AI visibility audit checklist

This is a working checklist you can run yourself in an afternoon. It is grouped in the order that fixes problems fastest: establish a baseline, then check identity and consistency before content, because new content on top of contradictory facts wastes effort.

You will not find a single score at the end. You will find a specific list of gaps, which is the more useful thing.

Baseline: what assistants say now

• List the ten questions a customer asks before choosing a business like yours, in their words.
• Ask each question to at least ChatGPT, Claude, Gemini, and Perplexity, with browsing on where available. Record the full answers.
• Note who is named, what is said about them, and whether you appear at all.
• Ask each assistant directly what it knows about your business by name, and whether the details are current, wrong, or missing.

Identity and consistency

• Confirm one business name, written identically across your site, listings, directories, and profiles.
• Search your name and list every public source describing you, including ones you did not create.
• Record every contradiction: address, hours, phone, service list, trading name.
• Check that you are not easily confused with a similarly named business nearby.

Services, area, and audience

• Confirm your services are named individually, in customer language, not as abstractions.
• Confirm your service area is explicit — named towns, districts, or a radius — with boundaries stated.
• Confirm who you serve (residential or commercial, individuals or organisations) is clear.
• Confirm what you do not do is stated where it prevents wrong matches.

Retrievability

• Fetch your key pages as plain text (disable JavaScript, or view the raw source) and confirm the important facts are present.
• Check that contact details are text on the page, not only inside images or a third-party widget.
• Confirm crawlers are not blocked wholesale and the site is fast enough not to time out.
• Confirm nothing essential lives only in a PDF or an image.

Evidence and corroboration

• List your key claims — credentials, registrations, awards, specialisms — and check each is verifiable in a public source, not only on your site.
• Confirm genuine reviews exist and are easy to find; never fabricate or buy them.
• Confirm registration and licence numbers are stated specifically where they are public.

Content and structure

• Confirm each significant service or question has its own page that answers plainly, near the top.
• Confirm your best answers are not buried under preamble a system cannot quote.
• Confirm structured data reflects what is visible on the page, and is added to correct information, not used to paper over gaps.

Prioritise and re-check

Fix in order: identity and contradictions, then retrievability, then evidence, then content, then structured data. Keep your baseline answers and re-run the same questions later — that is the only way to tell whether a change helped, since assistants also change on their own. No checklist guarantees a recommendation; it removes concrete reasons you are overlooked.

For what an audit is and produces, see what an AI visibility audit is. For the fixes themselves, see how to make your business visible to AI. Our Free check runs this checklist for you; our services act on it.