A change is underway: More people are finding information by asking their favorite AI assistant. That means they’re clicking less often on search results and relying more often on the summaries that generative AI chatbots like Google, ChatGPT, Claude, and others provide. In fact, one study found that organic search traffic dropped anywhere from 18-64% as a result of Google’s AI overviews.
The problem for marketers? If your brand or content isn’t mentioned or cited in these summaries, you’re invisible.
Soon, it’ll be every marketer’s priority to have their brand show up when people interact with these conversational chatbots. Generative engine optimization (GEO) and LLM visibility are the key to being found.
An integrated public relations and content marketing strategy will be vital for generative engine optimization (GEO) and LLM visibility. But where to begin?
We’ve been working with clients to understand the steps they need to take to stand out. The process starts with a GEO content audit. Then we use those results to create a tailored content strategy designed to boost visibility. Because while AI can help your content marketing team produce content more quickly, it’s not going to help your visibility if you’re producing the wrong content.
GEO Content Audit 101
If GEO is on your team’s radar, you may already have an idea of what a content audit looks like. If not, no worries. The process itself isn’t complicated, but it takes both time and thoughtful analysis to leverage the results in a meaningful way.
A GEO content audit typically involves four steps.
1. Ask the right questions. Whether we’re talking B2B or B2C, people are asking questions when they search. What’s the legal technology for law firms? Who is the top neurosurgeon in North Carolina? Which questions do you want your brand to show up for? Buyer personas and brand messaging documents should be your starting point. Google’s autocomplete combined with free tools like AlsoAsked and KeywordsPeopleUse can help you fine tune your options. We suggest starting with a list of the top three questions you’d like to be visible for.
2. Test on multiple platforms. Google’s search share has dropped just below 90% for most of 2025. While it still holds a significant lead, people are turning to AI-powered conversational tools to research products and services. Given the consistency of this new approach, it’s important to run your audit across a variety of platforms. We recommend starting with three platforms for your initial audit, with Google Search being one of them.
3. Capture the results. As you ask each question on each platform, it’s helpful to have a checklist ready to help you gather the right information. For example: Is your brand showing up in results and/or citations? What other brands are showing up? What types of content are cited (blogs, earned media, review sites, Reddit)? Take screenshots of results deemed to be particularly positive or negative for your brand to help with the analysis phase.
4. Step back and take a wider look. A broader audit of your brand’s content and coverage cannot be overlooked. Assess content for depth of coverage, structure, formatting, frequency, and recency across your website, earned media, social media, Wikipedia, and more. The more content you have in these spaces, the longer this step will take, but it’s a necessary step in the audit process.
From Audit to Action
Now it’s time act. Take the results from your audit and turn them into a purposeful content marketing strategy that delivers real results. The end goal is to raise your brand’s visibility for the three targeted questions you decided on at the beginning of the process.
This step requires a bit of time, but it’s where the magic happens. As you compare results across search platforms, a picture should begin to emerge of where your brand is standing out and where it’s invisible. The review of your content across your website and other platforms should help clarify that picture and point to gaps you need to close.
As you pull all of the information together, create a detailed content strategy designed to raise your brand’s visibility. It should include things like:
- Targeted publications for earned media coverage
- Key journalists to connect with
- Revision strategy for existing content
- Specific topics for new content creation
Other platforms like social media, review sites, Reddit, and Wikipedia should be included as appropriate. When done right, the end result is a concrete plan of attack to make sure your brand is showing up in AI-generated search results and citations.
Get a Visibility Assist From Version A
If you need a little help with your GEO content audit or turning the findings into a strategic plan, we’re here to help. Contact us today and get ahead of the competition on the new world of AI-assisted search.
