AI search has changed the rules. When someone asks ChatGPT, Perplexity or Google’s AI Overviews a question your business should be answering, does your name come up? For most small and medium-sized businesses, the honest answer is no. Not because the business is unknown, but because the website was built for a different era of search. AI systems do not rank pages in the way traditional search engines do. They read, interpret and cite. If your site is not structured, signalled and written in a way that AI tools can process with confidence, you are invisible to them. This checklist gives you a practical, honest starting point to assess where your business stands and what needs to change.
The Checklist
Work through each section and note where gaps appear. There are no scores and no pass marks. What you are looking for is a clear picture of what is in place, what is missing and what the priorities are.
1. Technical Foundation
- Your website loads quickly on mobile and desktop
- Pages are indexed by Google and return no crawl errors in Search Console
- You have an XML sitemap in place and submitted to Google
- Your robots.txt file does not block important pages from being crawled
- HTTPS is active across the entire site
- There are no significant broken links or redirect chains
2. Structured Data and Machine Readability
- Your business details (name, address, phone number) are consistent across the site and match your Google Business Profile
- You have Schema.org markup in place, at minimum for your organisation type, local business details and any key service or product pages
- Your primary pages include structured data that an AI system can parse without ambiguity
- You have considered, or already published, an llms.txt file to provide AI crawlers with a clear summary of what your business does and who it serves
3. Content Quality and E-E-A-T
- Your About page clearly establishes who runs the business, their experience and their credentials
- You publish content that demonstrates direct, first-hand knowledge of your sector, not just general commentary
- You have author attribution on articles and blog posts where relevant
- Your content answers specific questions your customers are actually asking
- You avoid thin pages, duplicate content and keyword-stuffed copy that provides no genuine value
- Where appropriate, you reference third-party sources, accreditations or affiliations that support your credibility
4. AI Citation Signals
- Your business is mentioned or cited on credible third-party websites, directories or publications in your sector
- You have a Google Business Profile that is complete, accurate and regularly updated
- You are listed accurately on relevant industry platforms, trade bodies or sector directories
- Your business appears in any AI-generated answers when you search for the services you provide (test this manually in ChatGPT, Perplexity and Google AI Overviews)
5. Local and Sector Relevance
- Your location and service area are clearly stated across the site
- You have content that addresses local or sector-specific questions, not only generic product or service descriptions
- Your NAP (name, address, phone number) is consistent everywhere it appears online
6. GDPR and Crawler Compliance
- Your cookie consent mechanism does not block essential crawling or indexing
- You are not inadvertently blocking AI crawlers through overly restrictive robots.txt rules or consent wall configurations
- Your privacy policy is current and accurately reflects how you collect and use data
Explainer
What is AI search and why does it matter for SMEs?
AI search refers to the growing set of tools and features that use large language models to answer questions directly, rather than simply returning a list of links. Google’s AI Overviews, ChatGPT’s web-browsing capability, Perplexity and Microsoft Copilot are the most significant examples currently in use. When a potential customer asks one of these tools a question related to your business, the AI draws on a range of signals to decide whose information to use. Those signals are different from traditional SEO ranking factors, though there is significant overlap. Businesses that have strong structured data, clear E-E-A-T signals, consistent citation across the web and content written to answer real questions are more likely to be cited. Those that have not addressed these areas are likely to be overlooked entirely, regardless of how long they have been trading or how well-regarded they are locally.
What is GEO?
Generative Engine Optimisation, or GEO, is the practice of making a website and its surrounding digital presence readable, credible and citable by AI systems. It sits alongside traditional SEO but addresses a different set of requirements. Where SEO focuses on ranking in a list of results, GEO focuses on being selected as a trusted source by an AI that is composing an answer. For SMEs, GEO is not an optional extra. It is the next stage of digital visibility.
Frequently Asked Questions
Do I need to start from scratch if my website is already optimised for Google?
Not necessarily. A well-optimised site gives you a useful foundation, particularly if it loads quickly, contains quality content and has consistent business information. However, traditional SEO alone does not address the structured data, machine readability and citation signals that AI systems rely on. You are likely to need additions rather than a complete rebuild, but the gaps need to be identified and filled systematically.
How do I know if AI search tools are already finding my business?
The most direct method is to test manually. Search for the services you provide in your area using ChatGPT, Perplexity and Google’s AI Overviews and see whether your business appears in any of the responses. Also note which competitors or alternatives are cited. That gives you a working picture of where you stand relative to others in your sector.
What is an llms.txt file and do I need one?
An llms.txt file is a plain text document, placed in your website’s root directory, that gives AI crawlers a clear, structured summary of your business, what you do, who you serve and what your key pages cover. It is an emerging convention rather than a formal standard, but it is gaining traction as AI crawlers become more prevalent. For most SMEs it is a low-effort addition that can improve how AI systems interpret and represent your business.
Is structured data the same as Schema markup?
Schema markup is the most widely used implementation of structured data on the web. It uses a standardised vocabulary from Schema.org to label information on your site so that machines, including AI systems, can read it unambiguously. When this guide refers to structured data, Schema markup is the practical mechanism for delivering it.
How often should I revisit this checklist?
AI search is a rapidly developing area and the signals that matter are shifting. A review every six months is a reasonable minimum. If you make significant changes to your website, launch new services or notice a change in how your business appears in AI-generated answers, that is also a good prompt to run through the checklist again.
Can I do this myself or do I need a specialist?
Many of the items on this checklist, particularly around content quality, business listing consistency and Google Business Profile maintenance, are things any business owner can address with guidance. The more technical elements, including Schema implementation, llms.txt configuration and crawler compliance, typically benefit from specialist input. The value of working with someone who understands both SEO and GEO is that they can prioritise the work that will have the most impact for your specific business type and sector, rather than applying a generic template.