Measuring Your Brand's GEO Performance: Tools and Techniques

In our previous articles, we introduced the concept of Generative Engine Optimization (GEO) and explored how AI language models actually work. Now, we're tackling one of the most practical challenges brands face in the AI era: how to measure and evaluate your brand's perception across different AI models.

Unlike traditional SEO where tools like Google Analytics and Search Console provide clear metrics, measuring how AI models perceive and present your brand requires specialized approaches. Let's explore the tools and techniques available to help you understand your current GEO performance.

Introducing AIRanksEverything.com: A GEO Measurement Tool

When it comes to understanding how AI models perceive your brand, AIRanksEverything.com offers a straightforward solution designed specifically for this purpose. This tool allows you to quickly assess how various AI models understand and represent your brand, products, or even key people associated with your company.

How AIRanksEverything.com Works

AIRanksEverything.com provides a simple interface that allows you to:

• Search for any brand, person, or product without requiring a login
• View basic information about how AI models perceive the entity
• Access detailed analyses of various aspects of the entity's AI perception
• Compare perceptions across different AI models (with premium reports)

The tool queries AI models to generate reports on what these systems "think" about your brand—not what's factually true, but what the AI believes to be true based on its training data.

Using AIRanksEverything.com for Brand Analysis

To begin analyzing your brand's GEO performance with AIRanksEverything.com:

1. Visit AIRanksEverything.com and enter your brand name in the search box
2. Review the basic information displayed, including:
   • Perceived location and founding information
   • Websites and social media accounts the AI associates with your brand
   • Categories and market positioning
   • Key people associated with your brand
3. Examine subjective assessments such as:
   • Whether the AI considers your brand trustworthy or innovative
   • If the AI perceives your brand as growing or stagnating
   • Who the AI identifies as your major competitors
   • Estimated market share and positioning

Remember that this information reflects the AI's perception, which may or may not align with reality. The discrepancies themselves are valuable insights for your GEO strategy.

Case Study: AllBirds Brand Analysis

To illustrate how AIRanksEverything.com works in practice, let's examine a real example from the transcript: the sustainable footwear brand AllBirds.

When searching for AllBirds on AIRanksEverything.com, the tool revealed:

• Basic information about the brand's perceived location and websites
• Subjective assessments of the brand's trustworthiness and innovation
• Competitive analysis showing who the AI considers AllBirds' main competitors
• Category placement indicating which market segments the AI associates with AllBirds

This information provides AllBirds with a baseline understanding of their current GEO performance—how AI models perceive and present them to users asking about sustainable footwear or casual shoes.

Interpreting AI Model Perceptions

Once you've gathered data about your brand's AI perception, the next step is interpreting this information effectively. Here's what to look for:

1. Factual Accuracy

Start by identifying any factual errors in how AI models perceive your brand:

• Incorrect founding dates or locations
• Wrong websites or social media accounts
• Misattributed products or services
• Inaccurate information about key people

These factual errors can directly impact how users perceive your brand when interacting with AI assistants.

2. Competitive Positioning

Examine how AI models position your brand relative to competitors:

• Which competitors are mentioned alongside your brand?
• Is your brand presented as a leader or follower in your category?
• What distinctive attributes does the AI associate with your brand versus competitors?
• Does the AI correctly understand your unique value proposition?

This competitive positioning affects whether your brand is recommended when users ask about products or services in your category.

3. Sentiment and Attributes

Assess the subjective qualities AI models associate with your brand:

• Is your brand described in positive, neutral, or negative terms?
• What attributes (innovative, traditional, luxury, affordable, etc.) are associated with your brand?
• Does the AI correctly understand your brand values and mission?
• Are there any negative associations that need addressing?

These subjective perceptions shape the overall impression users receive when asking about your brand.

4. Category Relevance

Determine whether AI models correctly understand which categories your brand belongs to:

• Does the AI associate your brand with the right industry and product categories?
• Are you showing up for the search terms and categories most important to your business?
• Are there relevant categories where your brand is not being mentioned?

Category relevance directly impacts whether your brand appears in responses to general queries about your industry.

The Importance of Checking Multiple AI Models

As highlighted in our previous article, different AI models have distinct "personalities" and may perceive your brand differently. AIRanksEverything.com's premium reports allow you to compare perceptions across multiple models, which is crucial because:

• Different models have different training data and may have been exposed to different information about your brand
• Each model has unique biases and tendencies in how it presents information
• Models vary in their willingness to make definitive statements about brands
• Some models may have more recent information than others

By checking multiple models, you can identify consistent patterns in how AI systems perceive your brand, as well as discrepancies that might indicate areas where your brand's messaging is unclear or inconsistent.

