Part of GEO Suite
AI Understanding
Connect your brand to what AI understands
What are LLMs and why do they matter for your business?
LLM stands for Large Language Model. These are the artificial intelligence systems behind tools like ChatGPT, Google Gemini, Claude, and Perplexity. They work by processing enormous amounts of text to learn human language patterns, which enables them to answer questions, generate content, and hold natural conversations.
When a user asks ChatGPT "what's the best project management tool?" or asks Perplexity "which laptop should I buy for graphic design?", the LLM analyzes everything it learned from the web and selects the sources it considers most trustworthy to build its response. If your brand, product, or website doesn't have the right signals, the model simply won't include you in that answer, and your competition will take that spot.
Google AI Overviews is Google's version of this technology: instead of showing just a list of links, it now generates a direct AI-powered answer at the top of search results. This means the first result many users see is no longer a link to your site, but an AI-generated response that may or may not mention you.
In short: LLMs are the new intermediaries between your business and your potential customers. More and more people use these tools to research, compare, and decide what to buy. AuraMetrics helps you ensure that when AI answers questions about your industry, your brand is part of the answer.
What it does
AI Understanding analyzes how AI engines understand your page's entities: your brand, products, key people, and concepts. It evaluates how well they're connected to Google's Knowledge Graph and other knowledge bases LLMs consult. LLMs don't think in words: they think in entities. When ChatGPT answers about your industry, it first identifies involved entities and looks for verifiable connections. If your brand isn't in the Knowledge Graph or has incomplete data, the model prefers citing competitors. Google constantly updates the Knowledge Graph. Each update is an opportunity to strengthen or lose your brand's AI identity.
Why it matters
LLMs build understanding through entities. If your brand isn't connected to the Knowledge Graph, models can't verify your identity or authority. Google constantly updates the Knowledge Graph. Outdated or inconsistent data worsens your position with each update. AI Understanding ensures AI knows who you are and why you're trustworthy.
How it works
We scan your page for entity mentions, Schema.org (Organization, Person, Product, Brand), links to authoritative sources (Wikipedia, Wikidata, LinkedIn, Crunchbase), and NAP data consistency. GPT-4o evaluates each connection's strength, identifies weak or absent ones, verifies consistency between your site and external sources, and generates a step-by-step plan with impact priorities.
Metrics you get
Recommended use cases
Frequently asked questions
What is an entity in AI?
Anything AI uniquely identifies: brand, person, product, place, event, or concept. LLMs use entities to organize knowledge and verify information.
What is the Knowledge Graph?
Google's database connecting real entities with verified info. Google's information panels come from it. Google's LLMs use this same base to verify facts.
Do I need Wikipedia?
Not mandatory but a strong signal. The module evaluates Wikidata, LinkedIn, Crunchbase, Google Business, official registries, and media mentions. All contribute.
Works for new brands?
Especially. Shows the most efficient path to build entity identity from scratch: which Schema to implement, profiles to create, links to establish, and in what order.
How do Google updates affect this?
Google regularly updates the Knowledge Graph. Inconsistent data confuses the system more with each update. AI Understanding helps maintain consistency.
What is NAP and why does it matter?
Name, Address, Phone. Consistency across the web is critical. If your name appears in 3 different forms, AI can't confirm you're the same entity.
Can I see competitor entities?
Yes. Analyze any public URL to see its entities, Schema.org usage, and how it compares to your site.
Relationship with SEO and GEO?
AI Understanding bridges both. In SEO, entities improve rich snippets and Knowledge Panels. In GEO, they're the main factor for LLMs to identify and cite you.