Key takeaways
- An SEO audit is a systematic review of the current state of a website, combined with an action plan for optimisation.
- The technical audit checks indexability, site architecture, duplicate content and error pages, among other things.
- The content audit evaluates existing content and decides what is revised, merged, extended or removed.
- The GEO check tests whether crawlers such as Googlebot and OAI-SearchBot can reach the website and how the company appears in AI answers.
- Which type of audit makes sense depends on the website, goals and size, and usually becomes clear in the potential analysis.
What an SEO and GEO audit is
An SEO audit is a systematic review of the current state of your website. The analysis is only the first step. Every audit includes an action plan with concrete recommendations on the order in which problems are fixed and opportunities are used.
Depending on the website, the focus is on technology or content, and a combination is often most effective. The GEO check is a new addition, because AI systems have their own requirements for accessing your website. Which type offers the greatest opportunities for you usually becomes clear in the preceding potential analysis.
Technical audit, content audit and GEO check compared
| Type | Typical questions | Result |
|---|---|---|
| Technical audit | Are all important pages indexed? Are there duplicate contents, error pages or a confusing site architecture? | Technical action log with priorities |
| Content audit | Which content already ranks well? What can be merged, extended or removed? | Keyword map for existing pages and a plan for content optimisation |
| GEO check | Are AI crawlers allowed to access the website? Is the company mentioned for typical customer questions, and which sources are cited? | Baseline for AI visibility and a list of obstacles |
What the technical audit checks
The technical audit focuses on the technical criteria of your website. Many of them are connected: a single problem can cause a series of others. If they remain untreated, part of every later optimisation is wasted.
Among other things we check indexability and crawling, site architecture and internal linking, duplicate content, redirects and error pages, as well as structured data. The basis is a full crawl with Screaming Frog and your data from Google Search Console. Because technical corrections are usually implemented once, you receive the result as a prioritised log. Details on the technical SEO page.
What the content audit checks
A technically flawless website is of little use if your target group cannot find relevant content there. The content audit is used mainly for larger websites with many pages. We evaluate the existing content and decide page by page: revise, merge, extend or remove.
We create a keyword map for the existing pages and assign related content to an overarching topic. This turns your website into the first port of call for a topic, which experts call topical authority. Because implementation takes time, it usually happens as part of ongoing support.
What the GEO check covers
The GEO check clarifies whether AI systems can use your website at all and how your company appears in their answers.
- Crawler access: we check robots.txt, firewall and CDN to see whether Googlebot and OAI-SearchBot are allowed to fetch your pages. According to OpenAI, OAI-SearchBot is responsible for ChatGPT search and is independent of GPTBot, which collects training data.
- Search Console setting: since 31 August 2026, a dedicated setting determines whether content may appear in AI Overviews and AI Mode. We check that it is set the way you want.
- Sample of AI answers: we ask typical customer questions and document mentions, cited sources and competitors.
- Content obstacles: pages that do not answer their core question right at the start or contain no verifiable facts are cited less often.
Recommendations for a better user experience
A good user experience makes visitors stay, read on and eventually enquire or buy. Because the disciplines of online marketing are connected, we often notice room for improvement in user guidance during audits. On request we summarise these ideas for you. For an in-depth UX analysis we can put you in touch with specialists we have already worked with successfully.
What the audit delivers
The audit lays the foundation for better rankings, satisfied visitors and measurable presence in AI answers. With the technical action log, the keyword map and the baseline for AI visibility, we have everything we need to start optimising.
“Highly competent, service- and customer-oriented, the agreed content was implemented purposefully and quickly.”
Tom is responsible for strategy, content and technical SEO at Tokato Media and has worked in search engine optimisation since 2017. Together with Katharina Frenzel he supports companies ranging from regional SMEs to online shops with an international audience.
More about the team