Common Issues with AI Brand Perception

Through analyzing numerous brands on AIRanksEverything.com, several common issues have emerged that brands should watch for:

1. Incorrect Website Information

As mentioned in the transcript, AI models sometimes associate brands with incorrect websites. The example given was an influencer whose domain was incorrectly identified—and that domain was actually available for purchase. This creates both a risk (someone could purchase the domain for malicious purposes) and an opportunity (the brand could secure the domain to redirect to their actual site).

2. Outdated Information

AI models have specific training cutoff dates and may not reflect recent rebranding, acquisitions, product launches, or other significant changes to your brand.

3. Competitor Confusion

AI models sometimes confuse competitors or associate brands with the wrong competitive set, potentially directing potential customers to alternatives that aren't actually comparable.

4. Attribute Misalignment

The attributes AI models associate with your brand (luxury, budget, innovative, traditional, etc.) may not align with your intended brand positioning.

5. Missing Key Products or Services

AI models might focus on only a subset of your offerings, potentially missing new or niche products that are strategically important.

Beyond AIRanksEverything.com: Additional Measurement Techniques

While AIRanksEverything.com provides a structured approach to measuring AI brand perception, you can supplement this with additional techniques:

1. Direct AI Interaction

Spend time directly querying popular AI assistants about your brand using various phrasings:

• "Tell me about [Brand]"
• "What do you know about [Brand]'s products?"
• "How does [Brand] compare to [Competitor]?"
• "Is [Brand] considered a leader in [Category]?"

Document these responses to identify patterns and inconsistencies.

2. Category Relevance Testing

Test whether your brand appears in responses to category queries:

• "What are the best [product category] brands?"
• "Who makes the most sustainable [product type]?"
• "Which companies are leading in [your industry]?"

This helps assess whether AI models consider your brand relevant to your key categories.

3. Competitive Comparison

Ask AI models to directly compare your brand to competitors:

• "Compare [Your Brand] vs [Competitor A] vs [Competitor B]"
• "What are the pros and cons of [Your Brand] compared to alternatives?"
• "Which is better for [specific use case], [Your Brand] or [Competitor]?"

These comparisons reveal how AI models position you relative to competitors.

4. Sentiment Analysis

Probe for subjective assessments of your brand:

• "What is [Brand]'s reputation in the industry?"
• "Is [Brand] considered innovative/trustworthy/high-quality?"
• "What criticisms or controversies are associated with [Brand]?"

These questions help uncover the emotional and subjective associations with your brand.

Subscribe to AIRanksEverything.com for Ongoing GEO Monitoring

Rather than attempting to build your own tracking system, AIRanksEverything.com offers premium subscription services that provide comprehensive, ongoing monitoring of your brand's GEO performance. For a small fee, you can:

• Receive detailed reports across multiple AI models
• Track changes over time as AI models are updated
• Monitor your competitors to understand your relative positioning
• Get alerts when significant changes in AI perception occur
• Share reports with your team to coordinate GEO strategy

This subscription approach offers several advantages:

• Comprehensive coverage across all major AI models
• Professional analysis that identifies key trends and issues
• Time savings compared to manual monitoring
• Early detection of potential reputation issues
• Competitive intelligence on how AI models perceive your entire industry

When new AI models are released, subscribers are also the first to know how these models perceive their brand, providing a valuable early warning system for potential issues.

Conclusion: Continuous Monitoring is Key to GEO Success

Understanding how AI models currently perceive your brand is not a one-time exercise but an ongoing process. As AI models evolve and new ones emerge, your brand's GEO performance will change—sometimes in unexpected ways.

Tools like AIRanksEverything.com provide the continuous monitoring necessary to stay ahead of these changes and ensure your brand maintains a positive, accurate presence in the AI landscape.

In our next article, GEO Strategy: How to Improve Your Brand's Standing with AI Models, we'll explore practical strategies for improving your brand's GEO performance based on the insights gathered through these measurement techniques.

Want to see how AI models perceive your brand? Visit AIRanksEverything.com to run a free search and discover your current GEO performance. For ongoing monitoring and comprehensive analysis, consider subscribing to our premium reports service.