The 3 Essential GEO KPIs: Visibility, Sentiment, Recommendation

In the age of answer engines, one truth prevails: if you're not the answer, you don't exist.

But how do you know if you're "the answer"? How do you measure your performance on ChatGPT, Gemini, or Perplexity?

Three essential KPIs structure GEO.

KPI #1: Visibility

Definition

Visibility measures how often your brand is mentioned by AIs in response to relevant questions for your market.

Why It's Crucial

If the AI never mentions you, you're invisible to everyone who consults it. Unlike Google where you're "on page 2," here you're simply absent.

How to Measure It

Visibility = Mentions / Queries Tested × 100

Example:

• You test 50 relevant queries for your market
• Your brand is mentioned in 15 responses
• Your visibility = 30%

Reference Levels

Important Nuances

Raw visibility isn't enough. Also analyze:

• Query relevance: Are you mentioned on the right questions?
• Position: Are you mentioned first or last?
• Context: Are you mentioned positively or as a counter-example?

KPI #2: Sentiment

Definition

Sentiment measures how the AI perceives and describes you when it mentions your brand.

Why It's Crucial

Being mentioned isn't enough. If ChatGPT says "X is an option, but watch out for customer service issues," that's worse than not being mentioned at all.

Sentiment determines whether the mention is an asset or a liability.

How to Measure It

Analyze AI responses to extract:

• Overall tone (positive, neutral, negative)
• Adjectives used
• Context of the mention
• Reservations or warnings mentioned

Typical score out of 100:

Sentiment = (Positive mentions × 100 + Neutral mentions × 50) / Total mentions

Sentiment Dimensions

Quality perception: "premium solution," "high quality" vs "basic," "low-cost"

Reliability perception: "established," "recognized" vs "new," "unproven"

Value perception: "excellent value" vs "expensive for what it is"

Innovation perception: "leader," "innovative" vs "traditional," "outdated"

Concrete Example

Query: "What private bank for a Swiss expat?"

Response with good sentiment:

"I particularly recommend Lombard Odier, known for its expertise in international wealth management and premium client service."

Response with poor sentiment:

"Lombard Odier is an option, though some clients mention high fees and limited digitalization compared to newer players."

Same brand, same mention, radically different impact.

KPI #3: Recommendation

Definition

Recommendation measures whether the AI actively suggests you as a solution rather than just mentioning you.

Why It's Crucial

There's a fundamental difference between:

• Being mentioned: "Market players include A, B, C..."
• Being recommended: "I recommend A for this use case..."

Recommendation indicates the AI positions you as the solution to choose.

How to Measure It

Analyze response structure:

Simple mention (low score):

"Options include X, Y, and Z."

Contextual mention (medium score):

"X is particularly suited for... while Y works better for..."

Direct recommendation (high score):

"I recommend X for your situation because..."

Recommendation Score

Recommendation = Direct recommendations / Total mentions × 100

Factors That Influence Recommendation

1. Positioning specificity: Generalist brands get mentioned; specialists get recommended.

2. Proof and references: "Best Service Award 2024" strengthens recommendation.

3. Source consistency: If all your sources say the same thing, AI is more confident recommending.

4. Sector authority: The more you're cited as a reference, the more AI recommends you.

The GEO Dashboard

Combine the 3 KPIs for a complete diagnosis:

Setting Up Tracking

Step 1: Define Test Queries

Identify 30-50 questions your prospects ask AIs:

• Discovery questions: "What is [your category]?"
• Comparison questions: "X vs Y, which to choose?"
• Recommendation questions: "What [category] do you recommend for [use case]?"

Step 2: Test Regularly

AI responses evolve. Test:

• Weekly for operational tracking
• Monthly for strategic reporting

Step 3: Benchmark vs Competitors

Your KPIs alone mean nothing. Compare:

• Your visibility vs competitors'
• Your sentiment vs theirs
• Your recommendation rate vs theirs

Step 4: Correlate with Business

Connect GEO KPIs to results:

• Incoming lead evolution
• Prospect questions ("I saw ChatGPT recommends you...")
• Brand search traffic

Conclusion

GEO isn't SEO 2.0. It's a new discipline with its own metrics.

By mastering the 3 KPIs—Visibility, Sentiment, Recommendation—you move from an intuitive approach ("I think ChatGPT mentions us") to data-driven management.

And in a world where AI increasingly influences purchasing decisions, that data becomes strategic.

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Read next:

• How to Measure AI Visibility ROI
• The AI Visibility Audit
• SEO vs GEO: Key Differences