""The first thing you should be doing right now is running visibility reporting for your brand or organization," he said. Lamp will speak on this topic at AI Horizons Conference during the session, "AI Search Workshop: Turn GEO into ROI with an AI-First Content Strategy." The method isn't complicated, he said. It's a back-to-basics audit designed to help organizations understand when people ask AI tools about your brand how you're showing up."
"Instead of thinking about GEO as a total overhaul of your current strategy, Lamp says teams should begin with everyday user behavior. The first step of any GEO audit is deciding which LLMs to track. Lamp suggests using ChatGPT, Claude, Gemini, Perplexity and Copilot as a good starting point. "It's just figuring out the engines you care about most and doing the same searches over a period of time," Lamp said."
Begin GEO audits by focusing on everyday user behavior rather than a total strategy overhaul. Choose which LLMs to track (for example ChatGPT, Claude, Gemini, Perplexity, Copilot) and assign each model to a team member to run identical searches daily for several weeks. Create a fixed set of general prompts tied to brand and common consumer questions, using five consistent prompts to observe answer shifts. Record responses and capture screenshots to document changes caused by model updates or shifting data sources. Use the documented visibility to inform content strategy and measure ROI.
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