AI-assisted discovery creates a new kind of brand risk: a company can be strong in the real world but poorly represented in the information environment that AI systems use. To check on your brand visibility, here are ten questions as a practical starting point.
1. Can an AI assistant accurately explain what your company does?
Ask several major AI assistants a neutral question about your business. Is the description correct, current and specific? Does it reflect the right category, market and value proposition?
- Does Google associate your brand with the right category and topics?
Search your brand name, service categories and common customer questions. Review the pages that appear, the language that Google uses and whether your company is connected with the topics that you want to be an expert in.
3. Is your positioning clear on your website?
Your company website should make it easy to answer four questions: Who are you? What do you do? Who do you serve? Why should someone choose you? If customers have to decode your slogan to understand any of these brand questions, your brand’s discoverability and conversion would not be ideal.
4. Are the founders and leadership of your brand represented clearly?
In expertise-led businesses, people are part of the brand’s authority. Leadership profiles should communicate roles, experience, areas of expertise and relevant achievements accurately.
5. Do trusted third-party sources mention your brand?
Is your business mentioned by credible media, industry bodies, partners, clients, event organisers or reputable directories? Third-party evidence can help potential customers validate what your company says about itself.
6. Is your core business information consistent?
Check company descriptions, addresses, contact details, service names, leadership titles and market positioning across key profiles. Inconsistency can create confusion and may lead to outdated summaries.
7. Do you publish expert content that answers real customer questions?
A strong content library should reflect what customers actually need help with. Review whether current articles contain first-hand knowledge, examples, frameworks, data or a distinctive point of view, rather than generic summaries.
8. Can search and AI crawlers access the pages that you want to be discovered?
Your website should allow search engines and AI systems to see and understand your pages so they can potentially show them in search results or AI answers.
9. Can you measure AI-assisted discovery at all?
Make sure analytics is configured to identify referral traffic from AI assistants where possible. Check your website data and Google Search Console regularly, and keep a simple record so you can see whether AI-driven visits are increasing over time.
10. Does visibility lead to a useful next step?
Being visible and easy to find only matters if potential customers can engage with you as a next step. Check that your key pages make it easy for visitors to get in touch, make a booking, sign up, download something, visit you or take the next step. Being visible is a good start, but it should lead somewhere useful.
How to interpret the audit
A “no” or “not sure” doesn’t mean you’ve done something wrong. It simply shows you where there may be room to improve.
Group the areas that need attention into five simple areas:
- Understand your audience
- Make your brand clear
- Create useful content
- Help people find you
- Make it easy for people to take action
Together, these areas give you a clearer picture of how well your website supports growth, rather than treating AI visibility as a separate technical task. Get Your Complimentary RTG Growth Scan today to improve your brand’s AI visibility.