New insights from a study conducted by the Turkish AI firm Citelens demonstrate a considerable disparity in the sources used by Google’s AI Overviews when addressing identical business inquiries in Turkish and English. This discrepancy underscores the necessity for brands to adopt language-specific strategies to enhance their AI visibility. The research scrutinized 444 business-related queries posed in both languages, revealing that a mere 22% of the domains cited by Google’s AI overlapped between the two languages. This indicates that a brand’s visibility in one language does not guarantee the same level of exposure in another.
In the study, it was observed that AI Overviews were generated for 96% of English queries, compared to 94% for Turkish ones. This marginal difference in response availability belies a more significant variation in the sources selected by AI systems, which appear heavily influenced by linguistic and market contexts. As such, businesses aiming to penetrate the Turkish market cannot rely solely on their English-language digital presence to secure visibility in AI results tailored for Turkish audiences.
The findings suggest a growing importance for local content, authority sources from the region, and language-specific optimization strategies as AI platforms continue to evolve in their approach to recommending information. In particular, Citelens highlights the need for brands to pursue Generative Engine Optimization (GEO) strategies independently for each language and market. This tailored approach is essential because measuring AI visibility in Turkish requires a direct assessment within Turkish search environments, rather than relying on English results as a benchmark.
The methodology employed in the research involved comparing AI-generated responses using varied country and language settings, with an analysis of source domains across hundreds of queries. This approach illuminated that AI visibility is increasingly becoming a localized challenge. Businesses, therefore, must develop and implement tailored strategies to bolster their presence across different languages and regional markets effectively.
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