Webtures is a consulting and technology company that develops the visibility and growth of brands in the age of SI. We bring together expertise in search, content, advertising and data, and we work to help brands earn a strong place in the decision processes of people and SI systems.
Today we are carrying the experience we began building in 2011 into SI visibility, new commerce experiences and our technology development work.
A product search can start on a search engine, change direction with a social media post and continue with an SI assistant. Along this journey the customer gathers information, compares options, looks for trust and makes a decision. For the brand, every touchpoint has its own job.
SI adds a new dimension to this journey. An assistant can summarise products, compare them against a need and narrow down the suitable options. Where it is able to act, it can also take on certain steps of the purchase with the permission the user has given. That is why the accuracy of the information a brand provides, how understandable its products are and whether its commercial processes work matter more than before.
At Webtures, our focus is to show what this change means for a business. Where are customers researching? What information do they know the brand by? At what point do they turn to another option? Which improvement could create a real growth opportunity?
We address these questions together with the company's goals. Because a brand's strength in digital is formed by how much it is seen, how it is understood and what kind of experience it offers once it is chosen.
We started by understanding search. We focus on the whole decision journey.
Webtures was founded in 2011 by Kaan Gülten. In the early years, our work centred on the relationship between the information people search for and the value brands offer. Understanding search behaviour let us see what people need, which questions they want answered and what they want to learn before making a decision.
Over time this field of work expanded into content strategy, performance marketing and data analytics. Different specialisms working around the same growth goal shaped the approach Webtures has today.
Our vision: brands turning change into their own capacity for growth.
We believe that, in the period ahead, competitive advantage will strengthen in companies that understand their customers well, manage their knowledge accurately and can adapt new technologies to their business.
Using an SI tool may become easier. Deciding which customer problem that tool will solve, making sure it can access the right data, evaluating its output and fitting it into the workflow, however, takes knowledge and experience. The role Webtures wants to take on in the future is to grow the expertise that connects these decisions and applications.
Today we are carrying the same experience into SI-supported discovery and decision processes. We connect what a brand says on its own site, how it is represented in other sources and the context in which it appears in an SI answer. We approach content, technical infrastructure and measurement work with this broader view.
Our journey, which began in Istanbul, gained new scope with our United Kingdom structure and our technology development work. Our goal for the future is to turn this experience into methods and products that can be applied in different markets.
We work towards a future in which brands can express themselves accurately in search results, in SI answers and in digital commerce experiences. We care that customers reach reliable information while they research, can understand the product that fits their need and can transact easily with the brand they prefer.
We aim to put this vision into practice through three development priorities:
Human experience keeps its importance in this future. The product an SI compares must ultimately meet a person's need. A completed transaction must be correct; the promise made must match the experience delivered. Our view of growth protects this connection.
Customers rarely start with a brand name. They have a need, a question or a problem they want to solve. Whether a brand can appear in these searches depends on how accessible its information is, whether it can convey its expertise on the subject and its presence in the channels where it operates.
In our search and SI visibility work we examine these touchpoints. We assess which questions the brand appears in, which information is used as a source and where competitors stand out. We turn our findings into content, site structure and visibility priorities.
The purpose of our Visibility Intelligence approach is to make the brand's position across channels understandable and to help the team decide which opportunity to focus on.
Appearing as an option also requires explaining why the customer should choose that brand. Product information, expertise, customer experience, content and the offer can all influence the same decision.
We connect the brand's value proposition with the customer's research and comparison process. We evaluate together which question the content answers, what expectation the ad creates and how the page the visitor lands on meets that expectation.
We approach Google Ads and Meta Ads work within this frame as well. To understand campaign success, alongside ad engagement we look at the quality of demand, conversion behaviour and the commercial results that can be reached. Our goal is for marketing investments to build a stronger link with the business's growth priorities.
When customers prefer a brand, they want to be able to get a quote, book an appointment or complete a purchase. Every business defines this outcome differently. In e-commerce, price, stock, delivery information and the purchase flow need to work consistently. In purchases that proceed through SI, this information and these transactions are decisive too.
In our Agentic Commerce Readiness work, we examine the link between product discovery and transaction. We focus on the clarity of product and variant information, the freshness of catalogues, how understandable the commercial terms are and whether permitted tasks can be completed.
Together with technical teams and infrastructure providers, we help identify which developments the existing system needs. This way brands can step into new commerce experiences better prepared, within the scope of supported platforms and integrations.
There needs to be a strong link between a brand's growth goal and its day-to-day marketing decisions. When the content team's priorities, the direction of ad investment, the gaps in product data and the results measurement shows are evaluated together, better-informed decisions can be made.
