What tracking tools do well
A good tracking tool is worth having. It can:
- Show whether AI tools name you when people ask about your category
- Track that over time, so you can see if things are moving
- Show which competitors get named instead
- Point you to the sources AI is reading
That's real value. Knowing where you stand is the first step. It's also hard to do by hand across several AI tools every month.
What actually changes the answer
Seeing the problem isn't the same as fixing it. Changing what AI says usually takes work like this:
- Fixing how AI reads your site, so it understands exactly what you sell and who it's for
- Writing content in your buyers' words, starting with FAQ and comparison pages
- Getting onto the pages AI trusts, like buying guides and real conversations
- Correcting what AI gets wrong about your business
Each of those takes time. Some of it takes skill your team may not have yet.
When a tool on its own is enough
- Someone on your team has real time each month to do the work
- You already know what to fix and just need to watch the results
- You want to see where you stand before deciding anything else
When you need help doing the work
- Nobody on your team has the time
- You're not sure what to fix first
- Most of the work is off your site, like outreach and getting onto other pages
- You've tried on your own and nothing moved
There's a middle option
You don't have to choose between doing it all yourself and handing it all off. Some businesses want direction and let their own team do the work. That's what our Direct level is built for: we measure, plan and write. Your team makes the changes on your site.
| A tracking tool | Direction plus your team | Done for you | |
|---|---|---|---|
| Shows where you stand | Yes | Yes | Yes |
| Tells you what to fix first | Sometimes | Yes | Yes |
| Writes the content | No | Yes | Yes |
| Makes the changes | You do | Your team does | They do |
| Gets you onto other pages | No | Usually no | Yes |
Key takeaways
- Tracking shows you where you stand and it's worth having
- Changing the answer takes work on your site, your content and other people's pages
- A tool alone is enough if your team has the time and knows what to fix
- You can also get direction and let your own team do the work
Related questions
Will a tracking tool tell me what to fix?
Some point you in the right direction. Knowing exactly what to fix first, in your category, is usually where people need help.
Can I start with a tool and add help later?
Yes. Plenty of businesses start by watching, then bring in help once they see what needs to change.
Founder of Be AI Visible. Writes The AI Visibility Report on Substack.