A recent study by a Turkish AI firm has brought to light the differences in sources used by Google’s AI Overviews when answering business questions in Turkish versus English. This discrepancy underscores the necessity for businesses to adopt language-specific strategies to enhance their visibility in AI search results. The research scrutinized 444 business-related inquiries posed in both languages, revealing that only 22% of the domains cited by Google’s AI overlapped, suggesting that brand visibility in one language doesn’t automatically translate to another.
The study further discovered that while AI Overviews were generated for 96% of business questions asked in English, Turkish queries resulted in AI responses 94% of the time. Although this indicates a minor variance in the frequency of AI engagement, the choice of sources by AI systems showed considerable differences based on the language and market context. This variation points to the importance of local content and regional authority in determining which information AI platforms prioritize.
For businesses aiming to reach the Turkish market, the findings imply that relying solely on an English-language digital presence is insufficient for gaining traction in Turkish AI results. Instead, companies must focus on creating content tailored to the local language and optimizing it for regional search engines. The research emphasizes that Generative Engine Optimization (GEO) should be handled separately for each language and market to ensure maximum visibility.
To achieve effective AI visibility in Turkish, businesses are encouraged to evaluate their performance within Turkish search environments rather than using English-language results as a standard. The company’s research methodology entailed comparing AI-generated responses using different country and language parameters and analyzing the source domains from numerous queries. This approach highlights that the challenge of AI visibility is becoming increasingly localized, necessitating bespoke strategies for enhancing brand presence across various languages and regions.
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