Organic visibility

Six months added 225,000 clicks and five million impressions.

PT is where a large share of Turkey buys Apple products, at a scale where one percentage point of search visibility is a lot of people. We rebuilt the technical base, closed the keyword gap against the sites ranking above them, and shortened the distance between a search result and a completed order.

Market: Türkiye
Category: Apple retail and service
Platform: WooCommerce
Window: 6 months
Channels: Organic search

pt.com.tr

What changed.

+32% Organic clicks 703,000928,000 +225,000, Search Console
+33% Organic impressions 14.7M19.6M +4.9M, Search Console
+13% Organic revenue WooCommerce

Where it started

A catalogue this size punishes every unresolved technical fault.

Crawl and indexing problems ran through robots.txt, the XML sitemap and the canonical setup. Load speed and mobile behaviour were costing sessions before a page finished rendering, and there was no structured data across the site, so search engines were reading a large catalogue without being told what any of it was. Competitors were ranking on terms PT had a stronger claim to.

What we changed, in the order it had to happen.

01
Technical foundation
- Full technical audit with rolling reporting, so fixes were verified rather than assumed
- Crawl and indexing resolved across robots.txt, XML sitemap and canonicals
- Load speed rebuilt through compression, lazy loading and caching
- Mobile behaviour and responsive layout corrected
- Structured data implemented site-wide
- Continuous monitoring through Search Console and Screaming Frog
02
Keyword map
- Every page worked through, including the competitors ranking above them
- High-volume, high-intent terms identified and prioritised
- Low-competition opportunity terms taken before the category noticed them
- Long-tail layered on top of head terms rather than instead of them
- Semantic grouping placed deliberately across the site
03
Competitor analysis
- Technical and content performance benchmarked against the sites ranking above
- Their weaknesses read as our opportunity areas, term by term
- Backlink profiles examined and used to set the link strategy
04
On-page
- Titles, descriptions and URL structures rewritten for search and for people
- Heading structure aligned to what each page is for
- Readability and coverage balanced rather than traded against each other
- Images given real filenames and alt text
- Internal linking restructured for navigation and authority together
05
Content
- Detailed briefs written before anything was published
- Category and product pages given content specific to what they sell
- Regular updates so pages did not decay back to where they started
06
Off-page authority
- Links earned from relevant, authoritative sites
- The quality gap against competitor backlink profiles closed
07
Conversion
- Heatmap analysis used to find where engagement was stalling
- Review and comparison sections strengthened at the decision point
- Trust elements placed where the hesitation happens: reviews, warranty, shipping speed
- Purchase flow simplified

Proof, straight from the panel it came from.

These are the exports the numbers above are read off.

Google Search ConsoleClicks, impressions, CTR and average position across both periods

225,000 more clicks, and a better average position holding it up.
Google AnalyticsOrganic revenue against the previous six months

On a catalogue this size, 13% more organic revenue is a large number of orders.

The part that mattered

Clicks and impressions moved almost the same amount, and that is what makes the move readable.

Clicks rose 32%, impressions 33%. A site that gets lucky on one term shows a spike in one number and not the other. These two moved together, which means the site got found across more of the catalogue rather than winning a single lottery. At this scale that is the difference between a result you can repeat and one you cannot.