Tony Uphoff ran a test this month that every SEO and brand manager should copy before next year’s planning starts. He asked ChatGPT, Gemini, Perplexity, and Google AI Overviews the questions his prospective clients ask, then counted how often the answer engines recommended the two businesses he launched in February.

The results were humbling. Across 59 answers, his newsletter, Uphoff on Media, showed up in zero of 12 category answers. His firm, Uphoff Advisory, showed up in one of 43. Yet every engine that answered “Who is Tony Uphoff?” knew his career.

Tony said “The models know who I am. They almost never recommend what I’ve built.” That gap, between being known and being recommended, is the measurement problem I think most of our industry is still getting wrong.…