Generative Engine Optimisation (GEO): The Complete UK Guide for 2026

Key Takeaways

• GEO is distinct from both SEO and AEO. SEO targets search engine rankings. AEO targets answer engines broadly. GEO targets the citation and synthesis behaviour of generative AI models specifically.
• The foundational research is rigorous. The Aggarwal et al. paper (ACM SIGKDD 2024) tested nine content optimisation methods and found that adding statistics, citing sources, and including expert quotations produced the strongest visibility gains.
• Organic traffic is under structural pressure. BrightEdge reports a 30% year-on-year decline in clicks from Google. Zero-click searches now account for nearly 70% of all queries. The businesses adapting are the ones getting cited.
• UK businesses face a specific window. With ChatGPT receiving 252 million UK visits in August 2025 alone, with 1.8 billion UK visits in its first eight months — a 156% year-on-year increase (Ofcom Online Nation 2025) and AI Overviews appearing on roughly 48% of tracked queries, the shift is already here — but most UK SMEs have not adapted their content strategy.
• GEO is implementable today. You do not need to rebuild your website. You need to restructure how you write, source, and present your existing expertise.

The Search Landscape Has Fractured

For two decades, organic search strategy meant one thing: rank on Google.

That era is over. Not because Google is dying — it is not — but because it is no longer the only place your customers go for answers.

ChatGPT has over 900 million weekly active users globally, with 252 million UK visits in August 2025 alone and 1.8 billion UK visits in its first eight months — a 156% year-on-year increase (Ofcom Online Nation 2025). Perplexity AI has surpassed 45 million monthly active users, processing 780 million queries in a single month (May 2025). Google itself has embedded generative AI into its own results through AI Overviews, which now appear on approximately 48% of tracked queries (various SERP tracking tools, February 2026).

The result is a three-way split in how people find information:

1. Traditional search — Google's ten blue links, still dominant for transactional and local queries
2. AI-augmented search — Google AI Overviews, Bing Copilot, where AI summaries sit above organic results
3. Standalone AI search — ChatGPT, Perplexity, Gemini, where users bypass search engines entirely

If your content strategy only addresses the first category, you are optimising for a shrinking portion of the discovery landscape.

This is not speculation. Gartner predicted in February 2024 that traditional search engine volume would drop 25% by 2026 due to AI chatbots and virtual agents. BrightEdge's real-world data shows a 30% year-on-year decline in clicks from billions of Google queries — exceeding Gartner's forecast.

The businesses adapting to this shift are not abandoning SEO. They are adding a new layer on top of it. That layer is generative engine optimisation.

Not sure where your business stands in AI search? Book a free growth audit — we will show you exactly where you are visible and where you are invisible.

What Is Generative Engine Optimisation?

Generative engine optimisation is the practice of creating and structuring content so that generative AI systems — large language models that synthesise answers from multiple sources — select your content as a source, cite it in their responses, and surface your expertise to users.

The term was formally introduced in November 2023 by Pranjal Aggarwal, Vishvak Murahari, Tanmay Rajpurohit, Ashwin Kalyan, Karthik Narasimhan, and Ameet Deshpande in their paper "GEO: Generative Engine Optimization," published on arXiv and later presented at ACM SIGKDD 2024 in Barcelona. The research was a collaboration between Princeton University, the Indian Institute of Technology Delhi, and the Allen Institute for AI.

The researchers defined a "generative engine" as any search system that uses a large language model to gather information from multiple web sources and synthesise a unified response. Unlike traditional search engines that return a ranked list of links, generative engines produce a single, coherent answer — and your visibility depends entirely on whether your content is selected as a source for that answer.

This is fundamentally different from ranking. In traditional SEO, you compete for position on a results page. In GEO, you compete for inclusion in a generated response. There is no "page two." You are either cited or you are not.

How GEO Relates to AEO and SEO

These three acronyms are related but not interchangeable. Understanding the distinction matters because each requires different tactical emphasis.

SEO (Search Engine Optimisation) targets traditional search engine algorithms. The goal is to rank highly in organic results for specific keywords. The mechanics involve technical optimisation, backlink acquisition, content relevance, and user experience signals.

AEO (Answer Engine Optimisation) is a broader discipline that targets any system designed to return direct answers — including Google's Featured Snippets, voice assistants (Alexa, Siri), and AI answer engines. AEO predates GEO and encompasses it. For a deeper exploration, read our guide to what AEO is and why it matters for UK businesses.

