Since GEO is a relatively new discipline, its metrics are still evolving. But the main indicators you can track are:
- Citation frequency: how many times your brand is mentioned when AIs answer questions in your industry. Measured through periodic monitoring.
- AI coverage: which models (ChatGPT, Gemini, Claude, Perplexity) your brand appears in.
- Mention sentiment: does the AI cite you positively, negatively, or neutrally? This matters as much as being cited at all.
- Referral traffic: visits coming from links in AI answers (Perplexity is the most trackable via Google Analytics).
- Branded search: an increase in Google searches for your company name (a sign that people saw the brand cited by an AI and went to look it up).
In practice, GEO monitoring complements traditional SEO KPIs. Together, they give you a complete view of how your brand is performing across every search channel, organic and generative alike.