1. Citations, counted per platform
How many times your pages are cited as a source when ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews and AI Mode answer the questions your buyers ask. Ask for a dated baseline with the question list and the platform behind each count, taken before any work starts. An agency that cannot produce one has no way to show you what changed.
What a real answer looks like: a table dated to the day, one row per question, one column per platform, with the cited page named in each cell. Ours, published as it moves: eight citations of this site on September 13, 2026, on two pages, and twelve on three pages three days later.
2. Share of answers against named competitors
Of the AI answers to a buyer question in your market, how many name your business and how many name each competitor. Ask for the competitor set, the question list and the platforms, because a share is only meaningful against the businesses the AI actually recommends instead of you today.
What a real answer looks like: the count for you and for every competitor, split by platform and dated. In the seven days to September 16, 2026, the three most-named agencies in this market appeared in 53, 42 and 35 answers, across a field of eighteen the answers named. That is the gap this firm measures against, including where it sits in it.
3. Presence in Google AI Overviews and AI Mode
Google AI results are a separate contest from the ten organic listings, and a page can rank on page one while never appearing in the AI Overview above it. Ask which of your money pages appear in the AI Overview for their own searches, and which competitor pages hold those slots instead.
What a real answer looks like: a list of your money pages with, for each, whether the AI Overview for its own search includes it and who holds the slot if not. Checked on September 16, 2026: the Google AI Overview for the search this page targets cited three agency service pages. That is the slot to earn, and the first thing to ask about.
4. What changes on your website
One organization record sitewide, structured data that mirrors the visible text, answer blocks the AI engines can lift, a FAQ layer on every money page, and internal links installed with exact anchors. Ask to see the list of changes installed on a client site, not the list of recommendations delivered. The two documents look alike and cost the same; only one moves a ranking.
What a real answer looks like: a change log with the page, the element, the text before and after, and the date each change was verified on the live site. From the records of AI Search Engine Optimization: 116 internal link changes installed across 77 pages of one client site in a single pass, August 2026, each with its exact anchor and placement.
5. The third-party authority they will build
AI assistants assemble their recommendations largely from third-party lists, review platforms, editorial coverage, community threads and video, not from a business’s own website. Ask which placements the agency will earn for you, on which sites, and how each is chosen.
What a real answer looks like: the named sites the plan targets, each chosen because the AI already cites it for your buyer questions, with the number of times it was cited beside it. Measured on September 16, 2026 across 26 questions: Google’s own documentation appeared in 21.7 percent of answers and YouTube in 16.7 percent, ahead of every SEO publication, with a review directory at 9.7 percent and Reddit at 8 percent. A plan with no off-site lane loses the recommendation questions no matter how good the site becomes.
6. Inquiries, and the sessions AI sends
The visitors who arrive from an AI answer, the prospects who say an AI assistant sent them, and the qualified inquiries that follow. Ask whether the agency reports the sessions arriving from each AI platform and asks every new inquiry how they found you. A visibility score that never reaches an inquiry count is a vanity metric.
What a real answer looks like: sessions from each AI platform per month from the analytics referral report, an inquiry form that asks every prospect which AI assistant sent them, by name, and the qualified inquiries that came through each. Both are running on this site now; ask to see them on any site the agency claims to have moved.
A 30-minute strategy call with Phil. Bring the site; leave with the six measurements to expect from anyone you hire.