The AI Visibility Audit is the Starting Point
Your audit tells you where you are, the next step is deciding where you want to go.
AI search is changing quickly, so there's no magic score that means you've “finished” your AI Visibility work. Your audit gives you a snapshot of where you are now and highlights opportunities to improve.
From there, you can start working through the recommendations, and if you need help to make sense of the results and put improvement ideas into action, that's where Tomahawk can help.
Read on to learn more about your audit results.
Ready to be more visible in AI Search? Let's get started.
How to Read Your AI Visibility Audit Results
Your AI Visibility Audit looks at several aspects of your online presence to help you understand how well positioned your tourism business is for AI search. Rather than focusing solely on traditional search rankings, the audit looks at how visible your business is, how you compare with competitors, and the sources AI may be using when it talks about businesses like yours.
First up the audit will display "What's Working" and "Priority Fixes" which will be detailed more in the following sections. Here’s what your results mean.
1. AI Visibility Score
Your AI Visibility Score gives you an overall indication of how well your online presence is positioned to be understood and surfaced by AI search tools, and in our tool this is measured in Google AI Overviews, ChatGPT, Claude, Gemini and Perplexity.
AI systems need clear, useful and consistent information to understand who you are, what you offer, where you're located and why a traveller might choose your business. Your score provides a snapshot of how well your current digital presence supports that.
Your score falls into one of five bands:
0-29: Poor
AI may struggle to understand your business.
There may be limited, inconsistent or incomplete information about your business across your website and wider digital presence. Important details such as what you offer, where you're located, who you're for and what makes you different may not be clear enough for AI systems to confidently understand.
Your opportunity: Start with the fundamentals. Make sure your website clearly explains your business, experiences, location, audience and key points of difference. Then look at building a stronger digital footprint beyond your website.
30-49: Needs work
You've got some foundations in place, but there are important gaps.
AI can find information about your business, but it may not have enough consistent, detailed or useful information to confidently understand the full picture. There may also be opportunities to strengthen your presence across third-party websites, reviews, listings and other relevant online sources.
Your opportunity: Focus on filling the gaps. Strengthen your website content, make your business information clear and consistent, and build your presence across relevant and trusted online sources.
50-59: Fair
You're on the right track, but there's room to improve.
Your online presence provides AI with a reasonable amount of information about your business, but there are still opportunities to improve the depth, relevance and consistency of that information.
Your opportunity: Build on the foundations you've already created. Look for gaps in your website content, FAQs, experiences, location information, reviews and wider digital footprint that could help AI develop a clearer picture of your business.
60-79: Good
You've built a solid foundation for AI visibility.
Your business is providing AI systems with useful and relevant information, making it easier to understand what you offer and who you are. There are still opportunities to strengthen your presence, but you're in a good position to build from.
Your opportunity: Fine-tune and strengthen your digital presence. Keep your information accurate and up to date, create useful content that answers traveller questions, and look for opportunities to build credibility across relevant third-party sources.
80-100: Excellent
Your business is well positioned for AI search.
You've built a strong digital presence with useful, relevant and consistent information that gives AI plenty to work with. Your website and wider online presence help create a clear picture of who you are, what you offer and why travellers might choose you.
Your opportunity: Keep it up. AI search is evolving quickly, so continue monitoring your visibility, keeping information accurate, creating useful content and strengthening your digital footprint.
Your score is a snapshot
AI-generated recommendations can vary week to week, depending on the question being asked, the traveller's needs, location and many other factors.
Think of your score as an indication of how well you're positioned for AI search today, and a useful starting point for identifying where you can improve.
The best approach is to follow the recommendations, continually work on your content, and do new audits regularly to track your progress.
2. Competitor Benchmark
This section simply compares your overall AI Visibility score (an average from the 5 channels) against the competitors that you specified. This comparison can change regularly so it pays to monitor this result on a regular basis to see how you're tracking.
3. Citation Analysis
The Citation analysis in our audit tool checks whether your website has the signals AI search tools look for when deciding which businesses to quote and recommend. Each signal below will be identified and shown whether it was found on your site.
We know it can get a little techincal so we'd be happy to explain any areas of concern with you more if you'd like a follow up call.
Here are some definitions in less technical terms:
- Structured Data: Structured data is extra information added to your website that helps search engines and AI understand what a page is about. Think of it as labelling the information on your website for machines. It can tell them, for example, “this is the business address” or “these are the opening hours”.
- Tourism / LocalBusiness Schema: This is a type of structured data that identifies what kind of business you are and provides information about your location and services. For example, it can help identify your business as a hotel, restaurant, attraction or tourism operator.
- FAQ Schema Markup: FAQ schema is a way of clearly marking questions and answers on your website so search engines can understand them. Note that well-written FAQ content matters more than simply adding the technical markup.
- Aggregate Rating Schema: This tells AI search engines about your overall customer rating, such as a 4.8-star rating from 250 reviews.
- Optimised Meta Description: Integral to SEO, a well-crafted meta description is often used verbatim in AI-generated summaries and should be found on every page of your website.
- Open Graph Tags: Open Graph tags are behind-the-scenes information that helps platforms understand how your webpage should be represented when it's shared online. They can identify things such as your page title, description and main image.
- Structured Address / NAP Data: NAP stands for Name, Address and Phone number. It's important that these details are clearly provided on your website and are consistent across other places your business appears online.
- Mobile-Optimised Viewport: This is a technical setting that helps your website display properly on phones and tablets. Mobile-first pages rank higher across all AI search platforms that use mobile indexing.
- Review / Rating Mentions: These are mentions of your business and customer feedback across places such as Google, Tripadvisor and other relevant review platforms.
- HTTPS Secure Connection (SSL): HTTPS is the security technology that protects the connection between your website and its visitors. You'll usually see a padlock in your browser's address bar. It is a basic expectation for a professional website.
- Canonical URL Tag: Sometimes the same webpage can be accessible through more than one URL. A canonical tag tells AI search engines which version is the main version they should pay attention to.
- Image Alt Text: Descriptive alt text helps AI understand your visual content and what your experience looks like.
Why do citations matter?
If your business information is extractable, clear and consistent across your website, AI has more opportunities to build a clear picture of your business. The audit of your website will identify where there may be gaps and give practical recommendations on what to improve, including how much impact each signal has.
4. 10 Content Ideas
To top it off, the audit will provide a list of tourism-specific AI Visibility tactics to enhance your content for AI Search. We recommend you work through the list over time to fill in your content and technical gaps.
Ready to boost your AI Visibility?