Webtures' way of working rests on building this link. We bring different specialisms together to understand the business's goal, examine the current situation and set actionable priorities. We evaluate the work to be done together with the brand's team, technical possibilities and investment capacity.
For example, for a brand that wants to grow in a new product category, several things may matter at once: the questions customers ask, the answers given to those questions, the clarity of product pages, the campaign message and how demand is carried into sales. Seeing the gaps between these areas takes more comprehensive work than improving a single metric.
As execution progresses we track what changes and shape the next decision with these findings. In our SI & Agentic Analytics approach we evaluate human interactions, SI-originated referrals, accessible agent data and verifiable transactions in their own context. We also treat the limits of data access as part of the result.
What we want this way of working to give the client is the capacity to understand which step was taken, why, and what it contributes to. A clearer order of priorities, teams that work together and a structure that can keep being developed.
The questions that come up in consulting work are also an important starting point for technology development. How a brand appears in SI answers, which sources contribute to those answers and which content needs to be developed are topics that need regular examination.
Operated by Webtures LTD, Brantial is a concrete part of our product development approach in this area. The platform's current focus is on brands' visibility in SI answers, the sources those answers rely on and content development work.
We are taking Brantial's development direction into agentic commerce. Product and offer accuracy, testing shopping tasks, corrections made with authorised approval and re-verifying results are among the priorities of this vision. We are building this direction on top of the existing visibility and content capabilities.
Our long-term goal is to turn methods shaped by consulting experience into technology products more businesses can use. We want to shorten the distance between understanding a problem, applying its solution and seeing its result.
The same growth question has different answers in different sectors. For one brand, appearing in the right product comparisons is the priority; for another, carrying its existing body of knowledge into new research channels may matter more.
The work we publish makes concrete how we address these needs and which indicators we track.
In the Blue Diamond work, we addressed the questions in diamond and jewellery research together with a content and technical visibility approach. We developed the relationship between informational guides and product pages, and we tracked users arriving at the site from SI platforms separately.
This work shows how a brand can carry its subject expertise into new discovery channels.
Read the Blue Diamond caseIn the Electrolux work, we evaluated search visibility in product categories together with performance in appearing as a source in SI answers. We focused on how the content meets research and comparison needs, its relationship with product information and the coverage of the referenced pages.
The details of the work show how different visibility indicators can be handled within the same programme.
Read the Electrolux caseThe pace of developments in SI brings many new concepts onto companies' agendas. What an executive needs, though, is to pick out what is relevant to their own business: Which change is affecting our customers? Which capability is gaining importance? Where should we start?
At Webtures Insights we address SI visibility, digital growth and the transformation of sectors around these questions. With research frameworks, implementation guides and sector assessments, we aim to help different teams discuss the same topic with a shared understanding.
Our research approach that explains the differences between a brand appearing in an answer, being recommended and being described accurately, and sets out how these areas can be assessed.
Read the research framework (in Turkish)Our report covering product discovery, data freshness and transactability, which helps assess the transformation of commerce infrastructure.
Read the readiness reportWe build our thinking about the future on this working discipline: examining a development, explaining its effect on the business and making the steps that can be taken visible.
Knowledge sharing has a special place in how Webtures has developed. Explaining a question, teaching a method to someone else and encountering a different perspective also develop our own thinking.
Webtures Academy, our books and our specialists' contributions are different expressions of this approach. We work to make knowledge in search, SI visibility and digital marketing more understandable and more applicable.
As technology changes, the skills that are needed change too. We believe in the importance of being able to ask the right question, interpret data and evaluate a result as much as being able to use tools. We see our teams and the brands we work with developing these capabilities as part of creating long-term value.
Webtures' team includes specialists working in search and SI visibility, content, social media, performance marketing and data. In client work we care about these different perspectives complementing each other.
A content specialist evaluating the question the customer asks, an analyst the behaviour that comes from that question and a media specialist the quality of demand, all together, lets us think more comprehensively. This is the working environment we want to build at Webtures: a place where people can deepen their expertise while learning from each other, test their thinking and be part of the solution.
Team
We feel proud every time when someone new is joining. Dedicated expertise, shared purpose, and real collaboration power every win.
CEO
Sr. Visibility Intelligence Executive
Social Media Director
Sr. Visibility Intelligence Executive
Graphic Designer
Visibility Intelligence Executive
Visibility Intelligence Executive
Visibility Intelligence & Digital Data Executive
Visibility Intelligence Specialist
Generative Search Manager
You may be wondering where your customers discover you, how SI describes your brand or how ready your commerce infrastructure is for new expectations.
Let's talk about your goal and the problem you face today. Let's evaluate together where Webtures' experience, research and technology approach can contribute to your business.
