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GEO measurement to know where your brand appears and how AI represents it
When a customer asks an AI about the products or services you offer, does your brand appear? What does it say about it? What alternatives does it recommend?
GEO analytics lets you analyze your presence in AI responses and understand how it evolves in queries relevant to your business. It allows you to determine whether your company appears when a user expresses a need related to your offerings, what information is displayed, and which other brands are included in the response.
It also helps identify the sources cited and the differences among platforms, markets, and business lines.
At Azurally, we link that analysis to your business goals. We measure visibility, mentions, citations, and messages associated with your brand, and put them into context with your search engine performance and the available data from your website.
We answer the question: How does your brand appear in AI responses?
How do we measure GEO KPIs?
GEO measurement is the analysis of a brand’s presence and representation in responses generated by artificial intelligence.
To interpret these results, we need to define which queries we analyzed and under what conditions. The metrics describe what was observed in that sample; they do not represent all the conversations users have with AIs.
Therefore, we created GEO Key Concepts—key concepts around which the brand should be positioned, both at the brand level and the generic level, encompassing products and services as well as their respective categories and services. Depending on the nature of the brand, we include different topics to measure its reputation and authority.
We segment by country, language, and LLM version (for example, we measure both the paid and free versions of ChatGPT), topics, and tag each query with different labels so we can measure visibility, sentiment, and other metrics from different perspectives—not just branded versus unbranded, but also, for example, by stages of the customer journey or type of intent.
Why Develop a GEO Measurement Strategy
Your brand may appear, but the message may not help you compete.
Imagine that your company shows up when someone asks for recommendations about your industry. At first glance, that seems like a good result.
But when you review the response, you discover that the AI describes a service you no longer offer, omits your area of expertise, or recommends a competitor for the need in which you have the most experience.
Knowing that you appear in the search results is only part of the analysis. You also need to understand how you do so and whether that information helps the client evaluate your proposal.
The opposite scenario also matters: Your brand may appear in search results that include its name but be left out when a user searches for a solution without knowing any specific providers.
GEO measurement allows you to distinguish between these scenarios. This way, you can identify where there is an opportunity for visibility and where you need to improve the accuracy of the information.
Traditional metrics are still important
Clicks, impressions, traffic, and conversions are still necessary for evaluating your digital presence.
However, website visits alone do not reflect how your brand appears in the search results a user views before clicking.
That’s why we combine both perspectives: what’s happening in the search and AI environments, and what activity can be observed on your website afterward.
A mention does not equal a visit, and a visit does not equal a sale. Each metric must be interpreted based on the insights it provides; that’s why we create dashboards with KPIs from various sources, ranging from web analytics tools such as Google Analytics, Adobe Analytics, Matomo, etc., to Google Search Console and Bing Webmaster Tools, to other AI-powered analytics tools.
Azurally’s Methodology for Developing a GEO Measurement Strategy
We analyze what you sell, who you want to reach, and what that person needs to know before choosing you.
What We Measure in a GEO Project
We define visibility KPIs in IA as % Visibility, Sentiment, Presence in the Top 3 of mentioned brands, Average ranking of mentioned brands, number of mentions, number of citations, etc.
Percentage
of Visibility in Responses
We measure the proportion of responses in the sample in which your brand appears.
For example, if it appears in 30 out of 100 analyzed responses, its presence rate in that sample is 30%. This does not mean that it reaches 30% of users or that it has that market share across the entire market.
We break down the results by topic, platform, and market to identify where visibility is concentrated.
Brand Mentions
We record explicit references to your company or to the products defined in the analysis.
Sources (referenced pages)
We analyze the links and references that the response provides to support the information.
We distinguish between mentions of your website or official domain. Just because an AI mentions your brand doesn’t mean it has linked to your content; it may also mention a page without explicitly mentioning the company.
This distinction helps us understand both the brand’s presence and the visible use of its content.
Sentiment and context of the recommendation or response
We analyze whether the portrayal is favorable, neutral, or unfavorable, and what arguments underpin that assessment.
Presence relative to competitors
We compare which brands appear in the same search queries, the needs they address, and their sentiment.
This analysis helps identify competitors that are gaining visibility on specific topics, even if they aren’t the same ones you typically identify on other channels.
Traffic and business results
We measure important project metrics through Google Search Console, Google Merchant Center, and Google Analytics, such as the percentage of organic purchases through Google or the number of sales.
What does the GEO Measurement Strategy service include?
The service is tailored to brands, service companies, and ecommerce businesses that need to understand and track their visibility in AI.
It can be used as an initial assessment or for periodic monitoring of a GEO strategy. The scope specifies the platforms, markets, topics, frequency, and depth of the analysis.
Initial Assessment and Measurement Plan
We review your objectives and business lines to define the questions the project must address. We conduct an assessment of the current situation and develop a measurement plan that includes scope, criteria, and priorities. We perform the project’s first measurement.
GEO Visibility Report
We present the results by topic and platform so you can understand where your brand appears, how it is described, and how it compares to other options.
The report includes mentions, quotes, messages, potential errors, and relevant discrepancies. It incorporates examples of responses to explain the findings and recommendations for action.
We put these results into context with website performance and analytics when we have access to relevant data.
GEO Dashboard
We centralize the agreed-upon metrics in a dashboard to track their progress and compare periods.
Depending on the scope, you can filter by business line, platform, market, or query group. We distinguish the results of monitored tests from data provided by other sources.
The dashboard is updated at the frequency defined for the project.
Attachments
We document the included queries, their classification, and related information.
This makes it easier to review the analysis and understand where each conclusion comes from.
Analysis of sources and consistency across channels
In certain projects, especially those involving PR GEO, we examine which pages and domains are cited and what information they provide about your brand.
We review the differences between your website, media outlets, publications, and other accessible channels. The goal is to identify opportunities for visibility and partnerships with third-party websites that serve as “AI sources” for a specific topic.
Periodic review and recommendations
We present the results on a monthly or quarterly basis, depending on the project.
We explain what has changed, what warrants attention, and what actions we recommend. We also review whether the sample continues to reflect your business priorities.
Benefits of the GEO Measurement Strategy
- Know where you stand. You have a documented baseline to analyze where you appear and what you need to improve.
- Distinguish between visibility and quality of representation. You can determine whether your brand is present but associated with negative messages or ones that are of little use to the customer.
- Identify opportunities by business line. The breakdown allows you to focus your efforts on relevant topics where there is room for improvement.
- Understand who your competitors are in the search results. You’ll discover which alternatives appear alongside your company and what arguments are used to recommend them.
- Prioritize content and communication. The findings help you decide which information to expand upon, correct, or support with stronger evidence.
- Evaluate trends within their context. You can review changes alongside the actions taken and variations in platforms or tools.
