Who's winning AI discovery in pet?
Pawfect is clearly outpacing PetsDeli on AI discovery — scoring 33 vs 22. In the pet category, a 11-point gap means PetsDeli is losing measurable share of AI-referred traffic. The fastest fix is FAQ schema and category-specific landing pages.
01
Per-prompt overlap — which brand wins each AI query
Real buyer queries tested across ChatGPT, Perplexity, and Claude. ✓ = brand is cited · ✗ = brand is missing from AI responses.
Buyer prompt
Pawfect
PetsDeli
"best dog food UK brands"
✗ Missed
✗ Missed
"natural pet food recommendations"
✗ Missed
✗ Missed
"grain-free cat food brands"
✗ Missed
✗ Missed
"raw dog food UK"
✗ Missed
✗ Missed
"vet-recommended dog food"
✗ Missed
✗ Missed
02
Gaps unique to each brand
The structural fixes that would most improve each brand's AI visibility score.
Gaps for Pawfect
Missing category-specific FAQ schema
Buyers searching for specific attributes get directed to competitors with structured content.
No comparison or buying guide content
High-intent comparison queries route buyers to review sites.
Sparse AggregateRating markup
Customer reviews aren't schema-marked — AI platforms can't extract or cite them.
Gaps for PetsDeli
Thin structured content on product pages
AI models extract from Schema.org markup — unstructured product pages get skipped.
No niche use-case landing pages
Long-tail queries go unanswered without dedicated, structured pages.
Missing sustainability / values schema
Brand values need structured markup to appear in values-driven AI queries.
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FAQ
Frequently asked questions
How is the ShelfIQ AI Visibility Score calculated?
ShelfIQ runs each brand's store through a structured audit: scraping product schema markup, testing AI-query coverage across ChatGPT, Perplexity, and Claude, and scoring structured content quality. Scores are weighted across schema completeness, prompt coverage, and content depth. 0–100 scale; higher is better.
How often are scores updated?
Subscriber brands are re-audited every week (Monday mornings). Leaderboard scores for non-subscribers reflect the most recent free audit run. Subscribe to get weekly delta tracking for your own brand.
What does "AI visibility" mean for an ecommerce brand?
When a buyer types "best protein powder UK" into ChatGPT or Perplexity, the AI cites brands it can find, understand, and trust — based on structured content, schema markup, and review data. AI visibility is how often your brand gets cited vs. your competitors in these high-intent queries.
Can I improve my brand's score?
Yes. The biggest gains come from adding FAQ schema to product pages, publishing structured comparison and buying guide content, and marking up customer reviews with AggregateRating schema. ShelfIQ's full audit report includes a prioritised action plan. Run a free audit →
Pawfect leads PetsDeli by 11 pts in AI visibility.
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