AI visibility is measured by repeating the same questions in the same tools at regular intervals and recording whether your company is mentioned and which sources the answer cites. A single answer tells you nothing, because answers vary. The trend does.
Why this is harder than tracking Google
On Google a page has a position. In an AI answer it does not. The same question can produce a different answer on a different day, for a different user and with different wording.
So the measurement is always a sample. It is still worth doing, because otherwise you do not know whether AI talks about you, your competitor or neither.
Choose 10–20 questions
Write the questions the way a customer would ask them: “which accountant suits a small online shop”, not “accountant”. Include questions from different stages of the buying journey.
- Problem: “why does my site not show on Google”
- Comparison: “best way to handle X”
- Choice: “who does X in Tampere”
- Your name: “what do you know about company X”
Record the same things for every answer
- The date, the tool (for example ChatGPT, Claude, Google’s AI answer) and the language.
- Was your company mentioned? In what context, and with correct information?
- Which competitors were mentioned?
- Which sources did the answer cite?
An ordinary spreadsheet is enough. What matters is that you do it the same way every time.
Repeat once a month
A month is a suitable interval: changes have time to show, but the work does not grow out of hand. Note in the same sheet what was changed on the website. Otherwise you will not know what affected what.
Look at visits and enquiries too
Analytics shows whether visitors arrive from AI tools. The volumes are often still small, but the direction is interesting.
Ask new customers where they found you. More and more answer “I asked AI”, and that shows in no report. Analytics and conversion tracking helps with setting up the measurement.
What to do with the observations
If you are not mentioned, look at which sources the answer cites and consider why they were good enough. Often they contain a direct answer to the question, which your own page lacks.
If the information is wrong, correct it first on your own website and in your profiles. From here on the work is GEO and AI search optimization.