A recent study by Citelens, a Turkish AI company, has unveiled notable discrepancies in the sources utilized by Google’s AI Overviews when delivering responses to identical business inquiries posed in Turkish and English. This finding underscores the necessity for brands to develop language-specific strategies to enhance their visibility in AI search results. The research assessed 444 business-related inquiries across both languages, revealing that only 22% of the domains cited overlapped in the AI responses for Turkish and English, indicating that a strong online presence in one language does not guarantee similar visibility in another.
The study also highlighted the difference in the generation of AI Overviews between the two languages, with English queries resulting in AI responses 96% of the time, compared to 94% for Turkish queries. Despite the minor difference in response frequency, the sources chosen by the AI systems varied significantly, influenced by language and market context. This variation points to the importance of local content and regional authority sources, as well as the need for language-specific optimization strategies, especially for businesses aiming to strengthen their visibility in the Turkish market.
For businesses targeting audiences in Türkiye, relying solely on their English-language digital presence is insufficient for achieving visibility in Turkish AI results. As AI platforms increasingly dictate the information that is recommended to users, local content creation and optimization become crucial. Citelens emphasizes that brands should consider Generative Engine Optimization (GEO) as a separate endeavor for each language and market. This involves tracking AI visibility directly within the Turkish search environment, rather than using English search results as a benchmark.
The research was conducted by comparing AI-generated answers using various country and language settings, and it analyzed source domains from a multitude of queries. The findings highlight that AI visibility is evolving into a localized challenge, necessitating tailored strategies for businesses to improve their presence in different languages and regions. As a result, companies must adapt their digital marketing strategies to address these linguistic and regional differences effectively.
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