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Source : See How AI Models Talk About Your Brand (Step-by-Step Guide)
Published On : September 29, 2025 at 11:59PM
By : Ankit Singla

With Artificial Intelligence (AI) tools on the rise, more and more businesses are starting to pay attention to how their brand is perceived by Large Language Models (LLMs). 

Think about it — whether through tools like ChatGPT or search features like AI Overview, more and more people rely on AI-generated information to research brands online. 

In this post, we’ll show you how to unveil what AI says about your brand. 

While you can do it with a variety of Search Engine Optimization (SEO) platforms with AI tools, this guide focuses on my favorite platform of all time: AI SEO Toolkit by Semrush. 

Let’s get started. 

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How to See How AI Talks About Your Brand with Semrush

Tip: You can start by creating a free Semrush SEO Toolkit trial to get familiar with its powerful features. For full access to AI-driven capabilities, the Semrush AI SEO Toolkit is a separate purchase.

Here are the steps to easily reveal insights about your brand mentions in AI: 

1. Fire Up the Semrush AI SEO Toolkit

The Semrush AI SEO Toolkit is my go-to platform whenever I’m wondering what AI says about my brand. 

First things first, fire up the AI SEO Toolkit by clicking ‘AI SEO’ from the main dashboard.

This will take you to the AI SEO submenu, which lists all of the cool features for conducting thorough research of your brand’s reputation in LLMs.

Here’s a quick overview of these features (we’ll go through all of them later):

• Brand Performance — Evaluate how AI platforms describe your brand and determine your visibility. We’ll be working with this tool a lot for unearthing how AI engines talk about you.
• Visibility Overview — Learn more about the prompts or queries that pull up your brand in AI tools. This also reveals queries where your brand is relevant, but is also absent.
• Prompt Tracking — An add-on to Semrush’s classic Position Tracking tool. This will give you a quick overview of your visibility in your target AI prompts (similar to target keywords).

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2. Run the Visibility Overview Tool

Under the “AI Analysis” section, click ‘Visibility Overview.’

Enter your domain and click ‘Analyze’ to begin searching LLMs for mentions of your brand. 

Depending on the popularity of your brand and your reach, it may take anywhere between a few seconds and a couple of minutes to compile the results. 

When done, you’re greeted by an overview panel of your overall AI visibility. This includes the total number of mentions across major AI tools, the most cited sources, and your overall AI visibility score.

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3. Check AI Prompts and Responses

Scrolling down to the “Prompts” section, you’ll find out exactly what users are searching for whenever your brand appears in AI threads. 

More importantly, you can investigate what LLMs are saying about you — both good and bad. 

To read the full AI response, click ‘View full response’ under the preview. 

This will give you a deeper understanding of how AI and, by extension, users perceive your brand. 

If you’re lucky, you’ll find your brand or product surrounded by positive praise. 

For example, here’s what LLMs say about Antec for the query, “good PC cases”:

Just remember that AI responses are often nuanced. 

In some cases, you might find a few negative things about your brand — but that doesn’t necessarily mean the AI response is unfavorable. 

For example, here are a few not-so-wonderful things Gemini said about Antec’s PC case: 

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4. Track the Prompt

What makes the Semrush AI SEO Toolkit special is that it helps you immediately turn information into action plans. 

After you find a relevant prompt you’d like to optimize for, click ‘Track prompt’ under the right-most column. 

To set up prompt tracking, start by specifying the AI platforms you want to optimize for. By default, both ChatGPT and Gemini (Google) are selected, but you can add more by clicking ‘Add target.’ 

In the meantime, you can also add more prompts to your tracker by entering them in the field below. 

With these steps done, click ‘Start Tracking’ to get the prompt monitoring underway. Remember that this will integrate your target prompts to Semrush’s core “Position Tracking” tool, which offers a consolidated dashboard for your Answer Engine Optimization (AEO) and SEO analytics. 

Apart from monitoring metrics, you can also add more prompts or keywords to track, conduct competitive research, diagnose cannibalization (when your own pages compete for the same keyword), and more.

Why is this important? 

By consolidating your rank tracking (for both SEO and AEO) in one place, it’s much easier to determine which of your strategies are working (and which aren’t). 

