The way people discover information is changing fast. Buyers still use traditional search, but they also ask ChatGPT, Perplexity, Claude, Gemini, and other AI systems to explain problems, compare options, recommend solutions, and help them make decisions. For marketing teams, that creates a new challenge: how do you make sure your company remains understandable, relevant, and worth referencing as discovery keeps evolving?
BetterSites was built to help answer that question. We believe the goal should not simply be to appear in an AI answer once. The goal is to build content that remains clear, useful, and reusable over time. We call that Durable AI Discovery.
Durable AI Discovery is a continuous approach to improving and adapting digital content so AI systems can reliably understand and reference it over time. It shifts the focus away from chasing short-term visibility and toward building lasting clarity, authority, and relevance.
BetterSites started with a simple frustration. As AI search grew, more and more tools appeared that could tell marketers whether their company was showing up in AI answers. They could track prompts, citations, mentions, and visibility scores, but that still left a much more important question unanswered: what should we actually do with that information?
After decades of working across web development, SEO, content strategy, UX, conversion optimization, analytics, digital strategy, and growth, I did not see AI discovery as a completely separate discipline. I saw it as a new layer on top of problems I had been solving for years: whether content is clear, whether it answers the right questions, whether it reflects the company’s positioning, whether the information is easy to understand, and whether the website gives people and machines enough reason to trust it.
That is why I built BetterSites. I wanted a platform that could help marketers make sense of what is happening in AI discovery without turning GEO into another isolated tactic or another dashboard to monitor. The goal was to create something that helps teams understand what is changing, see where their website and content can be stronger, and make better decisions about what to improve or create next.
That idea still guides BetterSites today.
Jess HennesseyBetterSites was founded by Jess Hennessey, a digital growth strategist and AI visibility advisor with more than 30 years of experience across web strategy, SEO, content, UX, analytics, conversion optimization, and digital growth.
Jess began her career building websites, then moved into digital marketing, strategy, and agency leadership. Over the years, she has worked with organizations ranging from B2B technology and industrial companies to global enterprises and nonprofits, helping teams improve complex websites, consolidate digital ecosystems, strengthen search performance, increase conversions, and create clearer digital experiences.
Before founding BetterSites, Jess served in senior strategy and executive leadership roles, including CEO of a digital agency, where she worked closely with marketing leaders trying to connect websites, content, search, analytics, and business performance.
As AI began changing how buyers research and evaluate companies, she saw the same pattern emerging again: teams were being handed more data, more tools, and more terminology, but not necessarily more clarity.
That became the foundation for BetterSites.
Jess now works at the intersection of traditional web strategy and AI discovery, helping companies understand how SEO, GEO, content quality, audience alignment, authority, and user experience work together.
She has also spoken about generative engine optimization and AI discovery at conferences and on podcasts, helping marketers make sense of a field that is still evolving. Learn more about Jess at Resonate Online.
A simple yes or no does not tell you very much. Knowing that your company appeared in an AI answer can be useful, and knowing that it did not appear can be useful too, but neither explains why it happened or what you should do next.
BetterSites is built to help marketers understand what is affecting their visibility and what actions are most likely to improve it. That could mean clarifying how a page answers an important question, strengthening the evidence behind a claim, improving how information is structured, filling a gap your competitors are covering better, or creating content around questions your audience is already asking.
The goal is to connect the signals back to practical decisions. BetterSites helps you understand what is happening, where your website and content can be stronger, and what to improve next so your company becomes easier for AI systems to understand and reference.
Instead of stopping at “Did we show up”, BetterSites helps you answer “What is happening, why might it be happening, and what should we do about it?”
That is the difference: BetterSites is designed to help you actively improve AI visibility, not simply track it.
A: While Google search accounts for 89% of the search market, 13% of those users are using AI Overviews to get their answers. The trend for using AI overview , ChatGPT or any of the other LLMs is just increasing.
A: AI systems don’t rank pages the way search engines do. They select content that’s easiest to interpret, extract, and trust in the moment. If competitors are clearer, more structured, or more complete on a topic, they get used by LLMs even if you outrank them in search.
A: BetterSites was developed in 2025 by Resonate Online at the direction of Jess Hennessey. Frustrated with the lackluster tools available for GEO, she created on herself. Frankly, it blows them all away.
A: Citation readiness is how easy your content is for AI to understand, extract, and reuse in an answer. It looks at things like structure, clarity, authority signals, and whether your content contains clean, standalone explanations. For a deeper breakdown of how LLMs retrieve and use content, see: https://platform.openai.com/docs/guides/retrieval
A: Start with evaluating the recommendations and determine if they make they make sense. The recommendations are only as good as the profile data you enter.
Start on the sections that are close to being usable but unclear or incomplete. Small changes to structure, headings, and how you explain key ideas often unlock the biggest gains.
A: There is a lot of discussion about what is GEO in comparison to SEO. I am of the opinion that it is related, but different. SEO tools focus on rankings, keywords, and backlinks. BetterSites focuses on how your content is interpreted and reused inside AI-generated answers. If you want context on how Google is shifting toward AI-driven answers, see: https://blog.google/products/search/generative-ai-search/
A: AI visibility (aka prompt tracking) will fluctuate and is not defendable, so it’s not a reliable KPI on its own. Instead, you measure whether your content is becoming clearer, more complete, and easier to extract. You also measure brand awareness & consistency offsite. This is what drives consistent inclusion over time. This is the shift from tracking appearances to improving eligibility.
A: Absolutely not! Most improvements come from refining what’s already there. Cleaning up structure, clarifying explanations, and making key sections more self-contained is the overall theme of GEO. It’s usually continuous improvement, not a full rewrite.