AI has completely disrupted the search marketing industry, and one of the biggest challenges we’re facing right now is tracking. For years, we relied on rank tracking and traditional analytics metrics to measure performance. Now, all of that is up in the air. We’re not sure what works, what doesn’t, which tools to trust, or how to reinvent these processes for an AI-first world.
The good news is that over the last year or so, several companies have started building tools specifically designed to track brand citations and visibility across AI engines. In this post, we’re walking through several of those tools so you can see what’s available and figure out which one makes the most sense for your workflow.
What AI Visibility Tracking Actually Measures
Before we get into the tools, it’s worth understanding what we’re actually measuring here. These tools are not telling you that you rank number one for a specific term. That’s a critical distinction.
Large language models are stochastic, meaning they use probability when generating results. That means the same query can produce different answers on different days. What these tools are really measuring is how consistently and accurately your brand shows up, including brand mentions, citations, sentiment, and overall coverage across platforms like ChatGPT, Gemini, Perplexity, and Google’s AI Overview.
One best practice that applies across all of these tools: group your prompts by topic. That lets you narrow down the specific areas where you have visibility and where you don’t.
SE Visible (by SE Ranking)
SE Visible is a standalone tool within the SE Ranking family, built specifically for tracking brand citations across AI engines, including ChatGPT, Gemini, Perplexity, Google AI Mode, and Google AI Overview.
What It Tracks
The dashboard gives you an overall visibility score, which shows how often your brand appears in AI answers. It also shows your average brand position compared to competitors, net sentiment (positive, negative, or neutral), and the sources being pulled into those AI answers. Importantly, it’s not just your website being cited. Third-party profiles like Clutch, Yelp, Zippy, and Trust Index can all factor into AI answers, and SE Visible surfaces those too.
Pros
- Clean, easy-to-navigate dashboard
- Tracks citations across multiple major AI engines
- Shows competitor positioning alongside your own
- Surfaces third-party profile citations, not just your website
- Easy prompt setup with topic-based grouping
Cons
The tool runs on a weekly cadence. There’s no way to trigger an on-demand refresh, so after adding new prompts, you have to wait several days before seeing updated data. If you want a quick benchmark, that wait can be frustrating.
Keyword.com
Keyword.com is a traditional SEO rank tracking tool that has added an AI visibility layer. If you’re already using it for rank tracking, the AI features slot right into the same dashboard.
AI Visibility on Top of Traditional Rank Tracking
The AI visibility section gives you a visibility score, sentiment score, brand mentions, detection rates, total brand citations, and top three visibility. You can also track brand performance over time and choose which AI engines you want to monitor, including ChatGPT, Perplexity, and AI Overview.
One feature worth calling out: you can refresh data on demand with a single click. That’s a meaningful advantage over tools that only run on a weekly schedule.
Key Metrics
The tool breaks your performance down by category, which helps identify where you’re showing up and where you’re not. It also gives you share of voice and share of citations across the engines you’re tracking.
Competitor View and Topic Breakdown
The competitors tab shows which brands are appearing for the same types of queries and when. You can filter out competitors that aren’t actually relevant to your business (for example, Google or ChatGPT showing up in marketing-related queries), so you’re looking at a cleaner comparison. The topic and search term breakdown shows exactly which prompts generate results and which engines surface them.
Pros
- On-demand data refresh
- Strong competitor visibility with filtering controls
- Tracks multiple AI engines with flexible configuration
- Breaks down performance by category and topic
- Shows the actual content being cited so you can inform your strategy
Cons
There is a lot of data in this tool. If you tend to get overwhelmed by dashboards, you’ll need to be intentional about which metrics you focus on and how you use the information.
SE Ranking’s Built-In AI Results Tracker
If you want to stay within a single SEO suite, SE Ranking also has a built-in AI Results Tracker separate from SE Visible. This one focuses specifically on AI Overview presence and how it intersects with your traditional search rankings.
AIO Presence, Mentions, and Link Overlap
The tracker shows your AI Overview presence, the mentions and links appearing within AIO results, how many AIO results include your links, and the overlap between your traditional search rankings and AI Overview results. That last piece is valuable when building a full search strategy, because it shows you where your organic visibility and AI visibility are aligned and where they’re not.
It also surfaces insights and recommendations. For example, it can flag keywords that are triggering AI Overviews that you aren’t currently tracking, so you can add them to your prompt list.
Prompt-Based Tracking and Competitor Monitoring
The tracker uses persona-based prompts to monitor brand visibility. You can see how your mentions and links shift over time for each prompt and track competitor appearances in those same results. This helps you understand not just whether you’re showing up, but who else is showing up and why.
Pros
- Built directly into SE Ranking, no additional tool needed
- Shows the overlap between traditional rankings and AIO visibility
- Proactively surfaces untracked keywords with AIO presence
- Tracks competitor visibility at the prompt level
- Good for monitoring retrievability over time
Scrunch AI
Scrunch AI follows a similar setup to the other tools: you organize your prompts by topic and track visibility across platforms, including Google AI Overview, Google AI Mode, Claude, Perplexity, ChatGPT, Copilot, and Gemini.
Setup and Coverage Across Platforms
With 188 prompts and 183 responses tracked, Scrunch gave a high-level view of 32% coverage. One thing to keep in mind across all of these tools: the visibility scores will vary. Using the same prompts across every tool, you might see 27% in one, 35% in another, and 32% in Scrunch. That’s expected behavior given the stochastic nature of LLMs.
