Google Yapay Zek\u00e2 \u00d6zetleri (AI Overviews) ve AI Mode, T\u00fcrkiye’de 18 \u015eubat 2026’da devreye girdi. Bu hafta haber aktarm\u0131yorum, kendi \u00f6l\u00e7\u00fcm\u00fcm\u00fc payla\u015f\u0131yorum.<\/p>\r\n\r\n\r\n\r\n
Analizi tek bir kayna\u011fa dayamad\u0131m; \u00fc\u00e7\u00fcn\u00fc birle\u015ftirdim: sekt\u00f6r pazar liderlerinin g\u00f6r\u00fcn\u00fcrl\u00fck de\u011fi\u015fimi (Semrush<\/a>, kamuya a\u00e7\u0131k), 17 sekt\u00f6rde 1.035 canl\u0131 SERP sorgusu ve izledi\u011fimiz sitelerin birinci el Search Console verisi.<\/p>\r\n\r\n\r\n\r\n Sonu\u00e7 net: s\u0131ralamalar yerinde durdu ama bilgi ama\u00e7l\u0131 sorgularda t\u0131klamalar \u00fc\u00e7te bir eridi. En sert darbe finans ve sigortada (CTR d\u00fc\u015f\u00fc\u015f\u00fc %60). Seyahat gibi i\u015flemsel dikeyler daha yava\u015f d\u00fc\u015ft\u00fc ama onlar da d\u00fc\u015f\u00fcyor (pazar liderlerinde \u2212%8). Ayr\u0131ca ilgin\u00e7 bir bulgu: y\u00fcksek Domain Authority, Yapay Zek\u00e2 \u00d6zeti’nde \u00e7\u0131kmay\u0131 garanti etmiyor. T\u00fcm bu analizi TR\/EN dilli, canl\u0131 bir panoya d\u00f6kt\u00fck ve her ay g\u00fcncelleyece\u011fiz.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n \u0130zledi\u011fimiz sitelerde 18 \u015eubat sonras\u0131 ana \u00f6r\u00fcnt\u00fc tek c\u00fcmleye s\u0131\u011f\u0131yor: pozisyonlar neredeyse hi\u00e7 de\u011fi\u015fmedi, ama bilgi ama\u00e7l\u0131 sorgularda t\u0131klamalar \u00fc\u00e7te bir d\u00fc\u015ft\u00fc. Toplam t\u0131klama\/g\u00fcn, \u015eubat \u00f6ncesine g\u00f6re Haziran’da y\u00fczde 33 azald\u0131; ortalama pozisyon ise yakla\u015f\u0131k 7,6’da sabit kald\u0131.<\/p>\r\n\r\n\r\n\r\n Bu, klasik Yapay Zek\u00e2 \u00d6zeti izidir: kullan\u0131c\u0131 cevab\u0131 \u00f6zet kutusunda al\u0131yor, mavi linke t\u0131klam\u0131yor. S\u0131ralama kaybetmiyoruz, t\u0131klama buharla\u015f\u0131yor. Kay\u0131p her sekt\u00f6rde ayn\u0131 de\u011fil; en sert darbe finans, sigorta ve e\u011fitimde. Ayn\u0131 tabloyu tek tek siteler de\u011fil, sekt\u00f6r pazar liderleri de g\u00f6steriyor: sa\u011fl\u0131kta ilk 3 lider (memorial, ac\u0131badem, medicalpark) birlikte, lansman ay\u0131nda toplam organik g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn y\u00fczde 38’ini, Haziran’a kadar y\u00fczde 56’s\u0131n\u0131 kaybetti. Seyahat gibi dikeyler daha yava\u015f d\u00fc\u015f\u00fcyor ama onlar da d\u00fc\u015f\u00fcyor.<\/p>\r\n\r\n\r\n\r\n Metodu \u015feffaf vereyim, \u00e7\u00fcnk\u00fc bir verinin k\u0131ymeti nas\u0131l topland\u0131\u011f\u0131nda gizli:<\/p>\r\n\r\n\r\n\r\n \u0130ki u\u00e7 birbirinden ayr\u0131\u015ft\u0131.