GEO Content Audit: A New Approach to Content in the AI Era

Classic SEO checklists no longer meet the requirements of modern search. So we share with you the GEO content audit template — a tool that helps position a brand as a source that is referenced by artificial intelligence (AI) systems. As Danny Sullivan from Google noted, “quality SEO is quality GEO.” The new approach can be considered an “acoustic version” of SEO: the same principles, but in a deeper, more structured and personalized form. Below is a detailed analysis of the GEO content audit template, created on the basis of classic SEO audit, adapted to the new realities of search, where data, context and structured information have become important. How to Use the GEO Content Audit Template The template includes several key sheets that enable a systematic analysis of your content: Summary: a consolidated snapshot of results after evaluation. Action list: a concise set of next steps summarizing findings from all sheets. Content inventory: the main database that includes filters such as URL, strategy, page title, author, word count, readability, internal links, keywords, canonical, etc. Indexability/architecture/on-page: checks technical readiness for indexing. Structured data: recommendations on necessary schema markup. International: verification of hreflang tags, local signals (currency, units, spelling, trust marks). Speed: page load speed remains critical. Content and gaps: evaluation of content quality and detection of content gaps. Linking: planning internal and external linking. Refresh: a refresh schedule for different content types. The main work happens across the content inventory, structured data, content gaps, and linking sheets. Tools for GEO Audit To conduct an effective GEO audit, use a set of reliable tools: Crawling and gap analysis: Screaming Frog, Ahrefs, or Semrush — to collect data on keywords and links. Google Search Console: create a regular expression to monitor branded demand (brand + variations + product names). Prompt testing: manually test key buyer prompts in ChatGPT, Google AI Overviews/AI Mode, Gemini, Copilot, and Perplexity. Record where the brand is mentioned or cited. Attribution: tools like Roadway AI help connect pages and topics to business metrics (sales funnel, revenue, etc.). Conducting the GEO Content Audit Defining Goals Before starting, set clear objectives that reflect real user behavior: Inclusion rate: share of queries where the brand is mentioned in ChatGPT, AI Overviews, Perplexity, Copilot, etc. Homepage and direct lift: tracking AI → Google → homepage visits to measure branded impressions and sessions. Revenue by topic/page: connecting pages and topics to actual revenue via attribution systems. This approach helps avoid dependence on a single metric, creating a mixed evaluation system that accounts for both AI-driven and traditional channels. Pro tip: in sales forms or notes, add the question “How did you hear about us?” with an option for ChatGPT/AI Search — this is often where brand discovery through AI is first recorded. Creating a Content Inventory Using Screaming Frog, create a table of all URLs and metadata:title/H1, update date, author, canonical, word count, readability, internal links, target query or topic. Add the following fields: Direct-answer present (Y/N): is there a short answer (under 120 words) directly addressing the main query? FAQ present (Y/N): is there an FAQ block reflecting search prompts and using FAQ schema? A structured, clear, and “answer-first” format significantly increases the chances of AI systems citing your page. Segmentation by Sites, Markets, and Languages Divide content inventory based on: Domain / subdomain / folder (e.g., .co.uk, /fr/). Language variations (US vs UK English, Spain vs Mexico Spanish). Indexing peculiarities (hidden duplicates, parameters, session IDs). For international pages, check: Hreflang: correct alternate links and reciprocity. Local signals: currency, units, spelling, local trust marks, VAT. CTA: localized calls to action, phone numbers, store links. Inconsistencies in international structure quickly create a perception of carelessness — both for users and AI models. Collecting Analytics Evaluate not only organic metrics but broader indicators as well: Organic sessions and conversions. Direct traffic and homepage visit trends. Clicks, impressions, queries, and brand dynamics in Search Console. Log of AI inclusions (platform, prompt, brand mention, competing brands). Google claims AI results bring “higher-quality clicks,” while some SEO professionals report overall traffic declines. It’s essential to measure your own reality