in Türkiye, over a hundred and eighty abroad and sales in forty countries.
Its Corlu facility produces millions of pairs of hosiery a year. The brand sits on accessible quality rather than premium pricing.
Awareness is among the highest in the category in Türkiye, which pulls organic traffic straight onto brand search.
The topline looks great while new users stay flat. So we set the goal as non-brand clicks from day one.
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.
Organic traffic concentrated almost entirely on brand search
Category pages answering non-brand queries badly
Off page one on the highest volume category keywords
Seasonal campaign pages leaving nothing behind once the season ended
Product variants generating duplicate content at scale
Internal linking passing no signal to the category pages
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 category pages around the non-brand query set and killed the duplication the variants were creating.
3
Then we kept going
We tracked keyword positions split by brand and non-brand, and set content priorities off the non-brand half.
RESULTS
What actually moved
| Metric | Change | Comparison |
|---|---|---|
| Non-brand organic clicks | +65.57% | March to July vs same period last year |
| Keywords in the top 3 | +28.16% | Measurement period |
| Keywords ranking 4 to 10 | +23.13% | Measurement period |
| Total keywords on page one | +25.47% | Measurement period |
Numbers come from the brand's own Search Console and analytics. The comparison window is stated on every row.
THE TAKEAWAY
When awareness is high, total traffic lies to you
On a site with heavy brand search, total organic traffic tells you almost nothing. Non-brand clicks is the number that means something.
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.