Shopify GEO/AEO Executive Workbook
The board-ready AI search operating system for Shopify teams.
Use this workbook to evaluate whether a Shopify store is crawlable, structured, citable, trusted, measurable, and ready to be recommended by ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and Google AI Overviews.
Downloadable files
Use the Excel workbook for an all-in-one local file. Use the CSV tabs for Google Sheets, Airtable, Notion databases, or BI imports.
Excel workbook
Executive Workbook XLSX
A multi-tab workbook with executive scorecard, store audit, prompt matrix, prioritization model, and 90-day roadmap.
Google Sheets
Google Sheets Import Guide
Step-by-step instructions for importing the CSV tabs into a shared Google Sheets operating workbook.
Google Sheets ZIP
Google Sheets CSV Pack
All Google Sheets-ready CSV tabs packaged together with the import guide for faster workspace setup.
Excel / Google Sheets
Executive Scorecard CSV
A leadership dashboard template for prompt visibility, citation share, source accuracy, schema pass rate, and conversion KPIs.
Excel / Google Sheets
Store Audit Checklist CSV
An 80+ item weighted audit across crawlability, entity clarity, schema, product data, prompt coverage, proof, conversion, and governance.
Excel workbook
Store Audit XLSX
A native Excel version of the full weighted store audit checklist with frozen header row and filter-ready columns.
Excel / Google Sheets
AI Prompt Test Matrix CSV
A weekly prompt lab for ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and Google AI Overviews.
Excel workbook
AI Prompt Matrix XLSX
A native Excel version of the prompt lab matrix for testing and retesting AI answer visibility.
Excel / Google Sheets
Prioritization Matrix CSV
A weighted decision model for ranking AI answer gaps by commercial intent, impressions, proof, effort, and complexity.
Excel / Google Sheets
90-Day Roadmap CSV
A phased implementation roadmap covering foundation, coverage, advantage, owners, dependencies, KPIs, and status.
Docs / Notion
Full Markdown Playbook
A board-ready GEO/AEO operating playbook with maturity model, KPI dictionary, RACI, governance cadence, and 30/60/90 plan.
Audit architecture
A workbook system, not a loose checklist.
The downloadable workbook is designed to move from diagnosis to decision to implementation. Each tab creates an owner, a score, a next action, and a retest loop.
Executive Scorecard
Founder / growth lead
Is the store improving in AI answer visibility, source accuracy, and lead quality?
Weekly leadership readout with current score, target score, owner, due date, and trend.
Store Audit Checklist
SEO / ecommerce lead
Which technical, content, schema, product data, proof, and conversion gaps block recommendation?
Weighted 0-3 store score with priority, owner, evidence, and notes for every row.
Prompt Test Matrix
SEO / content lead
Do ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and AI Overviews cite or recommend the store?
Prompt-by-prompt evidence log with brand mention, position, source URLs, competitors, sentiment, and patch needed.
Prioritization Matrix
Growth / product marketing
Which answer gaps deserve the next content, schema, product data, or proof investment?
Commercial priority score based on intent, impressions, revenue proximity, proof gap, effort, and implementation complexity.
90-Day Roadmap
Project owner
What ships first, what waits, and what needs engineering, content, or merchant data?
Foundation, coverage, and advantage workstreams with dependencies, KPIs, status, and accountable owner.
0-49%
Not ready
Fix indexability, product data, canonical, schema, and core entity clarity before scaling content.
50-64%
Visible but fragile
Patch high-intent pages, remove duplicate schema, add missing proof, and connect every live GSC query to an answer page.
65-79%
Competitive
Run weekly prompt testing, improve comparison pages, expand technical trust content, and submit patched URLs in GSC.
80-100%
AI-search operating system
Treat GEO/AEO as a weekly growth program with owned prompt clusters, scorecards, governance, and conversion reporting.
1. Crawlability and Access
12 points- Important product, collection, blog, and policy pages return 200 and are indexable.
- Sitemap includes priority pages and updates after new pages go live.
- Canonical tags point to the preferred public URL.
- Core product facts and FAQs appear in rendered HTML, not only client-side widgets.
- Robots.txt does not block AI-relevant templates or resource files.
- International alternates are clean when the store has multiple locales.
2. Entity and Brand Clarity
10 points- Homepage states what the brand sells, who it serves, and why it is different.