<\/p>\r\n\r\n\r\n\r\n En sert darbe finans ve sigortada.<\/strong> Bu dikeyde CTR, \u015eubat \u00f6ncesine g\u00f6re Haziran’da yakla\u015f\u0131k y\u00fczde 60 d\u00fc\u015ft\u00fc. G\u00f6sterim artt\u0131, yani i\u00e7erik daha \u00e7ok g\u00f6r\u00fcnd\u00fc, ama t\u0131klama \u00e7\u00f6kt\u00fc. “Kredi notu nas\u0131l y\u00fckseltilir”, “trafik sigortas\u0131 zorunlu mu” gibi sorular tam da Yapay Zek\u00e2 \u00d6zeti’nin bir paragrafta cevaplad\u0131\u011f\u0131 sorular.<\/p>\r\n\r\n\r\n\r\n E\u011fitim de a\u011f\u0131r yara ald\u0131.<\/strong> CTR d\u00fc\u015f\u00fc\u015f\u00fc y\u00fczde 36’ya vard\u0131. Yurt d\u0131\u015f\u0131 e\u011fitim, s\u0131nav, ba\u015fvuru gibi bilgi y\u00fckl\u00fc sorgular AIO i\u00e7in birebir yem.<\/p>\r\n\r\n\r\n\r\n Teknoloji medyas\u0131<\/strong> istikrarl\u0131 bi\u00e7imde t\u0131klama kaybetti, aydan aya yakla\u015f\u0131k y\u00fczde 23\u201326. Pozisyon yerinde, t\u0131klama gidiyor.<\/p>\r\n\r\n\r\n\r\n E-ticarette tablo ikiye b\u00f6l\u00fcnd\u00fc.<\/strong> \u0130\u00e7erik a\u011f\u0131rl\u0131kl\u0131 marketplace taraf\u0131 t\u0131klama kaybederken (yakla\u015f\u0131k y\u00fczde 34), saf i\u015flemsel B2B taraf\u0131 neredeyse hi\u00e7 etkilenmedi, hatta hafif b\u00fcy\u00fcd\u00fc. “En iyi buzdolab\u0131” gibi kar\u015f\u0131la\u015ft\u0131rma sorgular\u0131nda AIO \u00e7\u0131k\u0131yor; “buzdolab\u0131 fiyatlar\u0131” gibi sat\u0131n alma sorgular\u0131nda \u00e7\u0131km\u0131yor.<\/p>\r\n\r\n\r\n\r\n Seyahat en yava\u015f d\u00fc\u015fen oldu, ama o da d\u00fc\u015ft\u00fc.<\/strong> Pazar liderleri (tripadvisor, etstur, enuygun) birlikte yakla\u015f\u0131k y\u00fczde 8 geriledi. \u0130\u015flemsel niyet biraz koruyor ama y\u00fckseli\u015f yok. Seyahatte izledi\u011fimiz tek sezonluk villa sitesi yan\u0131lt\u0131c\u0131 oldu\u011fu i\u00e7in sekt\u00f6r\u00fc pazar lideri verisiyle \u00f6l\u00e7t\u00fcm. Yani her \u015fey d\u00fc\u015f\u00fcyor, kimi h\u0131zl\u0131 kimi yava\u015f; i\u015flemsel ve yerel niyet daha dayan\u0131kl\u0131.<\/p>\r\n\r\n\r\n\r\n On yedi sekt\u00f6rde 1.035 sorguyu canl\u0131 SERP’te tarad\u0131m (paralel \u00e7al\u0131\u015fan yard\u0131mc\u0131 ajanlarla, yakla\u015f\u0131k 9.740 organik sonu\u00e7). Sorgular\u0131n y\u00fczde 59’unda bir Yapay Zek\u00e2 \u00d6zeti \u00e7\u0131kt\u0131. Ama da\u011f\u0131l\u0131m e\u015fit de\u011fil: en y\u00fcksek ebeveynlik (y\u00fczde 90) ve g\u00fczellik (y\u00fczde 83); teknoloji, e\u011fitim ve sa\u011fl\u0131k y\u00fczde 66\u201367; finans y\u00fczde 62; e-ticaret y\u00fczde 56; en d\u00fc\u015f\u00fck seyahat y\u00fczde 26. Niyet baz\u0131nda en net ayr\u0131m: bilgi sorgular\u0131nda y\u00fczde 70, i\u015flemsel sorgularda y\u00fczde 37, ara\u00e7\/hesaplama sorgular\u0131nda yaln\u0131zca y\u00fczde 25. Yani AIO her yerde de\u011fil, bilgi ve kar\u015f\u0131la\u015ft\u0131rma niyetinde yo\u011funla\u015f\u0131yor. Bu, d\u00fcnyadaki tabloyla birebir \u00f6rt\u00fc\u015f\u00fcyor: sa\u011fl\u0131k, e\u011fitim ve finans en yo\u011fun, saf i\u015flemsel e-ticaret en d\u00fc\u015f\u00fck.<\/p>\r\n\r\n\r\n\r\n Peki y\u00fcksek Domain Authority yapay zek\u00e2da \u00e7\u0131kmay\u0131 sa\u011fl\u0131yor mu? Do\u011fru bir soru ve d\u00fczg\u00fcn cevab\u0131 b\u00fcy\u00fck \u00f6l\u00e7ekli \u00e7al\u0131\u015fmalardan geliyor. Peec AI’\u0131n 5 motorda 30 milyon kayna\u011f\u0131 inceledi\u011fi \u00e7al\u0131\u015fmaya g\u00f6re en \u00e7ok al\u0131nt\u0131lanan yer Reddit; Google AI Mode ve AI Overviews sosyal ve topluluk i\u00e7eri\u011fini (Facebook, Yelp, Reddit) \u00f6ne \u00e7\u0131kar\u0131yor. OtterlyAI ise al\u0131nt\u0131lanan YouTube<\/a> videolar\u0131n\u0131n y\u00fczde 41’inin 1.000 g\u00f6r\u00fcnt\u00fclemenin alt\u0131nda oldu\u011funu buldu. Yani belirleyici olan ham otorite (y\u00fcksek DA) ya da pop\u00fclerlik de\u011fil; alaka, yap\u0131 ve marka anmalar\u0131.<\/p>\r\n\r\n\r\n\r\n Bu hafta bunu ben de b\u00fcy\u00fck \u00f6rneklemde \u00f6l\u00e7t\u00fcm: 1.035 canl\u0131 sorgu, 9.740 organik sonu\u00e7. Sonu\u00e7 net ve b\u00fcy\u00fck \u00e7al\u0131\u015fmalarla ayn\u0131 y\u00f6nde: AIO \u00e7\u0131kan SERP’lerde ortalama DA daha y\u00fcksek de\u011fil, hatta biraz daha d\u00fc\u015f\u00fck (44,6’ya kar\u015f\u0131 47) ve d\u00fc\u015f\u00fck-DA sayfalar\u0131n pay\u0131 daha y\u00fcksek (y\u00fczde 32’ye kar\u015f\u0131 y\u00fczde 27). As\u0131l belirleyici otorite de\u011fil, topluluk: Ek\u015fi S\u00f6zl\u00fck AIO \u00e7\u0131kan SERP’lerin y\u00fczde 37’sinde, \u00e7\u0131kmayanlar\u0131n yaln\u0131zca y\u00fczde 19’unda g\u00f6r\u00fcn\u00fcyor; forumlarda y\u00fczde 21’e kar\u015f\u0131 y\u00fczde 11; Reddit’te y\u00fczde 15’e kar\u015f\u0131 y\u00fczde 6; YouTube’da y\u00fczde 49’a kar\u015f\u0131 y\u00fczde 40. Yani Yapay Zek\u00e2 \u00d6zeti, y\u00fcksek otoriteli de\u011fil, topluluk ve UGC yo\u011fun sayfalar\u0131n oldu\u011fu aramalarda \u00e7\u0131k\u0131yor. K\u0131sacas\u0131: y\u00fcksek DA sizi yapay zek\u00e2ya sokmuyor; alaka, yap\u0131 ve topluluk sokuyor. S\u0131radaki ad\u0131m motorlar\u0131n bizzat al\u0131nt\u0131lad\u0131\u011f\u0131 kaynaklar\u0131 canl\u0131 yakalamak.