But now that you got your tracker set up, it’s time to develop a game plan to improve your brand image in AI platforms.

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5. Enter Your Domain in the Brand Performance Tool

Want to learn more about your brand’s presence in AI search?

Go ahead and select ‘Brand Performance’ in the AI SEO submenu.

On the Brand Performance tool page, enter your domain and click ‘Analyze’ to proceed. 

The next step is to specify your target location and languages. Just select the right option in the drop-down menus and click ‘Get started.’ 

Tip: If you’re an international company, select ‘Worldwide’ as your target location. This ensures you don’t miss out on potential brand mentions by AI, which could be affecting how your foreign audience perceives your brand. 

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6. Compare Your Visibility with Competitors

It may take a few minutes before Semrush can pull up your records from LLMs. 

Right off the bat, Semrush starts you off with AI-generated suggestions that will help optimize your AI presence — but we’ll get there later. 

What we need to do right now is a quick analysis of your brand’s presence in AI-based research.

Under “Share of Voice by Platform,” you’ll start to get an idea of your brand’s performance relative to competitors. Feel free to check or uncheck AI platforms to refine your analysis. 

You can also inspect how your presence in LLMs improves (or decreases) over time. Hover over the timeline for a closer inspection of your presence and that of your competitors. 

Tip: You can add more competitors by clicking the “plus” button in the top toolbar. This will allow you to compare your AEO performance with specific competitors. 

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7. Analyze User Sentiment

Next comes the juicy stuff — mapping your visibility in AI prompts while also understanding how your brand is presented in terms of strengths and weaknesses. 

Under “Share of Voice vs. Sentiment,” you’ll find a general rating of your AI visibility and sentiment score. 

You can take a closer look at your sentiment score in the “Overall Sentiment” section. 

Basically, it measures the breakdown of favorable and not-so-positive AI mentions of your brand. 

Curious about the reasons behind your overall sentiment score? 

Under “Key Sentiment Drivers,” you’ll find all the aspects of your brand that are frequently mentioned as a positive by LLMs — including, of course, the possible areas of improvement. 

These strength factors and areas for improvement reflect how AI engines talk about your brand with users. 

The higher they are on the list, the more prominent their impact is on your brand’s performance. 

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8. Review Recommendations

At the bottom of the Brand Performance report, you’ll get a glimpse of Semrush’s AI-driven strategy capabilities. 

Under “AI Strategic Opportunities,” Semrush practically serves actionable recommendations on a silver platter. 

This is, of course, just the beginning. 

For example, if you visit the “Visibility” report section of the AI SEO tool, you can get actionable recommendations that will make your brand appear more frequently in AI-generated answers. 

If you head over to the “Perception” report, you’ll find AI-powered strategies for improving sentiment around your brand. 

I recommend checking out the “Competitive Perception by Platform” section to gauge positive sentiment across popular AI tools, like Gemini, ChatGPT, and Perplexity — and how you compare against competitors. 

Here’s a tip: Always look at the list of improvement opportunities included in most reports. 

Knowing your brand’s strengths is definitely useful, but being aware of and acting upon your weaknesses will have a much bigger impact on your brand image. 

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9. Identify Your Top Cited Pages

AI tools often cite relevant pages when responding to user questions. 

By navigating to the “Citations” report, you can learn more about how often your page gets pulled up — and which specific pages get attention. 

This list also includes the percentage of favorable sentiment alongside other cited competitors. 

Don’t forget to check the actionable, AI-powered strategy recommendations that will not only help you get more citations, but also increase favorable sentiment. 

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10. Discover Which AI Queries Lead to Your Brand

Perhaps one of the biggest advantages of Semrush’s AI SEO Toolkit is how it also reveals the top queries that make AI tools mention your brand. 

In the “Questions” section of the report, you start off with quick target audience and content recommendations. A little further and you’ll come across the top topics and intents that lead to your brand in AI responses. 

What really makes this report crucial can be found under “Query Topics.” 

Here, AI SEO Toolkit directly reveals the user queries that prompt LLMs to cite your brand. As an added bonus, it also presents a breakdown of the user intent behind each query topic.

Of course, AI SEO Toolkit includes actionable recommendations that will enable you to optimize for these queries. 

This ensures you appear to more people who may need your products or services while giving you the opportunity to optimize your website content to match query intent. 

