In a recent study, it was found that Google’s AI Overviews utilize vastly different sources when addressing identical business queries in Turkish compared to English. The research, conducted by the Turkish company Citelens, underscores the necessity for brands to develop language-specific strategies to enhance their visibility in AI-driven searches.
The study involved a comprehensive analysis of 444 business-related questions posed in both Turkish and English. It revealed that only 22% of the domains cited by Google’s AI overlapped between the two languages. This suggests that a brand’s visibility in one language does not necessarily translate to visibility in another, highlighting a need for differentiated approaches for each language.
Moreover, the research discovered a high frequency of AI-generated overviews in response to queries, with English queries yielding AI responses in 96% of instances, while Turkish queries did so in 94% of cases. Although the availability of responses was similar, the AI’s choice of sources varied greatly depending on the language and market context, emphasizing the impact of these factors on AI systems’ source selection.
The findings indicate that businesses aiming to penetrate the Turkish market cannot rely solely on their English-language digital presence. As AI platforms become increasingly influential in determining which information to highlight, it is crucial for businesses to focus on local content, regional authority sources, and language-specific optimization strategies to gain visibility in Turkish AI results.
Citelens advocates for a separate approach to Generative Engine Optimization (GEO) tailored to each language and market. To effectively track AI visibility in Turkish, businesses need to assess their performance within Turkish search environments, rather than using English results as a reference point. By comparing AI-generated answers across various country and language settings, the study underscores the growing importance of localized strategies in enhancing AI visibility across different languages and regions.
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