How to measure AI Visibility: 5 metrics + examples
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AI visibility is how often AI includes your brand in answers. Track it with the same buyer questions, the same competitors, and the same answer engines every week.
Measure three outputs: mentions, citations, and recommendations.
Use five metrics: Visibility Score, Share of Voice, Average Rank, Recommendation Rate, Citation Coverage. Then improve what drives clarity, proof, and coverage.
Key takeaways
Start with 10–20 buyer questions (best / vs / alternatives / how-to).
Fix the rules: same engines, same competitors, same output format.
Track mentions, citations, recommendations (not just mentions).
Use the 5 metrics to spot the problem: visibility, competition, rank, recommendations, citations.
Improve in this order: clarity → proof → match, then expand source coverage.
What AI visibility means
AI visibility is how often AI includes your brand in answers to buyer questions.
It has three outputs. You should track all three.
The 3 outputs you track (quick recap)
Mention
AI names your brand.
Counts when: your brand appears in the answer.Citation
AI uses your pages as a source for a claim.
Links may be visible or not.
Counts when: your site is referenced as a source.Recommendation
AI suggests your brand as a best-fit choice.
Counts when: AI says “choose / best for / I recommend”.
The metrics below summarize these outputs and help you track change week to week.
AEO metrics overview: 5 metrics at a glance
Metric | Plain meaning | Best used for | Output focus |
AI Visibility Score | How often you show up across buyer questions | Baseline + trend tracking | Mention |
AI Share of Voice (SOV) | Your visibility vs competitors | Competitive movement | Mention |
Average Position | Your average position in recommendation lists (e.g., 7th on average) | Improving placement over time | Recommendation |
Recommendation Rate (Top 5) | % of buyer questions where you appear in the Top 5 recommendations | Buyer-intent wins | Recommendation |
Citation / Source Coverage | How often your pages are used as sources | Trust and justification | Citation |
Measurement setup in 10 minutes
You don’t need a complex system. You need stable rules.
Keep the same buyer questions, engines, and format every week.
Step 1: Pick buyer questions
Choose 10–20 buyer questions your customers would ask.
Include best, vs, alternatives, and how-to.
Add constraints when relevant (budget, region, team size, must-have).
Step 2: Lock the test rules
Use the same 2–3 answer engines each time.
Track the same 3–5 competitors each time.
Use the same output request: Top 5 + short reasons + sources when possible.
Keep one fixed format: table + 5 criteria + 3 trade-offs.
Step 3: Track weekly and log changes
Run the same buyer questions weekly.
Record the 5 metrics (including Recommendation Rate = % in Top 5).
Keep a change log. Change one thing at a time (one page or one asset).
Also note: who won, your average position, and which sources appeared.
If you change the questions or format every week, you can’t compare results.
Stability is the point.
Metric #1 - AI Visibility Score
Definition (copy-friendly)
AI Visibility Score is the share of tracked buyer questions where your brand is mentioned in the answer.
How to calculate (simple)
Track N buyer questions.
Count answers where your brand is mentioned (M).
AI Visibility Score = M / N.
What it tells you
This metric shows presence across buyer questions. It does not tell you if you were recommended.
Use it to track baseline and trend.
Tiny example
You track 20 buyer questions.
AI mentions you in 6 answers. Score = 6/20 = 30%.
Quick action (1–2 actions)
Add a clear one-line positioning + “Best for” section on your homepage.
Publish 3–5 glossary pages for your core terms.
Metric #2 - AI Share of Voice (SOV)
Definition (copy-friendly)
AI Share of Voice (SOV) is your share of mentions across tracked buyer questions compared to a set of competitors.
How to calculate (simple)
Choose a competitor set (example: you + 4 competitors).
Count total mentions across all answers for that set (T).
Count your mentions (M).
AI SOV = M / T.
When to use it
Use AI SOV when you want a competitive view.
It works best on category questions like best and alternatives.
Tiny example
Across 20 buyer questions, total mentions for the tracked set are 40. Your brand is mentioned 8 times. AI SOV = 8/40 = 20%
Metric #3 - Average Rank (in AI lists)
Definition (copy-friendly)
Average Rank is your average position in AI recommendation lists across tracked buyer questions.
What counts as “rank” (simple rule)
If you are listed, use your position: 1, 2, 3, 7, etc.
If you are not listed in a Top 5 request, record rank as 6.
How to calculate Average Rank (step by step)
Use a fixed request: “Give Top 5 recommendations.”
Record your rank for each buyer question (or 6 if not listed).
Average the numbers across all questions.
Tiny example
Across 5 buyer questions your ranks are: 2, 7, not listed, 3, 5.
Convert “not listed” to 6. Average Rank = (2+7+6+3+5)/5 = 4.6.
