Most teams buy AI visibility tools, then barely change how they do SEO. The ones that win treat those tools as a second Search Console: a live map of how LLMs actually talk about their brand, competitors, and category, and then rebuild strategy around that.
Footnote: Disinformation in GEO Tool Marketing
Many GEO tool vendors are at the forefront of a massive campaign to pretend that GEO is not SEO and that LLMs are independent Search Engines that have their own ranking algorithms, databases and processes. This also made the hiring of an SEO Lead for Anthropic really interesting.
Start with use cases, not tool features
“AI visibility” tools are only useful if you’re clear on the problems they should solve for you. For most SaaS and B2B brands, that’s three things:
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Find out which questions in AI search you already “own,” where your brand is the default answer.
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See which competitors get mentioned instead of you when buyers ask the questions you care about.
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Discover pages and domains that LLMs keep citing so you can reverse‑engineer and out‑position them.
Before you even pick a platform, define these use cases and write down how often you’ll check them and how they’ll change your roadmap. If you can’t tie a view directly to content decisions, link building, or positioning, it’s just a dashboard.
Build a prompt set from real buyer language
AI visibility tools live and die on the prompts you feed them. Instead of generic “best AI visibility tool” or “AI SEO software,” mine actual phrasing from:
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Sales calls and discovery forms
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Support tickets and “why we chose/left you” notes
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Reddit, G2, Capterra, X threads in your niche
Turn that into a stable “prompt set” that represents how your ICP asks for help: “tools to see if ChatGPT mentions my brand,” “how do I check AI search visibility,” “track mentions in AI Overviews,” and so on. Treat this prompt set like your keyword list for the AI layer. You’re not just ranking for terms any more; you’re auditing how often and how well you appear as an answer.
Use AI visibility data to reshape your content map
Once you see which prompts you win, lose, or don’t show up for at all, you can redesign your content architecture. Typical patterns you’ll find:
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Prompts you want but don’t appear in: you likely have zero or weak “standard answer” pages on your site. Fix that by publishing one clear explainer, one comparison, and one “how to choose” piece around each gap.
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Prompts where you’re mentioned but not cited: you’re in the corpus, but your pages don’t look like clean sources—thin, scattered, or lacking structure and headings that match the question. Consolidate and harden these into a single strong resource.
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Prompts where competitors dominate: list the exact questions and build a small funnel for each—top‑level explanation, teardown of the wrong approaches, and a product‑adjacent walkthrough that shows your way of solving it.
Every quarter, update your topic map based on what the AI tools show you about questions, not just keyword volumes.
Make “answer‑first” pages your core asset
LLMs pull from content that looks like a neat, copy‑and‑pasteable answer. That doesn’t mean “AI‑written fluff”—it means pages that:
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Start with a direct, one‑paragraph answer to the question in plain language.
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Use clear subheadings that mirror the way people phrase follow‑ups.
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Include one or two simple, scannable frameworks (checklists, steps, tables) that can be easily summarized.
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Tie in concrete examples from your product and customers so you’re not just repeating generic advice.
Your AI visibility tool will show you which pages get cited or mentioned most often—use that to reverse‑engineer your own template. Then retrofit your older “bloggy” content into this answer‑first pattern.
Treat citations like links (for the AI layer)
In classic SEO, you chase links and authority. In AI visibility, you chase citations and inclusion in the training diet for “best answers.” For each high‑value question where your brand is missing, use the tool’s data to identify:
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The articles, docs, and listicles that LLMs keep referencing.
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Aggregators and analysts that define the “shortlist” of tools in your category.
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High‑trust educational sites that show up whenever someone asks how to solve your core problem.
Then build a small outreach and content program aimed specifically at those sources: contribute better examples, data, or mini‑frameworks; offer quotes; create companion pieces their audience will value. You’re essentially doing digital PR and guest content, but with the explicit goal of becoming part of the reference set AI systems rely on.
Use AI visibility to debug UX and positioning
AI answers don’t just tell you whether you’re visible; they tell you how you’re framed. If tools keep summarising you as “a generic SEO platform” while calling competitors “AI visibility specialist” or “LLM analytics leader,” you have a positioning problem, not just a content gap.
Use what AI systems say about you to:
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Rewrite your one‑line description, homepage hero, and key product pages so they consistently express the positioning you want.
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Align your nav labels, pricing page copy, and feature names around the category and use cases you want to own.
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Update your external profiles (directories, review sites, partner pages) so the same short description appears everywhere.
Over time, this consistent framing makes it easier for LLMs to understand who you are and slot you into the right mental bucket when they answer.
Close the loop with analytics and product
The best teams don’t stop at “we improved our AI visibility score.” They connect the dots between AI mentions, site sessions, and pipeline. Even if attribution is squishy, you can still:
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Watch for rising branded and “brand + AI” searches that correlate with improved AI visibility metrics.
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Track signups or demo requests that mention “found you via AI” in free‑text fields, chat, or sales notes.
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Compare performance of pages and features you’ve deliberately optimised for AI‑style questions against the rest of your content.
When you see a question where you just gained visibility and you know it maps to a high‑value feature or persona, feed that back into your product marketing and onboarding. Turn those questions into in‑app tours, checklists, and playbooks so that win shows up in retention and expansion, not just in dashboards.
If you tell me which AI visibility tool you’re using (or considering) and what your product does, I can turn this into a concrete 90‑day plan: which prompts to track, which pages to build or refactor first, and how to measure whether your AI visibility is actually moving revenue.
