Recent research conducted by a Turkish artificial intelligence company, Citelens, has unveiled notable differences in how Google’s AI Overviews source information for the same business inquiries in Turkish and English. This discovery underscores the necessity for language-specific visibility strategies for brands operating in diverse linguistic markets.
The study scrutinized 444 business-related questions posed in both Turkish and English, analyzing the sources that Google’s AI cited in its responses. It emerged that a mere 22% of the domains referenced overlapped between the two languages. This suggests that a brand’s visibility in one language might not translate to the same level of visibility in another. Moreover, AI Overviews were generated for 96% of English queries, compared to 94% for Turkish queries, showing a slight difference in response availability. However, the sources selected by the AI varied considerably based on language and market context.
For businesses targeting Türkiye, the study indicates that relying solely on an English-language digital presence is insufficient to gain visibility in Turkish AI-driven search results. Instead, local content, regional authoritative sources, and language-specific optimization strategies are critical as AI platforms increasingly influence which information is highlighted. Citelens emphasizes the importance of separate Generative Engine Optimization (GEO) approaches for each language and market.
The research methodology involved comparing AI-generated answers using various country and language settings, analyzing hundreds of queries to identify source domains. The findings highlight the growing importance of localized AI visibility strategies, indicating that businesses must adopt tailored approaches to enhance their presence across different languages and regions.
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