AI Performance Insights ise farkl\u0131 bir soruya odaklan\u0131yor:<\/span><\/p>\nGoogle’\u0131n yapay zek\u00e2 destekli al\u0131\u015fveri\u015f deneyimlerinde kullan\u0131c\u0131ya cevap verirken benim markam\u0131 ve \u00fcr\u00fcnlerimi ne kadar \u00f6ne \u00e7\u0131kard\u0131\u011f\u0131n\u0131 nas\u0131l anlayabilirim?<\/b><\/p>\n
Bu, klasik SEO metriklerinden farkl\u0131 bir bak\u0131\u015f a\u00e7\u0131s\u0131.<\/span><\/p>\n\u00c7\u00fcnk\u00fc art\u0131k yaln\u0131zca <\/span>“Google’da ka\u00e7\u0131nc\u0131 s\u0131raday\u0131m?”<\/b> sorusundan s\u00f6z etmiyoruz.<\/span><\/p>\nBunun yan\u0131nda:<\/span><\/p>\n“Google’\u0131n AI sistemi kullan\u0131c\u0131ya cevap verirken beni se\u00e7enekler aras\u0131nda g\u00f6r\u00fcyor mu?”<\/b><\/p>\n
sorusunu da sormaya ba\u015fl\u0131yoruz.<\/span><\/p>\nGoogle Neden B\u00f6yle Bir Raporlama Katman\u0131na \u0130htiya\u00e7 Duydu?<\/b><\/h1>\n
Arama davran\u0131\u015f\u0131ndaki temel de\u011fi\u015fim burada yat\u0131yor.<\/span><\/p>\nKlasik arama motorunda kullan\u0131c\u0131 genellikle bir sorgu girer ve Google ona bir sonu\u00e7 sayfas\u0131 sunar.<\/span><\/p>\n\u00d6rne\u011fin:<\/span><\/p>\n“kad\u0131n ko\u015fu ayakkab\u0131s\u0131”<\/b><\/p>\n
Bu sorguda Google’\u0131n g\u00f6revi b\u00fcy\u00fck \u00f6l\u00e7\u00fcde ilgili sayfalar\u0131 bulmak ve s\u0131ralamakt\u0131r.<\/span><\/p>\nAI destekli aramada ise kullan\u0131c\u0131 ayn\u0131 ihtiyac\u0131 \u00e7ok daha do\u011fal bi\u00e7imde ifade edebilir:<\/span><\/p>\n“Haftada \u00fc\u00e7 kez ko\u015fuyorum. Hem asfalt hem parkurda kullanabilece\u011fim, aya\u011f\u0131 terletmeyen ve uzun y\u00fcr\u00fcy\u00fc\u015flerde de rahat bir kad\u0131n ko\u015fu ayakkab\u0131s\u0131 ar\u0131yorum.”<\/b><\/p>\n
Burada kullan\u0131c\u0131n\u0131n tek bir anahtar kelimesi yoktur.<\/span><\/p>\nBirden fazla ihtiya\u00e7 vard\u0131r:<\/span><\/p>\n\n- kad\u0131n kullan\u0131c\u0131<\/span><\/li>\n
- ko\u015fu<\/span><\/li>\n
- asfalt<\/span><\/li>\n
- parkur<\/span><\/li>\n
- nefes alabilirlik<\/span><\/li>\n
- konfor<\/span><\/li>\n
- uzun kullan\u0131m<\/span><\/li>\n
- kullan\u0131m amac\u0131<\/span><\/li>\n<\/ul>\n
Dolay\u0131s\u0131yla AI sisteminin yaln\u0131zca “ko\u015fu ayakkab\u0131s\u0131” kelimesini bulmas\u0131 yeterli de\u011fildir.<\/span><\/p>\n\u00dcr\u00fcn\u00fcn <\/span>ne oldu\u011funu, hangi \u00f6zelliklere sahip oldu\u011funu, kimler i\u00e7in uygun oldu\u011funu ve hangi kullan\u0131m senaryosuna cevap verdi\u011fini<\/b> anlamas\u0131 gerekir.<\/span><\/p>\n\u0130\u015fte \u00fcr\u00fcn feed’i burada \u00e7ok daha kritik hale geliyor.