GEO (Generative Engine Optimisation) is specifically focused on generative AI systems — the subset of answer engines that use LLMs to synthesise multi-source responses. GEO is a subset of AEO with a narrower, more technically defined scope grounded in academic research.

Think of it as concentric circles. SEO is the outer ring — the broadest discipline. AEO sits inside it, focused on answer-oriented systems. GEO sits inside AEO, focused specifically on LLM-powered generative engines.

For a detailed comparison of AEO and SEO, including budget allocation frameworks for UK businesses, see AEO vs SEO: What UK Businesses Need to Know in 2026.

GEO vs AEO vs SEO: The Three-Way Comparison

This is the section most people are looking for. Here is a direct comparison across the dimensions that matter.

The critical insight from this comparison: GEO is not a replacement for SEO or AEO. It is an additional layer. The businesses winning in 2026 are running all three in parallel, with each targeting a different segment of the discovery landscape.

The Research Behind GEO

Generative engine optimisation is not a marketing buzzword invented by an agency. It is a research-backed framework with peer-reviewed findings. Understanding the research gives you a significant advantage over competitors who are guessing.

The Foundational Paper

The paper "GEO: Generative Engine Optimization" (Aggarwal et al., 2023) introduced both the concept and a rigorous experimental methodology for testing it. The key contributions were:

GEO-bench: A large-scale benchmark comprising over 10,000 diverse user queries across multiple domains, paired with relevant web sources. This gave the researchers a controlled environment to test optimisation strategies at scale.

Nine optimisation methods: The researchers defined and tested nine distinct content modification strategies (detailed in the next section).

Visibility metrics: They introduced two metrics — "Subjective Impression" and "Position-Adjusted Word Count" — to measure how prominently a source appears in a generative engine's response. Unlike traditional ranking, these metrics account for both whether a source is cited and how much of the generated response draws from it.

Domain-specific findings: The effectiveness of each strategy varied significantly across content domains. What works in law and government content differs from what works in health or society topics. This is a critical insight that most GEO guides overlook.

The paper was presented at the 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining in Barcelona (August 2024), one of the most prestigious venues in computer science.

The Headline Finding

Across all nine methods tested, the best-performing strategies achieved visibility improvements of up to 40% in generative engine responses. This is not a marginal gain. For businesses competing in AI search, a 40% visibility boost is the difference between being cited and being invisible.

How Generative Engines Select Sources

Before you can optimise for generative engines, you need to understand their selection mechanics. This is where GEO diverges most sharply from traditional SEO.

The Retrieval-Augmented Generation (RAG) Pipeline

Most generative search engines use some form of retrieval-augmented generation. The process works in three stages:

1. Query understanding — The LLM interprets the user's question, identifying intent, entities, and the type of information required.
2. Source retrieval — The system searches a web index (or its own curated corpus) for relevant content, pulling candidate sources that match the query.
3. Response synthesis — The LLM reads the retrieved sources and generates a unified response, deciding which sources to cite, how much to draw from each, and how to structure the answer.

Your content's fate is determined at stages 2 and 3. At stage 2, your content must be findable and relevant. At stage 3, it must be authoritative, well-structured, and information-dense enough to be worth citing.

What Gets Cited (and What Gets Ignored)

Based on the GEO research and subsequent analysis, generative engines favour sources that exhibit:

• Factual density — Content containing specific data points, statistics, and verifiable claims is cited more frequently than generic prose.
• Source attribution — Content that itself cites credible sources signals to the generative engine that it is well-researched. This creates a citation cascade — your citations make you more citable.
• Structural clarity — Clear headings, logical flow, and well-delineated sections make it easier for the AI to extract and attribute specific claims.
• Entity consistency — Content that uses consistent terminology and clearly identifies named entities (people, organisations, places, concepts) is easier for LLMs to process and reference.
• Domain authority — While not sufficient on its own, domain authority and backlink profiles still influence which sources the retrieval system surfaces as candidates.

For a detailed tactical guide on earning citations from specific AI platforms, see How to Get Cited by ChatGPT, Gemini and Perplexity.