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Conclusion

Ready to improve your visibility and image in AI engines? 

The good news is, you can start with a free Semrush SEO Toolkit trial to experience the platform firsthand. Keep in mind, the AI SEO Toolkit is a separate product, and you’ll need to purchase it for full access to its AI-powered features.

Good luck!

For More Go to : Master Blogging

Source : 5 Proven Ways to Uncover Your Competitors’ Keywords in 2025
Published On : September 09, 2025 at 10:32PM
By : Ankit Singla

Competitor keyword research is perhaps the most valuable SEO strategy I’ve learned in over 14 years.

Not only does it help you find surefire keywords that generate positive results, it also gives you an opportunity to outrank and beat your competitors in their own game — stealing their traffic and positioning yourself as the more dominant brand. 

In this post, I rounded up my go-to competitor keyword research strategies using Semrush SEO Toolkit.

Before anything else, remember that these strategies can be done with free or paid alternatives to Semrush. But for the sake of this guide, we’re demonstrating steps to strategies based on how I do it, and that’s with the Semrush SEO Toolkit.

Let’s get started. 

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Conducting Competitor Keyword Research with Semrush SEO Toolkit

Here’s a quick rundown of the exact ways I use SEO Toolkit to find profitable keywords that drive growth and profits for my competitors:

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1. Checking Top Keywords Through Organic Research

Whenever I need quick keyword ideas from competitors, the first thing I do is inspect their top keywords using the Organic Research tool.

From the Semrush dashboard, click the ‘SEO’ menu and select ‘Organic Research’ under “Competitive Research.”

In the Organic Research form, enter your competitor’s URL, lock in your country, and click ‘Search.’ 

On the Organic Research report page, scroll down to the “Top Keywords” section. 

You should find a list of your competitor’s top five keywords between organic search results and rich snippets (also called SERP features). Don’t get discouraged if this is filled with branded keywords — that’s just at the surface.

Click the ‘View all’ button for a more comprehensive list of your competitor’s keywords. This will take you to a longer list of keywords with crucial metrics, like average search volume, Keyword Difficulty (KD) rating, and the actual traffic that goes to competitors. 

Take note that the organic research report will have limited data if you’re using a free account. If you like to evaluate Semrush SEO Toolkit’s full potential, create a free trial here and follow along as we try the strategies together. 

Viewing the report is a great way to find competitor keywords with a lot of traffic potential. 

Just remember that the Organic Research tool can also check an exact URL for keywords — not just swipe the entire keyword portfolio of an entire business. 

This brings us to my next favorite strategy.

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2. Analyzing Competitor Landing Pages

Analyzing the keywords of a competitor’s landing page is guaranteed to help you get profitable SEO results. 

After all, you’re assured that you’ll find keywords meant to pull visitors who are more likely to make a purchase.

Still using the Organic Research tool, just enter the exact URL of the page you want to analyze. Or, if you’re viewing the organic keywords report for the whole site, just click on the specific link under the “URL” column. 

This will take you to a fresh Organic Research report with a narrower (and usually more profitable) list of organic keyword ideas.

To make sure you’re finding keywords that attract customers with purchase intent, click ‘View all’ and use the intent filter. 

Basically, you need ot make sure you’re scraping competitor keywords with “commercial” or “transactional” intent. 

This filter essentially makes sure you’re only looking at keywords that customers use when they’re ready to buy or commit to a transaction.

Tip: While you’re going out analyzing competitor pages, make sure to include their top-performing content. You’ll find the URLs you need under the “Top Pages” section of the organic research report.

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3. Tracking Competitors’ Position Changes

Here’s a neat trick that plenty of businesses often miss. 

When analyzing competitor keywords with Semrush, I look at their “new” and “lost” keywords to learn two things: their current SEO priorities and keywords they’re neglecting. 

Switch to the ‘Position Changes’ tab to view this information. 

To check your competitor’s new and lost keywords, scroll down to the keywords table and look at the “Diff.” column. 

You should find keywords tagged as “New” and “Lost” — or, positive and negative values that denote how their rankings have moved. 

Tracking new keywords will help you stay ahead of trends and seasonal keywords that your competitors are prioritizing. 