<\/span><\/p>\nGoogle’\u0131n Merchant Center taraf\u0131ndaki yeni AI \u00f6zellikleri de \u00fcr\u00fcn verisinin daha konu\u015fma diline uygun al\u0131\u015fveri\u015f davran\u0131\u015flar\u0131na adapte edilmesini destekliyor. Google, \u00f6zellikle kullan\u0131c\u0131lar\u0131n arama bi\u00e7iminin daha konu\u015fma odakl\u0131 hale geldi\u011fini ve \u00fcr\u00fcn verilerinin buna g\u00f6re zenginle\u015ftirilmesinin \u00f6nem kazand\u0131\u011f\u0131n\u0131 belirtiyor.<\/span><\/p>\nAI Performance Insights Hangi Verileri G\u00f6steriyor?<\/b><\/h1>\n
Raporu yaln\u0131zca bir “AI g\u00f6r\u00fcn\u00fcrl\u00fck skoru” olarak d\u00fc\u015f\u00fcnmemek gerekiyor.<\/span><\/p>\nGoogle’\u0131n mevcut dok\u00fcmantasyonunda birka\u00e7 farkl\u0131 veri katman\u0131 bulunuyor.<\/span><\/p>\n1. Share of Voice<\/b><\/h2>\n
Raporun en dikkat \u00e7ekici metri\u011fi <\/span>Share of Voice<\/b>, yani ses pay\u0131.<\/span><\/p>\nBasitle\u015ftirilmi\u015f haliyle:<\/span><\/p>\nSizin AI impression’lar\u0131n\u0131z \/ Siz + rakiplerinizin toplam AI impression’lar\u0131<\/b><\/p>\n
\u015feklinde hesaplan\u0131yor.<\/span><\/p>\n\u00d6rne\u011fin ilgili sorgu grubunda:<\/span><\/p>\n\n- Marka A: 500 AI impression<\/span><\/li>\n
- Marka B: 300 AI impression<\/span><\/li>\n
- Marka C: 200 AI impression<\/span><\/li>\n<\/ul>\n
varsa toplam 1.000 impression \u00fczerinden Marka A’n\u0131n Share of Voice de\u011feri %50 olur.<\/span><\/p>\nBu metrik, markan\u0131n AI cevaplar\u0131nda rakiplerine g\u00f6re ne kadar alan kaplad\u0131\u011f\u0131n\u0131 anlamaya yard\u0131mc\u0131 oluyor. Google da Share of Voice’u markan\u0131n ilgili sorgularda kendisi ve rakipleri aras\u0131nda elde etti\u011fi AI g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn pay\u0131 olarak tan\u0131ml\u0131yor.<\/span><\/p>\nAncak burada \u00e7ok \u00f6nemli bir detay var.<\/span><\/p>\n%100 Share of Voice her zaman iyi haber de\u011fildir.<\/b><\/h3>\n
E\u011fer Merchant Center i\u00e7erisinde yeterli rakip verisi bulunmuyorsa Google Share of Voice de\u011ferini %100 g\u00f6sterebiliyor.<\/span><\/p>\nBu:<\/span><\/p>\n“Pazar\u0131n %100’\u00fcne sahibiz.”<\/b><\/p>\n
anlam\u0131na gelmiyor.<\/span><\/p>\nDaha do\u011fru yorum:<\/span><\/p>\n“Kar\u015f\u0131la\u015ft\u0131rma yapabilecek yeterli rakip verisi bulunmuyor.”<\/b><\/p>\n
Google bu durumu raporun s\u0131n\u0131rlamalar\u0131nda a\u00e7\u0131k\u00e7a belirtiyor. Benzer \u015fekilde yeterli impression bulunmad\u0131\u011f\u0131nda Share of Voice de\u011feri 0 olarak g\u00f6r\u00fcnebiliyor.<\/span><\/p>\nBu nedenle rapordaki tek bir y\u00fczdeye bakarak “AI’da \u00e7ok ba\u015far\u0131l\u0131y\u0131z” veya “AI’da g\u00f6r\u00fcnm\u00fcyoruz” sonucuna ula\u015fmak do\u011fru de\u011fil.<\/span><\/p>\nVerinin hangi sorgulardan, hangi kategori ve hangi rakip setinden olu\u015ftu\u011funa da bakmak gerekiyor.<\/span><\/p>\n2. Rakiplerin Ortalama Share of Voice’u<\/b><\/h1>\n
