The

FOUND

AUDIT

How I Built The Case Study

IIn October 2026, I asked ChatGPT, Gemini and Perplexity five questions customers really ask about BBQ in Paramaribo, in English and in Dutch: 30 answers in total.

For each one, I counted which businesses were named and which one was recommended first. Big Tex and Fresh BBQ were named equally often.

But Big Tex, with just 2,129 Instagram followers, was recommended first 11 times, because every source described it the same clear way: Texas-style BBQ, smoked brisket, WhatsApp, delivery through Ride Eats. You can run the same test for your business in about an hour.

[Read the full case study →]

What to Build for increased AI visibility | DOWNLOAD the Checklist

The FOUND Audit

One afternoon: your team + phones.

Your customers are looking for you right now. They search Google. They ask AI. They check your reviews, scroll your Instagram and send you a WhatsApp. Whatever they find in that moment decides whether they call you or your competitor.

The Found Audit shows you what they find, and what to fix first. You don't need a new website or a big budget. You need one honest afternoon.

How to use this audit

Block one afternoon. Put it on the calendar like a meeting that matters.
Bring the right people. Social, PR, sales and customer service. Sales and customer service know the questions customers ask. You'll need them.
Bring your phones. You'll search yourself the way a customer would.
Work in order. Clear, useful, credible, then boost. Each step builds on the one before it.
Write down what's wrong, old or missing. That's your to-do list.

Step 1. Be clear

Can a stranger tell, in five seconds, what you do, for whom and where?

Where to look: Google Business Profile, Facebook page, Instagram bio, LinkedIn page, WhatsApp Business, website homepage.

Ask Google and two AI tools: "What is [your company] known for?" Screenshot the answers. This is your before picture.
Your name, address, phone, hours and website are identical everywhere.
Every bio says what you do, for whom and where, in one sentence.
WhatsApp Business is complete: description, hours, catalog.
Every profile links to the others.
Nothing pinned or featured is more than a year old.

Why it matters: Google, AI tools and social platforms now read your profiles to decide who you are and who should see you. If the details don't match, they can't be sure all those profiles are the same business, and neither can your customers.

Step 2. Be useful

Are you the answer when customers ask their questions?

Where to look: your website, YouTube, LinkedIn articles, your sales and customer service inboxes.

List the 10 questions customers ask most. Ask sales and customer service, and read your WhatsApp.
Each FAQ question needs a public answer on your website, in the words customers use.
Every product or service has its own page: what it is, who it's for, where you serve, how pricing works.
Your best video answers live on YouTube with clear titles, and not only in Stories.
Your experts have names and faces on your website.
Search your top three customer questions in Google and an AI tool. Write down who shows up as the answer.

Why it matters: A social post leaves the feed in a day or two. An answer on your website or a well-titled video keeps working for months. Google reads it. AI reads it. And if a competitor is the answer to your customers' top questions, you just found your content plan.

Step 3. Be credible

What does the rest of the internet say about you?

Where to look: Google reviews, Facebook reviews, local news sites, podcasts, partner and association websites, LinkedIn.

Count your Google reviews and check the date of the newest one.
Every review has a reply, the good ones and the bad ones.
Search your company name on local news sites. When were you last mentioned?
List five media outlets, podcasts or events your customers actually pay attention to.
Partners, suppliers and associations mention you on their websites.
At least one named expert from your company posts on LinkedIn every week.

Why it matters: Your own website saying you're great is a claim. A customer, a journalist or a partner saying it is evidence. AI tools lean on that evidence when they decide what to say about you.

Step 4. Then boost

Are you paying to send people somewhere that's ready for them?

Where to look: your ad account, last quarter's boosted posts.

List everything you boosted last quarter.
Mark which posts had already worked organically before you paid.
Check that every ad sends people to a page or profile that passed Steps 1 to 3.
Next quarter, boost proven answers, and skip the announcements.

Why it matters: If someone clicks your ad, checks your Google profile and finds the wrong hours and old reviews, you paid to lose that customer. Boost last, and boost what already works. Then paid does what it's good at: making something real louder.

Change what you report

Your team will make whatever you measure. Keep reach on the report. Visibility still matters. But put these next to it.

Do it again every month

The Found Audit isn't a one-time cleanup. Every month, look yourself up again. Fifteen minutes with Step 1 tells you what changed.

About Dorien

I'm Dorien Morin-van Dam, founder of More In Media. I've spent fifteen years helping brands get found through organic social media, and I have never run a paid ad.