GEO Audit Checklist: 20 Checks to See If AI Assistants Recommend Your Business

Business owner and consultant in Singapore working through a GEO audit checklist beside a laptop

A GEO audit checks whether AI assistants such as ChatGPT, Gemini, Copilot and Perplexity can find your business, understand it correctly and trust it enough to mention it. It covers five areas: how assistants currently describe you, whether AI crawlers can access your site, how quotable your content is, how consistent your brand facts are across the web, and what outside sources say about you. Most Singapore businesses can run a basic version in an afternoon using the checklist below.

We use the same structure when we run GEO audits for clients. It is designed to be practical: each item is something you can check yourself, with a clear note on why it matters and what to do if it fails.

Why a GEO audit matters now

More of your customers are asking an AI assistant before they search. Adyen’s Retail Report 2025 found that 49% of Singapore consumers have used AI assistants such as ChatGPT to help with shopping, and IMDA’s Singapore Digital Economy Report 2025 shows businesses here adopting AI quickly, with SME adoption more than tripling in a year. When someone asks “Which company in Singapore can help with this?”, the assistant gives a short list. A GEO audit tells you whether you are on it, and if not, why not.

It also catches problems you would never spot otherwise: an assistant describing an old address, quoting a price you stopped offering, or confusing you with a similarly named business.

Before you start: build your prompt set

Write 10 to 15 questions your customers would genuinely ask an AI assistant. Mix three types:

Prompt type	Example	What it tests
Discovery	“Which companies in Singapore offer website maintenance for small businesses?”	Whether you are recommended at all
Comparison	“What should I look for when choosing an SEO agency in Singapore?”	Whether your content shapes the answer or is cited
Brand	“What does [your business name] do, and is it reliable?”	Whether facts about you are correct and positive

Run every prompt in ChatGPT, Gemini, Copilot and Perplexity, ideally in a private or logged-out session so past conversations do not skew results. For each answer, record whether you are mentioned, how you are described, and which websites are cited. Save it all in a simple spreadsheet; this becomes your baseline.

The GEO audit checklist

Part 1: How AI assistants see you today

1. Are you mentioned for your core services? Count how many discovery prompts include you. Zero is common and fixable.
2. Is the description accurate? Check services, location, years in business and pricing. Wrong facts usually come from outdated pages or listings.
3. Which sources are cited? List every website the assistants cite for your topics. These are the places you need to be present, often directories, comparison articles, review sites and industry publications.
4. Who is recommended instead of you? Note competitors that appear repeatedly, then look at what they have that you do not: reviews, listings, clearer service pages or published expertise.

Part 2: Can AI crawlers access your site?

5. Check robots.txt. Make sure you are not unintentionally blocking crawlers you want, such as Bingbot (which feeds Copilot), OAI-SearchBot (ChatGPT search) or PerplexityBot. Decide deliberately whether to allow training crawlers such as GPTBot.
6. Is your key content in the HTML? If service details or answers only appear after JavaScript runs, some AI crawlers may not see them. View the page source and search for a key sentence.
7. Are important pages indexed? Confirm in Google Search Console and Bing Webmaster Tools. Pages that are not indexed in Bing are less likely to reach Copilot.
8. Is the site fast and stable on mobile? Slow, error-prone pages are crawled less and trusted less. Our guide to page speed covers what to check.

Part 3: Is your content easy to quote?

9. Answer-first pages. Do your service pages and guides answer the main question in the first two or three sentences? Assistants favour passages that make sense on their own.
10. Specifics over slogans. Replace “fast, affordable, professional” with real facts: timelines, starting prices in SGD, what is included, who it suits.
11. Question-shaped headings. Use headings that mirror how people ask, so each section maps to a real question.
12. Tables for comparisons. Costs, options and timelines in tables are easier to extract and cite accurately.
13. First-hand expertise. Does your content include real examples, numbers or lessons from your own work? This is the part generic content and AI tools cannot copy.

Part 4: Are your brand facts consistent?