<\/p>\r\n\r\n\r\n\r\n D\u00fcnyada Yapay Zek\u00e2 aramas\u0131n\u0131n bir numaral\u0131 kayna\u011f\u0131 Reddit (Peec AI’\u0131n 30 milyon kaynakl\u0131k analizinde test edilen t\u00fcm motorlarda 1. veya 2.). Peki T\u00fcrkiye’de? Bizim yerel “Reddit”imiz Ek\u015fi S\u00f6zl\u00fck. 1.035 sorguda Ek\u015fi S\u00f6zl\u00fck, AIO \u00e7\u0131kan aramalar\u0131n y\u00fczde 37’sinde; YouTube y\u00fczde 49’unda g\u00f6r\u00fcnd\u00fc; Reddit ise yaln\u0131zca y\u00fczde 15 (\u00e7o\u011fu \u00e7evrilmi\u015f ba\u015fl\u0131k). Yani T\u00fcrkiye i\u00e7in topluluk stratejisi Reddit \u00fczerine de\u011fil, Ek\u015fi S\u00f6zl\u00fck ve YouTube \u00fczerine kurulmal\u0131. YouTube ise her iki pazarda da y\u00fckseliyor: ABD’de ticari incelemelerde, T\u00fcrkiye’de sa\u011fl\u0131k sorgular\u0131nda \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\r\n\r\n\r\n\r\n Yapay zek\u00e2 aramas\u0131 bir \u00fclkede a\u00e7\u0131ld\u0131\u011f\u0131nda etkisini hemen de\u011fil, aylar i\u00e7inde g\u00f6sterir. Hem kendi verim hem de yurt d\u0131\u015f\u0131 kaynaklar bunu do\u011fruluyor. Kapsama bir \u00fclkede a\u00e7\u0131ld\u0131\u011f\u0131nda tam olmuyor, aylar i\u00e7inde yay\u0131l\u0131yor. Kamuya a\u00e7\u0131k \u00e7al\u0131\u015fmalara g\u00f6re AIO kapsamas\u0131 Ocak 2025’te yakla\u015f\u0131k y\u00fczde 6’yken, 2026 ba\u015f\u0131nda ABD’de tahmin y\u00f6ntemine g\u00f6re yakla\u015f\u0131k y\u00fczde 48\u201365’e \u00e7\u0131kt\u0131 (Google “~%50” diyor, Xponent21\/AWR gibi takip\u00e7iler y\u00fczde 60\u201365 buluyor). Bizim verimizde de etki aydan aya derinle\u015fti: toplam t\u0131klama kayb\u0131 Mart’ta y\u00fczde 17’yken Haziran’da y\u00fczde 33 oldu; finans CTR d\u00fc\u015f\u00fc\u015f\u00fc Mart’ta y\u00fczde 48’ken Haziran’da y\u00fczde 60’a geni\u015fledi. \u00dcstelik baz\u0131 sekt\u00f6rlerde Haziran’da CTR toparland\u0131, yani i\u00e7erik uyum sa\u011flamaya ba\u015flad\u0131. Bu, Seer Interactive’in 53 marka, 5,47 milyon sorgu \u00fczerindeki \u00e7al\u0131\u015fmas\u0131ndaki “dip, sonra k\u0131smi toparlanma” \u00f6r\u00fcnt\u00fcs\u00fcyle uyumlu. K\u0131sacas\u0131 T\u00fcrkiye i\u00e7in bu i\u015f bitmedi, yeni ba\u015fl\u0131yor. Biz bu e\u011frinin ba\u015f\u0131nday\u0131z.<\/p>\r\n\r\n\r\n\r\n Peki bu t\u0131klamalar tamamen mi kayboluyor?