Methodology
How every score is calculated
Website
Website score
Google Lighthouse performance (0–100) of the homepage and up to four representative pages, weighted: homepage 40%, the other pages share 60%.
How it is calculatedCore Web Vitals
Google's real-user experience metrics (LCP, INP, CLS) from the Chrome User Experience Report, rated good, needs improvement or poor.
How it is calculatedSite health score
45 technical and content checks on a crawl of up to 200 pages, grouped into six categories; each category loses points by how often its checks fail, weighted by severity.
How it is calculatedAI readiness score
How well AI assistants can reach and use a site: 60% bot access, 30% content readiness (assessed by Claude), 10% llms.txt.
How it is calculatedVisibility
Share of voice (Visibility)
Your share of the visibility of all tracked brands together, per channel (SEO, GEO, backlinks, socials); the Visibility score is the average of the four.
How it is calculatedSEO share of voice
Your share of the estimated search clicks of all tracked brands: monthly search volume × expected click-through rate of each brand's Google position, per keyword.
How it is calculatedEstimated search traffic
Estimated monthly visits from Google per keyword: search volume × the click-through rate of the brand's position; summed per brand.
How it is calculatedKeyword difficulty (KD)
How hard it is to reach Google's top 10 for a keyword, from 0 to 100: easy below 30, medium 30–59, hard 60 and above.
How it is calculatedRest of the market
The part of the clicks or AI mentions that goes to sites and brands you don't track: comparison sites, media, forums and other providers.
How it is calculatedDemand map
Per domain and product, for private customers or professionals: the whole market's monthly Google searches, estimated questions to AI tools and their trend, your reach of that market, the concrete needs behind it, and who wins them today.
How it is calculatedAI search volume (estimated)
An estimate of how often a search shows up in the questions people ask AI tools each month, with its trend over the last 12 months. A vendor estimate, shown next to the Google search volume.
How it is calculatedVisibility per product, with next steps
For every product or service in your market profile: your share in Google and in AI answers against your competitors, and the three next steps worth taking, without any keyword research.
How it is calculatedSEO per product cluster
Every search keyword is sorted into one of your product lines, General or Not your market; share of voice is then calculated per product, and Not your market doesn't count.
How it is calculatedKeyword gap
Keywords where a competitor ranks in Google's top 10 and you don't, sorted by the extra visits per month you would get at the best competitor's position.
How it is calculatedKeyword research per product
The searches to rank on to own one product's visibility in one country: keyword ideas with volume, difficulty and intent, filtered to the product, with where you and your competitors rank.
How it is calculatedGoogle results page: AI Overviews and special blocks
For your 100 most-searched relevant non-branded keywords: which special blocks Google shows (AI Overview, People also ask, map, …), which brands its AI Overview cites, who else takes the top 10, and where to focus.
How it is calculatedRank tracking of the core keywords
Google positions of you and your competitors on your 100 most important keywords, checked every morning on the Scale plan and every Monday on the other plans, with alerts when you gain or lose the top 3 or top 10.
How it is calculatedTraffic value
What a brand's estimated organic search visits would cost as Google Ads: estimated visits per keyword × the keyword's cost per click, summed, per month in USD.
How it is calculatedSocial media: own channels
Each brand's own social accounts compared over the last 30 days: share of engagement, followers and posts, follower growth, posts per week, engagement rate, top posts, formats and posting days.
How it is calculatedSocial media: topics and events
A brand linked to an event or topic within a period, optionally compared with other brands: their own posts about it and the posts by others that mention them, on eight platforms, with interactions, views, potential reach and share of the conversation.
How it is calculatedEarned media value
What the visibility of social posts about a topic would have cost as paid social: views × CPM, or interactions × CPE for posts without views, at rates that each carry their source.
How it is calculatedSocial engagement rate
How strongly an audience responds per post: the post's engagement divided by the account's followers × 100 (TikTok: divided by views), averaged over the posts.
How it is calculatedCompetition pressure and head to head
Of the keywords where any tracked brand ranks in the top 3, top 10 or top 20, how many of your competitors rank there too, and per competitor who ranks ahead on the keywords you share.
How it is calculatedRanking changes since the last measurement
Keywords each brand gained or lost in Google's top 3 and top 10 since the previous measurement, and your biggest position changes with their effect on estimated visits.
How it is calculatedGEO share of voice (AI answers)
Your share of brand mentions in AI answers to a fixed set of buyer questions, asked monthly to Claude with web search; a citation of your own site counts extra.
How it is calculatedBacklink share of voice and link gap
Your share of the referring domains (unique sites linking to you) of all tracked brands; the link gap lists sites that link to competitors but not to you.
How it is calculatedShare of conversation (online mentions)
Your share of the online mentions of all tracked brands in the last 30 days, on websites, blogs, forums and news sites in your market, with sentiment.
How it is calculatedBenchmarking
Rank and fair share
Rank is your position among the tracked brands on a score (1 = best); fair share is 100% divided by the number of brands.
How it is calculatedPerceived Brand Key
How the market sees a brand, written by Claude from third-party sources only — reviews, news, comparison sites and forums — never the brand's own sites.
How it is calculatedSignals and products
Social media signals
Signals when a post does far better than an account's usual, when followers jump within a week, or when a competitor suddenly posts much more than usual.
How it is calculatedSignals and their impact
A signal is a meaningful change since the previous measurement; it is only created above a threshold and rated high, medium or low impact.
How it is calculatedProduct comparison
Claude reads your product and finds each competitor's equivalent on its own website; after your approval the products are compared fact by fact and re-checked monthly.
How it is calculated