Which questions should you track? Start with how your customers actually ask
AI visibility is measured one question at a time. Track the wrong questions and you’ll get a flattering number that doesn’t sell anything. Here is a simple way to pick the questions that matter.
Start from real conversations, not keywords
People talk to AI the way they talk to a knowledgeable friend. They don’t type “sunscreen oily skin”; they ask “what’s a good sunscreen for oily skin that doesn’t leave a white cast?” Good sources for real questions:
- Your customer support inbox and WhatsApp chats
- Questions under your product listings on marketplaces
- Reviews, especially what people say they were looking for
- Your own sales team or founders’ calls
Cover four kinds of question
- Best-of questions: “best cold brew coffee brand in India”. These decide who gets considered.
- Problem questions: “running shoes for flat feet”. Shoppers who know their need but not the brand.
- Budget questions: “face wash under ₹300”. Price anchors are how most Indian shoppers ask.
- Brand questions: “is Kesar & Co. good for sensitive skin?” These show how AI describes you when asked directly.
Ask in Hinglish too
A lot of Indian shoppers mix Hindi and English when they type, for example “sabse accha sunscreen kaunsa hai oily skin ke liye”. AI assistants can answer these, and the brands they name are not always the same as for the English version. If your customers talk like this, track at least two or three Hinglish questions.
Avoid vanity questions
A question that contains your brand name will almost always mention you. “Best products from Kesar & Co.” proves nothing. Keep brand questions to a small share of your list and make most of them questions a new customer would ask.
A starting list of 15
For a typical D2C brand on the Starter plan, a balanced list looks like:
- 5 best-of questions for your main categories
- 4 problem questions based on what customers write to you
- 3 budget questions at your real price points
- 2 Hinglish versions of your most important questions
- 1 brand question, to check how you are described
Signal AI suggests questions like these for your category when you sign up, and you can edit them any time. Review the list every month: drop questions that never change and add ones where a competitor is beating you.