- Organization schema includes logo, URL, contact, and sameAs profiles.
- Brand, product, and category names are consistent across site, schema, and third-party profiles.
- A What is [Brand] or About page explains fit, not-fit, pricing, and official links.
- The site uses buyer language such as Shopify GEO, AEO, AI search visibility, product schema, and prompt monitoring where relevant.
3. Product Data Quality
20 points- Top products have clear product-type names, not only branded titles.
- Descriptions include material, ingredients, specs, dimensions, use cases, audience, and comparison facts.
- Variants have distinct names, prices, SKUs, availability, and option values.
- GTIN, MPN, SKU, brand, category, and collection data are complete where applicable.
- Shipping, returns, warranty, safety, and compatibility facts are visible and consistent.
- Product images and variant images have descriptive alt text.
4. Structured Data
18 points- Product and Offer schema validate on top product templates.
- AggregateRating and Review schema only appear when ratings/reviews are visible and factual.
- BreadcrumbList schema is present on product, collection, and blog templates.
- FAQPage schema appears only where matching FAQ content is visible on-page.
- Article or BlogPosting schema includes headline, author, publisher, dates, canonical URL, and topic.
- There are no duplicate conflicting FAQPage entities on the same URL.
5. Prompt Coverage
18 points- The store tracks at least 50 prompts across problem, solution, comparison, product, technical, pricing, and reputation clusters.
- Every high-impression Search Console query maps to a useful answer page.
- Competitor and alternative prompts have fair comparison pages.
- Product data and structured data prompts have direct technical guides.
- Engine-specific prompts cover ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and Google AI Overviews.
- The team retests the same prompts weekly and logs source citations.
6. Content Quality and Internal Links
14 points- Priority pages answer the target query in the first 100 words.
- Guides include tables, checklists, steps, FAQs, examples, and source links where helpful.
- Every educational page links to the next commercial action: scan, install, demo, or audit.
- Every pillar page links to supporting posts, comparison pages, schema guides, and the checklist resource.
- Updated dates and claims are reviewed monthly on pricing, comparison, and integration pages.
7. Proof, Measurement, and Leads
18 points- Shopify App Store listing uses accurate GEO/AEO/category language.
- Reviews, case studies, public docs, company profiles, and third-party proof are consistent.
- GSC impressions, clicks, CTR, and average position are exported weekly.
- AI prompt tests log brand mention, position, cited sources, competitors, sentiment, and hallucinations.
- High-intent pages have contextual lead capture such as a scan, checklist, demo, or install CTA.
- Conversion is tracked by landing page and content cluster.
Prompt lab
The prompt matrix targets the actual questions that create qualified demand.
Use the matrix weekly. Keep the prompt text fixed, record the answer exactly, log cited sources, then patch the page or data source that should have been cited.
Weekly operating rhythm
How to use the checklist without letting it sit in a folder.
- 1Monday: export GSC queries, identify prompts with impressions but low clicks, and select the top 3 pages to patch.
- 2Tuesday: repair product data, schema, FAQ, and internal-link gaps for those pages.
- 3Wednesday: publish or refresh one exact answer page tied to a live query.
- 4Thursday: run the prompt matrix across ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and Google AI Overviews.
- 5Friday: submit changed URLs in Search Console, update the prompt matrix, and review leads from the content cluster.
Checklist FAQ
What is a Shopify GEO/AEO checklist?
A Shopify GEO/AEO checklist is a practical audit system for making a store understandable, crawlable, citable, and recommendable by AI answer engines such as ChatGPT, Claude, Perplexity, Gemini, Bing Copilot, Grok, and Google AI Overviews.
How should I score my Shopify store?
Score each checklist item from 0 to 3. A score of 0 means missing or broken, 1 means partial, 2 means implemented, and 3 means strong, verified, and operationalized. Anything below 65% should be treated as a priority GEO/AEO cleanup project.
Can this checklist be used in Excel and Google Sheets?
Yes. The resource pack includes native Excel .xlsx workbooks plus CSV tabs that import cleanly into Google Sheets, Airtable, Notion databases, and BI tools.
How often should a Shopify team run prompt tests?
Run core prompt tests weekly. Re-run the same prompt set after publishing important pages, fixing schema, changing product data, or receiving new Search Console impressions.