Many brands score low in AI visibility, even well-known global companies. The reasons vary: some industries simply aren't well represented in AI models yet, some brands are newer or produce limited content, and others have technical readability issues that make their sites difficult for models to use. Low visibility also happens with highly local businesses, niche suppliers, or sectors that haven't meaningfully adopted AI visibility practices.
Here are some ways you can check the accuracy of a Visibility Audit (formerly known as a report):
How do I check the Technical Audit?
In each project, open the Technical Audit section in the left menu. We automatically crawl the homepage, but you can crawl additional URLs up to your plan's monthly allotment.
What to look for:
- Is the score low?
- Are important types of content missing?
If the Technical Audit flags major technical issues with how LLMs read the site, it almost always correlates with low visibility.
How do I check the Competitive Leaderboard?
Look at the full Competitive Leaderboard, then filter by direct competitors.
What to check:
- Are the right competitors showing up?
- Do the direct competitor recommendations make sense for the category?
If the right competitors are listed but also have low scores, this suggests an industry-wide visibility gap. If competitors have high scores, the Visibility Audit is calibrated correctly, and the brand itself is the issue.
How do I scan the Conversations?
Open the Conversations page and filter by each model.
What to look for:
- Are the answers generally coherent and relevant?
- Any obviously odd or unrelated results?
- Are the prompts shared with the models recommendation-oriented rather than informational? (“How does HVAC work?” VS “What's the best HVAC parts supplier?”)
If the conversations look logically structured and on-topic, the Visibility Audit is behaving correctly.
How do I check Citations?
Review the Citations (formerly the Sources page) to see what URLs the AI models used to answer your prompts.
What to look for:
- Are competitors, aggregators, or marketplaces being cited instead of the brand?
- Is the brand's domain appearing at all?
If the brand doesn't appear in citations, it means the AI models aren't using its content to answer user questions. When a brand is cited infrequently, a low visibility score is expected.
How do I compare persona coverage?
Look at how the brand performs per persona.
What to look for:
- Is there any audience where visibility is stronger?
- Does visibility drop consistently across all personas?
- Is there a critical persona that is missing?
Differences across personas can reveal whether visibility problems are isolated to specific audiences or reflect a broader issue with how the models understand the brand.
How do I check topic alignment?
Review the Topics chosen for the project.
What to look for:
- Are the topics appropriate for the category?
- Are any important topics missing?
If topics were poorly chosen or too broad, results will naturally appear thin.
If everything above checks out, the Visibility Audit results are accurate. Your brand needs content tailored for LLMs, technical fixes, and third-party reinforcement to become visible in AI search.