Monitoring Your Brand in ChatGPT, Perplexity, and Gemini
Monitoring Your Brand in ChatGPT, Perplexity, and Gemini” — optimized for both LLMO (Large Language Model Optimization) and GEO (Generative Engine Optimization).
If SEO tracks clicks, GEO tracks citations — and that’s the shift most brands aren’t watching closely enough.
Today’s consumers aren’t just Googling anymore. They’re asking ChatGPT for advice, Perplexity for product comparisons, and Gemini for research summaries. In many cases, these tools answer questions without sending traffic to your site.
If your brand isn’t appearing in those AI-generated responses, you’re invisible in the new search landscape — even if your SEO is strong.
What This Guide Covers
In this post, we’ll walk through:
How to manually query ChatGPT, Perplexity, and Gemini for branded visibility
The best tools for automated LLM citation tracking (Semrush, Ubersuggest, Ahrefs)
A simple spreadsheet logging workflow you can start using today
How to interpret AI mentions and build a feedback loop for GEO
Whether you’re running a small local business or a national brand, tracking where and how you show up in AI-generated answers is now as critical as tracking your keyword rankings.
Before You Start
If you haven’t yet read our Complete Guide to Generative Engine Optimization (GEO), start there first.
It explains how GEO and LLMO work together — and why appearing in generative results can soon be more valuable than page-one rankings.
Why monitor AI citations at all?
The future of search isn’t about where you rank — it’s about whether AI chooses you.
AI answers are now a primary surface for discovery. Google’s AI experiences—AI Overviews / AI Mode—put synthesized answers above classic links and (when available) include source links. If you only measure rankings/CTR, you’re blind to this new visibility layer.
The tools you’ll use (and what each is for)
Semrush — AI Tracking (Position Tracking / AI Mode + Overviews): Track if/where your site appears in Google’s AI experiences and view SERP snapshots of AI answers alongside classic positions. Start with Semrush’s AI Mode in Position Tracking news and this how-to guide.
Ubersuggest — AI Search Visibility (LLM Beta): Monitor brand presence and citations across AI surfaces inside your SEO dashboard. See NP Digital’s announcement “Ubersuggest puts AI search power…” and the help doc Introducing AI Search Visibility.
Ahrefs — Brand Radar: Benchmark your brand vs. competitors, cluster prompts, and find citation gaps to close with Brand Radar.
Tip: Keep tool outputs separate from manual tests. Tools help you scale, but hands-on prompting shows the exact wording and sources users see.
Part 1 — Set up automated tracking (10–20 minutes)
A) Semrush: add AI Mode/AI Overviews tracking
Create or open your Position Tracking campaign.
In search engine options, add Google AI Mode (and AI Overviews if available).
Import a keyword list that reflects prompts too (e.g., “what is [term]”, “how to [task] step by step”).
Use View SERP to see the actual AI panel and whether your URL was cited. Log “Cited? Y/N” and the linked URL.
For context, skim Semrush’s news update and setup guide.
Why Semrush first: It keeps your AI visibility next to rankings so you can compare rank vs. AI citation.
B) Ubersuggest: enable AI Search Visibility
In Projects, open your site and locate AI Search Visibility.
Review branded/non-branded prompts where you appear; note citations, mentions, and sentiment if provided.
Export prompts/appearances and add them to your master log.
References: NP Digital’s feature announcement and Ubersuggest Help’s AI Search Visibility intro.
C) Ahrefs: baseline with Brand Radar
Open Brand Radar and run a baseline for your brand + 2–3 competitors.
Identify topics/prompts where you’re absent but competitors are cited.
Save “opportunity” prompts into your backlog for content/snippet updates.
Part 2 — Manual checks in ChatGPT, Perplexity, and Gemini (15 minutes/month)
Why manual? Tool indexes are catching up, but hands-on prompting shows what users actually see and which lines get lifted.
