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Emergency Brand Audit: What AI Says About Your Locations

Search Engine Journal· by Loren Baker ·2026-07-24

— The SEO Cover · Daily Brief · Jul 25, 2026

On "Emergency Brand Audit: What AI Says About Your Locations"

AI's characterization of your locations is now a business-critical search asset you can't control directly, which means you need to know what it's actually saying before you can fix it. The smart move here isn't panic—it's systematic auditing of what Claude, ChatGPT, and Google's AI Overview are pulling about each location, then reverse-engineering which data sources or review signals are feeding those summaries so you can address the root. If your locations are getting misrepresented in AI outputs, the fix usually lives in your aggregated data quality, review cadence, or how your structured data is written, not in prompting. Start auditing what AI says about you the same way you'd audit search results—it's a ranking factor now, except you're competing against generative interpretation rather than algorithms.

From the source: GatherUp's Annie Jackson and Jason Wertham show how to audit what ChatGPT and AI Overviews say about your locations, and which inputs change the answer.

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