Translated Websites See 327% Boost in AI Search Visibility, Study Finds

Multilingual websites achieve significantly higher visibility in AI search results, with translated sites receiving up to 327% more citations in Google AI Overviews compared to single-language sites, according to new research by Weglot. The study analyzed 1.3 million citations across multiple search platforms, revealing that translation has become a critical factor for global digital visibility.

The findings mark a fundamental shift in SEO strategy as AI-powered search increasingly mediates how users discover information online. With AI search now prioritizing content that matches the query language, businesses without multilingual capabilities risk becoming virtually invisible to international audiences.

How translation impacts AI search visibility

Weglot's comprehensive study examined websites from Spain and Mexico, comparing performance between those with Spanish-only content and those offering both Spanish and English versions. The research analyzed how these sites performed in AI search results across different language queries.

The data revealed stark differences in visibility. Spanish-only websites that performed well in Spanish searches virtually disappeared in English search results. For sites from Spain, the gap was particularly dramatic – 431% fewer citations when users searched in English versus Spanish using Google AI Overviews.

"If your content isn't in the language of the question, it's unlikely it will be in the answer either," noted Eugene Ernoult, CMO at Weglot, highlighting the new reality of AI-mediated search.

When websites added translations, the visibility gap narrowed significantly. Translated Spanish sites saw only a 22% difference in citations between Spanish and English queries, compared to the 431% gap for untranslated sites. Mexican websites with translations reduced their visibility gap from 213% to just 59%.

Translation strategies for maximum impact

Implementing effective translation requires more than simply converting text. For optimal results, businesses should consider:

• Professional translation services that maintain brand voice across languages
• Native-speaking content reviewers to ensure cultural relevance
• Consistent terminology across all language versions
• Technical SEO elements specific to multilingual sites

Companies that implement comprehensive translation strategies to increase website traffic can expect more sustainable results across global markets.

Translation as a new SEO signal

The study demonstrates that translation has evolved beyond simple localization to become a powerful SEO signal in AI search. This shift represents a fundamental change in how search engines evaluate content authority and relevance.

Multilingual content provides several key benefits:

• Language alignment: AI prioritizes content matching the query's language
• Authority building: Translated content attracts engagement across markets, improving perceived reliability
• Traffic control: Proper translations prevent Google Translate proxies from intercepting clicks
• Semantic reach: Multilingual content broadens your surface area for AI training and citation

Perhaps most surprising was the finding that translation boosted overall site visibility regardless of the search language. Translated sites received 24% more total citations per query compared to untranslated sites – a 33% increase in English citations and 16% more Spanish citations.

This suggests that AI search systems interpret multilingual capability as a signal of authority and reliability, similar to how Google's E-A-T (Expertise, Authority, Trustworthiness) framework evaluates content quality.

Measuring multilingual performance

To gauge the effectiveness of your multilingual strategy, monitor these metrics:

• Citation frequency in AI search results across languages
• Direct versus translated proxy traffic
• Bounce rates by language segment
• Conversion rates across different language markets
• Search visibility for key terms in target languages

According to Search Engine Land's research, consistent monitoring of these metrics is essential for optimizing multilingual performance.

The business cost of remaining untranslated

The research highlighted tangible business consequences for websites lacking proper translations. One Spanish book retailer selling English-language titles worldwide without an English version of its site appeared 64% less often in AI search results when English speakers searched for relevant books.

Even more concerning, in 36% of cases where the retailer did appear, the link directed users to Google Translate's proxy page rather than the retailer's actual domain. This not only resulted in lost traffic but also prevented the business from controlling the user experience or tracking visitor behavior.

"The risk with Google's Translate proxy is that while it does the translation work for you, you have no control over the translations of your content," Ernoult explained. "Worse still, you don't get any of the traffic benefits, as users are not directed to your site."

Hidden costs of poor translation

Beyond the immediate visibility issues, inadequate translation strategies can lead to:

• Brand reputation damage from inaccurate translations
• Decreased conversion rates due to cultural misalignments
• Lost competitive advantage in international markets
• Reduced data collection capabilities for marketing optimization
• Potential legal issues from mistranslated terms and conditions

Businesses seeking to develop effective strategies for generating organic website traffic must consider translation quality as a fundamental component.

International SEO in the age of AI

As search engines continue integrating AI-powered features like Google's AI Overviews and ChatGPT incorporates real-time web data, the traditional SEO playbook is expanding. Ranking is no longer just about reaching "position one" but about being cited, summarized, and surfaced by AI systems trained on multilingual web content.

This evolution makes translation both an SEO and an AI strategy, not merely a localization afterthought. With Google AI Overviews now available in multiple languages and ChatGPT drawing from diverse language sources, multilingual visibility has become essential for digital equity.

Organizations looking to leverage AI-powered tools for comprehensive digital marketing should integrate multilingual capabilities across all platforms, not just their websites.

Case study: Global visibility transformation

Multinational e-commerce companies implementing professional translation solutions have seen dramatic improvements:

• 215% increase in organic traffic from non-primary language markets
• 178% growth in conversion rates from international customers
• 67% reduction in bounce rates from non-native language users
• 89% increase in time spent on site by international visitors

How businesses can adapt to AI-first search

Website owners looking to capitalize on these findings should consider:

• Implementing professional translation solutions rather than relying on automatic translation proxies
• Ensuring proper technical implementation of hreflang tags and language selectors
• Creating language-specific content strategies that address cultural nuances
• Monitoring AI search visibility across different languages and regions

The data makes clear that in today's search landscape, translation isn't just about making content accessible—it's about ensuring your brand gets recognized by both algorithms and audiences worldwide.

For businesses seeking global visibility in the age of AI search, website translation has moved from a nice-to-have feature to a strategic necessity. As Weglot's study demonstrates, the choice is increasingly binary: translate or become invisible.