GEO audit checklist: 40 points to check on your website

A GEO audit checks whether AI assistants can access, understand, trust and cite your website. This 40-point checklist covers six areas: crawler access and technical health, page structure, content and evidence, entity and schema signals, off-site presence, and measurement. Score each point as done, partly done or missing, then fix the gaps on your most valuable pages first.

How should you use this checklist?

Pick your 10 to 20 most valuable pages: service pages, key guides, pricing and comparison pages. Score each check as done, partly done or missing. Site-wide checks, such as robots.txt and Organization schema, only need doing once. The aim is not a perfect score but a ranked list of fixes. The background to each area is in our GEO guide.

1. Crawler access and technical health (7 checks)

robots.txt allows Googlebot, Bingbot, OAI-SearchBot, PerplexityBot and ClaudeBot (unless you have chosen to block them)
Firewalls and bot protection do not block these crawlers
Key pages return a 200 status and are indexed in Google
Pages load quickly on mobile
Important text is in HTML, not only in images, PDFs or scripts
No nosnippet rules on pages you want quoted
An XML sitemap lists your key pages

2. Page structure (8 checks)

Each page targets one main question or topic
The page opens with a two- or three-sentence answer
H2s are phrased as real questions
A direct answer follows each H2
Steps use numbered lists
Comparisons use tables
Each section makes sense on its own
An FAQ covers related questions

3. Content and evidence (8 checks)

Claims are specific, with numbers, names and timeframes
Statistics cite their source and date
Primary sources are linked
Named experts or authors contribute
Examples come from first-hand experience
Content is up to date, with a recent modified date in structured data
Promotional language is kept to a minimum
Pricing, timelines or ranges are stated where buyers need them

Our guide to writing content AI engines want to quote explains each of these in detail.

4. Entity and schema signals (7 checks)

One consistent brand name across the site
A clear one-line description on the homepage and About page
Organization or LocalBusiness schema with sameAs links
Article schema with author and dates on posts
Author pages with roles and profiles
Breadcrumb schema across the site
Schema validates without errors

See schema markup for AI search and entity SEO.

5. Off-site presence (5 checks)

Business profiles (Google, LinkedIn, directories) match your site
Reviews on relevant platforms are recent and responded to
The brand appears in third-party lists and comparisons
Recent coverage in trade or local press
Presence on YouTube, podcasts or communities where buyers learn

6. Measurement (5 checks)

A list of 15–25 priority prompts exists
Prompts are checked monthly across main assistants
GA4 separates AI referral traffic
Search Console tracks question-style queries
Results are reviewed and turned into fixes each quarter

Set up tracking with our guides to AI referral traffic in GA4 and AI visibility tools.

What are the most common gaps?

In our experience the same gaps appear on most sites. Service pages describe the company but do not answer buyer questions such as cost, timeline and process. Claims are general rather than specific, and statistics lack sources. Author information is missing or thin. Business profiles carry old descriptions that no longer match the website. Finally, nobody is checking AI assistants regularly, so problems go unnoticed. Fixing these five issues on your top pages usually moves visibility more than any technical tweak.

How should you record the audit?

A simple spreadsheet works: one row per check, one column per priority page, and a cell value of done, partial or missing. Add a notes column for the fix and an owner column for who will do it. Keep each audit as a separate tab, so you can compare results six months later and show progress.

How do you score and prioritise?

Score each area: Count done items; treat partial as half.
Weight by page value: A gap on a top service page matters more than on an old post.
Pick five fixes: Choose the five changes with the biggest expected impact.
Fix and re-check: Implement, validate and check prompts again after a month.

What should happen after the audit?

Turn the five priority fixes into tasks with owners and dates, and schedule a short check-in after 30 days. Re-run your priority prompts after the fixes go live, and note any change in mentions, citations or AI referral traffic. Keep the full 40-point sheet for the next audit in six months, so you can track progress area by area rather than relying on memory.

How UIUX Studio helps

We run GEO audits and turn the findings into a prioritised roadmap of content, design and technical fixes. Talk to our technology advisory team. For ongoing SEO and off-site work, Social Mafia by UIUX Studio runs SEO and PR programmes.

Frequently asked questions

How long does a GEO audit take?

A focused audit of 10–20 pages usually takes a few days.

How often should I run it?

Every six months, and after major site changes.

Do I need special tools?

No. A spreadsheet, Search Console, GA4 and manual prompt checks are enough to start.

Which area matters most?

Crawler access first, because nothing else matters if AI cannot read your pages.

Is a GEO audit different from an SEO audit?

It includes SEO basics but adds evidence, entity and off-site checks focused on AI answers.