Regain control over your brand narrative in AI
AI tracking tools are everywhere. But who takes you along and tells you what to do, when, and in what order?
The occasion is becoming more visible in AI. The cause is making sure people talk positively about you and your services or products. Trueroot works on the whole circle: what you say, what you do, what others say, and what AI learns from it. It starts with telling what you do, with proof. Your True RootTM anchors who you are, and every other claim gets its own proof: why you can be trusted, why you are worth the price, why you are the expert.
The overarching idea
The occasion is "becoming more visible in AI". The cause is making sure people talk positively about you and your services or products. AI machines only summarise what people say.
So it is broader than copywriting. It is not only about what you say, but about what you do, then what others say about you, and what AI takes from that. That is a circle, and a circle does not finish: an ongoing process, which is why the execution is a retainer. Trueroot's data analyses make that process possible.
The circle starts with telling what you do. Many companies already do a lot but do not tell it: they use hollow marketing phrases, without proof. That comes first. Changing what you do is a fine philosophy, but in practice you do not change that just like that.
The tactical idea
An evidence architecture is the set of sources a language model draws on to describe you, put in order. At its centre is the True Root: the canonical, machine-correct entity page that says who you are. Around it are the pages that prove every other claim, such as your standards, your pricing and your methods. Each is linked from the root, and all of them tell the same story.
Tracking versus solution
You can track prompts endlessly: how often you’re mentioned, in what wording, alongside whom. Useful for sure: it tells you something is going on.
Tracking is a measurement after the fact: the output. If you want to change those results though, you need to work at the causes of it.
So the solution is on the input side. You put the sources the models read in order: your evidence architecture. And the source you start from is the True RootTM.
First this
An evidence architecture only works on a foundation that’s sound. So you check your site first, before an intake makes sense. You fill in what applies: yes, no, or don’t know.
You can have the texts and pages adjusted, and have the rights and the right facts to publish.
The text is in the HTML itself, not only after scripts load, and a page is fully visible within a few seconds.
Not a yes to everything, or a don’t-know here and there? That’s fine. We’ll take it into the intake.
What it is
Most organisations already have an about page. It just rarely says, in plain language, what the organisation is, what it belongs to and on what it should be judged. A visitor can fill in the blanks. A language model can’t: it has to piece the facts together itself, and fills the gaps with assumptions.
trueroot starts there, and rewrites that page into a True Root: the anchor for who you are. All existing content stays. The facts, the relationships and the definition are stated clearly, written so a human reads them comfortably and a model can take them over cleanly.
But one page cannot carry every claim. An about page says who you are. It does not prove that you can be trusted, that you are worth the price or that you are the expert. AI looks for different evidence for each of those questions. Research by Steven Wilson-Beales into 4,003 AI answers about news publishers showed it, and our own research with 25 Dutch brands in eight sectors shows the same.
That is the evidence architecture: the True Root as the anchor, and proof for every other claim, each linked from the root and telling the same story everywhere. No separate machine layer next to your real pages, but texts that serve both audiences at once.
Process
After a successful check you first get an audit, then three phases that build on it. You can only start on the external story once your own internal story is consistent.
Audit. You get a work plan that is as concrete as possible.
The True Root: your sphere of control. On your own assets, we make your own story consistent and correct.
Your sphere of influence. Your partners, social media, Google Business Profile, official registrations and (old) job postings.
Your sphere of concern. Your own employees, social media monitoring, responding to reviews, PR and brand reputation.
Pricing
Everything starts with a call.
Step 1, 1 month
Your own site and your external sources, ending in a work plan that is as concrete as possible.
From €5,000, one-off
Step 2, 6 to 12 months
We work with you on the implementation, and we monitor and repeat the analysis.
From €3,500 a month
Enterprise
For several brands, markets or languages.
Price on request
Prices exclude VAT.
Who does this
trueroot.ai is run by Ramon Eijkemans, with more than 20 years of experience in enterprise SEO on complex, large-scale websites. In recent years he has focused intensively on the findability and representation of brands in language models, with his own research and a framework that is being picked up in the field.
His work has been featured in Search Engine Land and Search Engine Journal, and in the podcast The Search Session he discussed at length with Gianluca Fiorelli how to write content that language models can read and represent correctly.
That’s deliberately the heart of trueroot: you don’t build an evidence architecture with a generator. It takes someone who understands how models select content, how an entity is built up, and where the facts have to be right. The ambition is to expand the team with more seniors from the field, so trueroot can serve more organisations without compromising on the level of the analysis.
Start with the check. If your site passes, we schedule an intake and determine the entity, the audiences and which claims still lack proof.