Personally, I check my competitors’ position changes regularly to keep my strategy up-to-date with the latest trends. In some cases, I found keywords they were slipping on — perfect for being assimilated into my strategy and outranking competitors. 

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4. Spying on Competitor Backlink Anchor Texts

This next strategy unveils not just the keywords other businesses rank for, but also the keywords they’re actually targeting. 

Remember, link building is the primary method of ranking for online search keywords — boosting your online presence and generating referral traffic at the same time. By looking at the anchor texts they’re using, you’ll get a better idea of which keywords sit at the top of their priorities. 

For this, you need to fire up the backlink analytics tool under the “Link Building” section of the SEO menu.

Next, enter your competitor’s URL and click ‘Analyze.’ 

After compiling your competitor’s backlink profile data, switch to the ‘Anchors’ tab. This will help you uncover some of the keywords they’re actively optimizing for (regardless of whether they rank well for them or not).

Just remember that you’ll also find a lot of unoptimized anchor texts — often the result of natural links. 

What you want are the obvious keywords that your competitor can squeeze business value out of.

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5. Identifying Keyword Gaps

Keyword gap analysis is an excellent strategy that lets you find juicy keyword opportunities by comparing your website to that of multiple competitors — all at once. 

I’ve personally used Semrush to identify keyword gaps between my blog and my toughest competitors. By understanding the weaknesses (and strengths) of my keyword strategy, I was able to keep up with the tough content marketing space and stay relevant despite not having a full-on agency to back me up. 

From the Semrush main menu, go ahead and click ‘Keyword Gap’ under “Competitive Research.” 

On the keyword gap analysis page, enter your own website as the first domain — then fill in the rest with your competitors’ URLs. Up to four other domains can be added for the analysis. 

After clicking ‘Compare,’ Semrush will generate a detailed report that compares the keyword portfolio of all entered websites. 

For example, in the “Top Opportunities” section, the ‘Missing’ tab shows keywords that your competitors rank for but not your website. 

Aside from missing keywords, there are five other keyword categories revealed by the Keyword Gap tool: 

• Shared Keywords — Keywords that all entered domains (including yours) are currently ranking for.
• Weak Keywords — Keywords that you rank for, but measurably lower than your competitors. 
• Strong Keywords — Keywords that you rank for better than competitors (for maintaining your advantage).
• Untapped Keywords — Missing keywords that only at least one competitor ranks for. 
• Unique Keywords — Keywords that only your website ranks for. 

Just switch between the tabs in the keyword list at the bottom of the report to find these keywords. 

Tip: Don’t forget that you can use filters to refine the keyword gap list. Make sure you use the “exclude” filter to rule out branded keywords meant for competitors. 

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Bonus: Uncovering Crucial Topical Keywords

As a blogging expert by nature, I always try to view SEO keywords from a content perspective. 

That means analyzing how keyword targeting translate to content strategies, like: 

• Which content types best represent the keyword’s main topic? 
• What kind of information do audiences expect? 
• What other relevant subtopics must be included?

I can answer these questions by investigating the ‘Topics’ tab in the organic research report. 

Here, I get an organized view of keywords based on my competitor’s best-performing topics. 

By clicking on one of the subtopics in the group, Semrush extracts all the relevant keywords for that topic. 

Remember, using Semrush to spot keywords that bigger websites already use is a cost-effective and time-saving way to get ahead of the competition. And now that you also know how competitors incorporate those keywords into their content strategy, all that’s left is to craft something that’s clearly better in terms of quality and depth. 

That’s a topic for another day (tip: Semrush’s Content Toolkit is the solution for that). 

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Conclusion

If you’re serious about your business’s online presence, competitor keyword research with Semrush should be your first step. 

Not only will you find keywords that are already proven to work, it can help you build an action plan that covers:

• Which keywords should you target first (missing keywords, competitor “lost” keywords, and purchase-intent keywords)?
• How keywords relate to content (competitor’s best-performing topics)?
• What keywords do competitors want to rank for (backlink anchor texts)?

Best of all, you’re not spending as much time, money, and energy to discover these keywords — your competitor already did it for you. 

Interested in testing the strategies listed above? 

Consider creating a free trial account here. Or, click here for Semrush pricing details and pick a plan that works for you!

For More Go to : Master Blogging