How to Choose a GEO Agency: 12 Questions to Ask
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Choose a GEO agency by asking how they measure AI visibility, what they will change in the first 90 days, which engines they test and what they refuse to promise. A good agency shows you a baseline before it sells you a plan, and reports Share of Answer every month.
Why choosing a GEO agency is harder than choosing an SEO agency
Generative Engine Optimization is still a young field. Many agencies added “GEO” or “AI search” to their service list in the last year without changing how they work. Others do real AI visibility work but describe it in different words: AEO, LLMO or AI SEO.
That makes proposals hard to compare. The questions below cut through the labels. They focus on what the agency will measure, change and report, which is what decides whether ChatGPT, Gemini, Claude and Google AI start naming your business. If you are new to the topic, read What is GEO first.
Questions about measurement
- 1. How will you measure our AI visibility today? You want a baseline across several engines, using real buyer questions, before any work starts. Our guide to measuring AI visibility explains what that looks like.
- 2. Which AI engines do you test? At minimum ChatGPT, Gemini, Google AI Overviews and AI Mode, Perplexity and Copilot. Claude matters for many B2B audiences.
- 3. What is your main metric? Look for something like Share of Answer: the percentage of relevant AI answers that name you. Rankings alone are not enough.
- 4. How many questions do you track, and who chooses them? A credible set is 20 to 100 questions, agreed with you and based on how your buyers really ask.
Questions about the work itself
- 5. What will you change in the first 90 days? Expect specifics: brand facts, key pages, structured data, profiles and reviews. Vague answers like “optimize content” are a warning sign.
- 6. How much of the work happens off our website? AI engines lean heavily on third-party sources. If the plan is only on-site content, it is incomplete. See why reviews, Reddit and directories matter.
- 7. Who writes the content, and how do you check facts? AI rewards accurate, specific pages. Mass-produced articles can hurt trust.
- 8. How do you handle our industry’s rules? Law firms, healthcare and financial services have advertising and privacy rules. A good agency knows them.
Questions about honesty and fit
- 9. What will you not promise? No one can guarantee that an AI will recommend you, because answers change. Agencies that guarantee “#1 in ChatGPT” are guessing.
- 10. Can we see a sample report? It should show answers, not just charts: what each engine said, who it named and what changed.
- 11. How do you work with our SEO team or agency? GEO builds on SEO. The two should share a plan, not compete. Our GEO agency vs SEO agency page covers how they fit together.
- 12. What happens if results stall? Listen for a clear process: review the questions, find the sources AI is citing instead, and change the plan.
How to compare the answers
Score each agency from 1 to 3 on measurement, specificity, off-site work, honesty and reporting. The highest score is rarely the one with the biggest promises. It is the one that showed you what AI says about you today and explained exactly how they plan to change it.
A quick way to start any conversation is to bring your own baseline. Run a free AI Mirror and ask each agency what they would do about the gaps it shows.
Key takeaways
- Ask for a baseline across several AI engines before you sign.
- Look for Share of Answer reporting, not just rankings.
- A real plan includes off-site work such as reviews, directories and mentions.
- Be wary of any agency that guarantees AI recommendations.
Frequently asked questions
How much does a GEO agency cost?
It depends on scope. One-off audits, 90-day sprints and monthly retainers are priced differently. Our GEO cost guide breaks down typical ranges.
How long before a GEO agency shows results?
Most businesses see early changes in 6 to 12 weeks, with steadier gains over 3 to 6 months. See how long GEO takes.
Should I hire a GEO agency or train my team?
Both can work. If you have a capable marketing team, training plus an audit may be enough. If not, an agency or a sprint gets you moving faster.
See what AI says about your business
Get a free AI Mirror: what ChatGPT, Gemini, Claude and Google AI say about you today, and who they name instead.