GroundedGEO: Auditing the Evidence Gap in Generative Search Rankings

Abstract

Generative search systems rank products and services for consequential decisions, and publishers can cheaply make candidate text look relevant. Yet evidence status is not a text property but a claim-evidence relation: text-only rankers and defenses cannot separate honest detailed content from fabricated detail, creating an identifiability gap. We audit this gap with an evidence-paired benchmark (50 e-commerce queries, 1,950 cases) and a claim-level reranker, GroundedGEO, that penalizes query-relevant claims lacking support in a supplied packet. Matched rich variants control format and volume; packet twins add attestations at fixed text, while thinned packets withdraw them. On the frozen listwise ranker Qwen2.5-7B, unsupported-rich variants show significant normalized rank gain over clean candidates (+0.065 to +0.092 across claim profiles, Holm-corrected), while supported and neutral controls do not; the effect is model-dependent (marginal on MiMo-v2.5, absent on GLM-5.3-Flash). On a frozen pointwise scorer, oracle evidence labels cut the unsupported-rich top-3 rate from 0.65 to 0.43 (laundering from 0.61 to 0.39) at lambda=40 with zero false suppression; packet twins restore the original rates without changing text. Against a 370-claim human gold, all tested automatic judges fail the preregistered reliability gate, although the best local judge retains 79-100% of oracle suppression with zero measured false suppression on protected arms. Separately, stripping attestation coverage increases false suppression by 0.307. These diagnostic effects identify two limits on the evidence channel: label quality and packet coverage. They do not validate an automatic defense, and interpretation of the adverse human-gold arm remains pending adjudication.