AI Citations Up 100.5% At Anadolu Sigorta

Anadolu Sigorta approached its organic search and AI platform visibility as part of a unified program through Generative Engine Optimization (GEO) and SEO initiatives carried out by Webtures. Founded on April 1, 1925, as Türkiye’s first national insurance company, the brand’s challenge extended beyond simply generating traffic. For topics such as coverage, exclusions, and claims processes, ensuring that accurate answers originate from the brand’s own sources plays a critical role in both user trust and regulatory compliance.

Why Did Anadolu Sigorta Need SEO and GEO Support?

At the beginning of the project, four structural challenges specific to the insurance industry were identified, leading Anadolu Sigorta to collaborate with Webtures to strengthen its digital visibility.

• Coverage information locked inside PDFs: General terms and information forms were largely available only in PDF format. When coverage, exclusions, and deductibles are not summarized in HTML, third-party publishers tend to fill the information gap for queries such as “what does comprehensive motor insurance cover?”
• Brand and entity clarity: Anadolu Sigorta, founded in 1925 and operating in non-life insurance branches, is a separate legal entity from Anadolu Hayat Emeklilik, Anadolu Efes, and Anadolubank. The company’s direct shareholder is Milli Reasürans T.A.Ş., with a 57.31% stake. Since generative engines may conflate these entities, the distinctions needed to be clearly communicated through the brand’s own content.
• High concentration of local entities: With approximately 3,150 agencies, the brand manages thousands of separate local entities. Inconsistent use of agency and brand names can lead to both business data inconsistencies and local cannibalization.
• Structural advantage of comparison platforms: For quote-related searches, users are often looking for multiple offers rather than a single brand. Comparison platforms are structurally better positioned to satisfy this intent. Therefore, Anadolu Sigorta’s opportunity was not to compete purely on price promises, but to become the trusted information layer supporting users’ decisions.

What SEO and GEO Goals Were Defined for Anadolu Sigorta?

The project’s primary goals were to increase the visibility of Anadolu Sigorta’s own sources for high-intent queries related to coverage and claims processes, help machines correctly understand entity relationships that could otherwise be confused with group companies, consistently address local intent created by the agency network, and improve visibility within AI-generated results.

These goals were defined within the applicable regulatory framework, including SEDDK regulations, Insurance Law No. 5684, the Regulation on Insurance Agencies, and Article 25 of the Regulation on Commercial Advertising and Unfair Commercial Practices.

Because insurance content falls within the YMYL Financial Security category, author identity, editorial attribution, and content update dates were treated as essential requirements.

What Results Did Webtures’ SEO and GEO Work Deliver?

Results were assessed across three interconnected visibility layers rather than through a single metric: organic search performance, the contribution of informational content, and brand visibility within generative AI responses.

For the Search Console comparison, primary branded query variations were excluded. On the AI Search side, Brantial’s latest 30-day visibility data and comparable citation measurements were used.

AI Platform Visibility Results

According to Brantial’s visibility analysis covering all monitored models, Anadolu Sigorta achieved 52% monthly visibility and 156 mentions, ranking second within the tracked industry cluster.

Monthly visibility increased by 3 percentage points, while the number of mentions grew by 8. Average position improved by 0.97 points to 4.35, while the sentiment score was measured at 54. Competitors were assessed only as anonymized industry benchmarks.

Across an independent AI citation measurement covering three comparable platforms, the total citation rate increased by 100.5%.

At the platform level:

• ChatGPT citations increased by 52%
• Perplexity citations increased by 159.6%
• Copilot citations increased by 60%

These results demonstrate that Anadolu Sigorta expanded both its presence and its ability to be cited as a source within the generative answer ecosystem.

Organic Traffic and Search Visibility Results

Non-branded organic performance showed strong growth when the latest six-month period was compared with the previous six months.

Clicks increased from 105,902 to 149,063, representing a 40.8% increase, while impressions grew from 3,761,688 to 7,595,374, an increase of 101.9%.

Average position improved from 14.4 to 8.0, representing a gain of 6.4 ranking positions.

