01Brand Integrity
Brand Entity Presence
Brand Entity Presence evaluates whether generative systems retrieve the organization, describe it accurately, cite it as a source, and surface it when a user expresses category intent.
Why it matters
- A growing share of discovery resolves inside an assistant, where a single answer replaces a list of options.
- Absence is invisible: an organization missing from AI answers receives no signal that it was omitted.
- AI systems synthesise from third-party sources as much as owned ones, so misinformation propagates unless corrected at source.
What strong looks like
- Assistants describe the organization accurately and in line with its own stated position.
- The organization appears when category and comparison intent are expressed.
- Owned content is cited as a source, not merely paraphrased.
- Content is accessible to AI crawlers and structured for extraction.
Common failures
- Accurate but generic description that omits any differentiator.
- Outdated or incorrect facts repeated across assistants from a stale third-party source.
- Substantive content locked behind client-side rendering or authentication.
- AI crawlers blocked without a considered decision.
What we evaluate
- Presence and accuracy of the organization across multiple assistants and prompt types.
- Citation frequency of owned sources.
- Accessibility of content to AI crawlers, including robots directives.
- Extractability: structure, directness and self-containment of key passages.
- Third-party sources that shape the machine-held view.
How to improve
- Establish an AI visibility baseline across a fixed prompt set and re-measure on a schedule.
- Correct the third-party sources that assistants rely on.
- Write self-contained, directly-answering passages that survive extraction from context.
- Ensure crawler access and server-rendered content parity.
Standards it inherits from
Owned by Entity SEO and knowledge graphs. This dimension is not invented here — it states an existing discipline standard as something observable and scorable.
- schema.org Organization
- sameAs and Wikidata alignment
- NAP consistency practice
Who owns it
Scoring anchors
- 3
- No entity markup, conflicting names and details across sources, no knowledge-graph presence.
- 5
- Basic Organization markup, but external references disagree on details.
- 7
- A consistent entity across owned and third-party sources, with sameAs links in place.
- 9
- The organization resolves as a single, well-described entity everywhere it appears.
Illustrative median across published studies: 4.8
How to test it yourself
- Search your exact company name and look at what the engine believes you are.
- Compare your name, address and description across five external profiles.
- Check for Organization schema with sameAs links on your homepage.
- Ask two AI assistants who you are and note the disagreements.
Questions
- Do we need a Wikidata entry?
- Not necessarily. What matters is that the entity is described consistently and can be corroborated across independent sources.
Evidence
This dimension is scored from the following publicly observable sources. Where a source is unavailable for an organization, the limitation is recorded with the result rather than inferred around.
- Structured prompt testing across multiple assistants
- Citation and attribution analysis
- AI crawler access and robots configuration
- Third-party source review