Google yaln\u0131zca sizin g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcz\u00fc de\u011fil, tan\u0131mlanm\u0131\u015f rakip grubunun ortalama g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fc de kar\u015f\u0131la\u015ft\u0131rma amac\u0131yla sunuyor.<\/span><\/p>\nBu da raporu daha anlaml\u0131 hale getiriyor.<\/span><\/p>\n\u00c7\u00fcnk\u00fc:<\/span><\/p>\n%8 Share of Voice iyi mi?<\/b><\/p>\n
sorusunun tek ba\u015f\u0131na bir cevab\u0131 yok.<\/span><\/p>\nE\u011fer rakiplerin ortalamas\u0131 %3 ise olduk\u00e7a iyi olabilir.<\/span><\/p>\nAma rakiplerin ortalamas\u0131 %25 ise markan\u0131n AI g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcnde ciddi bir a\u00e7\u0131k oldu\u011funu g\u00f6sterebilir.<\/span><\/p>\nDolay\u0131s\u0131yla AI Visibility de\u011ferlendirmelerinde art\u0131k mutlak de\u011ferden \u00e7ok <\/span>benchmark<\/b> \u00f6nem kazan\u0131yor.<\/span><\/p>\n3. Query Frequency<\/b><\/h1>\n
Bir di\u011fer \u00f6nemli veri <\/span>Query Frequency<\/b>.<\/span><\/p>\nBu metrik, kullan\u0131c\u0131lar\u0131n hangi t\u00fcr \u00fcr\u00fcn sorgular\u0131n\u0131 ne s\u0131kl\u0131kta ger\u00e7ekle\u015ftirdi\u011fini anlamaya yard\u0131mc\u0131 oluyor.<\/span><\/p>\nBuradaki kritik nokta \u015fu:<\/span><\/p>\nBir sorgu grubunda y\u00fcksek talep olmas\u0131, o sorgu grubunda g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcz\u00fcn de y\u00fcksek oldu\u011fu anlam\u0131na gelmiyor.<\/span><\/p>\n\u00d6rne\u011fin:<\/span><\/p>\n\n\n\n| Sorgu tipi<\/b><\/td>\n | Talep<\/b><\/td>\n | Markan\u0131n SOV’u<\/b><\/td>\n<\/tr>\n\n| \u00dcr\u00fcn kategorisi<\/span><\/td>\n | \u00c7ok y\u00fcksek<\/span><\/td>\n | %8<\/span><\/td>\n<\/tr>\n\n| \u00dcr\u00fcn \u00f6zellikleri<\/span><\/td>\n | Y\u00fcksek<\/span><\/td>\n | %5<\/span><\/td>\n<\/tr>\n\n| Fiyat kar\u015f\u0131la\u015ft\u0131rmas\u0131<\/span><\/td>\n | Orta<\/span><\/td>\n | %22<\/span><\/td>\n<\/tr>\n\n| Yorum\/inceleme<\/span><\/td>\n | Y\u00fcksek<\/span><\/td>\n | %4<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Bu tablo bize \u00e7ok \u00f6nemli bir \u015fey s\u00f6yler.<\/span><\/p>\nMarka sat\u0131n alma odakl\u0131 fiyat sorgular\u0131nda iyi olabilir.<\/span><\/p>\nAncak kullan\u0131c\u0131lar\u0131n \u00fcr\u00fcnleri ara\u015ft\u0131rd\u0131\u011f\u0131 ve \u00f6zellik bazl\u0131 kar\u015f\u0131la\u015ft\u0131rd\u0131\u011f\u0131 sorgularda yeterince g\u00f6r\u00fcnm\u00fcyor olabilir.<\/span><\/p>\nBu nedenle <\/span>AI Visibility yaln\u0131zca “ne kadar g\u00f6r\u00fcn\u00fcr\u00fcz?” sorusu de\u011fildir.