The 9 GEO Optimisation Strategies (From the Research)

The Aggarwal et al. paper tested nine distinct content modification methods. Here is what each one does, how well it performed, and what it means for your content strategy.

1. Cite Sources

What it is: Adding inline citations and references to authoritative external sources within your content.

Performance: Boosted visibility by approximately 30-40% when combined with other methods. On its own, it was moderately effective but became the single most powerful amplifier when layered with other strategies. Notably, the Cite Sources method produced a 115.1% visibility increase for websites ranked fifth in traditional SERP — meaning it disproportionately benefits sites that are not already dominant.

Why it works: Generative engines are trained to value well-sourced content. When your content cites reputable sources, the AI treats it as more trustworthy and is more likely to include it in synthesised responses.

Action: Reference specific studies, reports, and data sources inline. Do not just state claims — back them up. Use the format "According to [Source], [finding]" throughout your content.

2. Statistics Addition

What it is: Embedding specific numerical data — percentages, figures, growth rates, survey results — into your content.

Performance: Achieved up to 37% improvement on subjective impression metrics. Most effective in domains like law and government, finance, and science where quantitative evidence carries particular weight.

Why it works: Statistics give the AI concrete, citable data points. When a generative engine needs to answer "How much does X cost?" or "What percentage of Y do Z?", it gravitates toward sources that provide specific numbers rather than vague qualitative statements.

Action: Replace generic claims with specific data. Instead of "many UK businesses are adopting AI," write "39% of UK businesses are using AI in some capacity (Moneypenny, 2025)."

3. Quotation Addition

What it is: Including direct quotes from recognised experts, industry leaders, or authoritative figures.

Performance: Best-performing individual strategy on Position-Adjusted Word Count, achieving a 22% improvement over baseline. Particularly effective in People & Society, Explanation, and History domains.

Why it works: Expert quotes provide the AI with attributable, authoritative statements that it can directly incorporate or paraphrase in its response. Quotes also signal editorial rigour — the content creator has sought out expert perspectives rather than just offering their own opinion.

Action: Include direct quotes from industry experts, published researchers, or recognised authorities in your field. Attribute them clearly with full names and credentials.

4. Fluency Optimisation

What it is: Improving the grammatical quality, readability, and linguistic sophistication of your content.

Performance: Produced a 15-30% visibility boost. Fluency Optimisation combined with Statistics Addition was the highest-performing two-method combination, outperforming any single strategy by more than 5.5%.

Why it works: LLMs are trained on high-quality text. They have an inherent preference for well-written content because it is easier to parse, summarise, and cite accurately. Poorly written content introduces ambiguity that the model would rather avoid.

Action: Write clearly and precisely. Eliminate filler words, fix grammatical errors, and ensure every sentence adds value. British English spelling and grammar are particularly important for UK-targeted content.

5. Easy to Understand

What it is: Simplifying complex concepts so they are accessible to a general audience without sacrificing accuracy.

Performance: Moderate improvements across most domains. Most effective for topics where the target audience is non-specialist.

Why it works: Generative engines are typically serving users who want clear, digestible answers. Content that explains complex ideas simply is more likely to be selected as a source for those answers.

Action: Use plain language for complex topics. Define technical terms when you introduce them. Write at a reading level appropriate for your audience — usually Year 10-12 level for general business content.

6. Unique Words

What it is: Increasing lexical diversity — using a broader vocabulary rather than repeating the same terms.

Performance: Modest improvements. More effective when combined with other strategies than when used alone.

Why it works: Lexical diversity signals content richness to the AI. Content that uses varied vocabulary tends to cover a topic more comprehensively, which makes it a better source for synthesis.

Action: Vary your word choices naturally. Use synonyms where appropriate. Avoid repetitive phrasing — but do not force obscure vocabulary for its own sake.

7. Technical Terms

What it is: Including domain-specific terminology and jargon appropriate to the subject matter.

Performance: Moderate improvements, with effectiveness varying sharply by domain. Most impactful in technical, scientific, and legal content.

Why it works: Technical terminology signals domain expertise. When a generative engine is answering a specialist query, it preferentially selects sources that demonstrate deep domain knowledge through appropriate use of technical language.

Action: Use the correct technical terms for your industry. If you are writing about AI, use terms like "retrieval-augmented generation," "parametric memory," and "large language model" — not just "AI tools."

