A citation is an observation, not a position
A citation is a linked source used in a particular answer. A brand mention without a link is a different observation. Record both, but do not combine them into one metric. An answer might discuss a company using a third-party source without linking to the company’s own website.
The aim of an audit is to understand a defined set of responses. It cannot establish one permanent “ChatGPT rank” for a brand across all users, models, and questions.
THE WORKING SEQUENCE
- 01Define the query set
- 02Record the evidence
- 03Prioritize the work
Create a balanced query set
Write down the questions a prospective buyer asks before choosing a supplier. Include category discovery, comparison, requirements, use cases, and specific brand questions. Keep branded and unbranded queries in separate groups so a high branded mention rate does not hide weak category discovery.
Choose the geography and language intentionally. Record whether search is used and the visible product or model context. Keep an unedited copy of each response and its source links. Do not keep changing a query until the answer becomes favorable.
Inspect the cited source
Open the source and check which statement it supports. Determine whether the page is current, whether it describes the right product, and whether it uses the same company and product names as the client’s site. Note when the citation points to an irrelevant page or an outdated comparison.
Review your own pages for concrete answers to the same question. A clear service description, specific limitations, documented methodology, and original supporting evidence can be useful improvements even when they do not produce an immediate citation change.
Separate access from outcomes
OpenAI documents OAI-SearchBot separately from GPTBot. The former relates to search discovery; the latter relates to potential model training. Review these policies deliberately and check that network controls agree with your robots file. Access does not guarantee selection.
Repeat the same query groups in a later round. Report the sample size, dates, and variations. If a citation appears after a site change, describe the sequence of observations; do not claim the change caused it without stronger evidence.
Sources & further reading
Provider guidance was checked for this edition. Our implementation recommendations are editorial guidance, not promises of provider outcomes.
Put the method to work. Explore the AEO / GEO audit system in the Stems Agency Vault.