Report the observation protocol before the percentage
Report observed mentions and references with the prompt and platform scope that produced them. No content change guarantees that every AI experience will display or recommend a company.
AI visibility reporting should specify the sampled questions, platforms, timing and coding rules. A percentage without that context can appear to represent all searches when it only describes a small controlled set.
A worked example
A hypothetical brand appears in eight of 20 fixed questions. The observed mention rate is 40% for that set. Replacing ten difficult questions with favorable branded prompts changes the sample; it does not establish an improvement from the original baseline.
How to apply it
- Preserve fixed questions and separate new exploratory groups.
- Record platforms, dates and repeat-run treatment.
- Distinguish mentions, relevant citations and supported site referrals.
What the result can establish
Keep collection failures and unavailable answers visible. Do not promise persistent citations across changing systems. Use the review to identify factual clarity and coverage gaps that can be improved on the site.
Reference: Google: AI features and websites.
Supporting documentation
Google: AI features and websitesNIST: AI Risk Management FrameworkGoogle: AI features and your website