The GEO audit

Is your prompt bank built from real enquiries and questions, not guesses?

Priority 2: High impactLesson 2.2: What People Actually Ask AI: Your Prompt Bank and Prompt Map

Do you have a prompt map across buyers, tenants, sellers and landlords, ranked by value?

Priority 2: High impactLesson 2.2: What People Actually Ask AI: Your Prompt Bank and Prompt Map

Have you run and saved a baseline (at least 72 answers) before making changes?

Priority 2: High impactLesson 2.3: Testing Fairly, and Running Your Baseline

Do you log the platform, logged-in state, location and date for every test?

Priority 2: High impactLesson 2.3: Testing Fairly, and Running Your Baseline

Have you tested local prompts with and without your town named, from more than one place?

Priority 3: GrowthLesson 2.3: Testing Fairly, and Running Your Baseline

Have you tested "best agent" and comparison prompts, and noted which sources AI used?

Priority 3: GrowthLesson 2.3: Testing Fairly, and Running Your Baseline

Does robots.txt allow the search and user-request crawlers (OAI-SearchBot, Claude-SearchBot, Claude-User, PerplexityBot, Bingbot, Googlebot, Applebot), with no accidental blanket block?

Priority 1: CriticalLesson 3.1: Let the Right AI Crawlers In: robots.txt, CDN and Firewalls

Do your CDN, firewall, security plugin and host let those crawlers through, with no UK-only blocking or harsh rate limits?

Priority 1: CriticalLesson 3.1: Let the Right AI Crawlers In: robots.txt, CDN and Firewalls

Do you have a written, dated decision on training crawlers (GPTBot, ClaudeBot, Google-Extended, Applebot-Extended), and have you seen your crawler logs?

Priority 2: High impactLesson 3.1: Let the Right AI Crawlers In: robots.txt, CDN and Firewalls

Is your site included in Search Console's Search generative AI setting?

Priority 1: CriticalLesson 3.3: Can AI Read and Quote Your Pages? JavaScript, Widgets and Snippet Settings

Are prices, fees, bedrooms, address and contact details in the page source, not only added by scripts?

Priority 1: CriticalLesson 3.3: Can AI Read and Quote Your Pages? JavaScript, Widgets and Snippet Settings

Are your key pages free of noindex, nosnippet, max-snippet and noarchive settings you didn't intend?

Priority 1: CriticalLesson 3.3: Can AI Read and Quote Your Pages? JavaScript, Widgets and Snippet Settings

Do widgets, iframes and calculators avoid hiding facts that appear nowhere else as text?

Priority 2: High impactLesson 3.3: Can AI Read and Quote Your Pages? JavaScript, Widgets and Snippet Settings

Are your ten key pages (home, valuation, fees, lettings, landlord, tenant, areas) indexed in Google, with no stray noindex or wrong canonical?

Priority 1: CriticalLesson 3.2: Indexed in Google and Bing: Sitemaps, IndexNow and Internal Links

Is Bing Webmaster Tools verified, with your sitemap submitted and IndexNow considered?

Priority 2: High impactLesson 3.2: Indexed in Google and Bing: Sitemaps, IndexNow and Internal Links

Is your sitemap clean, and are your fees page and fact sheet linked from the menus and related pages?

Priority 3: GrowthLesson 3.2: Indexed in Google and Bing: Sitemaps, IndexNow and Internal Links

Do key pages load without server errors or timeouts, with free uptime monitoring in place?

Priority 2: High impactLesson 3.4: Speed, Errors, Logins, Pop-ups and PDFs

Are fees, valuation information and guides free of logins, cookie walls, big pop-ups, email gates and PDF-only content?

Priority 2: High impactLesson 3.4: Speed, Errors, Logins, Pop-ups and PDFs

Before any relaunch or provider change: is there a written page map, redirect plan, robots and security check, and a before-and-after prompt test?

