New insights from a Turkish AI company have unveiled notable differences in how Google’s AI Overviews source information for business queries in Turkish compared to English. This discrepancy underscores the necessity for brands to adopt language-specific AI visibility strategies. The study conducted by Citelens examined 444 business-related questions posed in both languages, revealing that a mere 22% of the domains referenced overlapped between the two languages. This suggests that brands with visibility in one language may not necessarily achieve the same in another.
The research also highlighted that AI Overviews were generated for 96% of English queries and for 94% of Turkish queries. While the availability of AI responses was nearly similar, the choice of sources by the AI systems varied greatly based on the language and the market context. This indicates that businesses aiming to reach audiences in Türkiye cannot solely depend on their English-language digital presence to be visible in Turkish AI-generated results. Instead, they need to focus on local content, regional authority sources, and language-specific optimization strategies.
Citelens emphasizes that brands should treat Generative Engine Optimization (GEO) as a distinct process for each language and market. To effectively track AI visibility in Turkish, businesses must evaluate their performance within Turkish search environments rather than using English results for comparison. This approach is crucial as AI platforms increasingly determine which information to prioritize and recommend.
The methodology employed in the study involved comparing AI-generated answers by adjusting country and language settings, and analyzing the source domains from hundreds of queries. The findings clearly highlight the growing trend of AI visibility becoming a localized challenge. Businesses must now develop tailored strategies to enhance their presence across various languages and regions, recognizing that a one-size-fits-all approach will no longer suffice.
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