To measure how visible your brand is in AI-generated responses. whether in ChatGPT, Perplexity, or other LLMs, you first need to define which prompts are relevant for your business. That means creating a focused set of relevant user queries that align with your business goals, target audience, and content strategy. These prompts form the foundation of any AI visibility audit, and later, any effort to optimize for better results.

In this article, we’ll walk through a practical, proven approach to defining the right prompt dataset, based on real-world results from our work with clients building visibility in the age of generative AI.

1. Define your business priorities

Before jumping into creating a list of prompts, take a step back and reflect on your business priorities. Experienced SEO experts usually have a good sense of which topics to track, for everyone else being clear on business priorities helps to focus on the right prompts from the start. It improves your hit rate, keeps your efforts aligned with real goals, and will make subsequent steps of your visibility strategy easier to execute.

This includes the following:

• Business goals: What do you want to achieve? More traffic, qualified leads, or higher conversion?

• Target personas: Who exactly are you trying to reach?

• Strategic priorities: Are there specific products or industries that you want to push?

• Current performance: Are there specific articles, landing pages or sections that you want to push?

This focus will not only help you to identify a set of prompts, but also make your LLM visibility strategy more actionable and measurable.

2. Leverage Autocomplete in Perplexity

Perplexity’s autocomplete is a goldmine of prompt inspiration. Just type in a seed term, like your product category or feature, and look at the suggestions.

For example:

• Type “Z” and see: “Perplexity vs ChatGPT,” “Perplexity stock,” etc.

• Try “accounting software for” and see full prompt length answers like "Which accounting software offers the best free features for small businesses.

These suggestions are algorithmically surfaced based on real user queries and will be suggested to other users searching for something similar.
They’re valuable for two key reasons:

1. They indicate real search demand, so you can expect some level of traffic if you align your content with them.

2. They reflect actual user behavior, not guesswork. Making them one of the most grounded sources for prompt ideas.

You can also try ChatGPT, which has basic autocomplete capabilities, but they’re less extensive than Perplexity’s, and it doesn’t provide follow-up question suggestions.

3. Reframe Your Blog Headlines as Prompts

Your existing blog posts are a great source of prompt material.

Try this:

• Take a recent headline (e.g., “5 Ways to Improve Your Customer Onboarding Process”)

• Ask ChatGPT: “Rewrite this as a question someone might ask to an AI chatbot.”

This will give you something like
“What are the best ways to improve customer onboarding?”

You can also try 3-4 different variations of a question. This lets you check:

• How do top-ranking pages answer that question?

• What is the structure of top-ranked pages?

• Does your content show up in queries that your existing content targets.

This approach also works well for any other pages, like product or solution pages, since they can often be reframed as questions users might naturally ask.

4. Use Persona-Based Prompts

LLMs respond well to role-specific framing. Instead of a generic question, write from the point of view of your target persona. Plus, LLMs allow for way more context than google.

Examples:

• “I’m a CFO at a multinational manufacturing company. What’s the best way to reduce audit complexity?”

• “I run a small law firm in Vienna. Which CRM works best for boutique firms?”

As a bonus: try to setup multiple prompts with different demographics like geography, company size, industry, and occupation. This will let you understand which demographics are your strong suite.

Need help with identifying relevant personas? Checkout out our personas feature for inspiration.

5. Map Prompts to the Buyer Journey

LLM queries span the full marketing funnel. Make sure your prompts (and content) cover each stage. In the beginning you may

Covering all three stages helps ensure your brand is visible at every point in the buyer’s journey. It also lets you identify where you’re already performing well, and where you might have gaps.

Depending on your business priorities (as mentioned above), you can also decide to focus on broad awareness topics to drive traffic and build brand recognition, or double down on product content that supports solution evaluation and drives qualified leads.

How many prompts do I need to define to get valid AI visibility score?

A focused set of 10 to 25 prompts is a great place to start. It gives you early insights into where your brand shows up, what kinds of questions surface your content, and where you might have visibility gaps.

There's no fixed rule how many prompts you need, it depends on your product, audience, and goals, but a focused set of 10-20 prompts per product category and target group is often enough to drive relevant results.

From there, you can refine your strategy based on what’s working, adjust for different buyer stages and audiences, and create more targeted content that’s more likely to be picked up by LLMs.

Summary

Defining the right set of prompts isn't just a technical exercise, it’s about aligning your analysis with real user intent.

When you base your prompt strategy on clear business priorities and map it across the buyer journey, you’re more likely to create content that actually gets surfaced by LLMs and resonates with your audience.

Whether you're aiming to drive traffic, attract specific personas, or support decision-making, thoughtful prompt design helps make your visibility efforts more focused, measurable, and effective.