Priority 2: High impactLesson 3.5: Redesigns and Changing Website Provider

Is your trading name written the same way on your site, profiles, portals and social accounts, with your legal name and company number on your site?

Priority 2: High impactLesson 4.1: One Name, One Set of Facts: Naming, NAP and Your Agency Fact Sheet

Does "Tell me about [agency] in [town]" describe your business, not a namesake?

Priority 2: High impactLesson 4.1: One Name, One Set of Facts: Naming, NAP and Your Agency Fact Sheet

Are name, address, phone, hours, services and areas identical everywhere, with a separate page and details for each branch?

Priority 2: High impactLesson 4.1: One Name, One Set of Facts: Naming, NAP and Your Agency Fact Sheet

Is there a dated fact sheet that acts as the single source for every profile?

Priority 2: High impactLesson 4.1: One Name, One Set of Facts: Naming, NAP and Your Agency Fact Sheet

Does your business markup match the visible page, with profile links only to real, live profiles?

Priority 3: GrowthLesson 4.2: Structured Data That Matches the Page (Including Listings)

Do listing prices and availability in the markup match the visible listing, or is listing markup switched off?

Priority 3: GrowthLesson 4.2: Structured Data That Matches the Page (Including Listings)

Are your memberships and registrations (redress, client money protection, professional body) true, current and shown in text?

Priority 2: High impactLesson 4.3: Proof You're Real: Registrations, Memberships, Your Team and Knowledge Panels

Do Companies House, your social profiles and any knowledge panel agree with your site, with no attempt to force a Wikipedia page?

Priority 3: GrowthLesson 4.3: Proof You're Real: Registrations, Memberships, Your Team and Knowledge Panels

Do team profiles name real people with real roles, and do guides carry an author and review date?

Priority 3: GrowthLesson 4.3: Proof You're Real: Registrations, Memberships, Your Team and Knowledge Panels

Is your Business Profile complete, and does it agree with your website on services, areas and fees?

Priority 2: High impactLesson 5.1: Google Business Profile, and Why the Map and AI Answers Differ

Do you check Maps and AI answers separately, from more than one place?

Priority 3: GrowthLesson 5.1: Google Business Profile, and Why the Map and AI Answers Differ

Do your review requests follow Google's policy and the DMCC Act: every client asked, no incentives, no gating, no scripted wording?

Priority 1: CriticalLesson 5.2: The Reviews AI Reads: Volume, Recency, Replies and Themes

Have you had a steady flow of Google reviews in the last 90 days, with a reply to every one?

Priority 2: High impactLesson 5.2: The Reviews AI Reads: Volume, Recency, Replies and Themes

Do you read your review themes each quarter, and does AI summarise them accurately?

Priority 3: GrowthLesson 5.2: The Reviews AI Reads: Volume, Recency, Replies and Themes

Do you reply well to negative reviews, and report genuine policy breaches through the platform?

Priority 3: GrowthLesson 5.2: The Reviews AI Reads: Volume, Recency, Replies and Themes

Have you chosen one or two other review platforms, and do you show reviews on your site fairly?

Priority 3: GrowthLesson 5.2: The Reviews AI Reads: Volume, Recency, Replies and Themes

Are Bing Places and Apple Business claimed and consistent with your other details?

Priority 3: GrowthLesson 5.3: Bing, Apple, Directories and Voice Assistants

Have duplicate and outdated directory listings been cleaned up?

Priority 4: RefinementLesson 5.3: Bing, Apple, Directories and Voice Assistants

Are your service areas the same on your site, profile and fact sheet, and genuinely ones you cover?

Priority 3: GrowthLesson 5.4: The Areas You Cover: Service Areas, Area Guides and "Near Me"

Are your area guides written from first-hand local knowledge, not a template with the town name swapped?

Priority 3: GrowthLesson 5.4: The Areas You Cover: Service Areas, Area Guides and "Near Me"

Do your key pages (valuation, fees, letting, landlord) give the direct answer in the first two sentences?

