A recent study conducted by the Turkish artificial intelligence firm Citelens has uncovered significant differences in the sources used by Google’s AI Overviews when addressing the same business-related questions in Turkish and English. This research underscores the critical need for brands to develop language-specific strategies to enhance AI visibility. By analyzing 444 business questions posed in both languages, the study found that a mere 22% of the domains cited overlapped between the two languages. This highlights that businesses achieving visibility in one language may not necessarily replicate that success in another.
The research further revealed a slight variance in AI response generation, with English queries resulting in AI Overviews 96% of the time, compared to 94% for Turkish queries. Despite the marginal difference in response rates, the choice of sources by AI systems varied notably based on language and market context. This indicates that companies aiming to penetrate the Turkish market cannot solely depend on their English-language content to gain traction in Turkish AI searches. Instead, the creation of localized content and collaboration with regional authority sources are becoming increasingly crucial.
According to Citelens, businesses must adopt a separate approach to Generative Engine Optimization (GEO) for each language and market. This necessitates the tracking of AI visibility within Turkish search environments independently, rather than relying on English results as a comparative standard. The study’s methodology involved comparing AI-generated answers using different country and language settings, providing a comprehensive analysis of source domains from numerous queries.
The findings of this study emphasize the growing importance of localization in AI visibility strategies. As AI platforms continue to evolve and influence information recommendations, businesses are encouraged to tailor their strategies to enhance their presence across various languages and regions. This localized challenge necessitates that companies fine-tune their digital strategies to ensure they remain competitive in diverse linguistic and market landscapes.
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