What it tells you (one line)
Lower Average Rank means you show up closer to the top more often
Metric #4 - Recommendation Rate (Top 5)
Definition (copy-friendly)
Recommendation Rate (Top 5) is the percent of tracked buyer questions where your brand appears in the Top 5 recommendations.
How to calculate (simple)
Ask for Top 5 recommendations in a fixed format.
Track N buyer questions.
Count how many answers include you in the Top 5 (W).
Recommendation Rate = W / N.
What counts as “in Top 5”
You are listed as #1–#5.
If you are not in the list, it does not count.
Tiny example
You track 20 buyer questions.
You appear in the Top 5 in 6 answers. Rate = 6/20 = 30%.
What it tells you
This metric shows how often AI treats you as a best-fit option for buyer questions. Use it to track buyer-intent wins over time.
Metric #5 - Citation / Source Coverage
Definition (copy-friendly)
Citation / Source Coverage is the percent of tracked buyer questions where AI references your brand’s sources (your site pages or other official brand pages).
How to calculate (simple)
Track N buyer questions.
Count answers where AI references your sources (C).
Citation Coverage = C / N.
What counts as a citation
A visible link to your domain or an official brand page.
A named reference like “according to [your brand]” tied to your content.
If sources are not shown in that engine, mark as “not observable” (don’t guess).
Why it still matters
When your pages are usable sources, AI can justify claims faster.
This often supports recommendations.
Tiny example
You track 20 buyer questions. AI references your sources in 5 answers. Coverage = 5/20 = 25%.
Which metric to use for which goal (decision table)
Goal → metric → next action
Goal | Primary metric | What to do next (one action) | Best content to publish | Success signal |
Show up more in AI answers | AI Visibility Score | Add a clear positioning line + “Best for” section on key pages | Homepage “Best for” + 3–5 glossary pages | Visibility score increases week to week |
Beat a specific competitor | AI SOV | Pick 10 buyer questions they win and cover them with targeted pages | 1 “vs” page + 1 “best tools” page | Your SOV grows in those 10 questions |
Improve your average position | Average Rank | Add criteria + a comparison table to the page AI already mentions you from | Comparison table + “best for” blocks | Your average position moves closer to the top |
Get recommended more often | Recommendation Rate (Top 5) | Publish one proof page for the main claim you want AI to repeat | Proof page (case / methodology / policy) | You appear in Top 5 more often |
Earn more citations and trust | Citation / Source Coverage | Upgrade 3 key pages with “Definition + Steps + FAQ + table” | Methodology + structured FAQs + proof | Citation coverage increases on buyer questions |
Video: Track the 5 metrics automatically (no manual work)
This video shows how to measure AI visibility without spreadsheets.
You track Top 5 Recommendation Rate, Average Rank, AI SOV, and Citation Coverage weekly.
You also get clear next actions.
FAQ
Which metric should I start with?
Start with AI Visibility Score and Recommendation Rate (Top 5).
They show presence and buyer-intent wins.
How many buyer questions are enough?
Start with 10 buyer questions.
For a stable baseline, use 20–30 and keep them unchanged.
Why do metrics fluctuate week to week?
Because engines can change outputs and sources.
Reduce noise by keeping the same buyer questions and the same output format (Top 5).
How do I compare competitors fairly?
Use the same buyer questions.
Use the same 2–3 engines.
Ask for the same format: Top 5 + short reasons + sources when possible.
Why is citation coverage useful if I don’t see links?
Some engines hide sources.
But citable pages still shape what AI can safely say.
Better sources often improve recommendations.
What is a good baseline?
A baseline is your first measurement you can repeat weekly.
Run it twice with the same rules to confirm stability.
How do I run before/after tests?
Change one thing at a time.
Log the change.
Re-run the same buyer questions next week.
How often should I measure?
Weekly is ideal for learning.
Monthly is usually too slow.
What is the difference between Average Rank and Recommendation Rate?
Average Rank is your average position (you can be 7th on average).
Recommendation Rate (Top 5) is how often you appear in the Top 5.
Next steps
Choose what you want to do next:
Set up measurement (10 minutes)
Learn how to track AI visibility with buyer questions, stable rules, and weekly runs.
You’ll measure Visibility Score, AI SOV, Average Rank, Recommendation Rate (Top 5), and Citation Coverage.
Go to: Measurement Methodology + Metrics Glossary
Find why competitors win (fast)
Use the Clarity / Proof / Match check to spot the real gap behind low recommendations.
Then fix the top gap first.
Go to: Clarity / Proof / Match guide
Improve results (what to publish next)
Get step-by-step playbooks to increase citations and Top 5 recommendations.
Start with proof pages and comparisons.
Go to: Playbooks Hub
Track everything automatically (free trial)
Skip manual work.
Pick buyer questions, run competitor analysis, and get weekly metrics + actions.
Start: Track AI visibility (free trial)
