1. Executive Summary & Overview

Founded in Trieste in 1831 and operating in Istanbul since 1863, Generali Group is one of Europe's largest insurance and asset management institutions. Establishing Generali Sigorta A.Ş. in 1989, the company provides comprehensive non-life insurance products across Turkey, including motor insurance (kasko, zorunlu trafik sigortası), compulsory earthquake insurance (DASK), private health coverage, and home protection policies.

Generali Sigorta partnered with Zeo to consolidate fragmented digital platforms, eliminate widespread duplicate content across insurance blogs and guides, and scale non-brand insurance quote acquisition. The engagement produced a +93% increase in organic search traffic and a +100% surge in SEO search visibility, establishing Generali as a dominant digital insurance provider.

2. Challenge & Market Context

The online insurance landscape presents significant fragmentation and technical hurdles:

Multi-Platform Content Fragmentation: At project kickoff, Generali's digital assets were divided across three disconnected platforms (Corporate Site generali.com.tr, Insurance Guide, and Generali Blog), generating massive content duplication and internal link dilution.
Severe Keyword Cannibalization: Multiple subdomains competed against each other for the same commercial insurance queries ("kasko teklifi al", "trafik sigortası hesaplama", "dask fiyatları").
Intense Price Aggregator Competition: Competing against digital insurance aggregators (Sigortam.net, Enuygun) bidding aggressively on core insurance terms.
Complex Regulatory Policy Guidelines: Adhering strictly to Insurance Information Center (SBM) rules and YMYL financial guidelines.

3. Objectives & KPI Targets

The strategic organic restructuring roadmap set clear consolidation goals:

Unified Domain Consolidation: Merge three disparate web platforms into a single, cohesive generali.com.tr domain architecture with zero equity loss.
Traffic & Visibility Doubling: Achieve a minimum +90% increase in total organic traffic and double overall SEO visibility scores within 18 months.
Top-3 Rankings for Core Policies: Secure Page 1 rankings for primary insurance terms (kasko, zorunlu trafik, DASK, konut sigortası).
Comprehensive Insurance Schema: Implement structured InsuranceAgency, Product, and FAQPage JSON-LD schema.

4. Strategy & Innovation

Zeo engineered a complete domain consolidation and insurance topic cluster framework:

Unified Architectural Migration: Migrated all insurance guides, glossary terms, and blog articles from separate sub-platforms into unified subdirectories under generali.com.tr, executing surgical 301 redirect mappings.
Policy Quote Intent Funnels: Re-architected commercial insurance landing pages with streamlined quote calculators and instant policy comparison matrices.
Authoritative Insurance Knowledge Hub: Built comprehensive policy claim guides detailing accident report procedures, DASK renewal rules, and no-claims discount protections.

5. Execution & Implementation Breakdown

Phase 1 — Migration & Technical Consolidation:
- Executed clean 301 redirects and canonical tag updates for over 2,500 legacy guide and blog pages, resolving site-wide cannibalization.
- Enhanced mobile page speed across policy quote funnels, achieving sub-second mobile rendering.
Phase 2 — Content & Policy Silo Optimization:
- Published comprehensive policy guides detailing roadside assistance guarantees, glass replacement protocols, and earthquake insurance coverage limits.
- Deployed structured FAQ and HowTo schema across 400+ insurance claim and policy pages.
Phase 3 — Off-Page Authority & Insurance PR:
- Executed digital PR campaigns highlighting national traffic accident statistics and earthquake preparedness studies, earning high-DA citations from national news outlets.

6. Results & Quantifiable Business Impact

The domain consolidation and SEO program delivered outstanding commercial metrics:

+93% Increase in Organic Search Traffic: Nearly doubled direct organic visitors seeking insurance policies and claims guidance.
+100% Surge in SEO Search Visibility: Fully doubled organic presence across commercial and informational insurance searches.
Top-3 Rankings Across Core Policy Terms: Dominated organic searches for auto insurance, mandatory traffic insurance, and DASK.
100% Elimination of Subdomain Duplication: Reclaimed internal link equity, focusing ranking authority on core commercial quote landing pages.

7. Awards & Industry Recognition

The project stands as a textbook example of multi-platform domain consolidation:

European Search Awards: Shortlisted — Best Use of Search - Financial Services
MENA Search Awards: Shortlisted — Best SEO Campaign (Financial)

8. Methodology & Strategic Key Takeaways

Consolidate Subdomains into a Single Domain: Merging separate blogs and guides into one authoritative domain multiplies ranking power.
Eliminate Keyword Cannibalization to Restore Rankings: Removing competing internal pages instantly elevates primary commercial URL positions.
Bridge Informational Guides to Policy Quotes: Connecting accident claim guides with policy purchase funnels maximizes customer acquisition.