This chapter replaces outdated KPIs with metrics that reflect real influence.
Why Old Metrics Fail
- Rankings do not guarantee visibility
- CTR does not capture AI exposure
- Traffic does not reflect brand recall
You can lose traffic and gain market influence at the same time. That influence lives inside AI answers.
The Core GEO Metrics
Share of Model Voice (SoMV)
Measures how often your brand appears in AI-generated answers compared to competitors. If an AI cites three brands and one is yours, you control roughly one-third of that answer’s influence.
Citation Frequency
Track how often your brand is Mentioned, Quoted, or Used as a reference. Repeat citations signal authority. One-off mentions do not.
AI Impressions (Not Clicks)
AI impressions occur when your brand influences an answer, even if no click happens. Brand recall often shows up later as Direct traffic, Branded searches, or Offline inquiries.
Sentiment & Recommendation Strength
AI answers carry tone. Being cited as “one option” is different from being cited as “the best option.” Monitor how AI systems describe your brand. Language matters.
How to Audit AI Visibility
You do not need enterprise tools to start. Simple steps:
- Ask ChatGPT, Gemini, and Perplexity your key industry questions
- Record which brands appear
- Track changes monthly
- Adjust content accordingly
As your system matures, dedicated GEO platforms can automate this process.
Reporting to Leadership
AI visibility should sit alongside SEO metrics—not replace them. Report Traditional traffic, AI citations, Brand mentions, and SoMV trends.
This reframes success from “visits” to influence.