In the fast‑moving world of search, staying ahead of the curve means more than just tweaking on‑page elements or building backlinks. It’s about understanding how artificial intelligence—think ChatGPT, Google Gemini, and other conversational models—perceives your brand and then shaping that perception to your advantage. One seasoned consultant, Zbyněk Fridrich, has turned this insight into a proven formula that helped a co‑working space called WorkLounge double its organic visibility and AI‑driven traffic in just five months.
The Two‑Phase Strategy for AI‑Driven Visibility
Zbyněk’s approach is built around a simple, two‑step process that leverages Semrush’s AI Visibility Toolkit. The first phase is all about taking control of what AI says about your brand. The second phase focuses on discovering new opportunities where your brand should appear but isn’t yet.
“If AI has the wrong picture of you, creating more content won’t fix the problem,” he says. “You need to fix the narrative first, then expand it.”
Step One: Mastering Brand Sentiment
To get a clear picture of how AI models are currently describing a brand, Zbyněk opens the Brand Performance tool within Semrush. He adds the client’s key competitors and sets the target geographic region. The tool then pulls data from major AI engines—ChatGPT, Google Gemini, and others—to show how often the brand appears in AI answers and what tone those answers carry.
Because AI visibility isn’t driven by traditional rankings alone, sentiment becomes the critical factor. An AI model will only recommend a brand if it deems it authoritative and relevant. Therefore, the first task is to assess overall sentiment and compare it to competitors.
Next, Zbyněk dives into the Business Drivers report. This section highlights the attributes, associations, and topics that consistently surface in AI outputs. By identifying these drivers, he can see which aspects of the brand are resonating and which are missing.
Finally, he reviews the Perception report to uncover specific positive and negative perceptions that influence AI recommendations. This granular view helps pinpoint exact areas that need improvement—whether it’s clarifying the brand’s value proposition, correcting misinformation, or strengthening trust signals.
Step Two: Discovering Untapped Opportunities
Once the sentiment is under control, the second phase begins. Zbyněk uses the AI Visibility Toolkit’s prompt analysis feature to explore where the brand should appear but isn’t. He examines the prompts that deliver the highest relevance scores and checks whether the brand is included in those answers.
If a brand is missing from a high‑value prompt, that’s a clear gap. The consultant then crafts targeted content—blog posts, FAQs, or structured data—that directly addresses those prompts. By aligning the content with the AI’s expectations, the brand becomes a natural recommendation in future AI responses.
He also monitors the
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