8. Authoritative Tone

What it is: Writing with confidence and authority — stating findings clearly rather than hedging excessively.

Performance: Moderate improvements. Works best when combined with Cite Sources and Statistics Addition — authority backed by evidence performs better than authority alone.

Why it works: Generative engines evaluate the tone and certainty level of content when deciding what to cite. Content that presents information confidently (while remaining accurate) is treated as more authoritative than content that hedges every claim.

Action: Write with confidence. State your findings directly. Use "X is the case" rather than "X might possibly be the case in some scenarios." Back your confidence with evidence.

9. Keyword Stuffing (The Control — Do Not Do This)

What it is: Artificially increasing keyword density by repeating target terms unnaturally throughout content.

Performance: Negative impact. Keyword stuffing actually decreased visibility in generative engine responses. This is the one strategy the paper tested that made things worse.

Why it works against you: LLMs are trained to recognise and penalise low-quality, manipulative content. Keyword stuffing is a signal of thin, SEO-gaming content — exactly the type of source a generative engine avoids citing.

Action: Do not keyword stuff. Write naturally. Use your primary keyword where it belongs — in the title, the first 100 words, key headings — and then focus on writing genuinely useful content.

The Winning Combination

The research found that no single strategy dominates across all domains. The most effective approach is a combination:

The message is clear: layer your strategies. Write fluently. Include statistics. Cite your sources. Add expert quotes. Use appropriate technical language. Each layer compounds the effect.

GEO for UK Businesses: What Changes?

The GEO research was conducted on a global dataset, but UK businesses face specific considerations that affect implementation.

British English Is Not Optional

This sounds trivial. It is not.

LLMs are sensitive to spelling, terminology, and contextual patterns. When a UK user asks Perplexity "What is the best way to optimise my website?", the engine preferentially selects sources that use British English conventions — "optimisation" not "optimization," "colour" not "color," "programme" not "program."

If your content is written in American English and your target audience is British, you are introducing a mismatch that reduces your likelihood of being cited for UK queries. Every piece of content targeting UK audiences should use consistent British English throughout.

UK-Specific Data and Sources

Generative engines favour sources that provide geographically relevant information. For UK businesses, this means:

• Cite UK sources. Reference Ofcom, the ONS, UK government reports, British industry bodies, and UK-specific research wherever possible.
• Use UK statistics. "39% of UK businesses use AI" (Moneypenny, 2025) is more valuable for UK-targeted GEO than a global statistic.
• Reference UK legislation. GDPR (as implemented in UK law), the Data Protection Act 2018, the Online Safety Act — these are signals that your content is relevant to UK users.
• Include UK location signals. Mention cities, regions, and UK-specific business contexts naturally within your content.

The UK Competitive Landscape

Here is the opportunity that most UK businesses are missing: generative engine optimisation is still nascent in the UK market.

Most UK SMEs have not even heard of GEO. According to Ofcom's Online Nation Report (2025), ChatGPT visits from the UK increased 156% year-on-year, reaching 1.8 billion visits in the first eight months of 2025 — but the vast majority of UK businesses have not adapted their content strategy to account for this shift.

This creates a genuine first-mover advantage. If you start implementing GEO strategies now, you are competing against a field where most participants have not yet entered the race. In twelve months, that window will be smaller.

For a broader view of how AI is transforming marketing for UK small businesses, see AI Automation for UK SMEs: The 2026 Guide.

Measuring GEO Success

You cannot manage what you cannot measure. Unfortunately, GEO measurement is harder than SEO measurement — there is no equivalent of Google Search Console for AI citations. But that does not mean you cannot track progress.

Metrics That Matter

1. AI Citation Frequency How often is your brand or content cited in responses from ChatGPT, Perplexity, Gemini, and Google AI Overviews? This is the primary GEO metric.

2. Brand Mention Sentiment When AI engines mention your brand, is the context positive, neutral, or negative? A citation in a negative context ("unlike [Brand], which has been criticised for...") is worse than no citation at all.

3. Source Inclusion Rate For a defined set of queries relevant to your business, what percentage of AI-generated responses include your content as a source? Track this over time to measure the impact of your GEO efforts.

4. Referral Traffic from AI Sources Monitor your analytics for traffic from ChatGPT (referrals from chatgpt.com), Perplexity (perplexity.ai), and other AI search platforms. This is growing measurably — Backlinko reports an 800% year-on-year increase in LLM referral traffic.

