AVIAL SERVICE / GEO
GEO audit: report template and observation log
TEMPLATE · No client data or measured results are included. Fields are completed during an agreed audit.
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Avial GEO services and enquiries1. Audit scope
| Field | To be completed during the audit |
|---|---|
| Company, website and brand name variants | ____________________ |
| Services, audience, market and language | ____________________ |
| Platforms, search modes and review period | ____________________ |
| Reviewer, date and methodology version | ____________________ |
| Agreed questions, repeat count and schedule | ____________________ |
2. Question map
- Branded: what services does [brand] provide in [market]?
- Unbranded: how should I choose a provider for [task] in [market]?
- Comparison: what are the selection criteria for [service] for [audience]?
These illustrate the format. Final questions should reflect actual customer decisions. Analyse branded and unbranded samples separately.
3. Single observation record
| Field | To be completed during the audit |
|---|---|
| Question ID and exact wording; repeat number | ____________________ |
| Date, time, time zone, platform, available model name and mode | ____________________ |
| Language, market, account sign-in state and conversation context | ____________________ |
| Status: answer received / no AI result / check unavailable | ____________________ |
| Exact response and link to saved evidence | ____________________ |
| Mention: exact name, context and correct company match (yes / no) | ____________________ |
| Citation: source URL, destination page and the claim it supports | ____________________ |
| Inaccurate brand facts and next action | ____________________ |
4. Measurement protocol
- One observation is one response to one question under recorded conditions. Label repeats; do not count them as new unique questions. Compare matching question sets, modes, languages and markets. Document any methodology changes separately.
- Mention rate = responses with a relevant brand mention / all successfully obtained AI responses × 100%. Citation rate = responses linking to the brand’s website / the same response count × 100%. Count a response at most once within each measure.
- Report the numerator and denominator alongside each percentage, plus planned and completed checks, checks without an AI result and unavailable checks. The last two categories are excluded from rate denominators. With a zero denominator, report insufficient data, not 0%. These rates describe the response sample, not the whole market.
- Report visits, enquiries and conversion separately using available analytics. A mention without a click is not a visit. Do not label all Google organic traffic as AI Overviews traffic. Record attribution gaps and avoid attributing every observed change to GEO work.
5. Action plan and acceptance criteria
| Field | To be completed during the audit |
|---|---|
| Issue and URL | ____________________ |
| Evidence and reason for priority | ____________________ |
| Proposed change and dependencies | ____________________ |
| Owner and agreed date | ____________________ |
| Acceptance criterion and validation link | ____________________ |
6. Team handover
The agreed question set, response and source log, page change register, editorial assets and next steps. Keep delivery dates and scope separate from changes in external AI responses. A published client case requires permission, comparable periods, source data and an explanation of the limits of any conclusions.