Research conducted by a Turkish artificial intelligence company, Citelens, has uncovered significant differences in the sources used by Google’s AI Overviews when answering identical business questions in Turkish and English. This discovery underscores the necessity for brands to adopt language-specific AI visibility strategies. The analysis involved 444 business-related queries posed in both languages, revealing that a mere 22% of the domains cited were common between the Turkish and English responses. This suggests that a brand’s visibility in one language does not necessarily translate to success in another.
The study identified that AI Overviews were generated for 96% of English queries, while Turkish queries resulted in AI responses 94% of the time. Although the response availability was nearly the same, a stark contrast was noted in the sources selected by the AI, which varied substantially based on the language and market context. This indicates that businesses aiming to establish a presence in Türkiye cannot depend solely on their English-language digital strategies to gain traction in Turkish AI outcomes.
It is becoming increasingly evident that local content and regional authority sources, coupled with language-specific optimization strategies, are crucial as AI platforms decide which information to present. Citelens advocates for brands to engage in Generative Engine Optimization (GEO) tailored separately for each language and market. For businesses focusing on the Turkish market, it is important to measure performance directly within Turkish search contexts instead of using English results as a comparative baseline.
The research methodology employed by Citelens involved comparing AI-generated responses using various country and language settings, with an analysis of source domains from numerous queries. These findings highlight the emerging trend that AI visibility is evolving into a localized challenge. Consequently, businesses need to develop customized strategies to enhance their presence across different languages and regions.
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