<\/b><\/p>\nAs\u0131l soru:<\/span><\/p>\n“Hangi kullan\u0131c\u0131 ihtiyac\u0131nda g\u00f6r\u00fcn\u00fcr\u00fcz, hangisinde g\u00f6r\u00fcnmeyiz?”<\/b><\/p>\n olmal\u0131d\u0131r.<\/span><\/p>\nAI G\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc Al\u0131\u015fveri\u015f Hunisinin \u00dc\u00e7 Farkl\u0131 A\u015famas\u0131na Ayr\u0131l\u0131yor<\/b><\/h1>\nRaporun en de\u011ferli taraflar\u0131ndan biri de AI g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fc al\u0131\u015fveri\u015f yolculu\u011funun farkl\u0131 a\u015famalar\u0131na ay\u0131rmas\u0131.<\/span><\/p>\nGoogle bunu \u00fc\u00e7 temel a\u015famada ele al\u0131yor:<\/span><\/p>\n1. Discovery \u2014 Ke\u015fif<\/b><\/h3>\nKullan\u0131c\u0131n\u0131n hen\u00fcz \u00fcr\u00fcn veya marka se\u00e7medi\u011fi a\u015fama.<\/span><\/p>\n\u00d6rne\u011fin:<\/span><\/p>\n“Yaz aylar\u0131nda kullan\u0131labilecek en rahat kad\u0131n sandaletler hangileri?”<\/span><\/p>\nBurada kullan\u0131c\u0131 belirli bir markay\u0131 aram\u0131yor.<\/span><\/p>\nAI’\u0131n g\u00f6revi se\u00e7enekleri ke\u015ffetmesine yard\u0131mc\u0131 olmak.<\/span><\/p>\nBu a\u015famada g\u00f6r\u00fcn\u00fcr olmak marka a\u00e7\u0131s\u0131ndan \u00f6zellikle de\u011ferlidir \u00e7\u00fcnk\u00fc kullan\u0131c\u0131 hen\u00fcz rakiplerden birini tercih etmi\u015f de\u011fildir.<\/span><\/p>\n <\/p>\n 2. Evaluation \u2014 De\u011ferlendirme<\/b><\/h3>\nKullan\u0131c\u0131 art\u0131k se\u00e7enekleri kar\u015f\u0131la\u015ft\u0131rmaya ba\u015flam\u0131\u015ft\u0131r.<\/span><\/p>\n\u00d6rne\u011fin:<\/span><\/p>\n“Nike ve Adidas ko\u015fu ayakkab\u0131lar\u0131 aras\u0131nda hangisi uzun mesafe ko\u015fular\u0131 i\u00e7in daha uygun?”<\/span><\/p>\nveya:<\/span><\/p>\n“Su ge\u00e7irmeyen kad\u0131n outdoor montlar\u0131nda hangi \u00f6zelliklere dikkat edilmeli?”<\/span><\/p>\nBu a\u015famada \u00fcr\u00fcn \u00f6zellikleri, malzeme, kullan\u0131m amac\u0131, performans, fiyat ve kullan\u0131c\u0131 ihtiyac\u0131 daha fazla \u00f6nem kazan\u0131r.<\/span><\/p>\nDolay\u0131s\u0131yla \u00fcr\u00fcn verisinin zenginli\u011fi burada daha kritik hale gelir.<\/span><\/p>\n3. Purchase \u2014 Sat\u0131n Alma<\/b><\/h3>\nKullan\u0131c\u0131n\u0131n sat\u0131n almaya en yak\u0131n oldu\u011fu a\u015famad\u0131r.<\/span><\/p>\n\u00d6rne\u011fin:<\/span><\/p>\n“5000 TL alt\u0131nda Gore-Tex kad\u0131n ko\u015fu ayakkab\u0131s\u0131 \u00f6nerir misin?”<\/span><\/p>\nveya:<\/span><\/p>\n“\u015eu an stokta olan 42 numara siyah erkek trekking ayakkab\u0131lar\u0131 hangileri?”<\/span><\/p>\nBu noktada:<\/span><\/p>\n\n- fiyat<\/span><\/li>\n
- stok<\/span><\/li>\n
- beden<\/span><\/li>\n
- renk<\/span><\/li>\n
- \u00fcr\u00fcn \u00f6zellikleri<\/span><\/li>\n
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