How to Audit Your AI Entity Footprint: A New SEO Framework

Rich Sanger's article in Search Engine Land proposes auditing an "AI entity footprint," a framework that evaluates the cumulative digital evidence—from websites and reviews to LinkedIn profiles and press mentions—that influences how AI systems characterize a business. Rather than assessing individual SEO assets in isolation, the piece argues that as AI-powered search moves beyond keyword matching to recommend and compare organizations, marketers need to test how confidently AI can explain their business using publicly available information, using tools like ChatGPT or Gemini to identify gaps, contradictions, or weak differentiation.