THE SHORT ANSWER
Ask the questions your customers ask, in several AI tools, and record whether you’re mentioned, how you’re described, who’s recommended instead and which sources are cited. Repeat monthly with the same questions so you can see what changes.
Step 1: write down your customers’ questions
Pick 10 to 20 questions real buyers ask. Mix these types:
- “Who is the best [service] for [type of customer]?”
- “[Your business] vs [competitor]”
- “How much does [service] cost?”
- “Is [your business] any good?”
- “What should I look for in a [service] provider?”
Step 2: ask several AI tools
Run every question in ChatGPT, Gemini, Perplexity, Microsoft Copilot and Google’s AI Overviews or AI Mode. Each uses different sources, so results differ.
Use a fresh, logged-out session where you can, and run each question more than once. AI answers vary, so one test is a snapshot, not a verdict.
Step 3: record what you see
A simple spreadsheet is enough. Use columns like these:
| Question | Tool | Mentioned? | Accurate? | Recommended instead | Sources cited |
|---|---|---|---|---|---|
| Best family law firm in [city] | ChatGPT | No | n/a | [Competitor A], [Competitor B] | Directory site, review site |
| [Your firm] reviews | Perplexity | Yes | Partly: old address | n/a | Your site, Google reviews |
Step 4: look for patterns
- Which sources keep being cited? Those are the sites to be present on.
- Which competitors keep appearing, and what do they have that you don’t?
- Is anything about you wrong or out of date? Note where it probably came from.
- Which questions never mention you? Those are your content gaps.
Step 5: check your website analytics
AI tools often appear as referrers in your analytics, for example chatgpt.com or perplexity.ai. A rising trend there is a good sign your visibility is growing.
Then repeat the whole check monthly with the same questions, so you compare like with like.
Consistency beats volume. The same 15 questions every month tell you more than 100 questions asked once.
Key takeaways
Common questions
AI tools generate answers fresh each time and may search different sources. That’s why you test each question more than once and look for patterns.