İş Bankası | Webtures References

Türkiye İş Bankası worked with Webtures on a programme that treated organic search and generative AI visibility as one problem rather than two. Founded in 1924 at the initiative of Mustafa Kemal as the Republic's first national bank, the brand's difficulty was never demand. It was clarity. Many sub-brands, separately incorporated group companies, and corporate pages machines could not read left the answer to others.

Why Türkiye İş Bankası needed SEO and GEO support

Four challenges from the bank's own structure shaped the brief.

Sub-brand inflation and entity sprawl. Maximum, Maximiles, İşCep, İmece, Privia and Nays each generate their own search universe. Unless modelled as distinct entities resolving back to the bank, generative engines blur them. Navigational demand is high, so the problem is also the opportunity: each one modelled correctly becomes another surface pointing home.
Group companies read as one. A 64 per cent stake in Anadolu Hayat Emeklilik means a question such as "does İş Bankası sell insurance" can send an AI system to the wrong entity. İş Yatırım, Leasing and the REIT are separately listed; İşbank AG and İşbank UK are separate institutions.
Corporate pages rendering empty. Review found parts of the corporate and investor sections returned HTML with no substantive content. AI systems meet the same void, so ownership questions get answered elsewhere.
Hygiene across a shrinking branch network. Banks Association of Türkiye figures for September 2025 show 1,029 branches and 20,551 employees, against 1,068 and 20,891 a year earlier. Unless closed branches are redirected and their listings retired, local search quality degrades.

Goals set for the Türkiye İş Bankası project

The programme aimed to make sub-brand and group relationships machine-readable, restore crawlable corporate content, turn branch maintenance into a repeatable process, and strengthen AI-assisted visibility. Every goal was framed alongside its regulation: Banking Law numbered 5411, BDDK rules, Article 25 of the advertising regulation and data protection law. The Anadolu Hayat Emeklilik stake meant insurance content also had to satisfy SEDDK supervision.

How Webtures approached SEO and GEO for Türkiye İş Bankası

Webtures applied a strategy combining technical SEO, content optimisation and generative visibility. The premise is simple: there is no separate mechanism for appearing in generative answers. Being indexable and snippet-eligible is the precondition for being cited.

Technical SEO and AI accessibility

Crawlability and rendering behaviour were reviewed so that search engines and AI systems could parse the content reliably. Priority went to corporate pages returning empty HTML; a page producing no server-side content does not exist for indexing or citation. Redirects for closed branches and retirement of their listings became a recurring cycle, not a one-off clean-up.

Content and semantic authority

Content was developed around the questions people put to search engines and AI assistants. In banking these are mostly pre-transaction: how to look up an IBAN, the difference between a domestic transfer and an EFT, how an overdraft works, how loyalty points are redeemed. Sub-brands added a second layer. Maximum is the bank's own card, and questions about it resolve correctly only when the brand's content makes that link explicit. The 1924 founding, the 38.66 per cent Munzam Sandık Foundation holding and the 28.09 per cent Atatürk Shares are raw material no competitor can reproduce.

GEO and AI visibility

Work was carried out to strengthen presence across ChatGPT, Gemini, Perplexity and Google AI Overviews. A category-specific question set was defined, generative answers were monitored, and cited questions were separated from uncited ones. Gaps counted as content gaps. The second axis was entity accuracy: whether an answer attached a sub-brand to the right bank and an affiliate to the right company. Measurement used the Generative AI report in Search Console.

Experience and conversion

Page structures were arranged so visitors could reach what they needed and act on it. The sub-brand portfolio mattered here too: someone arriving on a sub-brand name should land on the right surface immediately, not in general navigation. Loan content presented conditions and total cost in decision order.

What was carried out in the Türkiye İş Bankası project

Webtures delivered work across technical SEO, content architecture, structured data and GEO:

Crawl, indexation and rendering audit, identifying pages returning empty HTML
Sub-brand architecture modelled as distinct entities resolving back to the bank
Group company and affiliate boundaries clarified through structured data
A maintenance process for closed branches: redirects, status codes and listings
Question-led content architecture with context-independent answer passages
Corporate history and ownership structure turned into citable source content
Bancassurance content written to satisfy both banking and insurance supervision

What the SEO and GEO work delivered

The programme was tracked across three reinforcing layers rather than a single number: organic search performance, visibility across sub-brands and branches, and citation in generative answers. The frame combined Search Console, analytics and review of the question set.

Organic traffic and search visibility

Coverage of informational banking queries was widened, and machine readability was re-established across corporate and investor content. Search visibility was reported by query intent and by sub-brand rather than volume alone.

Visibility across AI platforms

Generative answers to the banking question set were monitored, tracking separately where the brand was cited and where it was absent. On sub-brand and affiliate questions, whether the answer resolved to the correct entity was a second criterion.

The outcome of the Türkiye İş Bankası and Webtures partnership

The strategy addressed organic search performance and AI-assisted visibility together. In a multi-brand group, durable visibility is not held by a one-off optimisation but by keeping entity relationships unambiguous and running a measurement loop. With that clarity in place, a record running back to 1924 becomes a trust signal competitors cannot manufacture.