*Thisarticle is based on a YouTube video by Sophie Hundertmark, an expert in the use of artificial intelligence with a focus on chatbots and strategic AI applications in companies and public institutions. Sophie is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is doing her doctorate in Conversational AI at the University of Fribourg. The blog text was created using a custom GPT model that was trained on Sophie’s video content, language style and expertise. The result is well-founded, up-to-date articles based on Sophie Hundertmark‘s own expertise.
You can find the link to the video at the end of this article.
Visibility in AI systems such as ChatGPT, Claude, Gemini, and Perplexity is becoming increasingly important for businesses. More and more users are asking their questions directly to large language models (LLMs) and making decisions based on the answers. That is precisely why Large Language Model Optimization (LLMO) is becoming increasingly important.
However, before you take steps to optimize your AI visibility, you should first understand how AI systems currently perceive your company. A structured analysis will help you identify your greatest areas of potential and prioritize your actions in a targeted manner.
In this post, I’ll introduce you to five types of prompts you can use to systematically analyze your current AI visibility.
Why You Should Analyze First
Many companies want to improve their visibility in AI systems as quickly as possible. However, without an assessment of the current situation, there is often no basis for making the right decisions.
First, ask yourself:
- Does the AI even know your company?
- Is your content already being used as a source?
- Will you be considered for referrals?
- How are you perceived compared to your competitors?
- Are you visible in your niche?
The answers to these questions will quickly show you where the greatest opportunities for optimization lie and which measures have the greatest impact.
My tip: If possible, run all tests in a private browser or incognito mode. This is how you minimize the influence of personalized data and get results that are as unbiased as possible.
Navigation Prompts: Does the AI know your brand?
Navigation prompts answer a very basic question: Do AI systems even recognize your brand?
Use these prompts to check what information about your business is already available and whether your website can be found.
Sample Prompts
- What is [Brand X]?
- [Brand]‘s website
- Where can I find [Brand]?
If your company doesn’t appear here at all or if incorrect information is displayed, this is exactly where you should start your Large Language Model Optimization. Because only once your brand is generally well-known can you become visible even for more complex search queries.
Information Prompts: Is AI Using Your Content?
Information prompts are based on traditional knowledge-based questions. This is often the deciding factor in whether your content is already perceived as a trustworthy source.
FAQ pages, glossaries, and in-depth technical articles, in particular, offer great potential in this regard.
Sample Prompts
- How does X work?
- What is the difference between X and Y?
- Explain [topic] to me
Then check the following:
- Is your content being used?
- Are you cited as the source?
- Is your content complete in terms of substance?
- Are competitors cited instead?
The more often your content is used to answer informational queries, the greater your authority will be in AI systems.
Transactional Prompts: Are you being recommended?
With transactional prompts, users are already in the decision-making or purchasing phase.
This illustrates particularly clearly how AI systems assess the market and which companies they recommend.
Sample Prompts
- Which provider is best for X?
- Top 5 Solutions for [Problem]
- Where can I buy [product]?
In particular, analyze the following:
- Are you even mentioned?
- In what position do you appear?
- Which competitors are recommended?
- What criteria are used to describe providers?
It is precisely these prompts that often provide valuable clues as to what content or references are still missing from your website.
Comparison Prompts: How Does AI Position You Against Competitors?
Comparative analyses are among the most fascinating types of analysis there are.
Here, you’ll not only learn how your brand is perceived, but also what differences AI systems identify between you and your competitors.
Sample Prompts
- [Brand A] vs. [Brand B] for [Purpose]
- What are the pros and cons of X?
- Which tool is better: X or Y?
These answers often provide surprising insights.
For example, you’ll notice:
- what strengths are attributed to you,
- what weaknesses are mentioned,
- which unique selling points are perceived,
- where competitors are better positioned.
This information not only helps you with AI optimization, but often with your overall positioning strategy as well.
Local and Niche Prompts: Are you visible in your area of expertise?
Not every company wants to be visible for as many search queries as possible. Specialized companies, in particular, benefit from having a strong presence in their niche.
That’s why you should also test local or very specific search queries.
Sample Prompts
- Top [Providers] in Switzerland for [Niche]
- [Service] in [City]
- Specialist in [niche topic] in the DACH region
The more specific the query is, the better you can determine whether your company is visible to the exact target audience that’s relevant to you.
It is precisely in the area of specialized services that the greatest opportunities often arise.
Prioritizing the Results Correctly
Not every category will be equally important to every company.
That’s why you should systematically analyze your results and then prioritize them.
Ask yourself:
- In which prompt categories are you already visible?
- Where is information completely missing?
- Where do competitors appear instead of your brand?
- What optimizations can be implemented with relatively little effort?
This is how you can quickly identify your biggest weaknesses, as well as your “low-hanging fruit “—that is, actions that can have a particularly big impact with minimal effort.
Conclusion
Successful large language model optimization does not begin with the optimization itself, but with a thorough analysis.
The five prompt types will help you systematically understand how AI systems perceive your business today. They’ll show you where your greatest potential lies and which steps should be taken first.
Those who regularly monitor their AI visibility and consistently apply the insights gained lay the foundation for a successful, long-term presence in the responses of modern AI systems.
Any further questions?
Do you have any questions? I am happy to support you, act as a sparring partner and answer your questions. I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
