From Prompts to Priorities: A Practical AI Visibility Workflow

Marketing professionals are often overwhelmed by data from disparate systems, but Moz's AI Visibility workflow helps them make sense of it, according to Moz. This workflow dives deep into prompts, uncovers competitive gaps, and examines citations that large language models rely on for recommendations.

The traditional measurement playbook for SEOs has been thrown out the window with the rise of AI search, as there is no direct conversion data or public-facing search volume data for prompts. However, marketers can analyze directional AI Visibility data and turn it into an action plan.

The goal of this workflow is not to manufacture tidy attribution stories, but to connect the questions customers ask with the answers they receive and the brands surfaced in those recommendations. This connection will show marketers where to investigate and what to improve next.

To get started, marketers need to define their main purpose for tracking brand visibility in AI search, such as understanding how their brand appears in recommendations or identifying opportunities for digital PR. They also need to define their target audience, products or services, priority topics, and target market and language.

Once the purpose and parameters are defined, marketers can start tracking top-level metrics such as visibility, average rank, and share of voice. These metrics can help marketers understand how often their brand is mentioned, how early it is mentioned in responses, and how often it 'wins' the race to be shown first.

However, these metrics only tell part of the story, and marketers need to dig deeper to understand the context and patterns behind the data. They can do this by segmenting prompts into useful buckets such as topic, intent, prompt format, model, and competitor presence.

By analyzing the data in this way, marketers can identify areas where their brand is strong or weak, and where they need to improve. They can also spot outreach opportunities for digital PR and ensure that their brand is recommended by AI when it matters most.