Which brand details does KI Score use?

KI Score works with a small, clearly defined set of details about your brand: brand name, aliases, domain, an optional brand description, and the market profile. This article explains what each one is for and how it affects your results. KI Score has no separate knowledge base or area where you store additional brand content.

Brand name and aliases: when a mention counts

Your brand name and aliases determine when your brand counts as Erwähnt (Mentioned) in a monitoring answer. KI Score searches the answer text for your brand name and every alias you have added, meaning alternative names or spellings. A match only counts when it appears as a word on its own, not inside another word. KI Score treats German alternative spellings such as “ü” and “ue” as equivalent.

These matches feed the monitoring metrics, such as the mention rate. The metrics are always calculated with your current list of brand names and aliases. If you change the name or aliases, the values for answers already stored change as well.

To learn how to adjust the name and aliases, see Updating your brand name and aliases. If a mention is not being detected, Why isn't your brand counted as mentioned? can help.

Your domain: your own sources and citation rate

Your website's domain determines which cited sources KI Score classifies as Eigene Domain (Own domain). Subdomains are included. The citation rate in monitoring is based on this classification: it is the share of answers that cite your own domain as a source. The citation rate is not part of the KI Score.

The same rule applies here: the classification is calculated with the domain currently on file. Changing the domain therefore also affects past answers. For more, see What counts as a citation.

Your brand description: the basis for suggestions

During onboarding, you can describe what your brand offers in the field Erzählen Sie uns etwas über Ihre Marke (optional) (Tell us about your brand, optional). KI Score uses this description in two places:

• when classifying your market, which produces the market profile
• later in the dashboard, for prompt and competitor suggestions

You can't edit the description in the dashboard after onboarding. It does, however, remain the basis for suggestions.

Note: The description is not included in the questions your monitoring sends to AI providers. KI Score also does not use it to influence what AI systems say about your brand. For more, see Does KI Score influence what AI systems say about your brand?.

The market profile: service and location

The market profile describes which service you offer and which location your KI Score should be measured for. You confirm it during onboarding. The market profile determines:

• the market your KI Score is calculated for
• the geographic area in which this market is measured

The location doesn't affect your monitoring: your own prompts are queried without a location. The confirmed services also feed into prompt and competitor suggestions, and the website's location feeds into competitor suggestions. To adjust your markets later, see Adding, editing, or removing markets.

What to include in the description

Since you can only enter the brand description during onboarding, it pays to be specific there. The field itself asks for the essentials: “Welche Produkte oder Dienstleistungen bieten Sie an? Bedienen Sie bestimmte Regionen?” (Which products or services do you offer? Do you serve specific regions?) Useful details include:

• your main products or services, named the way your customers refer to them
• the regions or places you serve

Promotional claims or general slogans, on the other hand, add little because they don't describe your market any more precisely. Onboarding points this out too: the more specific your details, the better your later prompt suggestions and analyses can start.