AI SEO Tools: What They Are and How to Choose One
AI SEO tools are a new category of software designed to help businesses monitor and improve their visibility in AI-powered search results. Unlike traditional SEO tools that track Google rankings, AI SEO tools track how AI assistants like ChatGPT, Perplexity, and Claude talk about your brand.
Why Traditional SEO Tools Are Not Enough
Traditional SEO tools -- the rank trackers, back-link analysers, and keyword research platforms that have served marketers for years -- were built for a world of ten blue links. They are excellent at what they do, but they do not address the AI search landscape.
Here is the core problem: traditional SEO tools track your position in Google's organic results. They tell you that you rank number three for "best CRM software UK". What they cannot tell you is whether ChatGPT recommends your CRM when a user asks "What CRM should I use for my small business?". Those are two very different questions with two very different answers, and only the second one is growing in importance.
The gap between traditional SEO tools and AI search reality manifests in several ways:
They Cannot Query AI Platforms
Traditional SEO tools interact with Google's search API. They do not query ChatGPT, Claude, Perplexity, or other AI platforms. This means they have no data on how AI assistants discuss your brand -- or your competitors.
They Cannot Analyse Synthesised Responses
Google returns a list of links. AI assistants return prose. Analysing an AI response requires natural language processing to determine whether your brand was mentioned, in what context, with what sentiment, and relative to which competitors. Traditional tools are not built for this type of analysis.
They Cannot Track AI Citations
When Perplexity or Google AI Overviews cite sources, those citations are different from traditional back-links. They exist within an AI response rather than on a web page, and they require different tracking mechanisms.
They Measure the Wrong Things
Traditional SEO metrics -- keyword rankings, domain authority, back-link counts -- remain relevant but are insufficient for understanding your AI visibility. You need metrics specifically designed for the AI search context: mention frequency, recommendation rate, sentiment analysis, and platform-by-platform visibility.
What to Look for in an AI SEO Tool
If you are evaluating AI SEO tools, here are the features that matter most.
Multi-Platform Coverage
The AI search landscape is fragmented. ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews all function differently and may produce different results for the same query. A useful AI SEO tool should cover multiple platforms, not just one.
Why it matters: Your customers use different AI platforms. Being visible on ChatGPT but invisible on Perplexity means you are missing a segment of your potential audience. Multi-platform coverage gives you a complete picture.
Automated, Regular Monitoring
Manual spot-checking AI responses is possible but impractical at scale. A good tool should run your key queries automatically on a regular schedule -- daily or weekly -- and track changes over time.
Why it matters: AI responses are dynamic. A query that mentions your brand today might not mention it tomorrow. Regular monitoring reveals trends that single checks miss.
Competitor Tracking
AI visibility is inherently relative. It is not enough to know that you are mentioned; you need to know how your visibility compares to your competitors. Look for tools that track competitor visibility alongside your own.
Why it matters: If your competitor is mentioned in 80 percent of relevant AI responses and you are mentioned in 20 percent, you have a clear problem -- and a clear benchmark for improvement.
Sentiment Analysis
Being mentioned is not always positive. AI models can describe brands negatively, mention known weaknesses, or provide outdated information. Sentiment analysis helps you understand not just whether you are mentioned, but how.
Why it matters: A negative AI mention can be more damaging than no mention at all. Sentiment tracking alerts you to problems before they spread.
Citation Tracking
RAG-based platforms like Perplexity cite their sources. Tracking which of your pages are cited -- and how often -- provides valuable data on what content is performing well in the AI search context.
Why it matters: Citations drive both AI trust and user traffic. Understanding your citation patterns helps you create more of the content that AI platforms value.
Actionable Recommendations
Data without direction is of limited value. The best AI SEO tools do not just show you metrics; they tell you what to do about them. Look for tools that provide specific, prioritised recommendations based on your data.
Why it matters: Most businesses do not have dedicated AI search specialists. Actionable recommendations bridge the gap between data and strategy.
Query Customisation
Your business has specific queries that matter. A tool that only tracks generic, predefined queries may miss the questions that are most important for your specific niche. Look for the ability to define custom queries that match your target audience's actual behaviour.
Why it matters: A local plumber and a national SaaS company face very different AI search landscapes. Your tool needs to reflect your specific market.
Types of AI SEO Tools
The AI SEO tool market is still maturing, but several distinct categories have emerged.
Dedicated AI Visibility Platforms
These are purpose-built tools designed specifically for tracking and optimising AI search visibility. They typically offer multi-platform monitoring, sentiment analysis, competitor tracking, and actionable recommendations. They are the most comprehensive option for businesses that take AI visibility seriously.
Traditional SEO Tools with AI Add-Ons
Some established SEO platforms have added AI visibility features to their existing toolsets. These can be useful if you want a single platform for both traditional and AI SEO, but the AI features are often less developed than those offered by dedicated platforms.
Custom or DIY Solutions
Some businesses build internal tools using AI platform APIs to monitor their visibility. This approach offers maximum flexibility but requires significant technical resources to build and maintain. It is typically only practical for larger organisations with dedicated development teams.
Consultancy and Agency Services
Several agencies now offer AI visibility auditing and optimisation as a service. This is a good option for businesses that want expert guidance without managing a tool themselves, but it tends to be more expensive than self-service tools and provides less frequent monitoring.
How to Evaluate AI SEO Tools
When choosing a tool, consider these evaluation criteria:
Platform Coverage
Which AI platforms does the tool monitor? At minimum, look for coverage of ChatGPT, Perplexity, and Google AI Overviews. Broader coverage that includes Claude and Gemini is preferable.
Data Freshness
How often does the tool check your visibility? Daily monitoring is ideal; weekly is acceptable. Monthly is too infrequent given how quickly AI responses can change.
Ease of Use
You should not need a data science degree to understand your AI visibility. Look for clear dashboards, intuitive navigation, and plain-language explanations of what the data means and what to do about it.
Pricing and Value
AI SEO tools range from free basic offerings to enterprise solutions costing hundreds of pounds per month. Consider how the tool's pricing relates to its coverage, features, and the value of the insights it provides.
Integration
Does the tool integrate with your existing marketing stack? The ability to export data, connect to analytics platforms, or share reports with team members adds practical value.
Support and Guidance
Especially if you are new to AI search optimisation, look for tools that provide educational resources, onboarding support, and responsive customer service.
The Case for Acting Now
The AI SEO tool market is growing quickly because the underlying trend -- the shift from traditional search to AI-mediated discovery -- is accelerating. Businesses that start monitoring and optimising their AI visibility now are building an advantage that will compound over time.
Consider the parallel with traditional SEO. Businesses that invested in SEO early -- in the 2000s and early 2010s -- built up domain authority, content libraries, and back-link profiles that late entrants have struggled to match. The same dynamic is playing out now with AI visibility. The brands that establish themselves in AI training data, citation patterns, and recommendation algorithms early will be difficult to displace.
This does not mean you need to spend thousands of pounds on tools and consultants. It means you need to start paying attention, start measuring, and start taking targeted action. Even a modest, consistent effort will put you ahead of competitors who are ignoring the AI search landscape entirely.
For a thorough understanding of the foundational principles behind AI search optimisation, read our guide on Generative Engine Optimisation (GEO). For practical guidance on checking your current position, see our article on AI visibility.
Ready to track your AI visibility? Start a free RivalScope trial and see how AI assistants talk about your brand -- across every major platform.