About CiteWhy
CiteWhy shows why AI recommends what it does
CiteWhy is a free GEO tool for ChatGPT, Gemini and Google AI Mode. It's built by Matti Ljungberg, who has worked in SEO since 2011.
Why CiteWhy exists
More and more customers ask AI for advice before they choose. They get one answer with a few names – and most businesses don't know whether they're in it, or why not.
Knowing how often you're mentioned isn't enough. You need to know why the answer looks the way it does: which pages the AI relies on, which questions it asks along the way, and where competitors take over. That's what CiteWhy is built to show.
How CiteWhy is built
Free, no subscription
You use your own API keys and pay usage directly to Google and DataForSEO. There is no paid version.
Asks like a customer
Every search is asked 3 times, and when the AI asks about budget, needs or size, CiteWhy follows the answers further.
Shows the sources
You see the pages the AI builds its answers on, and which of them also rank in Google's top 10.
Numbers you can check
Every number in the analysis can be traced back to the AI answers it comes from, and you can read the answers yourself.
Who's behind it
Matti Ljungberg
Owner of Mkris ApS and SEO Director at Cernel.com
Matti has worked in SEO since 2011, when he started as an intern. Since then he has held SEO leadership roles at Danish agencies such as Adtimize, Brand Movers and 1260 A/S, working for clients like Sephora, Volkswagen, Jysk and Santander.
Today he works with AI-driven and programmatic SEO – as SEO Director at Cernel.com, which builds AI agents for e-commerce, and through his own company, Mkris ApS. From 2024 to 2026 he was AI & SEO Product Owner at Morningtrain.
He speaks about AI search at events such as #SearchSEOul2025 in Seoul, Copenhagen SEO Meetup and Clever Content Conference, and hosts the Danish podcast Kris og Bondtofte about SEO and AI with Henrik Bondtofte.
- mkrisseo.comFree SEO tools
- mkrisdigital.dkSEO consulting
- Kris og BondtoftePodcast about SEO and AI (Danish)