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What KPIs are relevant in the era of AI searches and LLMs?

Traditional SEO measured rankings, backlinks, and clicks. AI search doesn't work that way — there are no ten blue links, just one synthesized answer that either mentions your brand or doesn't. That shift calls for a new set of metrics, often grouped under GEO (Generative Engine Optimization).

Here are the metrics that actually matter now — and where to find each one in OtterlyAI.

The five GEO metrics that matter

1. Brand Coverage — are you in the answer at all? The percentage of tracked prompts where your brand appears. This is the headline GEO metric: in a single-answer world, being mentioned is the new "ranking on page one." → Definition & formula

2. Share of Voice — how do you compare to competitors? Your slice of all brand mentions versus your competitors'. Tells you whether you're winning or losing your category in AI answers. → Compare brand vs competitors

3. Brand Sentiment — how are you described? The tone (positive vs. negative) of how AI engines talk about your brand, scored from −100 to +100. Being mentioned isn't enough if the description is unflattering. → Sentiment analysis

4. Domain Citations — is your website used as a source? How often your domain is cited as a source in AI answers. Brand mentions are about being named; citations are about your content being trusted enough to reference — and they drive real referral traffic. → Why citations matter

5. Brand Visibility Index — where do you stand overall? A combined score of coverage and position that places you in a Leaders / Niche / Low-Conversion quadrant, so you can see your competitive standing at a glance. → What is the Brand Visibility Index?

What about traditional SEO metrics?


They're still useful — just no longer sufficient. Rankings and organic traffic still matter, but they miss everything happening inside AI answers, where a growing share of your audience now gets recommendations. The goal isn't to replace SEO metrics; it's to augment them with GEO metrics that show your visibility in AI search.

Two related signals OtterlyAI also tracks Where to go next