How to Run an LLM Visibility Audit for Your Website

Branviz is a brand intelligence platform that looks at how large language models perceive and recommend brands. It runs industry-relevant prompts through AI engines and organises the results across five areas overall AI visibility, query-level analysis, web content readiness, user sentiment, and competitor benchmarking. The reason we care about this topic is simple: brand presence inside AI answers is becoming its own channel, separate from where a website ranks in traditional search. This guide is about understanding that channel yourself, by hand, with tools you already have.  Your customers have quietly changed how they search. Instead of typing keywords into Google and scanning ten blue links, more of them now just ask ChatGPT, Perplexity, Gemini, or Claude a question and act on whatever answer the AI hands back. The uncomfortable part? You can't see those conversations. There's no Search Console for ChatGPT and no rank report for Perplexity.

After six-plus years working on search and, more recently, AI visibility, I can tell you the fix is simpler than most agencies make it sound. You don't need to guess what the models say about you. You ask them, capture the answers, and turn the patterns into a plan. That's the whole idea behind an LLM visibility audit.

What an LLM visibility audit actually measuresIn plain terms, it measures three things: how often an AI mentions your brand, how accurately it describes you, and how favorably you come across compared to competitors. Traditional SEO asks "where do I rank?" An LLM audit asks a newer question: "when someone asks the AI, do I even show up and if so, am I the hero or an afterthought?"

The 5 steps to run one this week

1. Build a real prompt list. Write 15–20 questions a genuine buyer would ask not brand-name searches, but problem-based ones like "best tool for tracking brand mentions in AI" or "how do I improve my AI visibility." One prompt is never enough; you need to cover the different doors a customer might walk through.

2. Run every prompt across multiple engines. Test each question in ChatGPT, Perplexity, Gemini, and Claude. They pull sources differently, so a single-engine check will mislead you. Checking two or three at minimum gives you an honest picture.

3. Document everything. Don't just read and move on. In a simple spreadsheet, log: Did your brand appear? Where in the answer? How were you described? Which sources did the AI cite? Which competitors showed up instead of you?

4. Score and spot the gaps. Give each answer a quick 1–5 rating for presence and accuracy. Patterns pop out fast maybe you're invisible on Perplexity, or the AI keeps repeating an outdated claim, or a rival owns every "best of" prompt.

5. Prioritize the fixes. Focus on high-intent prompts that influence buying decisions first. The three levers that move the needle most are clear, factual content on your own site (a strong About page, product facts, updated FAQs), third-party validation (Reddit threads, reviews, mentions in publications), and consistent wording about your brand everywhere it appears online.

  One thing nobody tells beginners

AI visibility is volatile. Roughly two-thirds of the sources these models cite change within about two weeks. So a one-time audit is out of date almost immediately. Treat this as a habit, not a project a quick monthly re-check beats one big annual audit every time.