A normal SEO audit asks whether Google can rank your pages. An AI website audit asks a different question: can ChatGPT, Gemini, Claude and Perplexity read your site, understand who you are, and trust you enough to name you when a customer asks for a recommendation? Work through the nine checks below. Most take a few minutes and need only free tools.
Can AI read your site?
1. AI crawlers are allowed in robots.txt
Open yourdomain.com/robots.txt. Look for Disallow: / under GPTBot, OAI-SearchBot, ChatGPT-User, ClaudeBot, PerplexityBot or Google-Extended. Some website builders and security plugins block these by default, which makes your site invisible to the assistant that crawler belongs to.
2. Your key content is in the raw HTML
Press Ctrl+U (or "View page source") on your homepage. If your services, prices and location aren't in that text, they are probably loaded by JavaScript, and many AI crawlers won't see them. Important information should be in the HTML the server sends.
3. Your pages are indexed by Bing as well as Google
ChatGPT's web search draws heavily on Bing. Search site:yourdomain.com on Bing, and if pages are missing, verify the site in Bing Webmaster Tools and submit your sitemap.
Can AI understand who you are?
4. Structured data states your identity
Add JSON-LD schema for Organization or LocalBusiness with your exact business name, address, phone, opening hours and area served. Test it with Google's free Rich Results Test. This is the clearest way to tell machines what you do and where.
5. Your business details match everywhere
AI assistants cross-check sources. Your name, address and phone number should be identical on your website, Google Business Profile, Bing Places, Apple Business Connect and the main directories in your country.
6. Pages answer real customer questions
AI assistants quote pages that answer a question directly in the first sentence or two. Add a short FAQ to key pages ("How much does it cost?", "Do you serve [area]?") and mark it up with FAQPage schema.
Can AI trust and recommend you?
7. Other websites mention you
Reviews, directory listings, industry associations, local news and "best of" lists give AI the outside evidence it needs. A business mentioned only on its own website is rarely recommended.
8. An llms.txt file is in place (optional)
llms.txt is a proposed standard: a plain-text summary of your site for AI tools, placed at yourdomain.com/llms.txt. It is quick to add, but treat it as a bonus. Checks 1 to 7 matter far more.
9. You test the AI assistants yourself, monthly
Ask ChatGPT, Gemini and Perplexity: "Who are the best [your service] providers in [your city]?" and "What do you know about [your business name]?" Note whether you appear and whether the details are right. Repeat every month to track progress.
What to fix first
Start with checks 1 to 3: if AI can't read your site, nothing else counts. Then add structured data and fix inconsistent business details, which usually take an afternoon. Building outside mentions (check 7) takes longest, so start it early and keep going.
For the foundations every site needs, see our 12-point website audit checklist, and for the three most common reasons businesses are missing from AI answers, read why a business doesn't show up in ChatGPT and Gemini.
Frequently asked questions
What is an AI website audit?
An AI website audit checks whether AI assistants such as ChatGPT, Gemini, Claude and Perplexity can read your website, understand what your business does and where it operates, and trust it enough to recommend it.
How is an AI website audit different from an SEO audit?
An SEO audit focuses on ranking in Google search results. An AI website audit adds checks for AI crawler access, structured data, consistent business details across the web, and content written as direct answers, which is what AI assistants use to build their replies.
Can I run an AI website audit for free?
Yes. You can check robots.txt, view your page source, test structured data with Google’s Rich Results Test and ask the AI assistants directly. The Website Auditor’s free 25-check scan also covers AI crawler access and schema in about a minute.
Do I need an llms.txt file?
It is optional. llms.txt is a proposed standard that summarises your site for AI tools. It is cheap to add, but AI crawler access, structured data and clear content matter far more.
How long until AI assistants start recommending my business?
Usually a few weeks to a few months after fixing the issues, because crawlers need to revisit your site and AI search tools need to refresh their sources.