ChatGPT (with browsing or integrated web results when available):
Prompts to try:
“what is [your topic] (short definition)”
“best way to [job] step by step”
“top [category] tools for [use case]”
“according to [your brand], how to [task]”
Record: whether your brand is named, whether your URL is cited/linked (if web results are used), and which sentence resembles your snippet.
Perplexity:
Perplexity typically shows inline citations and a sources panel—perfect for logging. See: How Perplexity works.
Run the same prompts; log if your domain appears and the exact page.
Gemini:
Run prompts; when sources are present, tap Sources to see linked URLs (not all responses include them). Help article: Find sources in responses.
Note “No sources” if the button doesn’t appear.
Keep phrasing variants. A definition (“what is…”) may cite one page; a how-to (“how to…”) might cite another.
Part 3 — What to log
Tracking your brand in AI search isn’t just about whether you’re mentioned — it’s about how, where, and why.
Your goal with this log sheet is to turn AI visibility into measurable data.
Each entry gives you insight into how generative engines like ChatGPT, Perplexity, and Gemini interpret, cite, and position your brand compared to competitors.
Here’s what to capture each time you check:
1. The Platform
Record where the result came from — ChatGPT, Perplexity, Gemini, Claude, or another AI search tool.
Each model surfaces information differently: Perplexity often shows inline sources, while Gemini uses a “Sources” button. Tracking these patterns helps identify which engines favor your structure or schema.
2. The Prompt
Log the exact prompt you used — word-for-word.
Prompt precision matters for GEO consistency.
Example categories:
Definition prompts: “What is Generative Engine Optimization?”
How-to prompts: “How do I optimize content for AI search?”
Comparison prompts: “GEO vs SEO — what’s the difference?”
Keeping prompts standardized month-to-month makes your data comparable over time.
3. Brand Mentions and Citations
Document whether your brand was:
✅ Mentioned (even without a link)
🔗 Cited with a visible link or reference
❌ Not included
Also note citation type — link, inline reference, or listed under a “Sources” or “References” panel.
Even unlinked mentions signal topical authority and should be logged.
4. Competitors and Context
List other brands or publications that appeared alongside yours.
If the same few competitors are always cited, study their structure — they may be using better schema, clearer snippets, or fresher updates. This context shows where you stand in your LLMO landscape.
5. Observations and Actions
Add qualitative notes:
Did the AI summarize your ideas but not cite you?
Did it link to an outdated version of your content?
Was your brand phrasing used indirectly (“according to a marketing agency...”)?
Then record your next action — for example:
“Add schema markup to article.”
“Rewrite opening paragraph with snippet-ready phrasing.”
“Publish supporting cluster post.”
This turns your log into a continuous GEO improvement system, not just a tracking sheet.
The more precisely you log your AI citations, the easier it becomes to identify what makes large language models choose — or ignore — your brand.
🧾 AI Brand Monitoring Log Sheet
How to use: Track when and how your brand appears in AI search engines like ChatGPT, Perplexity, and Gemini. Update this monthly to monitor your GEO and LLMO visibility.
| Date | Platform | Prompt | Query Type | Brand Mentioned? | Citation (Y/N) | Citation Type | Competitors Mentioned | Notes / Observations | Content URL | Action Taken / Next Step |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025-10-08 | ChatGPT | “What is Generative Engine Optimization?” | Definition | ✅ Yes | ❌ No | Inline summary only | Neil Patel, Backlinko | ChatGPT used indirect phrasing similar to our pillar intro. | GEO Pillar | Add snippet-ready definition near top. |
| 2025-10-08 | Perplexity | “Best GEO agencies in the US” | Comparison | ✅ Yes | ✅ Yes | Sources panel link | GrowthBar, SurferSEO | Appears #2 in source list. | — | Strengthen E-E-A-T section. |
| 2025-10-08 | Gemini | “Who teaches GEO and LLMO?” | How-to | ❌ No | ❌ No | None | HubSpot Academy | Missing entirely from results. | — | Publish training content blog. |
Tip: Run the same prompts each month for consistent data and color-code results (✅ green for inclusion, ❌ red for missing) to visualize trends over time.
