Ranking on page one of Google or having a well-optimised Google Business Profile no longer guarantees that your business will appear when customers ask ChatGPT, Google Gemini, Perplexity or another AI platform for a recommendation.
A hotel may rank for “hotel in Sandton”, but still be absent when a traveller asks Gemini:
“Which Sandton hotel is best for business travel, secure parking and quick access to the convention centre?”
This is the difference between traditional SEO and Generative Engine Optimisation, or GEO. SEO helps webpages rank. GEO helps AI platforms understand, trust, cite and recommend your business.
What Is a Local GEO Baseline Audit?
A local GEO baseline audit measures how your business currently appears across AI-powered search platforms.
It tests whether AI systems:
- Mention your company.
- Recommend it for relevant enquiries.
- Present accurate information.
- Cite credible sources.
- Position you favourably against competitors.
This baseline is essential because GEO cannot be managed effectively without knowing where your business currently stands.
Research referenced by Search Engine Land found a major gap between Google Maps visibility and AI recommendations.
In the study, ChatGPT recommended only 1.2% of approximately 350,000 business locations analysed, compared with a 35.9% appearance rate in Google’s local three-pack. Gemini recommended 11%, while Perplexity recommended 7.4%.
A business can therefore perform well in Google Search and Maps while remaining largely invisible in AI-generated answers.
What Should a GEO Audit Test?
A useful GEO audit must go beyond one generic prompt.
IMS tests the actual questions customers ask during different stages of the buying journey, including:
Discovery: “Which digital agencies in Fourways offer GEO services?”
Comparison: “Which Sandton hotel is best for business travellers?”
Trust: “Is this supplier reliable and well reviewed?”
Practical information: “Does this dealership offer test drives?”
Each prompt is tested across relevant platforms such as ChatGPT, Gemini, Perplexity, Microsoft Copilot and Google’s AI-powered search experiences.
IMS records whether your business appears, how prominently it is positioned, whether the information is accurate, which competitors are recommended and which websites or third-party sources influence the answer.
Why Businesses Disappear From AI Results
Most GEO problems fall into three categories.
The business is invisible
AI crawlers may be blocked, the website may contain limited useful information, services and locations may be unclear, or competitors may have stronger online authority.
The information is inaccurate
Outdated operating hours, incorrect locations and conflicting service descriptions across websites, directories, social media profiles and review platforms can reduce an AI platform’s confidence in the business.
The business is incorrectly positioned
AI may mention the company but fail to recognise its specialist expertise, national reach, premium service or competitive advantages.
This often happens when a website contains generic content and there is not enough credible third-party information supporting the company’s claims.
How IMS Improves Your AI Visibility
IMS Ad Agency does more than conduct a once-off prompt check.
We identify why your business is missing from AI answers and implement the technical, content and authority improvements required to strengthen its visibility.
Our GEO services can include:
- AI visibility baseline audits.
- ChatGPT, Gemini, Perplexity, Copilot and Google prompt testing.
- Competitor share-of-voice analysis.
- Website crawler and indexability reviews.
- Structured data and schema implementation.
- Local listing and business information audits.
- Service, location and FAQ content optimisation.
- Review and reputation analysis.
- Digital PR and third-party authority development.
- Ongoing GEO reporting.
IMS combines GEO with traditional SEO, analytics, content strategy and data intelligence. This provides a complete view of how customers discover your business through both conventional search results and AI-generated recommendations.
Stop Letting AI Recommend Your Competitors
AI search visibility is not static. Platforms change, information sources are updated and competitors continue strengthening their digital presence.
A GEO baseline audit gives your business a measurable starting point. It shows whether AI platforms can find your company, understand what you offer, verify your information and confidently recommend you.
Contact IMS Ad Agency today to arrange a GEO baseline audit and discover what ChatGPT, Gemini, Perplexity, Microsoft Copilot and Google currently say about your business.
