The way users are asking questions online has changed. Instead of typing queries into the search bar, they’re having full-blown conversations with large language models (LLMs) like ChatGPT, Gemini, and Claude.
While securing top rankings in traditional search results remains important, you now need to ensure your brand is being recommended in these conversational answers, too. ChatGPT alone has around 193 million daily users, so if you’re not showing up then you’re likely missing out on a huge, highly intent-driven audience.
Gaining visibility here is one thing, but actually tracking it is another. Luckily, there are a few ways to measure your brand’s AI presence, which we’ll go through here.
Traditionally, we track impressions and share of voice. However, in the world of LLMs, you need to be tracking the share of model (SoM).
LLMs don’t generate a standardised page of results like traditional search engines. Because of this, visibility isn’t about landing the top spot, it’s about being included in the generated response, being cited, or being the main recommendation.
Measuring this can be tricky, and requires a combination of manual checking, smart prompting, and analytics tools.
The simplest way to work out how your brand is being represented in AI is to ask all the major models (ChatGPT, Gemini, Claude, and Grok) a series of straightforward prompts.
You should do this each month and document how often your brand is mentioned, the tone the AI uses to describe you, and which competitors are consistently beating you.
While platforms like ChatGPT often give answers without sending users elsewhere, search-focused LLMs like Gemini and Perplexity are better at directing and referring.
Keep a close eye on your website analytics and look specifically at your referral traffic sources. You will start to see traffic trickling in from places like chatgpt.com, so you can build out reports that focus on traffic from the major LLMs to see where you’re getting traction at a glance.
To do this:
If this traffic is growing, that’s great! This means the models aren't just talking about you - they are successfully driving users to your site.
As the marketing landscape evolves, so do the tracking tools we use. Emerging platforms and specialised SEO tools are now starting to offer LLM tracking or GEO (generative engine optimisation) analytics.
These tools automate the prompt testing process, querying various AI models thousands of times behind the scenes to give you a more accurate percentage score of how often your brand appears for things like industry-specific keywords.
To improve your visibility, you have to understand how these models find you. Since they rely on their training data and real-time web scraping, LLM visibility is about providing information, and the methods for getting cited are pretty similar to how standard SEO works. The highest authority brands with the best quality content and easy-to-crawl sites come out on top.
To give the models what they want, you need to utilise things like:
There’s no need to panic and think your entire marketing strategy needs to be thrown out the window. That being said, AI visibility isn’t merely a fad and you do need to be treating AI models as a new audience. By tracking how often and how accurately they mention your brand, you will be better prepared for the future of search.
If you need help tracking and monitoring your AI visibility, we can help. Get in touch with us today to see what we can do for you.
