HubSpot outlines how to find gaps in AI search visibility

Marketers looking to improve visibility in AI-generated answers should examine the questions and topics for which their brands are missing from citations, according to a HubSpot Marketing guide. The approach, known as answer engine optimization (AEO) keyword gap analysis, extends a familiar SEO practice to the responses produced by tools such as ChatGPT, Gemini and Perplexity.

A traditional keyword gap compares the search terms for which competitors rank with those a company does not. An AEO gap asks a broader question: which prompts lead an answer engine to cite another brand, while a company’s own content is absent? The difference can include topics, questions and prompts that a brand has not addressed clearly enough to become a cited source.

The distinction matters because buyers using an AI answer engine may receive a summarized response or a shortlist of products instead of a conventional page of links. If a brand is absent from answers related to its category, it may also be missing an opportunity to appear when buyers are evaluating options.

HubSpot says its research surveyed 3,063 people involved in CRM software purchasing decisions and found that 42% of CRM buyers use AI search during their evaluation. The company describes AI search use as the strongest predictor of purchase intent among the measures it tracks. Separately, HubSpot cites Search Engine Land reporting that referral traffic from AI tools, including ChatGPT and Gemini, tripled over the preceding year.

The guide recommends starting with an audit of a company’s existing content and the topics covered by competitors. Marketers can then compare that coverage with the questions surfaced in AI answers to identify missed citation opportunities. HubSpot also advises prioritizing the gaps most relevant to the business, turning them into content that answers questions clearly, and tracking results over time. Its guide discusses the company’s own AEO tools as one way to support that process.

What this means for marketers

Teams can use an AEO gap review alongside existing SEO analysis rather than treating the two as identical. Comparing competitor citations with a brand’s own answers can help identify which questions warrant attention first. Progress should be assessed over time by checking whether the brand appears in the AI answers associated with those questions.