Is quarterly right for my brand, or should I adjust it?
Quarterly is the baseline. Brands with frequent launches or active press benefit from tightening it; stable categories can stretch it. A year between checks is long enough to miss a real shift.
ANSWERS
How often should I audit AI visibility?
Audit quarterly, and again after any launch, rebrand, or press cycle. Claude, ChatGPT, and Gemini update independently of your calendar, so a score from six months ago tells you nothing about today. ye5's audits are built to repeat on that cadence.
Why quarterly, not annually or continuously
A once-a-year audit misses two or three real shifts in how Claude, ChatGPT, and Gemini describe you between checks. Auditing weekly adds cost without adding signal, since the systems don't move that fast day to day. Quarterly is short enough to catch a real shift and long enough that each run measures genuine change, not noise. ye5 first recommended this cadence for brand measurement (see: How do I find out what AI says about my brand?). The same interval applies to any AI visibility audit.
Why do launches, rebrands, and press cycles reset the clock?
Each event changes an input the audit measures:
- —A launch or repositioning changes what you want a model to say about you, so the old score no longer reflects your target answer.
- —A rebrand changes your name, category language, or founding story — the markers ye5's GEO Brand audit scores against .
- —A press cycle adds new sources for models to draw from, for better or worse, before the next scheduled run would catch it.
Why your score moves even when you do nothing
Model providers retrain and refresh their systems on their own schedules, not yours. New competitor content enters the index between your audits. ye5's GEO Brand audit benchmarks you against two competitors on the same protocol each run. A flat score for you can still be a falling score relative to the field. Re-measurement is the only way to see that movement.
Should you audit on a schedule, or monitor continuously?
A quarterly audit answers where you stand right now. Teams that want tracking between scheduled runs can add ye5's Monitors. Monitors is a subscription built for continuous checking, not a single snapshot. Most brands start with quarterly one-time audits and add Monitors once they know what they're watching for. How long a fix takes to show up in model answers is a separate question from how often to re-check (see: How long does GEO take to show results?).
FAQ
How is this different from asking how long GEO takes to work?
That's about results timing: how long a change takes to appear in model answers after you make it. This page is about re-audit frequency — when to check again, not how fast a fix shows up.