Celebrating those who have been involved in sports for over a century, who can live the rhythm of sports throughout their lives, share it, and enjoy it, with its character and Danish identity, hummel has positioned the organic channel as a strategic investment area in line with its digital growth goals. In this regard, the SEO work carried out for hummel.com.tr has been approached not only with a focus on increasing traffic, but also on qualified keyword visibility and sustainable growth.

Our main goal was to increase the website's organic traffic while also making its visibility on search engines permanent by increasing the number of keywords ranking in the top 10.

Problem: Although the website achieved organic visibility for certain keywords, this visibility did not offer a scalable and sustainable structure due to intense competition in the sector. There was a particular need to create a broader visibility area for informational and commercial search intent.

Furthermore, a significant portion of the keyword portfolio was positioned on the second page and below, preventing the full potential of traffic from being realized. At this point, a comprehensive strategy was needed to strengthen both content quality and SEO signals across the site.

What Did We Do?:

1. Search Intent-Focused Keyword Strategy: 

Target keywords were segmented into informational, commercial, and transitional queries. This ensured that content not only drove traffic but also captured the right user at the right stage. High-potential keywords ranking in the 11–20 band were prioritized.

2. Content and Page Optimization:

Existing content was reevaluated in terms of heading hierarchy, semantic integrity, and search intent alignment. For newly produced content,

• SEO-friendly title structure
• Comprehensive yet user-friendly content depth
• Proper internal linking structure
• NLP compatibility with AI agents for summarizable content structure
• were prioritized, optimizing both search engines and user experience.

3. Top 10 Targeted Visibility Efforts:

Keyword-based position tracking was implemented, and page-level improvements were made for queries with the potential to rank in the top 10. These efforts progressed to encompass both content revisions and technical SEO signals.

Over the past year, we achieved a 116% increase in the number of keywords ranking in the top 10 positions for hummel.com.tr.

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 ranking in the top 10 positions clearly shows that the work done has directly translated into SERP success.

This SEO work carried out for hummel.com.tr demonstrates that a scalable and sustainable growth model has been created in the organic channel through accurate search intent analysis, content optimization, and keyword prioritization.

The data obtained proves that SEO plays a critical role not only in terms of traffic but also in terms of brand visibility and long-term digital value creation.

Brand Review:

Our organic traffic, which we consider highly important, has increased significantly thanks to our collaboration with AnalyticaHouse. During this process, guided by the AnalyticaHouse team, we took measures against technical errors that were negatively impacting our website's traffic. We would like to thank the AnalyticaHouse team for their support throughout this process.

Seda Güler, E-COM MARKETING SUPERVISOR