Priority 3: GrowthLesson 6.1: Answer First, in Quotable Facts

Are your key statements short, quotable, consistent and linked to official sources such as gov.uk?

Priority 4: RefinementLesson 6.1: Answer First, in Quotable Facts

Does your site cover the sub-questions behind the big prompts, without a thin page for every variation?

Priority 3: GrowthLesson 6.2: Covering the Whole Question: Fan-Out, FAQs, Process and Comparison Pages

Are FAQ and process pages built from real client questions, with the text visible in the page?

Priority 3: GrowthLesson 6.2: Covering the Whole Question: Fan-Out, FAQs, Process and Comparison Pages

Do you have fair comparison pages (online or local agent, sole or multi-agency, let-only or managed)?

Priority 3: GrowthLesson 6.2: Covering the Whole Question: Fan-Out, FAQs, Process and Comparison Pages

Do pages use descriptive headings, stand-alone paragraphs and tables for fees and comparisons?

Priority 3: GrowthLesson 6.3: Structure: Headings, Lists, Tables and Clean HTML

Do pages use real headings, buttons and labelled form fields, with ARIA only where needed?

Priority 3: GrowthLesson 6.3: Structure: Headings, Lists, Tables and Clean HTML

Do you publish your own local data (days to sell, asking against achieved, rents) with date, source and method?

Priority 3: GrowthLesson 6.4: Your Own Local Data: Market Notes, Valuations and Rents

Are valuation and rent pages dated and sourced, with a clear request route and no claim that an online estimate is a valuation?

Priority 3: GrowthLesson 6.4: Your Own Local Data: Market Notes, Valuations and Rents

Do fees, terms, client money protection and redress details agree across your site, portals and documents, with no wrong fee live?

Priority 1: CriticalLesson 6.5: Fees and Terms: Clear, and the Same Everywhere

Is your fees page plain text, dated, VAT-inclusive, and clear about what's included?

Priority 2: High impactLesson 6.5: Fees and Terms: Clear, and the Same Everywhere

Are landlord and seller guides dated, reviewed by a named person and linked to gov.uk?

Priority 2: High impactLesson 6.6: Freshness: Honest Dates, and Advice That Stays Correct

Are "updated" dates real, with a review calendar and owners for fees, rules and market pages?

Priority 3: GrowthLesson 6.6: Freshness: Honest Dates, and Advice That Stays Correct

Do room sizes, EPC ratings and video content also appear as text, with honest alt text on images?

Priority 2: High impactLesson 6.7: Video, Photos and Floorplans in Words AI Can Read

Does a person check every AI-written listing and edited photo for accuracy, with staged images labelled?

Priority 1: CriticalLesson 6.8: Writing With AI Without Hurting Yourself (Pages, Listings and Photos)

Is every AI-assisted page fact-checked and signed off before it's published, especially fees and legal topics?

Priority 2: High impactLesson 6.8: Writing With AI Without Hurting Yourself (Pages, Listings and Photos)

Do your guides answer the next question people ask, on the page or one link away?

Priority 4: RefinementLesson 6.2: Covering the Whole Question: Fan-Out, FAQs, Process and Comparison Pages

Have you built a source map from your prompts and updated it in the last quarter?

Priority 2: High impactLesson 7.1: Map Your Town: The Sources AI Uses and the Rivals It Names

Have you compared the competitors AI names instead of you, and listed your top three honest gaps?

Priority 3: GrowthLesson 7.1: Map Your Town: The Sources AI Uses and the Rivals It Names

Are your Rightmove, Zoopla and OnTheMarket profiles complete, accurate and matching your fact sheet?

Priority 2: High impactLesson 7.2: Rightmove, Zoopla and OnTheMarket as AI Sources

Is there evidence on file for every "best", "No. 1" or "leading" claim, and is every logo one you're entitled to show?

