LLM visibility is how often a brand is mentioned, recommended or cited when people ask AI tools like ChatGPT, Gemini, Perplexity and Google’s AI Overviews about what it sells. More buyers now start their research in these tools, and clients are starting to ask agencies one question: “Do we show up in ChatGPT?”
This guide shows how to check brand visibility in ChatGPT and other AI tools, what to measure, how to track it over time and how to report it. If you’d rather not run the checks by hand every month, LLM visibility tracking can do it under your agency’s brand.
Why AI visibility matters for clients
When someone asks an AI tool “What’s the best accounting software for a small charity?” or “Which dentist near me does same-day implants?”, the answer usually names a handful of brands. If a client isn’t one of them, they may never be considered, even if they rank well in normal search.
AI visibility doesn’t replace SEO. AI tools lean heavily on pages that already rank and on brands mentioned across trusted sites. We explain how the pieces fit in GEO vs AEO vs SEO.
How to check brand visibility in ChatGPT
1. Build a prompt list from real questions
Write 20 to 50 questions a real customer would ask, in their words. Mix three types:
- Category questions: “best [service] for [type of customer]”
- Comparison questions: “[client] vs [competitor]”
- Problem questions: “how do I fix [problem the client solves]”
2. Run the prompts across AI tools
Run each prompt in ChatGPT, Gemini, Perplexity and Google’s AI answers. Use the same wording every time, and note the date, tool and location.
3. Record what you see
For each answer, record:
| What to record | Why |
|---|---|
| Is the brand mentioned? | The basic visibility measure |
| Where in the answer? | First mention carries more weight |
| How is it described? | Accuracy and sentiment |
| Which competitors appear? | Who you’re losing to |
| Which sources are cited? | Where AI tools get their information |
4. Turn it into a score
Share of voice is the simplest measure: the percentage of prompts where the brand is mentioned, compared with each competitor. Track it monthly rather than reacting to single answers, because AI answers change.
What to measure over time
- Mention rate across the prompt list
- Share of voice against the top three competitors
- Citations of the client’s own pages
- Accuracy of how the brand is described
- Sources cited, which show where to earn mentions next
Example prompt list
For a fictional dental clinic in Leeds, a starter prompt list might include:
| Type | Example prompt |
|---|---|
| Category | “Best dentist in Leeds for nervous patients” |
| Service | “Where can I get dental implants in Leeds?” |
| Comparison | “Invisalign or braces for adults, and who offers them in Leeds?” |
| Problem | “Emergency dentist open on Saturday in Leeds” |
| Brand | “Is [clinic name] a good dentist?” |
Use the same list every month, add new prompts only when the client adds services, and keep a record of every answer.
Manual checks vs tracking tools
Manual checks are fine for a baseline and for small prompt lists. They take time, and results vary by account, location and day. Tracking tools run the same prompts on a schedule and keep history, which makes trends easier to see and report. Whichever you use, keep the prompt list fixed so month-to-month comparisons are fair.
How to improve LLM visibility
The results usually point to the same fixes:
- Fix the facts. Make sure the website, profiles and directories describe the brand consistently.
- Answer questions clearly on the client’s own pages, with direct answers near the top and FAQ sections.
- Earn mentions on the sources AI tools cite. Industry sites, reviews and articles in the niche. Our guide to getting mentioned by ChatGPT and AI tools covers how.
- Keep strong SEO. AI answers and Google’s AI features draw on pages that already rank. See how to get cited in Google AI Overviews.
Running an AI visibility audit
Before ongoing tracking, a one-off AI visibility audit sets the baseline: where the brand appears today, where competitors appear instead, which sources are cited and what to fix first. It also makes a strong sales conversation with clients who are already asking about AI.
Reporting AI visibility to clients
Keep it simple and honest:
- Mention rate and share of voice, compared with last month
- Two or three example answers, with screenshots
- Which competitors appear most, and where they’re cited from
- What you did this month and what’s next
Add it as a short section in your monthly SEO client report, so AI visibility sits next to rankings and traffic rather than replacing them.