A recent study by Turkish artificial intelligence firm Citelens has brought to light a significant discrepancy in the sources Google’s AI Overviews use to answer business-related queries in different languages. The research focused on comparing responses in Turkish and English, revealing that the AI relies on markedly different sources for each language. This discovery underscores the need for brands to develop language-specific strategies to enhance their visibility in AI-generated content.
The study examined 444 business questions posed in both languages, comparing the domains cited by Google’s AI. It was found that a mere 22% of the domains overlapped between the Turkish and English responses. This indicates that a brand’s visibility in one language does not necessarily translate to similar visibility in another. Additionally, while AI Overviews were generated for 96% of English queries, the figure was slightly lower for Turkish queries at 94%. Despite the small difference in response rates, the choice of sources varied widely depending on the language and market context.
The findings highlight a crucial insight for businesses aiming to penetrate the Turkish market: relying solely on an English-language digital presence is insufficient to secure visibility in Turkish AI results. Instead, there is an increasing necessity for local content, regional authority sources, and language-specific optimization strategies. These elements are becoming vital as AI platforms decide which information to prioritize and recommend.
Citelens emphasizes the importance of approaching Generative Engine Optimization (GEO) distinctively for each language and market. For brands seeking to track AI visibility in Turkish, it is essential to measure performance within Turkish search settings rather than using English benchmarks. The research methodology involved analyzing AI-generated answers using varied country and language parameters, and the results stress that AI visibility is evolving into a localized challenge. Thus, businesses must adopt tailored strategies to bolster their presence across different languages and regions.
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