A recent study by the Turkish AI firm Citelens has uncovered significant differences in how Google’s AI Overviews select sources for business questions posed in Turkish versus English. This discrepancy underscores the necessity for brands to adopt language-specific AI visibility strategies. The research, which involved analyzing 444 business-related queries in both languages, revealed that a mere 22% of domains cited overlapped in AI responses, suggesting that a brand’s visibility in one language does not guarantee the same in another.
Despite the small difference in AI response availability—with English queries prompting AI Overviews 96% of the time and Turkish queries 94%—the divergence in source selection was notable. This variation highlights the influence of language and market context on AI systems. The findings indicate that businesses aiming to reach the Turkish market cannot depend solely on their English-language digital presence to achieve visibility in Turkish AI results.
The study stresses the growing importance of local content, regional authority sources, and strategies tailored to specific languages as AI platforms decide what information to prioritize. Citelens advocates for a separate approach to Generative Engine Optimization (GEO) for each language and market. Brands looking to enhance their AI visibility in Turkish must track their performance within Turkish search environments rather than using English results as a benchmark.
The research methodology involved comparing AI-generated responses using various country and language settings, analyzing the domains sourced from numerous queries. The findings highlight that AI visibility has become a localized challenge, necessitating businesses to develop customized strategies to bolster their presence across different linguistic and regional landscapes.
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