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 GEO/AEO practices.
Here are some ways you can check the accuracy of a Gumshoe report:
Check the Page Audits
In each report, open the Page Audit section in the left menu. We automatically crawl the homepage, but you can crawl additional URLs for free.
What to look for:
- Is the score low?
- Are important types of content missing?
If the Page Audit flags major technical issues with how LLMs read the site, it almost always correlates with low visibility.
Check the Leaderboard
Look at the full 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 report is calibrated correctly, and the brand itself is the issue.
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 report is behaving correctly.
Check the Sources
Review 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.
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.
Check Topic Alignment
Review the Topics chosen for the report.
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 report results are accurate. The brands need content tailored for LLMs, technical fixes, and third-party reinforcement to become visible in AI search.