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What can you learn from the insights on brand reports?

Watch this demo from our CEO Tom about brand reports.

 

As AI-powered search engines and large language models (LLMs) like ChatGPT, Perplexity, and Google AI Overviews reshape how people find and consume information, traditional SEO metrics are no longer enough. To understand your brand’s visibility and performance in AI-driven search, Otterly.AI tracks a new set of KPIs designed for this landscape.

Below are the key performance indicators (KPIs) you should monitor to measure success in AI search and LLM-generated answers.

 

1. Brand Mentions

  • What it measures: How often your brand appears in AI-generated answers.

  • Why it matters: LLMs don’t show ten blue links – they provide one or two direct answers. Every mention counts for capturing brand awareness.

  • Example metric: Adidas was mentioned 195 times in the last 30 days out of 2,754 tracked prompts.

2. Share of Voice

  • What it measures: Your brand’s percentage of total mentions compared to competitors in AI search results.

  • Why it matters: SOV shows your relative visibility and helps you understand if you’re dominating or losing ground in AI-driven answers.

  • Example metric: Adidas’ Share of Voice increased by 7%.

3. Brand Position

  • What it measures: The average rank of your brand when LLMs list multiple options or recommendations.

  • Why it matters: A higher position means you’re more likely to be included in AI answers users trust and act on.

  • Example metric: Adidas improved its Brand Position by +2.43 out of 814 tracked prompts.

4. Domain Citation

  • What it measures: How often your domain is cited or linked in AI-generated content.

  • Why it matters: LLMs use citations to back up their answers. The more often your domain appears, the more authority you have in AI-driven search.

  • Example metric: Adidas.com received 263 new citations.

5. Brand Coverage

  • What it measures: The percentage of AI prompts in which your brand appears.

  • Why it matters: Coverage shows how often you’re part of the conversation across different search intents.

  • Example metric: Adidas had 62% Brand Coverage across tracked prompts.

6. Domain Coverage

  • What it measures: The percentage of prompts where your domain specifically appears as a cited source.

  • Why it matters: This KPI highlights whether AI models see your site as a trusted reference for specific topics.

  • Example metric: Adidas domains were cited in 17% of relevant prompts.

7. Brand Ranking

  • What it measures: How your brand ranks compared to competitors in AI search mentions.

  • Why it matters: Competitor benchmarks are critical to know whether you’re winning or losing visibility in AI-generated answers.

  • Example metric: Adidas ranked #2 behind Nike with 126 mentions.

8. Brand Visibility Index

  • What it measures: A combined score based on brand mentions and LLM answer authority.

  • Why it matters: BVI helps you quickly see whether you’re in the “Leaders,” “Niche,” or “Low performance” quadrant of AI search visibility.

  • Example metric: Adidas is in the mid-tier, with room to move into the Leaders quadrant.

9. Top Prompts (all search prompts)

  • What it measures: The specific AI search prompts where your brand appears.

  • Why it matters: Knowing the exact questions AI models answer with your brand lets you optimize content and capture more relevant intent.

  • Example prompts:
    • Best running shoes

    • What are the top running shoes for women?

    • Where can I find the best workout shoes?

10. Your Most Cited URLs (all citation URLs)

  • What it measures: The exact URLs LLMs reference when citing your content.

  • Why it matters: Identifies which pages are performing well in AI-generated answers and where to strengthen internal linking and content depth.

  • Example metric: https://www.adidas.com/us/ was the most cited URL with 22 citations.

11. Domain Rank

  • What it measures: Which domains (yours and others) are cited most often in AI-generated content for your tracked prompts.

  • Why it matters: Understanding the ecosystem of authoritative sources helps you see where you stand and find potential partnership or content opportunities.

  • Example metric: Adidas.com ranked #2 with 260 citations behind runrepeat.com.

12. Brand & Domain Rank Over Time

  • What it measures: How your rankings change week by week in AI search visibility.

  • Why it matters: Trends matter more than snapshots. Tracking movements over time shows the impact of optimization efforts.

  • Example insight: Adidas has been steadily climbing in brand rank since late June.

📌 Summary

In the era of AI search and LLMs, it’s no longer just about page rank. These KPIs focus on brand visibility, authority in AI answers, and citations across trusted sources. Monitoring them with Otterly.AI helps you adapt to generative search and ensures your brand remains relevant when AI answers the questions your customers are asking.