A recent study conducted by the Turkish artificial intelligence firm Citelens has uncovered significant differences in the sources Google’s AI utilizes when answering identical business inquiries in Turkish compared to English. This research underscores the necessity for brands to consider language-specific strategies to enhance their visibility in AI-generated responses.
The analysis involved examining 444 business-related questions in both languages, revealing a mere 22% overlap in the domains cited by Google’s AI. This suggests that a brand’s visibility in one language does not guarantee the same presence in another. The study also highlighted that AI Overviews were generated for 96% of English queries and 94% of Turkish ones. Despite the slight difference in response rates, the variance in source selection was substantial, influenced by language and market context.
For businesses aiming to penetrate the Turkish market, relying solely on English-language digital content is insufficient. The study emphasizes the growing importance of localized content, regional authority sources, and language-specific optimization strategies in ensuring visibility in AI-driven search results. AI platforms are increasingly determining which information to recommend based on these factors.
According to Citelens, brands should approach Generative Engine Optimization (GEO) uniquely for each language and market. Tracking AI visibility in Turkey requires direct measurement within Turkish search environments, rather than using English results as a benchmark. The research utilized a methodology that compared AI-generated answers across different countries and language settings, analyzing source domains from numerous queries.
The findings from this study highlight that achieving AI visibility is becoming a more localized challenge. Businesses must develop tailored strategies to effectively enhance their presence across various languages and regions, adapting to the specific demands of each market to optimize their digital reach.
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