AI visibility check: can AI find and represent you?

Checklist: Improve Your Organisation's AI-Visibility and Messaging

AI tools are becoming a first point of contact between organisations and the public. A funder, volunteer, or journalist may learn about your work through an AI-generated summary before visiting your website. This checklist highlights practical steps to improve how your organisation is surfaced and represented.

Crawlability

Have we ensured public pages aren't blocked in robots.txt?
Have we allowed AI crawlers (GPTBot, CCBot, Google-Extended) if we want to be discoverable?

Structured Data

Have we added schema.org markup for events, projects, people, and donation buttons?
Are our headings (<h1>, <h2>) and metadata (titles, descriptions) clear and accurate?

Content Format

Is key information published in plain HTML, not locked in PDFs or images?
If PDFs are necessary, do we provide an HTML summary alongside?
Is important text written as text rather than embedded in graphics?

Multiple Registers

Do we use both technical terms and plain-language alternatives (e.g. "catchment rehabilitation" and "river restoration")?
Are we making it easier for AIs to connect our work to different types of queries?

Freshness & Consistency

Do we update our site regularly so content doesn't go stale?
Is our mission and impact worded consistently across our website, social media, and reports?

Links & Networks

Have we added outbound links to credible partners and funders?
Are collaborators and media linking back to our site to strengthen discoverability?

Regular Audits

Do we regularly ask ChatGPT, Gemini, or Perplexity: "What is [Our Org]?"
Do we track what's missing, distorted, or outdated, and use that as our fix-it list?

Bottom line: If your site is crawlable, structured, clear, and consistent, AI systems are far more likely to represent your organisation accurately. From there, map the gaps into an action plan: do you need to publish more structured content, refine your messaging, or remove outdated material?

Need a hand with your organisation's AI visibility checklist? Let's talk.
Contact Heaps Smart to explore how we can help your organisation update your AI visibility.