In Turkey, Anafarta stands out in the military clothing and tactical equipment category for user trust, product durability, and functionality. In line with its digital growth goals, it has positioned organic visibility as a strategic investment area. In this regard, the SEO work carried out for Anafarta has been approached not only with a focus on increasing traffic, but also on reaching the right target audience with qualified sessions, keyword visibility that supports sales conversion, and a focus on sustainable growth.

Problem: When we started this project, visibility for non-branded keywords was quite low. The main reasons for this were the lack of content on category pages, the absence of explanatory structures that met search intent, and technical issues with indexability/scannability within the site. In other words, Google did not perceive the pages as a source of subject authority, and therefore, the ranking performance for searches other than the brand name was weak. No work had been done on AI visibility before.

What Did We Do?

At the beginning of the project, comprehensive technical, content, and user intent analyses were conducted to determine how the website was perceived by search engines, how it was crawled, and which areas needed improvement. In line with this, a holistic transformation process was designed that covered both the technical infrastructure and structural data as well as the content architecture.

1- Technical Infrastructure and Crawl Optimization

The initial phase focused on strengthening the technical infrastructure. Sitemap analysis was used to separate URLs that needed to be indexed from unnecessary ones, robots.txt analysis was used to check crawl permissions and restrictions, and canonical analysis was used to identify potential duplicate content and signal fragmentation. Additionally, a crawl budget analysis was conducted to examine in detail which pages Googlebot was allocating its resources to, and monthly technical crawl analyses were planned to ensure the site's technical health was monitored regularly.

During this process, user experience and crawl efficiency were improved through site speed and Core Web Vitals optimizations, while the internal linking structure and category architecture were reworked to create a more meaningful, robust, and SEO-friendly hierarchy.

2- Structured Data and HTML/AI-Compatible Architecture Work

In parallel with the technical side, structured data and HTML optimizations were implemented. The SERP visibility of financial product and service pages was strengthened with ProductGroup structured data markup; the rich result potential of informative content was increased with How-To structured data markups. Page structures were reorganized in line with Semantic HTML principles, strengthening the content-meaning relationship.

Additionally, an llm.txt file was prepared to enable not only search engines but also new-generation AI-based platforms to interpret content more accurately, defining content access and usage guidelines. This created an AI-compatible infrastructure for the future alongside technical SEO.

3- Content, Category, and User Intent Strategy

At the same time, a strategic transformation was carried out on the content side. Keyword analysis identified queries with high potential but insufficient evaluation; competitor analysis examined the content and structure strategies of industry leaders.

Category pages were no longer just product listing areas; they were enriched with user intent-appropriate descriptions, subheadings, guide content, and semantic word groups. FAQ and PAA-focused content was planned to strengthen decision support points; blog content production was restructured around strategic topics for long-term visibility.

Content was structured not only for SEO but also to be sourceable by AI-based platforms like ChatGPT, Gemini, and Perplexity, in an information-rich and explanatory format.

The Success We Achieved:

According to the last 6 months of data, there has been a significant and sustainable growth in both visibility and traffic. The increase in impressions from 1.65M to 2.58M (a 56% increase) shows that the brand has become visible in a much wider keyword pool and in more search queries. This increase clearly shows not only the strengthening of existing rankings, but also the gain of space in search engines through new queries and new search intents. Parallel to this increase in visibility, the number of clicks also rose from 252K to 281K (an 11% increase), achieving successful visibility.

Organic Traffic: As a result of the SEO efforts, anafarta.com.tr has achieved strong gains in its organic performance in the short and medium term: Over the last year, anafarta.com.tr's organic traffic has increased by 73.33%, rising from 15K to an average of 26-27K.

Over the past year, anahtar.com.tr has seen a 200% increase in the number of keywords ranking in the top 10 positions.

These results demonstrate high organic performance for keywords with high search volume and competition, supported by organic traffic gains. In particular, the increase in keywords in the top 10 positions clearly shows that the work done has directly translated into SERP success. AI Visibility:

These results achieved in AI visibility clearly demonstrate the direct contribution of our AI-focused content and structuring efforts; while 96 new citations were obtained in ChatGPT, 62 in Perplexity, and 18 in Copilot, numerous pages were referenced in generative AI responses.

As a result of these efforts, the website not only achieved a more technically sound and efficiently crawlable structure, but was also transformed into a content architecture that aligns with user intent, offers high information value, and serves as a reference point within the AI ecosystem. Thanks to the strengthened technical infrastructure and a content strategy supported by structured data and semantic HTML adjustments, the site has become a powerful digital asset that is more visible in search engines, more useful for users, and supports sustainable organic growth.