Memorial | Webtures References

Memorial Health Group worked with Webtures on a programme that treated organic search and generative AI visibility as a single problem. Healthcare promotion in Türkiye sits inside a dedicated regulation, and that regulation effectively closes paid search advertising on the Turkish side. Visibility in organic results and in generative answers is therefore not one channel among several; it is the channel the category leaves open.

Why Memorial needed SEO and GEO support

Four structural challenges specific to healthcare shaped the brief.

Regulation narrows the channel. The Regulation on Promotion and Information Activities in Health Services (Official Gazette, 12 November 2025, no. 33075), Article 5(1)(i), permits health facilities to register with search engines only where the listing is neither paid, sponsored nor designed to give prominence. In practice this removes paid search on the Turkish side and leaves visibility entirely to organic results and generative answers.
Two languages, two regimes. Article 8(1)(a) allows international health tourism promotion only through a separate site aimed at audiences abroad, and only in languages other than Turkish. That memorial.com.tr and memorialhospitalsgroup.com are separate domains is a legal requirement rather than an architectural preference, and the content strategy had to split along the same line.
The highest trust threshold in search. Google's quality rater guidelines classify health content as YMYL Health or Safety and state that trust is the most important member of the E-E-A-T family. Author identity, clinical credentials and review dates are not an optional layer here.
An access risk that needed verifying. Automated requests to both domains returned Cloudflare 403 responses, including for robots.txt. That is not proof on its own that AI crawlers are blocked, but since access is the precondition for being cited, it was treated as a risk signal requiring verification rather than an assumption.

Goals set for the Memorial project

The programme aimed to surface the brand's own sources on the questions patients ask before treatment, to separate the Turkish and international content universes along the boundary the regulation draws, to make clinical content verifiable through authorship and freshness signals, and to strengthen presence in AI-assisted search. Each goal was defined with its regulatory limit in place: comparative superiority claims, rate-based assertions and patient testimony were excluded from Turkish-language content by design.

How Webtures approached SEO and GEO for Memorial

Webtures applied a strategy combining technical SEO, content architecture 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 at all.

Technical SEO and AI accessibility

The first step was verifying access. Whether the observed 403 responses came from bot management rules or from a deliberate blocking decision was examined crawler by crawler, since search crawlers and generative crawlers are governed by the same policy. Indexability, page experience and structured data were reviewed next. Keeping the two domains genuinely distinct, separated by audience and language rather than translated from one another, was set as a fixed rule of the architecture.

Content and semantic authority

Content was developed around the questions patients actually ask. In healthcare those questions are mostly procedural: what steps a treatment involves, which department handles which condition, what a check-up package covers, how recovery is managed. The aim was to answer them from the brand's own pages, in passages that read correctly out of context. On the Turkish side the regulation set the boundary of the language itself: informative explanation was preserved, while promotional phrasing and imagery from medical procedures stayed outside the scope.

GEO and AI visibility

Work was carried out to strengthen the brand's presence across ChatGPT, Gemini, Perplexity and Google AI Overviews. A category-specific question set was defined, generative answers were monitored regularly, and the questions where the brand was cited were separated from those where it was not, with the gaps treated as content gaps. Measurement relied on the Generative AI performance report in Search Console; third-party tools claiming access to Google's internal metrics were not accepted as evidence.

Experience and conversion

Page structures and journeys were arranged so visitors could reach what they needed quickly. In healthcare that usually means a mobile, high-urgency path: finding a department or a physician, booking an appointment, confirming a location. Appointment and contact forms were reviewed separately on the data-collection side, since health data is classified as special category personal data under Turkish data protection law.

What was carried out in the Memorial project

Webtures delivered work across technical SEO, content architecture, site structure, structured data and GEO. The main workstreams:

Crawler-level verification of access and of the 403 responses
Crawl, indexation and page experience audit
Separation of Turkish and international content universes in line with the regulation
Authorship, clinical credential and freshness signals across medical content
Procedure-led content architecture with context-independent answer passages
Departments, services and locations clarified through structured data
Question-set monitoring across generative answer surfaces

What the SEO and GEO work delivered

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

Organic traffic and search visibility

In a category where the paid channel is closed, organic coverage was reported by query intent rather than by volume alone. Informational health queries were tracked with a clear split: which treatment and department topics were answered from the brand's own source, and which were being answered by third parties instead.

Visibility across AI platforms

Generative answers to the defined healthcare question set were monitored, tracking separately where the brand was cited and where it was absent. Verifying crawler access was treated as the technical precondition that makes such monitoring meaningful; where access remains uncertain, visibility measurement remains uncertain too.

The outcome of the Memorial and Webtures partnership

The strategy addressed organic search performance and AI-assisted visibility together. In a category where regulation has closed the paid search channel, visibility is not held by campaign budget. It is held by access, accuracy and a discipline of freshness.