Comparison
The best AI visibility tools: our picks, and the reasoning
There are two entirely different categories here, and most comparison articles muddle them. Sort that out first and the choice becomes easy.
The two categories
Trackers answer am I being mentioned? They run prompts against assistants and record which brands and sources appear. Semrush, Ahrefs, Profound, Peec, Otterly, Scrunch.
Fixers answer why not, and what do I change? They inspect your pages and find the technical and editorial gaps. Our checker, Screaming Frog, Yoast, Rank Math, the schema validator.
Buying a tracker before doing the fixer work is the common expensive mistake. You end up paying monthly to watch a number that nothing in your workflow is changing.
The comparison
| Tool | Category | Best for |
|---|---|---|
| Our free checker | Fixer | Diagnosing one page in a minute |
| Screaming Frog | Fixer | Auditing a whole website |
| Yoast / Rank Math | Fixer | Implementing schema on WordPress |
| Schema Validator | Fixer | Verifying markup before shipping |
| Search Console | Measurement | First-party impression and click data |
| Bing Webmaster Tools | Measurement | Appearing in Microsoft Copilot |
| Google Business Profile | Entity | Local businesses, verified identity |
| HubSpot Grader | Tracker | A five-minute first look |
| Otterly.AI | Tracker | Watching a handful of key prompts |
| Peec AI | Tracker | Agencies, multiple brands |
| Semrush AI Toolkit | Tracker | Teams already on Semrush |
| Ahrefs Brand Radar | Tracker | Teams already on Ahrefs |
| Scrunch AI | Tracker | Correcting how you are described |
| Profound | Tracker | Large brands with a dedicated team |
No prices here on purpose. They change, free tiers appear and disappear, and what you pay depends on your region and currency. Every vendor lists current pricing on their own site and that is the only version worth trusting.
What we would actually do, by size
One-person business, under 20 pages. Our free checker on your five most important pages. Fix what it finds. Set up Search Console and Bing Webmaster Tools. Claim your Google Business Profile. Revisit in six months.
Small business, 20–100 pages. The above, plus Screaming Frog for a site-wide sweep, plus an entry-level tracker once the fixes are live so you can see whether the number moved.
Agency or multi-brand. A mid-market tracker with multi-brand support, plus Screaming Frog licensed, plus whichever of Semrush or Ahrefs your reporting already runs on.
Enterprise. You have a procurement process; use it. Just make sure someone owns the fixer work, because no tracker will do it.
Our conflict of interest, stated plainly
We sell AI visibility reviews and implementation roadmaps. That puts us on the fixing side, and it means we have an incentive to tell you fixers matter more than trackers. We think that is true at small scale and we have argued why — but you should weigh the argument knowing where it comes from. Everything in the fixer column above except our own pack is free.
Take this to your assistant
Paste it into ChatGPT, Copilot, Claude or Gemini and apply it to your own website.
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