Click here to use the Google Sheets version.
Part 4 — Turning insights into fixes (fast loop)
If mentioned but not cited: Add a 2–3 sentence snippet at the top of your most relevant section; include a 3–5 step list or tiny table; link a primary source.
If never retrieved for definitions: Open the page with a bold 2-sentence definition; add a glossary comparison table.
If assistants link to competitor explainers: Publish a cleaner, more canonical explainer (short definition + steps + schema + author/date).
If AI Mode shows a different URL than you expect: Align the on-page snippet to the prompt intent (definition vs. how-to) and ensure internal links point to the canonical page.
For context on how links/sources appear in Google’s AI experiences, see AI features & your website.
Step-by-step walkthroughs
Semrush AI Tracking: Position Tracking → AI Mode/AI Overview → View SERP on a keyword → screenshot the AI panel with any cited URLs (yours or competitors). Start with the news update and how-to.
Ubersuggest AI Visibility: Projects → AI Search Visibility → export prompts/appearances; screenshot any brand/competitor comparisons. See announcement and help center.
Ahrefs Brand Radar: Dashboard → benchmarks & gaps → save a list of prompts where you’re missing; screenshot a topic cluster view. Start at Brand Radar.
Gemini “Sources” panel: Run a prompt → open Sources → screenshot linked domains. Help: Find sources in responses.
Perplexity citation view: Run a prompt → capture the inline citations and the sources block. Learn how it works: Perplexity Help.
Your monthly cadence (60–90 minutes total)
Test monthly. Trend quarterly. Adjust often.
Week 1: Refresh Semrush/Ubersuggest/Ahrefs baselines; export any new citations.
Week 2: Run the manual prompt pack (10–15 prompts per assistant). Paste results + screenshots into your log.
Week 3: Fix 3–5 snippet/provenance issues (bylines, dates, definitions, steps, schema). Use Google’s guidance on helpful, people-first content.
Week 4: Re-test the worst-performing prompts; note movement (mention/citation/position).
FAQ
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A visible link in the answer surface or sources panel that points to your domain. In Gemini, look for the Sources button (how it works); in Perplexity, citations are often inline (help doc). Log brand mentions even without links—they still indicate topical authority.
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Often, but not perfectly. That’s why AI tracking next to rankings (Semrush) and AI-specific platforms (Ahrefs Brand Radar, Ubersuggest AI) are useful together. See Semrush guide and Brand Radar.
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Mirror real user phrasing: definition (“what is…”), how-to (“how to…”), comparisons (“X vs Y”), and decision prompts (“best way to…”). Keep a standard pack so month-to-month data is comparable.
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You can manually test prompts like “What does [your brand] do?” or “Who are the best [your niche] companies?” and review the AI’s answer for citations or summaries.
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Tools like Semrush AI Tracking, Ubersuggest LLM Beta, and Ahrefs Brand Radar track how often your content appears in AI-generated search results.
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Once a month is enough to see trends and measure whether your GEO strategy is improving.
Conclusion
“If SEO is about being discovered, GEO is about being chosen.”
The rise of AI-driven search means your brand’s visibility no longer ends at Google’s front page — it now lives inside the answers that ChatGPT, Perplexity, and Gemini deliver. Tracking where and how your content appears in those responses isn’t a vanity metric; it’s the foundation of your future Generative Engine Optimization (GEO) strategy.
By consistently logging your visibility data, reviewing AI citations, and comparing your results month to month, you’ll start to see patterns that reveal what makes these models choose you — or skip you. Every insight you gather becomes a new opportunity to strengthen your structure, update your content, and signal greater authority.
The brands that measure, learn, and adapt early will hold the advantage in this new search era — not because they’re louder, but because they’re findable where attention has moved.
References
Author: Noah Swanson
Noah Swanson is the founder and Chief Content Officer of Tellwell.