5. Position-Adjusted Word Count Borrowed directly from the GEO research: how much of the generated response draws from your content? Being cited is good. Having your content form a substantial portion of the answer is better.

Tools for Tracking

For guidance on using Google Search Console to track your search performance, see Google Search Console: A UK Business Guide.

GEO Implementation Roadmap: 90 Days to AI Visibility

Here is a practical, phased plan for implementing generative engine optimisation across your existing content.

Phase 1: Audit and Foundation (Days 1-30)

Week 1-2: AI Visibility Audit

• Run your 20 most important business queries through ChatGPT, Perplexity, and Google (checking AI Overviews)
• Record which competitors are being cited and which sources appear
• Identify the gap between your current visibility and where you need to be

Week 3-4: Content Audit

• Review your top 20 performing pages for GEO readiness
• Score each page on the nine GEO strategies: Does it cite sources? Include statistics? Use expert quotes? Write fluently?
• Prioritise pages with the highest commercial value and the largest GEO gaps

Deliverable: A prioritised list of pages to optimise, ranked by commercial value and GEO improvement potential.

Want us to run this audit for you? Get a free AI growth report — we will assess your visibility across both traditional and AI search.

Phase 2: Optimise Existing Content (Days 31-60)

Week 5-6: High-Priority Page Optimisation

• Add inline citations to your top 10 pages — reference specific studies, reports, and data sources
• Embed statistics throughout — replace every vague claim with a specific number
• Include expert quotes where appropriate
• Review and improve fluency — tighten prose, eliminate filler, ensure British English consistency

Week 7-8: Structural Improvements

• Add FAQ sections with schema markup to key pages
• Implement structured data (Article, FAQPage, HowTo) across optimised content
• Ensure clear heading hierarchy — H1, H2, H3 structure that AI can parse easily
• Add summary/TL;DR sections to long-form content

Deliverable: 10+ pages fully optimised for GEO, with measurable improvements in citation density and data richness.

Phase 3: Scale and Monitor (Days 61-90)

Week 9-10: Expand Optimisation

• Apply GEO strategies to the next 20 pages
• Create new content specifically designed for GEO — targeting queries where AI currently cites your competitors but not you
• Build topical authority through content clusters that demonstrate comprehensive expertise

Week 11-12: Measurement and Iteration

• Re-run the AI visibility audit from Phase 1
• Compare citation frequency before and after optimisation
• Monitor referral traffic from AI sources in GA4
• Identify which strategies produced the strongest results for your specific domain and double down

Deliverable: A repeatable GEO optimisation process integrated into your content production workflow.

Common GEO Mistakes

Knowing what not to do is as valuable as knowing what to do. These are the mistakes we see most frequently.

1. Treating GEO as a Replacement for SEO

GEO does not replace SEO. It supplements it. Traditional search still drives the majority of transactional and commercial traffic. If you abandon SEO for GEO, you will lose your existing traffic without a guarantee that AI citations will compensate. Run both in parallel.

2. Keyword Stuffing for AI

The GEO research proved this does not work. Keyword stuffing decreased visibility in generative engine responses. LLMs can detect manipulative content patterns more accurately than traditional search algorithms. Write naturally.

3. Ignoring Domain-Specific Differences

The research showed that strategy effectiveness varies across domains. Adding statistics is highly effective for law and finance content but less impactful for creative or lifestyle topics. Quotation Addition excels in people and society content. Test what works for your specific industry rather than applying a one-size-fits-all approach.

4. Optimising for One AI Engine Only

ChatGPT, Perplexity, Gemini, and Google AI Overviews all have different retrieval and synthesis methods. Optimising exclusively for one platform leaves you vulnerable. Focus on the universal principles — source credibility, factual density, structural clarity — that work across all generative engines.

5. Publishing Without Citations

This is the single most common mistake. Businesses publish content that makes claims without backing them up. "AI is transforming UK business" means nothing to a generative engine without a specific statistic and source. Every claim should be backed by a verifiable reference.

6. Neglecting Content Freshness

Generative engines, particularly those using RAG, favour recent content. A 2022 article with outdated statistics will lose to a 2026 article with current data, even if the older article has stronger domain authority. Update your content regularly with fresh data.