While overall reach more than doubled, CTR declined from 2.8% to 2.0%. This change should be considered in the context of visibility expanding across a significantly broader query set.

Content and blog performance became the primary driver of this growth.

Blog clicks increased from 1,171 to 42,136, representing growth of 3,498%, while impressions increased from 104,016 to 3,682,028, representing growth of 3,440%.

Average position improved from 8.1 to 4.7, while CTR remained stable at approximately 1.1%.

Within the analyzed non-branded dataset, blog content generated 94.9% of the total increase in clicks and 93.3% of the increase in impressions, making it the primary source of organic growth.

What SEO and GEO Strategy Did Webtures Apply for Anadolu Sigorta?

Webtures implemented an integrated strategy combining technical SEO, content optimization, and generative AI visibility. The core principle was straightforward: there is no separate visibility mechanism exclusively for generative engines. In order to be cited across these surfaces, a page must first be indexable, accessible, and eligible to appear in snippets.

Technical SEO and AI Accessibility

The website’s crawlability and indexability were reviewed to ensure that both search engines and AI systems could reliably process and interpret its content.

One of the most significant category-specific issues involved document formats. General insurance terms stored only within PDF files remain less accessible for generative answers unless they are transformed into quotable HTML passages. The work therefore began by creating an HTML summary layer consistent with, but not replacing, the official policy documents, followed by improvements to page experience and structured data.

Content and Semantic Authority

Content was developed around the actual questions users ask both search engines and generative platforms.

In insurance, these questions typically arise from two core needs: understanding a policy before purchasing it and knowing how to use it afterward. Examples include the difference between comprehensive motor insurance and compulsory traffic insurance, whether DASK is mandatory, how supplementary health insurance works with SGK, and how to report a claim.

Providing answers to these questions directly through the brand’s own pages, using self-contained paragraphs that remain understandable outside their surrounding context, became a key element of the strategy. For content involving tariffs and pricing-related information, freshness was prioritized over content volume.

GEO and AI Visibility

Initiatives were carried out to improve Anadolu Sigorta’s visibility across generative AI experiences.

A category-specific question set was created, while brand visibility, mentions, and citation metrics across generative responses were monitored regularly. Content gaps and entity accuracy were addressed together rather than as separate workstreams.

Measurement combined Google Search Console organic search data, Brantial visibility data, and comparable AI citation metrics.

User Experience and Conversion Optimization

Page structures and user journeys were optimized to help visitors find the information they needed more easily and complete meaningful conversions.

In insurance, the greatest sense of urgency often occurs not on the quotation page, but at the moment of a claim. Claims notification, loss adjuster processes, and policy inquiries were therefore structured with a mobile-first approach and presented in clearly readable, step-by-step formats.

For quotation journeys, the objective was not simply to shorten forms, but to present decision-critical information in the right order.

What Work Was Carried Out for Anadolu Sigorta?

Webtures implemented a range of customized initiatives across technical SEO, content architecture, structured data, and GEO. The main workstreams included:

• Crawlability and indexing audits, including verification of AI crawler accessibility
• Creation of quotable HTML summary layers for general terms and informational content previously available only in PDF format
• Question-led content architecture and self-contained answer paragraphs
• Freshness and regulatory compliance reviews for pages containing tariff-related information
• Clarification of group company and brand entity relationships through structured data
• Consistent business data management and local cannibalization improvements across the agency network
• Author and update-date layers aligned with YMYL requirements
• Question-set-based AI visibility monitoring

The Outcome of the Anadolu Sigorta and Webtures Partnership

The integrated SEO and GEO strategy implemented for Anadolu Sigorta created a measurable and scalable growth model.

Within six months, non-branded organic clicks increased by 40.8% and impressions by 101.9%, while content and blog growth accounted for 94.9% of the total increase in analyzed clicks.

On the AI Search side, the brand reached second place in sector visibility over the latest 30-day period, while comparable AI citations increased by 100.5% over six months.

As a result, the content authority built through organic search successfully scaled into greater visibility, mentions, and source citations across generative AI experiences.