A recent study by a Turkish AI firm has unveiled that Google’s AI Overviews use different sources when answering identical business questions in Turkish and English. This discovery underscores the necessity for brands to develop language-specific AI visibility strategies. The analysis, which examined 444 business-related questions posed in both languages, found that only 22% of the domains cited overlapped between the two languages. This suggests that a brand’s visibility in one language doesn’t guarantee the same in another.
The study also highlighted that AI Overviews were generated for 96% of English queries, compared to 94% for Turkish queries. While the difference in the availability of responses was minimal, the variation in the sources selected by AI systems was significant, influenced by the language and market context. Consequently, businesses aiming to penetrate the Turkish market cannot solely depend on their English-language digital presence to achieve visibility in Turkish AI results.
As AI platforms play a pivotal role in determining which information to recommend, local content, regional authority sources, and language-specific optimization strategies are becoming increasingly critical. The findings indicate that Generative Engine Optimization (GEO) should be approached distinctly for each language and market. To track AI visibility in Turkey effectively, it is crucial to measure performance within Turkish search environments, rather than relying on English results as a standard.
The research methodology involved comparing AI-generated answers using varied country and language settings and analyzing source domains from a multitude of queries. The results have highlighted that AI visibility is evolving into a localized challenge. For businesses to boost their presence across different languages and regions, tailored strategies are essential. This localized approach is necessary for businesses to effectively navigate the complexities of AI-generated content and maintain visibility in diverse linguistic and market landscapes.
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