GroupM & IKEA Türkiye YouTube SEO Case Study: 46% Organic Views Growth
How strategic YouTube SEO optimization powered by Keyword Tool delivered remarkable results for IKEA Türkiye
🚀 Highlights
Organic Views +46% | Impressions +78% | Subscriptions +1700% | Watch Time +43%
Summary
IKEA Türkiye & GroupM Türkiye began their collaboration on IKEA Türkiye’s YouTube SEO efforts in 2024. Over the course of the year, numerous tasks were carried out as part of the YouTube SEO optimizations. As a result of these efforts, organic views increased by a total of 46.02% in 2024 compared to 2023.
The Challenge
The challenge was substantial: hundreds of under-optimized videos in the highly competitive home furnishing and lifestyle niche required systematic optimization to unlock their full potential on YouTube’s platform.
A comprehensive channel audit revealed significant untapped SEO potential across IKEA’s video library, requiring a systematic, data-driven optimization approach across all content.
The Strategy: Keyword Tool at the Core
The campaign was built on comprehensive keyword research using Keyword Tool for YouTube, offering YouTube-specific insights that generic SEO tools lack.
“Throughout these processes, we leveraged the features of the Keyword Tool, particularly for keyword selection. Its ability to conduct keyword research specifically for YouTube was especially helpful in identifying the right keywords.”
— GroupM SEO Team
Why Keyword Tool Was Essential
- Real YouTube autocomplete data and search trends
- Home furnishing and furniture long-tail keyword discovery
- Accurate Turkish-market search volume insights
- Competitor gap analysis and semantic variation discovery
The team compiled a list of all IKEA Türkiye videos and evaluated their current performance. An annual optimization plan was then created based on the number of videos, with competitor analyses conducted to identify their strengths and weaknesses, guiding both existing content optimization and recommendations for future video releases.
Details of The Case Study
As part of IKEA Türkiye’s YouTube SEO optimizations, the first step was to compile a list of all videos on the IKEA Türkiye YouTube channel and evaluate their current performance. An annual plan was then created based on the number of videos, and optimization recommendations were developed accordingly throughout the year. During this period, competitor analyses were conducted to identify their strengths and weaknesses. Additionally, optimization recommendations were provided for videos scheduled for future release on the channel.
The main optimizations carried out in this regard are listed below:
Comprehensive Content Optimization (265 Videos)
- Detailed content briefs were prepared for the video descriptions of 265 videos. These briefs identified the main keywords to be used in descriptions to enhance relevance. Additionally, specifics such as word count, subheadings, and links to be included in the descriptions were determined. Once the content was completed, it was reviewed for compliance with the briefs before publication, and revisions were made as needed.
Title Optimization Strategy
- Video titles were optimized with recommendations aimed at increasing CTR and incorporating keywords to improve rankings.
Advanced Tag Implementation
- Keyword suggestions were provided for the video tag section, focusing on relevance and enhancing search visibility.
Internal Linking & Playlist Strategy
- To increase watch time on the YouTube channel, links to other relevant videos were incorporated into the video flow and placed at the end of each video.
- Various playlist recommendations were created, with suggestions on placing videos in the most relevant playlists.
Thumbnail Optimization
- For videos with less engaging thumbnails, guidelines were provided on making them more visually appealing.
Results
As a result of the optimizations carried out over the course of 2024, there was a significant increase in several metrics.
Key Results Summary:
• Organic views ↑ 46.02%
• Organic search impressions ↑ 78.60%
• Subscriptions from organic ↑ 1700%
• Total watch time ↑ 43.21%
YouTube Search Views
YouTube Search Views Performance – 2024 vs 2023
Organic views increased by 46.02% in 2024 compared to the previous year. These gains translate to thousands of additional viewers discovering IKEA Türkiye’s videos through improved search exposure.
YouTube Search Impressions
Organic search impressions increased by 78.60% in 2024 compared to the previous year. This dramatic increase demonstrates the effectiveness of targeted keyword optimization.
YouTube Search Impressions Growth Throughout 2024
Other Metrics and Indicators That Showed An Increase
In addition to the growth in views and impressions, other organic performance indicators also demonstrated notable improvements. Subscriptions from the organic channel increased by 1700%, while total watch time rose by 43.21%. Furthermore, several brand-relevant keywords that previously received limited visibility had significant increases in organic views, contributing to overall visibility gains on the platform.
Additional Performance Metrics
1700%
Subscription Growth
Exceptional retention and engagement
43.21%
Watch Time Increase
Improved engagement and retention
Brand Visibility Enhancement
Previously under-utilized brand-relevant keywords saw major visibility gains, boosting IKEA Türkiye’s authority in the home furnishing niche and establishing stronger competitive positioning.
Keyword Tool’s insights were key to uncovering these opportunities and enabling targeted optimization of neglected search terms to unlock organic growth.
🎯 Campaign Success Summary
46.02%
Organic Views Growth
Thousands more viewers reached
78.60%
Impressions Boost
Dramatic visibility increase
265
Videos Optimized
Comprehensive channel-wide optimization
About GroupM & IKEA Türkiye
GroupM is a leading global media agency that partners with premium providers to offer technology-driven services, specializing in media strategy, data science, and client services. In Türkiye, GroupM’s team provides custom SEO strategies to enhance online visibility.
GroupM SEO Team
- Growth Director – Aybuke Yerlikaya
- SEO Manager – Ilker Akin
- Sr. SEO Executive – Dilay Nisasta
IKEA Türkiye is the local branch of the IKEA brand, operating since 2005 and offering ready-to-assemble furniture and home furnishing products in Türkiye. The IKEA vision is to create a better everyday life for the many people by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
IKEA Digital Marketing Team
- Digital Marketing Manager – Aslı Ardıç Mercan
- Digital Marketing Team Lead – Muhammet Akkoyun
- Digital Performance Marketing Specialist – Esra Dilek
- Digital Communication and Performance Specialist – Elif Özen
- Digital Communication and Performance Specialist – Hakan Can Fidan
Conclusion
The IKEA Türkiye YouTube SEO case study demonstrates how a systematic, data-driven optimization strategy, powered by platform-specific tools like Keyword Tool, can generate measurable organic growth. With a 46.02% increase in organic views, 78.60% boost in impressions, and 1700% growth in subscriptions, the impact is clear.
Keyword Tool’s YouTube-specific capabilities were key, enabling precise keyword targeting, effective content optimization, and competitive visibility in the home furnishing space.
Brands seeking similar success should combine expert SEO execution with powerful, platform-tailored research tools and a disciplined optimization framework.