AI Search Audit

Absolutely yes. In many cases AI pulls answers from "owned assets"—meaning website and social accounts that you already control. Updating those assets is the easiest possible way to improve your AI presence. We can help you identify these sites and accounts and flag missing or outdated information.

Yes. SEO techniques can influence AI chatbot answers indirectly by improving the discoverability and relevance of the web content that chatbots draw upon.  SEO practices, such as using relevant keywords, meta descriptions, and structured data, increase the likelihood that the chatbot will access and prioritize your site when generating responses. 

That said, there are differences between SEO for the web and SEO for AI, in that the former focuses on pushing results up to the first page of search while the latter is more focused on relevance, not user visibility. SEO also tends to focus on websites and social accounts that you own, while a comprehensive AI audit will focus on third-party sites that you may be able to update through coordination with the publisher.

ChatGPT, Microsoft Copilot, Google Gemini, and Perplexity AI are the leading AI chatbots by market share. Each offers distinct strengths—and distinct shortcomings.

ChatGPT, the sophisticated chatbot developed by OpenAI, doesn't pull answers from any one source when it's formulating responses to questions. Rather, the program responds to user queries using answer-like language "modeled" on reams and reams of text data. Because Wikipedia is a training source for ChatGPT and so many large-language models, information from Wikipedia is clearly a contributing source to chatbot responses, even though it isn't directly cited. 

One key limitation of ChatGPT is that it tends to "hallucinate" answers—meaning making up facts and presenting them as accurate information. The paid version of ChatGPT scans the web when it answers questions and includes citations in its responses. This does improve accuracy, though responses are ultimately only as accurate as the cited sources. We've noted that Wikipedia is one of the most frequent citations, as Wikipedia articles not only provide key factual claims but also a general structure for responses that ChatGPT often mirrors. The free version of ChatGPT does not include real-time web browsing capabilities.

Perplexity AI is a popular chatbot that combines real-time information retrieval with conversational capabilities. Its key strength lies in simplifying complex queries and providing accurate, well-documented answers, making it especially valuable for research and gathering information.

As with the paid version of ChatGPT, Perplexity frequently cites Wikipedia as a source for key information. We've found that the basic structure of the cited Wikipedia articles—chronology, subheadings, etc—is often repeated in prompt responses.

Google Gemini is Google's conversational AI, built on the same foundation as Google Bard. Closely integrated with Google's ecosystem, it draws on the company's strengths in search, machine learning, and language processing. Google Gemini most often appears at the top of search results, offering AI-generated "summaries" and "answers."

As with ChatGPT and Perplexity, Wikipedia is a frequently cited source in Gemini responses. Wikipedia. Wikidata, and Wikimedia Commons also power the information users see in the Google knowledge panels that appear to the right of organic search results.

The rise of AI presents remarkable opportunities, but it also raises important questions about how brands can remain visible and relevant in a rapidly changing digital ecosystem.

One key consideration is how large language models (LLMs) gather their information. Rather than relying solely on traditional SEO tactics, businesses should be asking: Are we showing up in the places these models look to for answers?

This shifts the conversation from simple content creation to strategic content placement. It’s not just about having information available—it’s about making sure that information is accessible where it matters most.

Ultimately, the brands that thrive will be those that pivot from self-promotion to user intent—focusing less on what they want to say and more on what people are actually trying to find out.