Get started measuring GEO

GEO has swiftly become one of the most important disciplines in PR. But as with most things, figuring out how to measure it is tricky.

“We can’t just ask AI, ‘Hey, what are the top 10 things people are asking you today?’ That’s not data that’s available,” explained Michael Lamp, chief digital & transformation officer at Hunter.

But there are some ways to better understand how your brand is showing up on AI.

Here’s how to get started.

While LLM search data remains a black box, we can gather data from other sources and use it as a starting point.

Use Google Trends and social listening data to understand what kinds of things people are asking about your brand or about your category. These can serve as your benchmark terms to start your measurement queries.

Lamp splits day-to-day GEO measurement into two buckets: visibility and citation. Visibility tells you whether your brand appears in an AI answer. Track your mention rate, the share of measured responses that name your brand, along with your position in each answer. A spot in the bottom third rarely helps, since few users read that far.