Citation Breakdown
Scrunch breaks down how your brand is being cited, distinguishing between direct brand citations and third-party mentions. Third-party profiles like YouTube, Clutch, and Zippy can show up here, too. That matters because it may not always be your website that gets cited. You still need visibility into those other touchpoints.
Content Relevance Engine
The insights tab includes a content relevance engine that shows which content you should optimize and for which specific platform. Because each AI engine pulls and cites data differently, platform-specific recommendations are genuinely useful. If you have no presence on ChatGPT, for example, the tool flags that and gives you recommendations based on what ChatGPT is actually surfacing.
Agent Traffic and Page-Level Optimization
Scrunch lets you pull in your brand content via sitemaps and see how individual pages are being cited or engaged with at an agentic level. This is where the agent traffic data comes in. As we covered in our post on Amazon’s AI scraping practices, understanding which agents are visiting your site matters for both recall and brand defense when companies scrape your content. Scrunch surfaces this in a way that’s easy to share with clients, because most clients understand “OpenAI visited your site X times” a lot better than a server log.
Pros
- Wide platform coverage, including Claude and Copilot
- Clean citation breakdown separating brand vs. third-party mentions
- Platform-specific content recommendations from the relevance engine
- Agent traffic visibility at the page level
- Useful for both recall tracking and brand defense
OtterlyAI
OtterlyAI follows the same basic structure: add your prompts, add your brand, set your topics, and track across engines. Out of the box, it covers ChatGPT, AI Overview, Perplexity, and Copilot, with additional engines available as add-ons.
Prompt and Topic Tracking
Otterly gives you an intent volume score, brand mention count, and sentiment score. Sentiment is a theme across all of these tools and for good reason. In the world of natural language processing, whether your brand is being portrayed positively or negatively is important data, especially from a brand health standpoint.
It also has a prompt research feature that helps you build your tracking prompts and import them directly into the tool.
Sentiment, Citations, and GEO Audits
Like the other tools, Otterly surfaces not only your website citations but also third-party profiles such as Clutch and Zippy. The GEO audit section includes a crawlability checker that tells you whether LLMs and RAG systems can actually crawl your content. It also has a content checker that lets you run audits on specific URLs. You can also connect GA4 data and pull reports into Looker Studio.
Pros
- Simple, clean interface that’s easy to get started with
- The prompt research feature helps build your tracking list
- Crawlability checker for LLM and RAG accessibility
- GA4 integration with Looker Studio reporting
- Covers major AI engines with add-on options for more
Salespeak LLM Optimization Tool
Salespeak is a bit different from the other tools on this list. It’s two tools in one: a conversational agent you can embed on your website for real-time user engagement, and an LLM optimization tool that helps make your content more machine-readable.
Two Tools in One
The conversational agent is trained on your own data. You review flagged items, answer questions, and keep adding information to make it smarter over time. Beyond the user-facing benefits, it also gives you insight into what people are actually looking for when they visit your site, which can directly inform the prompts you track in other tools.
Insights Dashboard
The LLM optimization dashboard shows which URLs are trending in citation, your answer quality score, traffic broken down by AI model, and which agents are visiting your site. It also extracts possible prompts based on where you’re already getting visibility, so you’re not starting from scratch when building your tracking list. You can also connect Search Console for additional analysis alongside core and spam update data.
Page Optimization for LLM Readability
This is where Salespeak gets into territory the other tools don’t cover. It can optimize your pages for LLM readability through WordPress, Cloudflare, or other integrations without touching your indexing or your traditional SEO setup. It reduces the tokenization workload for AI retrieval systems. When your content is pulled for retrieval, every line of code is tokenized and stored in a vector database. If you can streamline that process and give LLMs exactly the information they need without extra HTML noise, that can be a positive signal.
Optimizations it applies include adding FAQ sections, improving semantic structure, strengthening problem-solution-benefit framing, and embedding specific metrics into the content. You can review and edit everything before it goes live.
Tracking Optimized Pages Over Time
Once pages are optimized, you can track changes in citation improvement and click-through rate over time for specific buyer questions. It gives you a clear before-and-after view of what changed and how it’s performing.
Pros
- Combines LLM tracking with actual page optimization
- Surfaces trending citations and suggests prompts automatically
- Page-level optimization improves LLM retrievability without hurting SEO
- Conversational agent doubles as a research tool for understanding user intent
- Search Console integration for deeper analysis
How To Choose the Right Tool
There is no shortage of options here, and they all do similar things with slightly different approaches. When you run the same prompts across all of them, you’ll get different visibility scores, and that’s not a bug. It’s the nature of stochastic systems.
A few things to consider when choosing:
- Data freshness and refresh options. Can you pull data on demand, or are you waiting on a weekly cycle?
- Platform coverage. Which AI engines matter most to your audience?
- How you’ll use the data. Are you reporting to clients, informing content strategy, or optimizing pages directly?
- Your tolerance for data volume. Some of these tools give you a lot. Make sure you have a plan for how you’ll act on it.
The best way to evaluate them is to test them with the same set of prompts across all tools. That gives you an apples-to-apples comparison and helps you understand how each one interprets your visibility.
AI visibility tracking is still a relatively new space, and these tools will keep improving as access to AI data improves. For now, find one that fits your workflow, get consistent with your prompting, and use the insights to build content that both your users and the machines can find and understand.
Have questions about any of these tools or need help figuring out which one makes sense for your strategy? Contact us for a free consultation.
Until next time, happy marketing.