7. Forgetting About Technical Accessibility

If AI crawlers cannot access your content, no amount of optimisation will help. Ensure your robots.txt does not block AI crawlers (GPTBot, PerplexityBot, Google-Extended), your site loads quickly, and your content is not locked behind JavaScript rendering that AI bots cannot process.

For a comprehensive list of technical SEO issues that could be holding you back, see Why Your Website Is Not Ranking.

FAQ

What is generative engine optimisation?

Generative engine optimisation (GEO) is the practice of structuring your content so that AI-powered search engines — such as ChatGPT, Perplexity, Google AI Overviews, and Gemini — select it as a source and cite it in their generated responses. The term was coined by researchers at Princeton University and IIT Delhi in a 2023 paper (Aggarwal et al., "GEO: Generative Engine Optimization," arXiv:2311.09735, ACM SIGKDD 2024) that tested nine optimisation strategies and demonstrated visibility improvements of up to 40%.

How is GEO different from SEO?

SEO focuses on ranking in traditional search engine results pages. GEO focuses on being cited in AI-generated answers. SEO targets algorithms that rank links. GEO targets large language models that synthesise responses from multiple sources. Both are important — they target different parts of the search landscape.

How is GEO different from AEO?

AEO (answer engine optimisation) is a broader discipline that encompasses all answer-oriented search systems, including Featured Snippets, voice assistants, and AI engines. GEO is specifically focused on generative AI engines — the subset that uses large language models to synthesise multi-source responses. GEO is a subset of AEO with a more specific technical focus.

What are the most effective GEO strategies?

According to the foundational research, the most effective individual strategies are Quotation Addition (22% improvement), Statistics Addition (up to 37% improvement), and Cite Sources (30-40% improvement when combined with other methods). The most effective combination is Fluency Optimisation paired with Statistics Addition.

Does keyword stuffing help with GEO?

No. The GEO research tested keyword stuffing as one of its nine strategies and found it had a negative impact on visibility. LLMs are trained to recognise and avoid low-quality, manipulative content. Write naturally and focus on being genuinely useful.

Is GEO relevant for UK businesses specifically?

Yes. With ChatGPT receiving 252 million UK visits in August 2025 alone (Ofcom Online Nation 2025) and AI Overviews appearing on roughly 48% of tracked UK queries, the shift to AI-mediated search is well under way in the UK. UK businesses have specific considerations including British English spelling, UK-specific data sources, and UK regulatory references that affect GEO effectiveness.

How do I measure GEO success?

Track AI citation frequency (how often you are cited in AI responses), referral traffic from AI platforms (ChatGPT, Perplexity), Google AI Overview impressions in Search Console, and conduct regular manual prompt testing across multiple AI platforms. Purpose-built tools like GeoZ AI and Otterly.ai can automate citation tracking.

Can small businesses do GEO or is it only for large companies?

GEO is arguably more accessible for small businesses than traditional SEO. You do not need a large domain authority or extensive backlink profile. You need to produce content that is well-sourced, data-rich, clearly written, and structured for AI consumption. A small business with deeply expert, well-cited content in a specific niche can outperform large competitors who produce generic, unsourced content.

The Bottom Line

The search landscape is not what it was twelve months ago. It will not be what it is today twelve months from now.

Generative engine optimisation is not a trend. It is a structural shift in how people discover information, evaluate options, and choose businesses to work with. The research is clear. The data is clear. The trajectory is clear.

UK businesses that implement GEO strategies now — citing sources, adding statistics, including expert quotes, writing with fluency and authority — will be the businesses that AI recommends when your potential customers ask their questions.

The ones that do not will wonder why their organic traffic keeps declining despite "doing all the right things" with their SEO.

This is not about abandoning what works. It is about adding what is becoming essential.

Start with your highest-value content. Add citations. Add data. Add structure. Measure the results. Scale what works.

Or let us do it for you. See how our AI content marketing tools can accelerate your GEO strategy, or book a free growth audit to see exactly where you stand.

View our pricing to find the right plan for your business.

This article is part of our [SEO and AEO knowledge hub](/blog/from-seo-to-aeo-uk-2026). For related reading, explore [how content clusters build the topical authority that GEO demands](/blog/content-clusters-seo-structure), or learn how to [get your free online audit and growth report](/blog/online-audit-growth-report).