Beyond the book
Your GEO
cheatsheet.
Seven practical checks to make your organization easier to understand, verify, and choose.
Identity
Can someone immediately tell who you are and what you do?
State your organization’s name, category, audience, and value clearly. Use consistent names across your website and external profiles.
Ask your team: Can a reader explain what we do in one sentence?
Customer questions
Do you answer the questions that shape a decision?
List the questions customers ask before they choose. Give a direct answer first, then add context, trade-offs, and next steps.
Ask your team: Which important customer question still has no useful answer?
Clear content
Can each section stand on its own?
Use descriptive headings, short paragraphs, and explicit names. Explain specialist terms and make clear who or what each claim refers to.
Ask your team: Would this paragraph still make sense if quoted by itself?
Evidence
Can a reader check your claims?
Support claims with specific examples, transparent methods, named experts, and sources. Add dates where freshness matters.
Ask your team: What evidence supports our most important promise?
Reputation
Do independent sources reinforce your expertise?
Review relevant coverage, expert contributions, customer reviews, and industry sources. Look for consistency between what you say and what others report.
Ask your team: Which credible sources confirm what we are known for?
Technical access
Is important information accessible without interaction?
Check crawl access, response codes, readable HTML, headings, and meaningful internal links. Keep structured data consistent with the visible page.
Ask your team: Can a crawler retrieve the core content of this page?
Measurement
Do you know what is changing?
Use a repeatable set of real customer questions. Record the model, date, answer, mentions, and sources. Repeat observations before drawing conclusions.
Ask your team: What pattern do we see across repeated observations?
Choose your next three actions.
For each gap, write down the evidence, the improvement, and who owns the next step. An unknown answer is a question to investigate, not a fact.
Use the GEO prompts