Brand Health Score — What It Means and How to Improve It
Your Brand Health Score is a single number, from 0–100, that combines three separate audits — AEO, SEO, and CRO — into one measure of how visible and effective your brand is across AI search, Google, and your own website. Instead of juggling three disconnected reports from three different tools, you get one score that tells you, at a glance, where your brand is strong and where it's leaking visibility or revenue.
The three pillars
Each pillar measures a different surface where a potential customer might encounter — or fail to encounter — your brand:
- AEO (35%) — how often AI engines like ChatGPT, Perplexity, and Gemini cite your brand when answering questions in your category. Read the full AEO explainer.
- SEO (35%) — 150+ technical, on-page, and content signals that determine how well you rank and get indexed by Google.
- CRO (30%) — 200 conversion benchmarks with screenshots, measuring whether your site actually turns visitors into customers.
How the score is calculated
Each pillar produces its own 0–100 score from real audit data — actual AI engine queries, a live Playwright crawl of your site, and a benchmark comparison against conversion best practices. The three scores are weighted (35% AEO, 35% SEO, 30% CRO) and combined into your overall Brand Health Score. Scores in the 71–90 range are considered strong, 91–100 is exceptional, and anything under 40 usually points to a structural gap rather than a handful of small fixes.
How to improve your score
Every audit comes with exact, prioritized fix recommendations — not just a number. Run an AEO and SEO audit to see where you stand against competitors, then work through the highest-impact fixes first. Most brands find their biggest single gap is AEO, simply because few sites have been optimized for AI citation yet — which also means it's often the fastest place to gain ground.
Frequently asked questions
What is a good Brand Health Score?+
Scores of 71-90 are strong, 91-100 is exceptional. Most brands we audit for the first time score between 40 and 65 — mainly from AEO gaps, since few sites have optimized for AI citation yet.
How often should I check my Brand Health Score?+
Monthly is a reasonable cadence for most brands — AI engines, Google indexes, and your own site change often enough that a quarterly check can miss real regressions. Agency plans include weekly monitoring.
Can my Brand Health Score go down?+
Yes. A competitor improving their AEO presence, a Google algorithm update, or a site redesign that breaks conversion elements can all lower your score between audits — which is why re-running audits matters, not just running one once.
Do I need a perfect score in all three pillars?+
No. Most brands have one weak pillar — often AEO, since it is the newest and least understood. The fix recommendations are prioritized so you can focus on whichever pillar has the most upside first.