GEO audit: 10 things to check first
A practical checklist for your first GEO audit. Ten concrete checkpoints that reveal the biggest gaps in your company's AI visibility - sorted by priority.
A GEO audit can be a complex discipline. But there are ten things you can check quickly - and they will tell you where you stand before any deeper analysis.
This checklist is sorted by priority. Start at the top and work your way down. Every point where you uncover a problem is an opportunity to improve.
1. AI visibility test - the basic probe
Open ChatGPT or Gemini and type:
- "[Your company], what is it?"
- "Who offers [your service] in [your location]?"
- "Recommend a [category you operate in]"
What to look for: Is your company mentioned? Is the information correct? Are you among the first three mentions?
If you can't answer any of these questions, you have no starting point for GEO. This is your baseline.
2. robots.txt - AI crawler access
Open yourwebsite.com/robots.txt. Look for:
User-agent: GPTBot
User-agent: ClaudeBot
User-agent: PerplexityBot
User-agent: Google-Extended
What to look for: Are these crawlers explicitly allowed (Allow: /)? If they're missing, or blocked, AI systems aren't indexing your content optimally.
Criticality: High. Without crawler access, GEO optimization of everything else won't take effect.
3. llms.txt - direct AI context
Open yourwebsite.com/llms.txt.
What to look for: Does the file exist? Does it contain an accurate description of the company, its specialization, key services and contact information?
Criticality: Medium-high. A missing llms.txt doesn't mean zero AI visibility, but its absence is a wasted opportunity to directly influence entity recognition.
4. Organization schema markup
View the source code of your homepage (Ctrl+U) and look for application/ld+json scripts with "@type": "Organization".
What to look for: Does an Organization schema exist? Does it include name, description, founder, knowsAbout, contactPoint?
Alternatively, use the Google Rich Results Test (search.google.com/test/rich-results) - enter your URL and check which schemas are detected.
Criticality: High. Organization schema is the foundation of entity recognition.
5. Homepage citability test
Read your homepage copy the way an AI crawler would - deliberately, with no prior context.
Questions to answer:
- Is it clear what the company does within the first sentence or two?
- Are there specific numbers or facts?
- Can a precise answer to "what does this company do" be extracted from the text?
Bad signal: Text full of "innovative approach", "customer focus" and "comprehensive solutions" with no concrete information.
Good signal: A precise service definition, concrete results or numbers, a clearly identifiable specialization.
6. Content with an author
Go through your blog or resource section. How many articles visibly show an author with a name and role?
What to look for: The author's name, role or expertise, ideally a link to an author page with a more detailed bio.
Anonymous content is less trustworthy for AI citation. Content with a verifiable author and demonstrated expertise scores significantly higher on citability.
7. FAQ section with schema markup
Is there an FAQ page or section on your site? If so - does it have FAQPage schema markup?
FAQ content is one of the highest-performing formats for GEO. The question-answer structure is exactly what AI systems prefer for direct citation.
If an FAQ exists without schema markup, that's low-hanging fruit - adding the markup takes an hour and the effect can be noticeable.
8. AI-referred traffic in analytics
Open Google Analytics or a similar tool. Filter traffic sources and look for:
perplexity.aichatgpt.comclaude.aigemini.google.com
What to look for: Do you have any traffic from AI sources at all? How does it develop over time?
Zero AI traffic doesn't necessarily mean zero GEO visibility - AI systems cite without direct clicks. But growing AI traffic is a positive entity recognition signal.
9. Competitive position in AI
Repeat test no. 1, but this time for your 3 main competitors. Are they mentioned where you aren't? How does the AI describe their companies?
This is one of the most valuable diagnostic steps - it shows not only your position, but exactly where you're losing ground.
10. Consistency of information across platforms
Compare how your company is described on:
- Your website (About page)
- LinkedIn (Company page)
- Google Business Profile (if relevant)
- Any media mentions
What to look for: Is the key information consistent? Same name, same description of your specialization, same contact details?
Inconsistencies confuse LLMs when building the entity graph. Consistent cross-platform information strengthens entity recognition.
After the audit: what to do with the results
If you've gone through all ten points and identified problems, you have the basis for GEO prioritization:
Red (fix immediately): robots.txt blocks AI crawlers, Organization schema is missing, AI doesn't know you at all.
Orange (fix within a month): llms.txt is missing, content has no authors, FAQ without schema markup.
Yellow (plan): Inconsistent information, low homepage citability, no comparison content.
Frequently asked questions
What should a GEO audit include? At minimum: an AI visibility test on real customer queries, a check of robots.txt and llms.txt, schema markup, citability of key pages, AI traffic measurement and a competitor comparison — in other words, the points of this checklist explored in depth.
Can I do a GEO audit myself? A basic check, yes — you can work through this checklist in an afternoon and it will reveal the biggest gaps. What you won't get on your own is systematic testing across 4 AI platforms and prioritization by business impact.
How often should the audit be repeated? A full audit quarterly or after major website changes; a quick probe (3–5 queries in ChatGPT and Perplexity) monthly. AI models are updated continuously and visibility shifts.
How much does a professional GEO audit cost?
In the Czech market, from 2,000 CZK (€80) for automated tools up to 45,000 CZK (€1,840) for in-depth audits; our complete audit costs €590 with delivery within 7 days. A market overview: How much does GEO cost?
This checklist is a condensed version of what we analyze in a GEO Audit - where we take each point into depth with concrete recommendations and a priority action plan. If you want a complete analysis, we'll be happy to prepare one for you.
Founder of the first GEO studio in the Czech Republic. He helps companies become an authority for ChatGPT, Gemini and Perplexity.
Related articles
How to Measure GEO Results: KPIs, Tools, and What to Track Every Month
GEO has no direct equivalent of Google Search Console. So how do you measure whether AI optimization is working? An overview of measurable KPIs, tools, and a practical monthly reporting framework for companies and agencies.
Entity recognition: How ChatGPT perceives your brand
What entity recognition is, why it's crucial for GEO, and how LLMs build an internal picture of your company. No unnecessary theory - just practical implications for marketing.