Before producing new content for AI search visibility, it is worth auditing what already exists. Most companies have enough pages; the problem is that the pages do not answer the questions buyers ask AI assistants, or they answer them inconsistently. This 20-question audit is the one we run at the start of generative engine optimization (GEO) projects for overseas clients.
Entity and basics
- Is the company name written identically on the website, social profiles and directories?
- Does the about page state founding year, headquarters, team size and core services in plain text?
- Is there one clear page per service, rather than one page listing everything?
- Are contact details (email, address, phone) visible as text, not only as images?
- Is there an organization schema with matching details?
Answers to buying questions
- Does the site explain prices or at least pricing models and ranges?
- Does it state which markets, industries and company sizes it serves?
- Are there comparison pages that treat alternatives fairly?
- Is there a FAQ covering objections sales hears most often?
- Are there case studies with numbers, dates and context?
Clarity and structure
- Does each important page open with a short summary answer?
- Are key facts in text, tables or lists rather than buried in long paragraphs?
- Are terms used consistently across pages?
- Are pages dated, with "last updated" information where relevant?
- Can the main content be read without running JavaScript?
Accessibility to crawlers
- Does robots.txt allow major search and AI crawlers you want to be visible to?
- Are important pages in the sitemap and internally linked?
- Do multilingual versions use hreflang correctly?
Corroboration
- Do independent sources (reviews, lists, media, partner pages) mention the company with consistent facts?
- When asked about your category, do AI assistants mention you, and which sources do they cite?
Scoring and prioritizing
Mark each question as yes, partly or no. Group the "no" answers into three buckets: quick fixes (contact details, schema, dates), content gaps (pricing, comparisons, case studies) and off-site work (corroboration). Quick fixes usually take a week. Content gaps take one to three months. Off-site work is continuous.
Typical findings
In our audits, the most common gaps are missing pricing explanations, vague service pages and inconsistent company details across profiles. These are also the gaps that most affect how assistants describe a company.
Conclusion
An audit turns GEO from a vague goal into a concrete backlog. For the step-by-step process we follow after the audit, see our 10-step GEO guide.
References
- Google Search Central documentation on structured data and helpful content.
- Schema.org Organization and FAQPage types.
- PandaWM GEO audit templates, 2026.
Published by PandaWM, an overseas marketing team based in Hong Kong.