What Is an SEO Audit?
An SEO audit is an assessment of your website, specifically how well its pages and content are optimized for traditional search engines like Google. The audit involves a comprehensive approach to examining the technical, content, and external aspects of the website that are hindering your search rankings. Key areas of interest for an SEO audit include:
- Technical SEO. Loading speed and performance assessments, indexing, Core Web Vitals, sitemaps, etc.
- On-page SEO. Here, the main factors are titles, descriptions, headings, URLs, keywords, and internal links.
- Off-page SEO. This focuses on your backlinks, mentions, domain authority, and trust signals.
- Content Quality. Auditors evaluate how unique your content is and how relevant it is to the topic and search intent, as well as whether there is outdated content and whether the information meets E-E-A-T (Experience, Expertise, Authority, and Trustworthiness).
- User Experience. UX is about how easy your website is to navigate, how well it adapts to different devices, how users interact with your pages, and how this impacts conversions.
What Is a GEO Audit?
So, what is a GEO audit in SEO? While traditional search engine optimization focuses on how well your website ranks for Google and other engines, a GEO audit evaluates how well a website is optimized for AI search engines and assistants such as ChatGPT, AI Overviews, Gemini, and others.
GEO website audit has a primary emphasis on the features of AI models, which focus not so much on keywords as on readability, structure, and topical relevance to generate ready-made answers based on various sources. The key aspects of the audit are:
- AI Readability. This includes a clear text structure, FAQ sections, logical headings, and good content readability.
- Content Authority. How reliable and useful is your content? Is it relevant? Does it demonstrate your expertise? These are of interest.
- Entity Optimization. This is about semantic relationships between concepts, contextual completeness, structured data, and consistent terminology.
- Citation & AI Visibility. To receive AI citations, it’s essential that your content contains facts and statistics, clear answers to questions, citable paragraphs, and offers high informational value.
- Structured Content. Schema markup, FAQs, lists, logical text and blocks, tables, etc., all of this enhances the understanding of your content by AI platforms and is therefore assessed by auditors.
SEO Audit vs GEO Audit: The Main Difference
Because AI engines and traditional search engines differ, SEO and GEO audits focus on separate key aspects. Let’s examine their main differences in more detail:
| Criteria | GEO | SEO |
| Goal | Find gaps to increase content visibility for AI search and AI assistants | Find gaps to improve a website’s ranking in traditional search engines |
| Focus on | Content clarity for LLM, content structure, website’s authority, citations | Indexing, ranking, relevance, and website’s performance |
| Search Environment | ChatGPT, Gemini, Perplexity, AI Overviews, etc. | Google, Bing and other search engines |
| Content | Content structure, value of information, E-E-A-T, semantic clarity, citability | Keywords, headings, descriptions, content relevance, internal linking |
| Technical | Schema markup, content accessibility for AI crawlers, HTML structure, loading speed | Crawlability, indexing, Core Web Vitals, adaptation to different devices, technical performance |
| Key Metrics | AI referral traffic, AI visibility, mentions and citations in AI responses | Organic traffic, CTR, indexability, Core Web Vitals |
| Value for Business | Increased visibility and user acquisition through AI search | Increase organic traffic, lead generation, and conversions |
SEO and GEO Audit Tools Worth Using
A GEO/SEO audit is a complex process that evaluates various areas of your website and content. This means there are many audit tools, each responsible for a specific part of the assessment, whether it’s the technical condition of the site, search analytics, indexing, or visibility in AI search. Therefore, it makes sense to consider this in terms of the areas of the audit.
- Technical SEO. The key here is to identify technical issues that interfere with a site’s indexing and ranking (for example, broken links and page errors, duplicates, slow loading, internal linking issues, URLs, and missing schema markup). The most useful SEO tools in this regard are Screaming Frog, Sitebulb, Ahrefs Site Audit, and Semrush Site Audit.
- Analytics & Performance. Such tools analyze organic traffic, clicks, CTR, page positions, as well as user behavior and organic search conversions. Most often, specialists use Google Search Console in conjunction with Google Analytics 4 to evaluate performance.
- Indexation & Crawl Monitoring. Google Search Console is the most useful tool here, allowing you to check various aspects, such as which pages are indexed and which are excluded, whether there are crawl errors or JavaScript issues, and whether there are new pages that haven’t been indexed for a long time, etc.
- GEO & AI Visibility. For GEO audits, specialized platforms like Profound, Goodie AI, Peec AI, or Rankscale are most often used. Some free GEO audit tools may also allow you to check which pages are most frequently used as AI sources and whether you appear in results from AI Overviews, ChatGPT, Gemini, and Perplexity, but usually such software is paid. More advanced tools also allow you to assess which competitors are being cited instead of you and whether your site is receiving traffic from AI services.