<\/p>\r\n\r\n\r\n\r\n Hay\u0131r. \u0130ki e\u011filim \u00f6ne \u00e7\u0131k\u0131yor ve ikisi de veriyle destekli: jenerikten markal\u0131ya kay\u0131\u015f, bir de yapay zek\u00e2dan sitelere gelen trafi\u011fin art\u0131\u015f\u0131. Digital Applied’\u0131n Mart 2026 verisine g\u00f6re markal\u0131 sorgularda, AIO g\u00f6r\u00fcnd\u00fc\u011f\u00fcnde CTR y\u00fczde 18 art\u0131yor; AIO i\u00e7inde al\u0131nt\u0131lanan markalar y\u00fczde 35 daha fazla organik t\u0131klama al\u0131yor. Mekanizma \u015fu: ChatGPT ya da AI \u00d6zeti bir markay\u0131 \u00f6nerdi\u011finde, kullan\u0131c\u0131lar\u0131n bir k\u0131sm\u0131 do\u011frudan linke t\u0131klamak yerine o markay\u0131 Google’da arat\u0131yor. B\u00f6ylece jenerik\/bilgi sorgular\u0131nda t\u0131klama d\u00fc\u015ferken markal\u0131 aramalar y\u00fckseliyor.<\/p>\r\n\r\n\r\n\r\n \u0130kinci taraf da g\u00fc\u00e7leniyor: yapay zek\u00e2 motorlar\u0131ndan sitelere gelen y\u00f6nlendirme trafi\u011fi h\u0131zla b\u00fcy\u00fcyor. Similarweb’e g\u00f6re ChatGPT’nin web ziyaretleri Eyl\u00fcl 2024’ten Mart 2026’ya y\u00fczde 84 artt\u0131; bu trafik h\u00e2l\u00e2 web’in yakla\u015f\u0131k y\u00fczde 1’i kadar k\u00fc\u00e7\u00fck ama organikten kat kat y\u00fcksek d\u00f6n\u00fc\u015f\u00fcyor (ChatGPT y\u00f6nlendirmesi yakla\u015f\u0131k y\u00fczde 7, organik yakla\u015f\u0131k y\u00fczde 2). Yani tablo bir \u00e7\u00f6k\u00fc\u015f de\u011fil, bir yeniden da\u011f\u0131l\u0131m: hacim d\u00fc\u015f\u00fcyor, niyet ve marka de\u011feri y\u00fckseliyor. Bu y\u00fczden strateji “t\u0131klama say\u0131s\u0131n\u0131 kurtarmak” de\u011fil, “yapay zek\u00e2da an\u0131lan ve markas\u0131 arat\u0131lan taraf olmak” olmal\u0131.<\/p>\r\n\r\n\r\n\r\nS\u0131ralamalar yerinde durdu, t\u0131klamalar eridi<\/h2>\r\n\r\n\r\n\r\n
Tam olarak ne yapt\u0131m?<\/h2>\r\n\r\n\r\n\r\n
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Sekt\u00f6r sekt\u00f6r tablo<\/h2>\r\n\r\n\r\n\r\n
\u0130lgin\u00e7 bulgu: Yapay Zek\u00e2 \u00d6zeti hangi sekt\u00f6rde \u00e7\u0131k\u0131yor?<\/h2>\r\n\r\n\r\n\r\n
AI ne al\u0131nt\u0131l\u0131yor? Otorite de\u011fil, alaka ve topluluk<\/h2>\r\n\r\n\r\n\r\n
Kimden al\u0131nt\u0131 yap\u0131l\u0131yor: T\u00fcrkiye vs d\u00fcnya<\/h2>\r\n\r\n\r\n\r\n
18 \u015eubat bir ba\u015flang\u0131\u00e7: etki zamanla derinle\u015fiyor<\/h2>\r\n\r\n\r\n\r\n
Peki trafik nereye gidiyor? Kaybolmuyor, yer de\u011fi\u015ftiriyor<\/h2>\r\n\r\n\r\n\r\n
Kullan\u0131c\u0131 anahtar kelimeyi b\u0131rakt\u0131, i\u00e7eri\u011finiz b\u0131rakt\u0131 m\u0131?<\/h2>\r\n\r\n\r\n\r\n