Search Engine Land shows how to check what AI models know about your business

How do you find out what AI models actually «think» about your business? Run an AI entity footprint audit — a check of how clearly ChatGPT, Gemini and Claude understand who you are, what you do and who you serve. Search Engine Land suggests breaking it into six dimensions and scoring each one honestly.

The logic is simple: AI search is no longer about «find the page» but about «understand the company, compare it, recommend it». You're judged not on a single landing page but on the sum of your signals — website, reviews, profiles, press mentions, third-party sources.

The six dimensions to test yourself against:

• Identity — does AI consistently explain what you do and where you operate?
• Differentiation — is there evidence for why to choose you over a rival?
• Evidence — reviews, case studies, certifications, media coverage;
• Consistency — do your site, Google Business Profile and LinkedIn tell the same story?
• Relationships and specialization — partnerships and what you're genuinely known for.

The full method is in the Search Engine Land piece, and the check itself comes down to five steps:

• asking ChatGPT, Gemini and Claude to describe the business using public data only;
• comparing the answers with the site, GBP and real reviews to spot the gaps;
• finding independent proof: press, directories, awards, certifications;
• scoring each of the six dimensions on a 0–5 scale;
• closing the gap between what's claimed and what's actually verifiable.

For now it's self-scoring: the business grades itself, with no outside benchmark to check the numbers against.

Related reading: SGE and AI Overview: How to Optimize Your Site for Google's AI-Powered Search · SEO Website Promotion