- Prompt Tracking. This area is often assessed by combining specialized services with the marketing agencies’ own tables. Here, the audit places a special emphasis on generating user prompts to check whether the brand is mentioned in the AI responses and, if so, where, as well as which sources the specific model cites, whether the responses change over time, etc.
How to Audit Your Website for SEO and GEO Visibility
You can conduct an initial audit yourself to quickly assess the condition of your site and find key gaps without an advanced SEO and GEO audit.
1. Assess your Website’s SEO
Assess how well your pages are indexed, how quickly your website loads, whether it contains critical errors, and whether the URL structure, internal linking, meta tags, and schema markup are configured correctly.
2. Check Content
Evaluate your content based on criteria such as how well it answers user queries, whether the information is relevant, whether it has a structure understandable for search engines and AI models, and whether your content demonstrates your expertise and credibility.
3. Check Brand Mentions & Authority
When conducting an audit, check how often your brand is mentioned on authoritative sites, especially in industry publications, reviews, and directories, as this is a particularly important signal of trust among generative AI models.
4. Assess AI visibility
Using GEO tools, check whether your brand/website appears in AI Overviews and ChatGPT, Gemini, and Perplexity responses. Additionally, it’s worth checking which pages are used as sources.
5. Compare your Results with Competitors
Comparing your results with competitors is especially valuable. Analyzing which websites AI recommends over yours, what content is cited more often, and why will help you understand where you’re lacking and what you can do now to increase your site’s credibility, thereby boosting the visibility of your content for both traditional and AI search engines.
When Does Your Business Need a GEO Audit Instead of Only an SEO Audit?
Traditional SEO audits may be insufficient today, given how AI is transforming the way we search for information. A GEO audit is worth conducting when:
- You’ve determined that your target audience is increasingly using ChatGPT, Gemini, Perplexity, or Google AI Overviews to search for information.
- Your website ranks well in Google and other search engines, but your brand is rarely mentioned by AI models.
- Your content focuses on SaaS, IT, finance, medicine, legal services, and other similar niches, so content expertise is a crucial criterion, and optimization for generative AI is especially useful for businesses in these industries.
- You notice that your competitors are increasingly appearing in AI results, meaning you’re losing market share.
- Your strategy is built on increasing mentions, citations, and recognition in AI searches, in addition to growing organic traffic.
How Panem Agency Helps Businesses Audit Search and AI Visibility
Panem is a digital marketing agency that provides SEO and GEO services to businesses across various niches, increasing their visibility, authority, and conversions. By partnering with our specialists, organizations can receive a GEO audit from SEO experts to identify their current rankings, bottlenecks, and areas for improvement.
At Panem Agency, we assess your business, competitors, and industry to provide actionable insights and custom plans for strengthening your brand’s online presence and boosting citation readiness for AI search. Benefit from:
- A comprehensive SEO and AI visibility audit to assess content quality, indexing, and how your brand is represented in AI search, providing a complete picture.
- Identifying growth opportunities by spotting pages that are losing traffic, high-potential topics, and reasons why AI recommends competitors instead of you.
- Prioritizing marketing and technical tasks to implement the changes that will have the greatest impact, taking into account your goals and budget.
- Effort monitoring to track changes in rankings, organic traffic, AI visibility, and brand mentions, adapting your marketing strategy.
FAQ
Can a website rank well in Google but still be invisible in AI answers?
Yes, since traditional engines and AI models function differently, Google focuses on certain aspects, while AI takes into account other factors (expertise, structure, domain authority, etc).
How often should a business run a GEO audit?
A scheduled GEO audit should be conducted every 3-6 months. However, if there are significant changes to your marketing strategy, website, or AI search algorithms, it’s recommended to conduct a new audit.
Can GEO audit results be measured if AI answers change often?
Even when AI responses may vary, GEO audit results can be measured, as this allows for tracking overall trends and particularly important aspects such as brand mention frequency, AI visibility, citations, and rankings. A GEO audit helps assess these factors despite possible changes in AI response.
Will GEO Replace Traditional SEO?
No, because GEO is more of a complement to SEO, given the impact of AI models. The way users search for information and how AI platforms evaluate websites makes GEO audits crucial today for staying competitive and visible online. At Panem, we conduct Generative Engine Optimization audits so businesses can get a complete picture of their SEO performance and AI visibility. This way, GEO and traditional SEO are part of the same framework.
Can SEO and GEO Be Used Together?
Yes, and this combination is the best solution in terms of efficiency, as it helps businesses increase their website’s visibility in both traditional search engines and AI search, thereby promoting their brand evenly.