14. Name, address and phone. Identical on your website, Google Business Profile, Bing Places and every directory. Even small differences, such as an old unit number, create doubt.
15. One clear company description. A consistent “who we are” paragraph across your About page, profiles and listings.
16. No contradictions between your own pages. Prices, turnaround times and service names should match everywhere on your site.
17. Structured data. Organization or LocalBusiness markup with correct details, Service markup on service pages and Article markup on posts. Our guide to schema markup explains the basics.

Part 5: What does the rest of the web say about you?

18. Reviews. Volume, recency and how you respond on Google. A steady flow of genuine reviews is one of the strongest local trust signals.
19. Third-party mentions. Are you listed or quoted in the sources assistants cited in Part 1? If not, that is your outreach list.
20. Expert visibility. Named people from your business with real profiles (for example on LinkedIn) and published expertise make it easier for assistants to treat you as an authority.

How to score your results

Give each of the 20 items a simple score: 2 for done well, 1 for partly done, 0 for missing. Then look at the score per part rather than the total.

Weakest area	What it usually means	Fix first
Part 2: Access	Assistants may not be able to read you at all	robots.txt, indexing, content in HTML
Part 4: Consistency	Assistants are unsure what is true about you	Align NAP, descriptions and prices everywhere
Part 3: Content	You are visible but rarely quoted	Rewrite key pages answer-first with specifics
Part 5: Reputation	Competitors look more trusted	Reviews routine and mentions in cited sources
Part 1: Perception	The symptom; improves as the other parts improve	Re-test monthly with the same prompts

Fix access and consistency before investing in content and outreach. There is little point publishing great guides if crawlers cannot read them, or if assistants cannot be sure which business they belong to.

Common gaps to look out for

Some gaps are especially common among small and medium businesses. A business can be well regarded by its customers yet have only a handful of Google reviews. Service pages often describe the company in general terms without answering the questions buyers actually ask, such as cost, timeline and who the service is for. Listings can carry an old address from before an office move. And a website can be strong in Google but barely indexed in Bing, which quietly limits visibility in Copilot.

The encouraging part is that these are fixable, and the fixes help SEO as well as AI visibility. Across client websites we have built and optimised for search, leads and visibility have typically improved by around 30% at the lower end and up to 200% at the higher end.

How often to run a GEO audit

Run the full checklist once to set your baseline, then repeat the prompt tests monthly and the full audit every quarter. AI assistants update their models and sources regularly, so a single check quickly goes out of date. Keep the prompts identical each time, otherwise you cannot tell whether a change came from your work or from the question.

If you also want to see Copilot citations as data, set up the AI Performance report in Bing Webmaster Tools alongside Google Search Console. Our article on integrated SEO, AIO and GEO strategy explains how this fits into a wider plan.

Frequently asked questions

What is a GEO audit?

A GEO audit checks how visible and accurately described your business is in AI assistants such as ChatGPT, Gemini, Copilot and Perplexity, and identifies what to fix: crawler access, content structure, brand consistency and outside reputation.

How is a GEO audit different from an SEO audit?

An SEO audit focuses on rankings in search results: technical health, keywords, content and links. A GEO audit adds how AI assistants describe and cite you, whether AI crawlers can access your content, and how consistent your brand facts are across the web. The two overlap heavily.

Can I do a GEO audit myself?

Yes. The prompt tests, review checks and listing checks need no special tools. The technical items, such as robots.txt, rendering and structured data, may need help from whoever manages your website.

How long until AI assistants start mentioning my business?

It varies. Fixing access and consistency can change answers within weeks for some assistants, while building reputation and mentions usually takes several months. No one can guarantee placement, but each fix makes you a clearer, more trustworthy candidate.

Should I block AI crawlers to protect my content?

Only if keeping content out of AI answers matters more to you than being recommended. For most service businesses that want enquiries, allowing search-related AI crawlers is the better choice. Decide deliberately rather than relying on a plugin default.

Get your GEO audit done for you

If you would rather have experts run this checklist and turn the findings into a prioritised plan, request our free website GEO audit. It sits alongside our GEO and AIO services, our SEO services and our local SEO work, so the fixes help you in search and in AI answers at the same time.