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We’ve been hearing this a lot lately:
“Our CEO/Owner asked us to look into LLM-optimization. What can we do?”
If you’re in marketing or comms, you’ve probably felt this shift already. ChatGPT, Claude, Perplexity—they’re not just shiny toys anymore. They’re becoming gatekeepers for how potential customers learn about you.
And that means it’s time to do a quick audit of how large language models (LLMs) understand and explain your brand.
The good news? It’s not nearly as complicated as it sounds.
This is one of the first exercises we walk clients through at Bend when they ask about LLM SEO or “GEO” (Generative Engine Optimization). It’s simple, low-risk, and often eye-opening. It’s also a great starting point for understanding how LLMs interpret your public presence…and how you can start shaping that narrative.
Start Here: The 7-Step LLM Brand Audit
This quick walkthrough will help you identify how your company is currently showing up in LLMs. As well as where things may be stuck in the past.
Step 1: Open ChatGPT, Perplexity or Claude in Temporary Mode
Temporary mode prevents the system from using prior chats, which gives you a more neutral, first-time-user experience. That’s exactly what a prospect gets when they ask about you.
Step 2: Ask It “What Is [Your Brand Name]?”
Enter that exact prompt. This is how users get quick overviews of companies before they click a single link.
Step 3: Review the Response Carefully
Does the answer sound like how you would describe your company? Is it up to date? Accurate? Does it reflect your latest features or positioning?
Most often, we find that the response is outdated or incomplete—based on a snapshot of your brand from two years ago.
Step 4: Check the Sources
Scroll to see what sources the LLM is pulling from.
You’ll likely spot a few of these:
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An old blog post from a previous product launch
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A LinkedIn “About” section that hasn’t been touched since your rebrand
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A random partner page that explains your product in ways you’d never approve today
Step 5: Update or Remove Those Sources
This is where you take action.
If a source is accurate but outdated, update it. If it’s wrong, broken, or no longer relevant—consider removing or redirecting it. Make sure your cornerstone pages (homepage, about page, key product pages, active social profiles) reflect your current go-to-market messaging.
And yes—bring your content team in before you rewrite half the internet.
Step 6: Go Deeper with Real Prospect Questions
Now let’s move beyond “what is your company” and into the kind of questions actual prospects are asking LLMs:
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“Does [Brand] offer X integration?”
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“Is [Brand] good for nonprofits?”
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“How does [Brand] compare to [Competitor]?”
Write down 5–7 questions like this. Then plug them into ChatGPT one by one, and repeat the review process from above.
You’ll uncover even more opportunities to improve how you’re being represented.
Step 7: Track the Impact
As you start making updates to those content sources, set up GA4 event tracking to monitor any shifts in conversion behavior, traffic from AI tools, or organic brand mentions.
You won’t fix everything overnight—but you will start showing up better, more consistently, and in a way that reflects your actual strategy.
Why This LLM Audit Matters
Here’s the truth: your website isn’t always the first “always-on salesperson” anymore.
LLMs are fast becoming the front line. If a prospect wants to know what you do, whether you’re legit, or how you compare to the competition—they’re asking ChatGPT before they fill out your demo form.
Doing this audit is your first step in making sure they get the right answer.
And if you’re a Bend client, we can run this for you and deliver clear recommendations as part of your ongoing content or SEO strategy.
Because it’s not just about search engines anymore—it’s about everywhere your brand lives online.
Want help running your own LLM brand audit? Contact us here for a free strategy call.