rather than rely solely on general trends. Evaluating Content Quality Each page should be assessed for its “citation signal”: Short answer (<120 words) at the top. Supporting evidence: proprietary data, expert quotes, authoritative sources. Transparency: where the product may not be the best fit. FAQ block mirroring typical prompts (“best X for Y,” “X vs Y,” “pricing,” “implementation timeline”). Schema types: FAQ, HowTo, Product, Organization/Author with publication and update dates. GEO Content Audit in Practice Setting Goals Typical metrics in the template include: Achieve 40% inclusion rate across 50 key prompts in ChatGPT and AI Overviews. Increase homepage sessions by 15% quarter over quarter. Boost revenue by 25% for a selected topic cluster. Processing Content All URLs were loaded and 100 high-potential pages were selected. Each was assigned an action: keep, update, merge, or redirect. Planned actions: Add FAQ blocks that mirror search prompts. Implement Organization/Author schema with bios and update dates. Verify hreflang and local cues (currency, measurement units, localized examples). Flag markets where local pages read like machine translations or use incorrect signals. List missing BOFU pages (“alternatives,” “X vs Y,” “pricing,” “industry solutions”) and prioritize by buyer impact. Add internal links from high-traffic pages to target pages using concise, descriptive anchors that reflect question phrasing. The action list was turned into a task tracker with deadlines, owners, and statuses. Tracking Mentions in AI For each of the 50 key prompts, the following was recorded: Platform (ChatGPT, Google AI Overviews, Perplexity, etc.) Date of review Query phrasing Brand mentioned (Y/N) Quotation or snippet Other brands cited Weekly checks were scheduled, as Google continuously adjusts AI Mode, carousels, link displays, and UI components. Even small changes can affect brand presence in AI answers. Core Principles of an Effective GEO Audit Regular Content Refresh Dynamic industries (finance, travel, SaaS) should refresh content quarterly.Other verticals — biannually or annually. Fresh, cited, and updated content performs better in AI Overviews and Perplexity, as these systems emphasize recency and clarity. Local Content Beats Translation U.K. ≠ U.S., Spain ≠ Mexico — and that goes beyond language. Differences in spelling, currency, units, local terminology, and examples impact both user trust and AI accuracy. For instance, if a Canadian page says “sales tax” instead of “GST/HST,” both users and AI models will notice. Adapt FAQs and content to local search habits and buyer objections. Focus on What Matters, Not What’s Easy Key metrics to prioritize: Inclusion rate (brand mentions in AI responses) Brand regex impressions in GSC Homepage and direct traffic Revenue by topic/page “LLM rankings” shouldn’t be treated as definitive — use them as signals, not as KPIs. GEO vs SEO: The Difference SEO audit focuses on rankings and on-site traffic: crawling, indexing, canonical issues, and duplicate resolution — the traditional playbook. GEO audit focuses on representation and citability in the AI context. It evaluates whether: Pages are scannable, structured, and citable. A short answer and FAQ blocks reflecting prompt syntax are present. External sources (media, YouTube, forums, review sites) reference the brand. Both approaches are essential. Neglecting one is like training only your upper body — the result looks incomplete. SEO remains crucial for discovery and for content that AI systems scrape. GEO extends influence — making your brand the source for AI-generated answers. GEO — The New Visibility Standard It’s been emphasized that GEO is here to stay. Visibility is shifting toward AI-generated answers rather than search result pages. If a brand is mentioned in AI responses, it directly impacts top-of-funnel metrics — awareness and early-stage interactions with potential customers. Competitors can “win” even without top SERP rankings if third-party pages mentioning them are cited by AI systems. GEO Content Audit: The Final Act ChatGPT has no search results page (SERP) — only answers.If Google continues to develop AI Mode, that answer becomes the centerpiece of search. Your mission: be the cited source. Therefore, you should: Conduct a GEO content audit. Optimize structure. Add verified data and schema. Earn mentions on external sources. Track inclusion rate, not just rankings. And most importantly — connect these metrics to business results (revenue, leads, conversions) so that GEO is seen not as an experiment but as a core component of your brand growth strategy. Read this article in Ukrainian.