The Visibility Score is a 0–100 composite metric that quantifies how prominently your brand appears across AI engines for a defined set of queries. It’s the primary KPI for AI visibility — the AI equivalent of a search ranking position or organic traffic number.
What goes into the score
A visibility score typically combines three dimensions:
1. Mention rate — the percentage of tracked queries where your brand appears in the AI’s response. A brand mentioned in 60 out of 100 tracked queries has a 60% mention rate.
2. Mention positioning — where in the response your brand appears. First mentions score higher than prominent mentions, which score higher than listed mentions.
3. Sentiment — the tone of the brand mention. Positive mentions score higher than neutral; negative mentions may be weighted against the score.
A simplified formula:
Visibility Score =
(Mention rate × 0.4) +
(Positioning score × 0.4) +
(Sentiment score × 0.2)
Normalized to 0–100 and benchmarked against competitors.
How to read the score
| Score range | Interpretation |
|---|---|
| 0–20 | Minimal visibility; rarely mentioned |
| 21–40 | Emerging; inconsistent mentions, mostly listed |
| 41–60 | Competitive; regular mentions, mixed positioning |
| 61–80 | Strong; frequent mentions with prominent positions |
| 81–100 | Dominant; category leader with high first-mention rate |
Tracking score over time
The visibility score is most useful as a trend metric. A single score tells you your current standing; scores tracked weekly or monthly reveal whether your AEO/GEO efforts are working and in which direction your visibility is moving.
Score by engine and cluster
A brand-level aggregate score masks important variation. Track your visibility score:
- By engine — you may have strong visibility on Perplexity but weak visibility on ChatGPT
- By query cluster — strong in “best enterprise tool” queries, weak in “affordable alternative” queries
- By competitor — relative score vs. each competitor reveals where you’re winning and losing
This granularity is where actionable insights live. An overall score of 55 says “you’re competitive.” A cluster-level breakdown tells you exactly where to invest next.