AI Visibility
AI Visibility Metrics
What each metric means, how it's calculated, and what a good score looks like.
The five metrics
Visibility Score
What it is: A composite score from 0–100 representing your overall AI presence across all platforms and prompts.
How it's calculated: A weighted combination of presence rate, average position, and sentiment, normalised to a 0–100 scale.
What to aim for: 70+ is strong. Below 30 means your brand is rarely appearing in AI responses for your target queries.
Presence Rate
What it is: The percentage of queries where your brand was mentioned at least once.
Example: If Surfaceable ran 40 prompts and your brand appeared in 28 of the responses, your presence rate is 70%.
How it's calculated:
Presence Rate = (Prompts where brand was mentioned / Total prompts) × 100
What to aim for: 50%+ is good. 80%+ is excellent.
Position Score
What it is: A score reflecting where in the AI response your brand typically appears. Earlier mentions score higher.
Why it matters: A brand mentioned first in a list of recommendations gets more clicks and recall than one buried in the fifth position.
How it's calculated: Each mention is scored based on its ordinal position in the response (1st = 100 points, 2nd = 80 points, etc.). Position Score is the average across all mentions.
What to aim for: 70+ indicates you're being recommended early in responses.
Share of Voice
What it is: The percentage of total brand mentions in AI responses that belong to you, vs. your competitors.
Example: If 5 brands are mentioned across all responses and your brand accounts for 25 of the 80 total mentions, your share of voice is 31%.
How it's calculated:
Share of Voice = (Your brand mentions / Total brand mentions across all brands) × 100
What to aim for: Depends heavily on market competition. In a 5-brand market, 20%+ is strong.
Per-Platform Breakdown
The dashboard shows all five metrics broken down by AI platform:
| Platform | What to know |
|---|---|
| ChatGPT | Highest user volume; uses both training data and Bing-powered search |
| Claude | Strong for nuanced recommendations; uses web search for grounded answers |
| Gemini | Integrated with Google Search; benefits from your Google Business Profile |
| Perplexity | Heavily citation-based; cites URLs directly in responses |
You may score differently across platforms. A brand well-represented on high-authority sites Bing indexes well may perform strongly on ChatGPT but weaker on Perplexity if your site has crawlability issues.
Reading your metrics together
| Pattern | What it means |
|---|---|
| High presence, low position | AI mentions you but as an afterthought — strengthen your brand authority and content |
| Low presence, high position | When you appear, you're recommended strongly — improve content breadth to appear more often |
| Strong on one platform, weak on others | Platform-specific signal issue — check that platform's data sources and optimise accordingly |
| Low share of voice | Competitors are crowding you out — identify which brands appear instead and analyse their content strategy |