Geoff Langdon
Head of Marketing Services
The short answer is yes. And there are several practical ways to do it, some using tools you already have and others built specifically for the job. Read on to find out more...
Start with your website analytics
Google Analytics 4 already records traffic arriving from AI tools. ChatGPT, Perplexity, Copilot and others send referral traffic to websites, and GA4 captures where it came from.
Go to Reports > Acquisition > Traffic acquisition and filter by session source for:
- chatgpt.com
- gemini.google.com
- perplexity.ai
- copilot.microsoft.com
- claude.ai
This tells you how much traffic each AI platform is sending to your site. But the more useful question is: which pages is it landing on?
Filter the same report by landing page. This single view tells you exactly which pages are being surfaced in AI answers and driving people through to your site, broken down page-by-page rather than as a single total.
You can use this to see which content is working hardest. A service page or article that consistently pulls AI referrals is worth protecting and building on. If you expect a particular page to be attracting AI traffic but it's not appearing, that's a signal it may need restructuring, expanding or optimising. The landing page breakdown turns AI visibility from a vague concept into something you can actually act on.
Set it up as a saved segment and track it month by month.
Use a dedicated AI visibility tool
There are many dedicated AI visibility tools on the market, and the number keeps growing. Finding the right one takes some trial and error. We've tested quite a few, and these two are our current recommendations.
Omnia tracks how and where your brand appears across ChatGPT, Perplexity, Google AI Overviews and Google AI Mode. It monitors brand mention frequency, maps which sources AI engines are citing and benchmarks your visibility against competitors.
Peec covers ChatGPT, Perplexity and Gemini. Alongside brand mentions and competitive positioning, it adds sentiment analysis, showing how AI models are framing your brand, not just whether they mention it.
Both are built for marketing teams rather than developers, and give a more structured view of AI presence than manual checking alone.
Use your existing SEO tools
Semrush and Ahrefs now track Google AI Overview appearances alongside traditional rankings. If you're running position tracking for your target keywords, check whether AI Overviews are appearing and whether your content features within them.
Google Search Console is essential here. Track impressions, clicks and average position for your key queries and look for a specific pattern: high impressions with low click-through rates. This tells you your content is being summarised in an AI Overview rather than appearing as a standard listing. Users are seeing your answer without clicking through to your site.
Run a manual visibility snapshot
No tool replaces checking what actually comes up when someone searches for you. One caveat before you start: AI results are not static. The same prompt can return different answers on different days, in different sessions, or even when run twice in a row. So use this as a guide, not a precise audit.
Pick five to ten prompts that your target customers are likely to use. Test them in:
- ChatGPT (with web browsing enabled)
- Google (check for AI Overviews in the results)
- Perplexity
- Microsoft Copilot
Ask things like:
- What does [your business name] do?
- Who are the leading [your service] providers in [your location]?
- What should I look for when choosing a [your service or product type]?
Note the general pattern rather than the exact wording. Is your business mentioned or not? Is the information broadly accurate? Are competitors appearing instead of you?
Do this monthly and look for shifts over time. Improvements to your content will start to show up in these results, but only if you're tracking consistently enough to notice.
Look beyond your own website
AI tools don't pull only from your website. Common sources include your Google Business Profile, LinkedIn company page, press coverage, review platforms and directories.
You can't control which source an AI tool decides to use. What you can control is whether every source you own is consistent, current and accurate. A mismatch between your website and an external listing is a real problem when an AI tool decides the listing is more authoritative.
Your monthly tracking checklist
That covers the main methods available to you. Taken together, they're a practical system for monitoring AI visibility across your website analytics, dedicated tools, existing SEO platforms, manual checks and your wider online presence.
AI visibility isn't yet as cleanly measurable as keyword rankings or paid ad performance, but this framework gives you something consistent to measure against month by month. To recap:
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GA4 AI referral report - total volume and which landing pages are receiving traffic
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Dedicated tool monitoring - brand mentions, sentiment and competitive positioning via Omnia or Peec
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Manual prompt checks - run your key queries across ChatGPT, Perplexity, AI Overviews and Copilot
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Search Console - impressions and CTR for your key queries, watching for the high-impression, low-CTR pattern
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External listings - Google Business Profile, LinkedIn, key review sites and directories
Once you have this tracking in place, the next question is what to do about what you find.
Make GEO and AEO part of your content strategy
Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are the disciplines focused on making your content more likely to appear in AI-generated answers. They apply to content you already have, and to everything you create going forward.
Existing content
Start by checking how well it's structured for automated systems. Run your key pages through Google's Rich Results Test and check Search Console to see which pages qualify for rich results.
Schema markup, the hidden code layer that tells search engines precisely what is on a page, is one of the most direct ways to make your content readable by AI tools.
Beyond the technical signals, review your key pages for clarity and how directly they answer the questions your customers are asking. AI tools favour content that gets to the point, uses natural language and makes the answer easy to extract. A page written to impress rather than to inform is less likely to be cited.
New content
Build GEO and AEO in from the start. Topic selection, page structure, how questions are framed and answered, and the use of schema markup all feed into how visible your content is in AI search.
This isn't a one-off exercise. It's ongoing, in the same way traditional SEO has been for the past decade. The businesses treating it as a core discipline now will be in a stronger position as AI search continues to grow.