Web Intelligence
Know what is said about your company, and how much of it your customer actually sees.
50+ leading companies work with us
What Web Intelligence is
Web Intelligence maps everything that is said online about your company and your services. Not just on your own site, but everywhere anything about you can be found. And, just as important: what your ideal customer actually sees of it at the moment they are weighing up their options.
That last part is what matters. You can know what is written about you somewhere, but it tells you little until you know what actually reaches your customer. A selection is being made from all those sources, constantly, and whatever survives it shapes their picture of you.
Once you see that clearly, you can act on it. That is the whole point.
Checking for yourself does not work
Almost everyone who thinks about this has tried it: type your own company name into ChatGPT and see what comes back. Understandable, but the answer is skewed.
Your own AI knows you
It knows who you are, what you have asked before and what you are interested in. The answer you get is shaped by that. It is not the answer an unknown prospect gets. To know where you really stand, you have to measure independently, outside your own environment.
One measurement is no measurement
AI answers are probabilistic: the same question gets a different answer tomorrow. A single look tells you nothing about where you stand structurally. For that you need enough data points, so you end up with a percentage rather than a lucky hit.
Over time it becomes really useful
Measure continuously and you see not just where you stand, but which way it is moving. Is a mistake being picked up elsewhere? Is a competitor gaining ground on a particular question? You only see that if you keep measuring, and that is exactly what you can act on.
Why we measure with AI
We measure with AI models because they have processed the entire internet. That makes them the most complete mirror of what exists online about a brand, and at the same time they show what someone asking a question actually gets to see. AI is our measuring instrument, not our subject.
What we do with that insight goes well beyond fixing AI answers. It touches your content, your visibility in search engines, the sources beyond your own site, your authority, and ultimately the path from being seen to being contacted.
This is our own approach
Web Intelligence is the way of working we developed at Zalm Partners, and it did not exist before. It is a fundamentally different way of looking at online visibility: not through channels and keywords, but through what your customer actually gets to see. One of a kind, and currently the most complete way to map it.
You get found by prospects you do not know yet
Most companies rely on their network for new customers: on who they already know and who already knows them. That works, but it has a ceiling. The prospect who is looking today for what you offer and has never heard of you only finds you if you show up at the moment they ask their question. Web Intelligence shows whether that happens, with precisely the customers you want to grow with, and what it takes to get there.
Independent and repeated
We measure outside your own environment, so the answer is not coloured by who is asking: what we see is what an unknown prospect sees. We do it daily and across several models at once, because the same question gets a different answer from day to day and from model to model. What you end up with is not a snapshot but a percentage across repeated measurements, broken down per model and plotted over time. That shows not only where you stand, but which way it is moving.
Everything traced back to its source
For every error we know where it comes from and whether that source can be corrected. Without that, you know something is going wrong, but not what you can do about it.
Measured per change
We record where things stand before a change and measure afterwards whether it moved. So you know what worked, rather than suspecting it.
Visibility on its own is not a win. Being named for the wrong reasons, with an outdated offer or to the wrong audience, costs you deals just the same. What matters is showing up for precisely the customers you want to grow with, with a picture that is right, at the moment they are weighing up their options.
How it works
Four steps, from a first conversation to an approach that keeps running.
The conversation
We talk through what is going on, how you reach your ideal customer today, and whether that works online too. We explain how we work and what Web Intelligence would mean in your situation.
The question at the heart of it: do you only show up when someone types in your brand name, or do you also count when people search specifically for what you offer? Being visible for your own name means being found by people who already know you. Showing up for the question itself means reaching new customers.
Insight
A scoped measurement of one service, across the whole customer journey. Where you stand, where the opportunities are, and what it is worth if you do show up there.
The outcome is a clear picture of your position and of what there is to gain. On that basis you decide whether to continue.
Strategy
How you become visible to precisely your ideal customer, what needs to change to get there, and in what order.
Everything comes together here: our expertise and experience from other projects, the data from the measurement, and your knowledge of your own market. That produces a plan that holds up. The execution plan is part of it, so it is clear from the start which methods we use and who does what.
Execution and verification
We get to work and measure continuously what every change delivers. What works, we build on; what does not, we adjust.
That keeps the strategy moving, instead of you executing a plan that is out of date after three months.
How you can work with us
The steps come separately or combined. Three common set-ups:
Mapping only
Insight and Strategy. You get the full picture and a strategy with concrete points. You handle the execution yourself.
Mapping and measuring
Verification added. You execute, we keep measuring what every change delivered.
Doing it together
We take part in the execution, from supporting your team to taking it off your hands entirely. We agree the split together, and it can differ per topic.