Evaluating GEO Agencies: Key Questions to Ask Before You Hire
As search shifts from links to language, marketing leaders are rethinking how visibility works in a world where answers—not clicks—drive value. Generative Engine Optimization (GEO) isn’t a repackaging of SEO. It’s a strategic pivot for…
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As search shifts from links to language, marketing leaders are rethinking how visibility works in a world where answers—not clicks—drive value. Generative Engine Optimization (GEO) isn’t a repackaging of SEO. It’s a strategic pivot for brands that want to be surfaced, cited, and trusted in AI-native interfaces like Google’s AI Overviews, Gemini, or ChatGPT search.
Hiring a GEO agency may be one of the most critical marketing decisions you’ll make in the next 12 months. But how do you evaluate a partner in a field that’s still rapidly forming? This guide outlines the key questions every CMO or marketing director should ask—backed by the technical realities of how generative engines retrieve, reason, and cite content.
Understanding Your Needs
Why does hiring a GEO agency matter right now?
AI search systems don’t just crawl pages—they synthesize answers from multiple queries using LLMs, embeddings, and answer-ranking systems. Your content is judged not by keywords alone but by how well it fits into an AI’s decision about which passage to trust and cite.
Ask yourself:
- What AI platforms (ChatGPT, Google AI Overviews, Gemini) are we targeting?
- Are we optimizing for lead gen, visibility, brand authority—or all three?
Assessing Experience and Expertise
How long has the agency worked in GEO or AI search visibility?
Look beyond “AI SEO” buzzwords. GEO demands familiarity with LLM retrieval behavior, structured markup, and technical content optimization. Ask about their understanding of:
- How AI tools evaluate trust, clarity, and authority
- Use of citation testing methods with tools like Ziptie
- Cross-platform GEO content monitoring and AI visibility audits
Can they show success with AI Mode or Overviews?
Press for case studies showing citations in generative SERPs—not just rankings in traditional ones.
Understanding Services Offered
What exactly does their GEO offering include?
A capable GEO agency should support more than just on-page SEO. Look for services that include:
- AI-structured content creation: Q&A, explainer passages, and comparison pages optimized for LLM interpretation
- Schema markup that’s tested and monitored for AI citation potential
- Brand entity optimization across third-party directories
- AI visibility tracking using platforms like Ziptie or custom AI response testing
How is their approach different from a traditional SEO agency?
Ask how they tailor content for AI-native formats, such as featured answers in ChatGPT or Google Overviews. Effective GEO agencies optimize not only for how search engines crawl pages, but how AI systems interpret, summarize, and synthesize information from those pages.
Instead of focusing purely on keyword rankings, a strong GEO partner builds content that is designed to be quoted and trusted by AI tools in zero-click environments.
Evaluating Processes and Communication
How do they stay current with GEO developments?
GEO is not static. It evolves monthly as AI surfaces update their synthesis models. Agencies must track LLM model updates, search behavior changes, and technical developments in AI retrieval.
How often will you receive updates and strategic insights?
Look for regular reporting that includes:
- AI citation frequency
- Visibility across top generative search platforms
- Adjustments based on prompt-based testing and retrieval analysis
Measuring Success
What does GEO success look like?
It’s no longer just traffic. GEO success means:
- Presence in AI answers—even without a click
- Brand attribution and topical authority in LLM outputs
- Traffic from LLMs like ChatGPT
Ask the agency if they track these important metrics.
Final Tips Before You Hire
Before signing, make sure your GEO agency can:
- Articulate how your content will be retrieved and cited by AI engines
- Build structured content designed for AI comprehension, not just search engines
- Deliver ongoing measurement—not just backlinks or keyword reports
Ready to Evaluate a GEO Partner?
Start by reviewing your brand’s current AI visibility. Then reach out to Nowspeed’s GEO team for a tailored roadmap and audit.
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