Built by a 25-year SEO veteran
WhereInAI is built and maintained by James Burfield, founder of SEOBurf. Independent senior SEO consultant based in Bath, UK.
Why I built WhereInAI
For 25 years I have helped businesses get found in search. Until recently that meant Google, almost exclusively. Then ChatGPT happened, then Claude, then Gemini, Perplexity, and Google AI Overviews. Overnight, "search" stopped meaning "10 blue links" and started meaning "an AI assistant tells someone what to do".
Working with clients in 2024 and 2025, the same question kept coming up: "Are AI assistants recommending us?" Nobody had a good way to answer it. Manually pasting the same prompt into five chat windows and reading the responses is not a strategy. So I built WhereInAI. The tool I wanted to use.
It scans the major AI platforms with your prompts, parses the responses, and tells you whether your brand is mentioned, where in the response it appears, and what is being said. The same data my consultancy clients get, available as a self-serve subscription.
About me
I have been doing SEO since 1999, back when the strategy was "stuff the meta keywords tag and pray". Career roughly:
- 2025–2026Head of SEO at Cruise Nation · Travel
- 2024–2025Head of Technical SEO at AgencyUK · Agency
- 2018–2019Head of Content at Pierce AB · Ecommerce (£130M)
- 2013–2023Founder at MX Vice · Publishing (800K monthly visitors)
- 2006–2016Founder at Burfield Digital · Agency
- 1999–2006Web + SEO at RWK Solicitors (now RWK Goodman) · Legal
Along the way I have worked with brands including Monster Energy, KTM, Honda, Yamaha, Fox, RWK Goodman, Osborne Clarke, TasteTech, and Pierce AB across legal, pharma, travel, SaaS, sports, publishing, betting, and ecommerce verticals.
Specialisms: technical SEO, ecommerce SEO, programmatic SEO, intent mapping and architecture, and increasingly Generative Engine Optimisation. I work solo. No agency overhead, direct client engagement. Full bio on SEOBurf
About SEOBurf
SEOBurf is the consultancy I founded in April 2024 to focus full-time on independent senior SEO and Generative Engine Optimisation work. WhereInAI is one of several tools I have built under the SEOBurf umbrella to give the rest of the industry the same data my consulting clients get.
Other tools in the network:
- CitationHQ · Local citation management for SEO
- SEO GEO Audit · Hands-on AI visibility + GEO audits
- SEO Site Audit · Technical SEO health checks
- AdWords Audit · Paid search account audits
How WhereInAI works
Data over guesswork. Every recommendation is based on what AI platforms actually say, not what we assume they say. Real queries, real responses, parsed.
Transparency. The exact AI response text, the position your brand appeared at, which competitors were mentioned, what citations were used. No black boxes, no "trust the score".
Actionable. A visibility score is only useful if it comes with specific next steps. Every scan tells you what to do differently, which citation sources to target, and where competitors have gained ground.
Want hands-on help?
WhereInAI gives you the data. If you want me to act on it (audit your site, build the GEO strategy, write the briefs, review the results) that is what SEOBurf does directly.