Introduction to AI Search and Translation
When Google’s AI Overviews launched in 2024, it raised several questions among SEO professionals. One of the main concerns was how websites could earn visibility across different languages, given that AI now curates and summarizes search results. Weglot conducted a study to determine if large language models (LLMs) would cite content in multiple languages. The study analyzed 1.3 million citations across Google AI Overviews and ChatGPT.
The Study and Its Findings
The study focused on Spanish-language websites in Spain and Mexico. It was divided into two phases: one for websites without English translations and another for websites with both Spanish and English versions. The results showed that translated websites saw up to 327% more visibility in AI Overviews than untranslated ones. This indicates that international SEO is becoming increasingly important in AI search.
Key SEO Takeaways
Websites with multiple languages were more likely to be cited in AI Overviews, regardless of the search language. This shift in search is redefining the rules of visibility, with AI Overviews and LLMs mediating how information is discovered.
The Changing Nature of Search
The introduction of AI Overviews has changed how search engines work. Instead of ranking pages, AI Overviews "cite" sources in generated responses. However, this shift also comes with a new risk: if a website isn’t available in the user’s search language, AI may overlook it or send users to Google Translate’s proxy page instead. This can result in a loss of traffic and control over translations.
The Risk of Google Translate Proxy
Google Translate’s proxy page can translate content for users, but it also means that the website owner has no control over the translations and doesn’t receive any traffic benefits. This highlights the importance of translating websites to ensure visibility and control over content.
Methodology and Results
The study analyzed 1.3 million citations across Google AI Overviews and ChatGPT. The results showed that untranslated websites experience a significant drop in visibility for searches conducted in non-available languages. In contrast, translated websites saw a substantial increase in visibility, with up to 327% more citations than untranslated ones.
Untranslated Sites Have Low AI Search Visibility
Untranslated websites had very low visibility in AI search, with a 431% gap in visibility for Spanish websites and a 213% gap for Mexican websites. Even ChatGPT favored translated sites, with Spanish sites receiving 3.5% fewer citations in English and 4.9% fewer with Mexican sites.
Translated Sites Have Higher AI Search Visibility
Translated websites, on the other hand, had significantly higher visibility, with only a 22% gap in visibility for Spanish websites and a 59% gap for Mexican websites. Translated sites achieved 327% more visibility than untranslated ones and earned 24% more total citations per query.
Next Steps: Translate Your Site
The study’s findings indicate that translation is crucial for boosting global visibility in AI search. Translating a website can multiply its visibility, ensuring that it gets picked up for searches in multiple languages. The data shows that translated sites perform better across all metrics, receiving 24% more citations per prompt than untranslated sites.
AI Search Rewards Translated Content
Translation acts as a signal of authority and reliability for AI engines, boosting citation performance across all languages. The benefits of translation include language alignment, authority building, traffic control, and semantic reach. If content isn’t in the language of the question, it’s unlikely to be in the answer.
The Business Impact
The consequences of not translating a website can be significant, resulting in lost visibility, traffic, and sales. A case study of a Spanish book retailer showed that the site appeared 64% less often in Google AI Overviews and ChatGPT when English speakers searched for relevant books.
The Bigger Picture: AI Search Is Redefining SEO
The implications of the study’s findings reach far beyond Spain or Mexico, or even the Spanish language. As AI search evolves, the SEO playbook is expanding, and translation is becoming a growth strategy. Website translation is no longer a localization afterthought but a crucial aspect of SEO and AI strategy.
Conclusion
The evidence is clear: untranslated websites are invisible in AI search. Translation is essential for boosting global visibility and ensuring that a website gets recognized by algorithms and audiences alike. By translating a website, businesses can multiply their visibility, increase their authority, and drive more traffic and sales. As AI continues to shape how search engines understand relevance, translation is becoming a critical component of SEO and online success.