Presence vs Reputation

Written by the Burnish team
Last updated June 2026

Two halves of visibility

Your Visibility score is an even blend of two things, weighted 50/50: Presence and Reputation. One is about being found, the other about being described well.

Presence

Presence is how often, and how prominently, the AI assistants mention your store when shoppers ask about products like yours. Strong presence means you come up early and often, when it matters.

Reputation

Reputation is what the assistants say about you when they do mention you. Burnish looks at three things:

• Recognition: whether the assistant correctly identifies your store, and not a similarly named one.
• Sentiment: whether you are described positively, neutrally, or negatively.
• Accuracy: whether the claims made about you are factually right.

Why you need both

Because the two are weighted equally, you need both. Being mentioned everywhere does not help if the assistants get your details wrong, and a glowing description does not help if you are rarely mentioned. Burnish shows each score separately, so you can see which side to work on.