Structuring Your GEO Audit Proposal: A Template for Agencies
Your client just asked: "Why isn't our brand showing up in ChatGPT?"
If traditional SEO audits focused on rankings, GEO (Generative Engine Optimization) audits focus on answer potential and citations. When clients realize their brand is invisible in AI search engines like ChatGPT, Perplexity, and Google AI Overviews, they need a systematic solution. This guide gives you the framework to build GEO audit proposals that win clients and drive results.
What is a GEO Audit? (And How It Differs from SEO)
A GEO audit diagnoses how generative AI models (LLMs) interpret, process, and cite your client's website in their responses.
Traditional SEO audits checked if Google could crawl and index pages. GEO audits evaluate entity understanding and contextual authority—whether AI models see your client as a trusted source worth citing.
Primary Goal
Rank higher in search results
Get cited in AI responses
Target Audience
Google bots, human searchers
LLMs (GPT, Gemini, Claude)
Key Metrics
Traffic, keyword rankings, CTR
Share of Model (SoM), citation count
Content Focus
Keyword density, backlinks
Structured data, answer-readiness, E-E-A-T
The shift is fundamental: you're not optimizing for clicks anymore. You're optimizing for AI to trust and cite your content.
5 Components Every GEO Audit Needs
A winning GEO proposal does two things: shows clients where AI is missing their brand, then lays out a roadmap to fix it. Include these five components in your scope of work.
1. Technical AI Readiness
Start by checking if AI bots can even access the site.
LLMs.txt check: Does the site have dedicated instructions for AI crawlers?
Robots.txt & AI user agents: Are GPTBot, Google-Extended, and other AI bots allowed?
Firewall conflicts: Is site security inadvertently blocking AI from learning?
2. Entity & Knowledge Graph Analysis
AI understands the world through entities, not keywords.
Knowledge graph presence: Does the brand appear in Google's Knowledge Panel?
Brand consistency: Is brand information uniform across Wikipedia, Crunchbase, and official sites?
Entity relationships: How strongly is the brand connected to competitors and industry topics?
3. Answer Potential Stress Test
Test the brand directly in AI engines using real prompts.
Direct prompts: "What is Brand X's pricing?" → Does AI answer accurately?
Comparative prompts: "Compare Brand X vs Brand Y" → Where does the brand rank?
Problem-based prompts: "Recommend a marketing automation tool" → Does the brand get mentioned?
This is where you build the scorecard that makes clients sit up and take notice.
4. Content Architecture & Formatting
Evaluate if content is structured for easy AI extraction.
Structured data (schema markup): Are FAQ, HowTo, and Product schemas implemented?
Scannable format: Does content use bullet points, tables, and TL;DR summaries instead of long paragraphs?
Answer-first structure: Do paragraphs lead with direct answers to questions?
5. E-E-A-T & Citation Authority
AIs prefer trusted sources—just like Google did.
Author authority: Are content creators' credentials and profiles clearly stated?
Digital footprint: Is the brand cited in news articles, research papers, or industry reports?
Fact verification: Are statistics and claims backed by recent, credible data?
How to Price Your AI Search Services
GEO pricing isn't standardized yet, which means you have flexibility. Here are three models that work.
1. Project-Based (One-Time Audit)
Scope: Comprehensive audit, report delivery, improvement roadmap.
Pricing: $1,000–$3,000 (SMBs), $5,000–$20,000+ (enterprise).
Best for: Clients testing the waters or needing a baseline assessment.
2. Monthly Retainer (Ongoing Optimization)
Scope: Continuous monitoring (SoM tracking), content optimization, competitive AI analysis.
Pricing: $1,500–$5,000+/month depending on depth.
Best for: Clients serious about maintaining AI visibility as models evolve.
3. Hybrid Model (Audit + Implementation)
Structure: Initial audit fee (setup) + monthly execution fee.
Strategy: Audit identifies problems, retainer handles ongoing content fixes and schema work.
Best for: Agencies wanting to convert audit clients into long-term relationships.
Where to Go from Here
GEO audits aren't just diagnostics—they're survival strategies for the AI era. By asking clients "Is your brand being cited in AI search?" you create a new business opportunity that didn't exist a year ago.
Ready to pitch your first GEO audit? Start by running the five-component framework on your own site. Nothing sells better than showing clients you've done it yourself.
FAQs
Should GEO audits be separate from SEO audits?
Ideally, you'd integrate them into one comprehensive "search marketing audit." But positioning GEO as a standalone premium service can boost revenue and emphasize the urgency of AI visibility.
How long does a GEO audit take?
Expect 1–2 weeks for most SMB sites, 3–4 weeks for large enterprise properties. Manual prompt testing takes more time than automated SEO checks, but the insights are worth it.
What tools do I need?
Use the actual AI engines—Perplexity, ChatGPT, Gemini—for the most accurate results. Supplement with Google Search Console, Ahrefs (for backlink analysis), and Schema Validator.
What results can I guarantee?
You can't promise specific rankings, but you can commit to measurable improvements: "increased citation probability," "corrected brand information," and "reduced AI hallucinations about your brand."
Do local businesses need GEO audits?
Absolutely. When users ask AI "recommend a restaurant near me," local businesses need their hours, location, and menu accurately represented. AI search is going local fast.
References
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