Priority 1: CriticalLesson 7.3: "Best Agent" Lists, Awards and Your Own "Best" Claims

Are you honestly included on the comparison sites and award lists AI cites in your town, with no paid or self-written lists?

Priority 3: GrowthLesson 7.3: "Best Agent" Lists, Awards and Your Own "Best" Claims

Have you given local press real data or comment in the last 12 months?

Priority 3: GrowthLesson 7.4: Press, Mentions, Links and Partners

Do local organisations, partners and press name you accurately, with no fake or paid mentions?

Priority 3: GrowthLesson 7.4: Press, Mentions, Links and Partners

Do relevant local sites link to you?

Priority 4: RefinementLesson 7.4: Press, Mentions, Links and Partners

Do partner pages exist, with any referral fees disclosed?

Priority 4: RefinementLesson 7.4: Press, Mentions, Links and Partners

Are any community and forum posts genuine, named, and within each community's rules?

Priority 4: RefinementLesson 7.5: Reddit, Forums, YouTube and Podcasts

Do you have a small video presence, with transcripts, led by named team members?

Priority 4: RefinementLesson 7.5: Reddit, Forums, YouTube and Podcasts

Is material information shown early on listings, with price, status and details identical in your CRM, website and portals?

Priority 1: CriticalLesson 8.1: Listings AI Repeats: Accuracy, Material Information, Sold and Let

Are sold, let and withdrawn homes handled so no page still reads as available?

Priority 2: High impactLesson 8.1: Listings AI Repeats: Accuracy, Material Information, Sold and Let

Do lettings adverts state one exact rent with no ranges or offer wording, and have old section 21 and bidding pages been updated or removed?

Priority 1: CriticalLesson 8.2: Rental Adverts and Guides Under the Renters' Rights Act

Do you run a monthly accuracy check on what AI says about you, with dated screenshots?

Priority 2: High impactLesson 8.3: Checking and Correcting What AI Says About You

Do you have a written correction process: fix the source first, then the platform's route?

Priority 2: High impactLesson 8.3: Checking and Correcting What AI Says About You

Are all your reviews genuine, with no fake, incentivised or staff reviews, and a ban written into provider contracts?

Priority 1: CriticalLesson 8.4: Fake Reviews, Hidden Prompts and GEO Spam (and Choosing a Provider)

Is your site free of hidden text, hidden prompts and "remember us" buttons, and have you asked every provider in writing?

Priority 1: CriticalLesson 8.4: Fake Reviews, Hidden Prompts and GEO Spam (and Choosing a Provider)

Does a written staff AI policy cover approved tools, client data, note-takers and who signs off AI-written copy?

Priority 1: CriticalLesson 8.5: Client Data, Staff AI Use, Copyright and Your Accounts

Is every account (Business Profile, Search Console, Bing, domain, hosting, website) owned by the agency, with two-step verification and leavers removed?

Priority 2: High impactLesson 8.5: Client Data, Staff AI Use, Copyright and Your Accounts

Have you checked who owns the copyright in your listing photos and floorplans?

Priority 3: GrowthLesson 8.5: Client Data, Staff AI Use, Copyright and Your Accounts

Do you track AI visits monthly, ask every enquirer how they heard of you (with an AI option), and does your homepage say what you do, where, and how to reach you?

Priority 2: High impactLesson 9.1: AI Visitors: Tracking Them and the Pages They Land On

Do you have a written response standard, a monthly mystery enquiry and a working automatic reply?

Priority 2: High impactLesson 9.2: Speed-to-Lead: Valuation and Enquiry Journeys

Do your forms have visible labels, work by keyboard, show a phone number and avoid a CAPTCHA that blocks real people?

Priority 3: GrowthLesson 9.2: Speed-to-Lead: Valuation and Enquiry Journeys

Is any chat or call tool limited to approved facts, labelled as AI, with a human one click away and transcripts read?

Priority 2: High impactLesson 9.3: Website Chat, AI Receptionists and Calls