How it works
AI assistants don't show a list of ten links. They give one answer, often naming two or three businesses. If you're not in that answer, the person asking may never hear of you. We measure how often you are in it, and why or why not.
1. We learn your business
You enter your website. We read it, together with public information about you, and propose your profile: what kind of business you are, where, your price level, who your customers are and where they come from, and who you compete with. You check and correct it before anything runs.
2. We write your customers' questions
We write the questions your potential customers actually ask an assistant, for example "Which hotel on the Algarve is best for a golf trip with non-golfers?" or "Where can a visitor play golf near Zurich on a weekday?". Each market gets questions in its own language. Your business name is never in the questions: we want to know whether the assistant thinks of you on its own.
3. We ask the assistants, several times
Every question goes to ChatGPT, Gemini, Claude and Perplexity with their web search switched on, the way people use them today, and to Google, where we read the AI Overview shown above the results (which assistants depends on your plan). We ask each question more than once, because AI answers vary from one try to the next. We store every answer, the businesses named, the websites cited and the searches the assistant ran.
4. We read every answer
For each answer we record whether you are recommended, only mentioned, or advised against, and the reason the assistant gives. We also record who is recommended instead of you, and which websites the assistant relied on.
5. You get a score and a plan
- Your score: in how many out of 10 answers you are recommended, overall and per assistant, market and type of customer.
- Who wins instead: the competitors recommended in your place, and how often.
- What AI gets wrong: for example that you're closed, members-only, too expensive or unsuitable for families, with the quotes.
- What to do: recommended actions, a content plan and a checklist you can hand to your webmaster.
6. We check again every month
AI answers change as the assistants read new pages. Each month we ask the same questions again, so you see what changed and whether your work paid off. In the Lab you can also re-ask a question right after changing your website: assistants that search the web sometimes pick up a change within days.
What we can't do
No one can guarantee that an assistant will recommend a business. The assistants belong to OpenAI, Google and Anthropic and change all the time. We show you where you stand, why, and what tends to change it, and we measure whether it worked.