article topic
sections to work through
last updated
AI platform features change quickly. This article describes what was verified on the date of the last update. Check the provider's current documentation before making an implementation decision.
An AI Visibility audit is the starting point of any implementation. Without one you optimise blind - you do not know what to fix and have no baseline against which to measure progress. The good news: you can run a basic audit yourself in two to three hours with no specialist tooling. You need access to ChatGPT, Perplexity, Google Search Console and your own site.
Area 1: visibility in AI systems (manual test)
Enter five key category queries into ChatGPT with web search and into Perplexity. Test variants: a general category question, a question about suppliers, a question with a location and a comparison question. For each, check whether your company is named, how accurate the information is, and whether AI cites your specific content or general knowledge. The result: how many of the ten queries named your company.
| Query | ChatGPT | Perplexity | Notes |
|---|---|---|---|
| [category] company | yes/no | yes/no | |
| best [category] in [city] | yes/no | yes/no | |
| how to choose a B2B [category] provider | yes/no | yes/no | |
| [category] for [your target sector] | yes/no | yes/no | |
| [your company name] | yes/no | yes/no |
Area 2: technical conditions for AI indexing
- robots.txt - check whether you block GPTBot, PerplexityBot or ClaudeBot; you need those crawlers
- JavaScript rendering - is the key content in the HTML? Disable JS in the browser and assess what you see
- llms.txt - do you have a /llms.txt file guiding AI systems?
- Page speed - Core Web Vitals in Google Search Console; AI crawlers prefer fast pages
- HTTPS and no redirect chains - the canonical version of the site available without unnecessary hops
Area 3: content quality and structure
Review five to ten key pages and assess them against these criteria. Does the page contain a clear definition of what you do within the first 60 words? Are H2 and H3 headings phrased as questions or answers? Do you have paragraphs of 134 to 167 words that stand as a self-contained answer to one question? Does the content contain specific numbers and data with dated sources? Does every service page have an FAQ section?
Area 4: structured data
- 1Go to search.google.com/test/rich-results and check the home page
- 2Check the page for each service
- 3Check two or three blog articles
- 4Assess: Organization schema on the home page? Article schema on the blog? FAQPage on services? Person schema on author pages?
- 5Count the pages with schema errors in Google Search Console (Enhancements section)
Area 5: authority and external mentions
Check the company's presence in key external sources. Search the company name in Google - how many results are there beyond your own site? Search LinkedIn (company and employee profiles), Reddit and industry sites. Check whether you have a Google Business Profile and whether the data is current. Assess the number and quality of reviews. The key question: could somebody who has never visited your site learn about your company from other sources available to AI?
Area 6: completeness of the entity profile
An entity in an AI context is a unique thing - your company, your experts, your products. The more consistent information about the same entity exists across the web, the stronger the entity graph AI builds about you. Audit it: are the company name, description and contact details identical everywhere?
- Company name: consistent everywhere - your site, Google Business Profile, LinkedIn, company registers
- Business description: consistent across the key channels
- Address and contact details: name, address and phone identical everywhere
- Expert biographies: every key employee has a full LinkedIn profile and a page on the company site
- Dates and facts: year founded, client numbers and specialisations stated consistently
How to score the audit
Score each of the six areas from one to five. Below 15 out of 30 is a critical audit - start with the technical foundations and content. Between 15 and 22 is average: you have a foundation, so work on external authority. Above 22 is a good base: concentrate on systematic content marketing and monitoring results. Repeat the audit quarterly, because AI systems update their knowledge and your position can change.
Assess whether your category is suitable for AI Visibility measurement.
We assess category fit free of charge. Full visibility and competitor measurement is delivered within a Snapshot or a strategic audit.
0 PLN · Fit assessment, without a promise of a full report
Frequently asked questions
How long does a full AI Visibility audit take?
A self-service review gives orientation. The timeline for a professional measurement depends on the number of questions, models, markets and the benchmark scope.
Does the audit need repeating?
Yes. We recommend re-checking quarterly, because AI systems update their knowledge regularly.