About Baseline Labs
Baseline Labs measures how AI search engines describe your business - what they say about you, and who they cite instead. Every tool here starts from a scan you can read line by line.
What we scan
Four scans look outward, at the answers themselves. Visibility tracks where you appear across Google, ChatGPT, Perplexity, Gemini, Google AI Mode, Claude and DeepSeek. PR & Brand watches how those engines talk about you and whether the sentiment is fair. Active Competitors reads the rival set out of the answers rather than out of a keyword tool, then benchmarks your share of voice against it. Fan-out captures the sub-queries an engine runs behind one question, and the pages it cites back.
Four look inward, at your own site. Site Pulse checks reachability, metadata, content and rendering page by page. Schema Audit measures JSON-LD entity coverage and quality. AI Vision scores AI-readiness across bot access, structured data and entity authority. Reputation Audit pulls in your Google Business Profile, Trustpilot and TripAdvisor signals.
What you can change
A finding is only useful if something follows from it. The Content Tool scores one page against what actually earns citations, finds real published sources, and returns anchored before/after patches. Product Strategy sets your positioning, pricing and tone of voice beside your rivals', with every claim cited to the page it came from. The free schema generator writes valid JSON-LD from a URL, and Rolling Schema keeps regenerating it as your pages change. AI Traffic attributes the visits you get back to the engine that sent them, and Backlinks gives two separate views of your link profile: a bought whole-web census, and the links our own crawler read.
All of it hangs off a study - a brand, its site, and what Baseline has learned about it. Scans, competitors and saved queries attach to one study, so results accumulate in a place instead of scattering across exports. If you would rather drive it from your own tooling, there is a REST API and an MCP server, so an AI client can run the same scans you can.
Who we are
Baseline Labs was founded by Chris Mortimer in 2025 to put a number on how visible a business is across AI-driven search. We also take on fixed-scope implementation work - schema installation, traffic tracking, technical fixes - through Developer Services.
We are based in Galway, on the west coast of Ireland, and we have people working from Newcastle upon Tyne and from Stockholm. None of the three is an office you can walk into. Email and the contact form are how we work, and they reach the same few people either way.
Why GEO matters
Search used to end on a page of links you could rank in. A growing share of it now ends on one written answer with a handful of citations. If you are not among them, the person asking never sees you, and a ranking report will not tell you it happened.
Generative Engine Optimisation is the work of getting cited there. It begins with reading what the engines say about you today.
Get in touch
Have questions? Contact us or run a free scan on your own domain.
