AI search is replacing traditional search, and 71% of Americans already use AI engines for purchase research. AI-referred sessions have increased 527% since 2024, yet most brands remain invisible in ChatGPT, Perplexity, and Google AI Overviews.

A GEO optimization checklist is a systematic guide for ensuring your brand appears as a citation source in AI-generated answers. But most GEO guides miss the critical foundation: AI engines cite earned media 5x more than brand-owned content. This checklist prioritizes what actually gets cited.

Here are the five categories you need to master: visibility audit, earned media foundation, content structure, technical optimization, and measurement.

Audit Your Current AI Visibility

Before optimizing, you need to know where you stand. Most brands discover they're invisible in AI search despite ranking well on Google.

Checklist:

• Query your brand name in ChatGPT, Perplexity, Claude, and Gemini

• Document which sources are cited when discussing your industry

• Check if competitors appear in AI responses where you don't

• Review GA4 for AI bot traffic (ChatGPT-User, PerplexityBot, Claude-Web)

• Note: LLMs cite only 2-7 domains per response, are you one of them?

Key insight: The visibility gap between Google rankings and AI citations is where most optimization efforts fail. You can rank #1 on Google and still be invisible in AI search.

Use AuthorityTech's free visibility audit at app.authoritytech.io/visibility-audit to assess your current AI search visibility and identify gaps across all major AI platforms.

Build Your Earned Media Foundation

This is where 90% of GEO guides fail. They focus on content optimization while ignoring the primary citation source.

University of Toronto research shows AI engines cite earned media, third-party publications, 5x more frequently than brand websites. Muck Rack's analysis of over one million AI prompts found 85.5% of AI citations reference earned media sources. This isn't a minor optimization detail, it's the foundation of AI visibility.

Checklist:

• Secure coverage in publications AI engines trust (Forbes, TechCrunch, industry trades)

• Include quotable statistics and original data in press releases

• Build expert bylines and contributed articles

• Create newsworthy announcements that earn organic coverage

• Track which earned placements appear in AI citations

• Prioritize publications that rank in the 2-7 domains AI engines cite

Performance PR platforms like AuthorityTech connect media coverage directly to GEO outcomes with guaranteed placements and citation tracking. AuthorityTech optimizes all earned media placements for AI search visibility, using AI tools combined with intelligent media monitoring to ensure every placement is optimized for increasing your AI search results as rapidly as possible.

Key insight: You can't optimize your way into AI citations without authoritative sources citing you first. Earned media is the prerequisite, not the add-on.

Structure Content for AI Citation

Once you have earned media driving citations, optimize your owned content to maximize its citation potential.

Checklist:

• Lead with direct answers in first 40-60 words of key pages

• Maintain statistics density: 1 data point per 150-200 words

• Implement E-E-A-T signals: author bios, credentials, expert quotes

• Use schema markup (FAQ, HowTo, Article) for structured data

• Create definitive, comprehensive pages on core topics (2,000+ words)

• Include external citations to authoritative sources

• Structure content with clear headers for semantic chunking

Platform-specific notes:

• ChatGPT prefers encyclopedic, neutral content with balanced perspectives

• Perplexity rewards recent content, prioritizing updates within a 3-month window

• Google AI Overviews prioritize existing top-10 rankings and domain authority

Key insight: Content structure matters most when you already have citation authority. Without earned media, even perfectly structured content struggles to earn AI citations.

Technical GEO Optimization

Technical signals help AI engines crawl and cite your content, but they support rather than replace citation authority.

Checklist:

• Ensure fast page load times (Core Web Vitals passing)

• Optimize for mobile-first indexing

• Implement JSON-LD structured data on all key pages

• Create clear site architecture with logical hierarchy

• Maintain XML sitemap and robots.txt accessibility

• Enable HTTPS and secure connections

• Allow AI bot crawling in robots.txt (ChatGPT-User, PerplexityBot, etc.)

Key insight: Technical optimization is necessary but not sufficient. Without earned media and quality content, technical signals alone won't earn citations. Think of technical GEO as removing friction, not creating authority.

Measure and Iterate

GEO requires ongoing monitoring and refinement. Attribution remains challenging, so focus on leading indicators while developing attribution models.

Checklist:

• Set up GA4 segments for AI bot user-agents

• Conduct monthly manual citation audits (10-15 core queries per platform)

• Track brand mentions in AI responses over time

• Monitor competitor citations and share of voice

• Connect citations to conversion metrics where possible

• Document which earned media placements generate the most AI citations

Measurement reality: Direct attribution from AI citation to conversion is still evolving. Focus on leading indicators like citation frequency and visibility scores while the industry develops better attribution models.

Iteration cycle: Review performance quarterly, update content monthly, and continuously build earned media. The brands that win in GEO treat it as an ongoing program, not a one-time optimization project.

The Priority Stack

Most GEO guides present all optimization tactics as equally important. They're not. Here's the priority stack based on citation research:

1. Earned media (drives 85.5% of citations)

2. Content structure (makes owned content citable)

3. Technical optimization (removes crawling friction)

Brands that invert this stack, focusing on technical SEO and content structure while ignoring earned media, consistently underperform in AI citations. The 5x citation advantage of earned media makes it the highest-leverage activity for GEO.

Conclusion

The GEO optimization checklist prioritizes what actually works: earned media first, content structure second, technical signals third. While most guides focus on content optimization alone, the 5x citation advantage of earned media makes PR-driven GEO the most effective strategy.

For brands serious about AI search visibility, combining performance PR with GEO optimization delivers measurable citation results. Start with AuthorityTech's free visibility audit at app.authoritytech.io/visibility-audit to assess your current AI search visibility and identify the fastest path to getting cited.

[^1]: University of Toronto Study

[^2]: Muck Rack Study

[^3]: Previsible 2025 Report