Competitors cited in your place
On the questions that matter, three names keep coming up. We identify which ones, and why them.
GEO audit: what does AI say about you?
Before trying to get cited, you need to know what AI answers today: about you, your market and your competitors.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroWhat is a GEO audit?
A GEO audit measures what artificial intelligence says about your brand and your market. It records who is cited, from which sources, and explains why you're absent or poorly described. It ends with an action plan.
Have you ever asked an AI what it says about your business?
The problem
What the audit almost always reveals.
False or outdated information
An old address, a discontinued service, a manager who's left. The AI repeats what it finds.
Sources you don't control
The AI relies on a directory, a forum or a comparison site where you don't appear.
Your competitors all look alike. Good.
Fig. 1. Your market, as Google sees it. (You're the purple one. Or you could be.)The answer
How the audit unfolds.
A GEO audit can be read in twenty minutes. If it takes longer, it isn't prioritising.
- The questions. We list the ones your customers actually ask, by decision stage.
- The answers. We query the main AIs and record who is cited, with which sources.
- The causes. Why you're absent: brand clarity, content, external mentions.
- The plan. Actions ranked by impact, with what you can do alone and what needs help.
In detail
What the GEO audit contains.
The list of questions
Together we pick the questions a customer asks before choosing you, from the most general to the most specific.
Reports by AI
Each question is put to the five selected AIs: ChatGPT, Gemini, Claude, Perplexity and Mistral. I keep the full answers.
Your brand portrait
What each AI says about your business when asked who you are, with the errors noted.
Competitors named
The businesses that come up in the answers, and what's said about them.
Where the answers come from
The pages and sites the AIs list as sources, sorted by whether or not you appear on them.
The recommendations
A short list of actions, each with the reason, the person who can do it and the recommended order.
How it works
How GEO support unfolds, month after month.
- Day 1
The scoping call
You explain your trade, your area and your direct competitors. I note your words and your customers' words.
- Days 2 to 4
Choosing the questions
I suggest a list. You correct it, and we approve it before any testing.
- Week 2
The tests
I ask each question several times, on different days, so as not to draw conclusions from a single answer.
- Week 3
The analysis
I link each absence to a likely cause: an unclear page, contradictory information, a source you're missing from.
- End of the engagement
The debrief
I present the document to you by video call and answer your questions. It's yours to keep.
Making the choice
A GEO audit, a few DIY tests, or nothing?
| A GEO audit | A few DIY tests | No overview at all | |
|---|---|---|---|
| What you know at the end | Who is named, on which questions, based on which sources | What one AI answered on one day | Nothing specific |
| Reliability | Each question is repeated across several AIs | Low, the answer varies from one try to the next | Not applicable |
| Look at competitors | Recorded for each one | Partial | None |
| Time to spend on it | One call at the start, a debrief at the end | A few evenings, with no set method | None |
| What you can decide | Where to start, and what to leave aside | Hard to decide | You move forward with no bearings |
Testing a few questions yourself is still a good way to discover the subject. The audit is useful when you have to decide where to put time and money.
It's for you if…
- You want to know what AI says about your business before committing a budget
- You've spotted false information about you in an answer
- You need to present an overview to a partner or to management
- You already have a provider and want an outside view
It's not for you if…
- You want a document proving you'll be cited afterwards
- You want a score out of a hundred, with no explanation
- You don't intend to act after reading it
- Your business has no online presence yet
In pictures
What well-run SEO looks like.
In practice
What you get.
- The list of questions tested and the answers obtained
- Your share of citations against your competitors
- The sources AI relies on
- The errors to get corrected first
- An action plan ranked by impact
Pricing
What makes the price of a GEO audit vary?
The price is fixed and stated before we start. It's calculated from four factors.
- The number of questions tested
- The number of AIs queried
- The number of competitors studied in detail
- The number of countries or languages to cover
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
In AI answers
Getting cited by ChatGPT and AI: what the answer looks like.
More and more customers no longer type a search: they ask ChatGPT, Gemini, Claude or Mistral their question, and get two or three names.
To make that shortlist, the AI has to find the same precise description of your business everywhere: on your website, your Google Business Profile, in reviews, in the press. That's what I put in place.
Question asked to an AIWhich provider offers an Excel course that can be funded through the CPF?
Answer
Three providers come up:
- Our client— training provider: detailed programme, published pass rate, up-to-date session dates.
- — online course platform, very wide catalogue.
- — course directory, few details.
Provider's websiteOfficial catalogueTrainee reviews
Fig. 2. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
GEO audit: frequently asked questions.
How is it different from an SEO audit?
The SEO audit looks at your website and your rankings. The GEO audit looks at what AI answers and where it gets it from. The two complement each other.
AI answers change all the time, don't they?
Yes, which is why we test each question several times and reason in terms of citation frequency, not a single answer.
Who works on my account?
The strategy is me, and I'm the one who answers you. For production (content, development, links), I rely on the team at Newp, the agency I co-founded.
How many questions do you test?
Enough to cover the stages of a purchase: discovery, comparison, choosing a provider. We set the number together, depending on your business.
In what form is the audit delivered?
A short document, with the findings, causes and actions. The full AI answers are attached as an appendix, so you can reread everything.
Is the audit enough to get cited?
No. The audit describes the situation and shows what to fix. Nothing changes until the fixes are made. Even then, nobody controls an AI's answer.
Do I need to give you access to my website?
No. I work on what's public, as an AI would. Access to your analytics is useful but optional.
What do you do if an AI says something false about me?
I look for where the error comes from: an old page, a directory, an article. I tell you where to get it corrected. Once the source is fixed, the answer can change, but I can't give you a date.
Should the audit be repeated later?
Yes, if you've applied the fixes and want to compare. I keep the original list of questions, which keeps the comparison honest.
30 minutes · video call · with me
Be the one they remember.
Together we look at where you stand on Google and in AI, and what should change first.
Book a callFig. 3. A K. (The landscape was missing one.)