GEO Intelligence
Hiring a GEO Agency: 10 Questions to Ask First
Before hiring a GEO agency, ask these 10 questions. The answers show within one call whether you are buying real AI search work or a renamed SEO package, and they give you a fair way to compare agencies side by side. 10 questions to ask before hiring a GEO agency 1. Which AI engines do […]
Before hiring a GEO agency, ask these 10 questions. The answers show within one call whether you are buying real AI search work or a renamed SEO package, and they give you a fair way to compare agencies side by side.
10 questions to ask before hiring a GEO agency
1. Which AI engines do you track and work on?
Why it matters: Buyers use different assistants, and each reads different sources. A good answer: A list of named engines, such as ChatGPT, Gemini, Perplexity, Google’s AI Overviews, Claude and Copilot.
2. Can you show today’s AI answer for my key question, and why it names who it names?
Why it matters: This is the single best test of real expertise. A good answer: A live walk-through of the answer and the sources behind it, plus what they would change first.
3. What exactly will you do each month?
Why it matters: Vague scopes lead to vague results. A good answer: A task list or log, with a reason attached to each task.
4. How will we measure success?
Why it matters: Visibility alone does not pay the bills. A good answer: Prompts where you are named, citations and AI referrals, ideally tied to enquiries or deals.
5. What proof do you have in my industry and market?
Why it matters: GEO depends on local sources and buyer behaviour. A good answer: Named clients or case studies similar to you.
6. Who does the work?
Why it matters: Senior strategy with junior execution is a common gap. A good answer: Named operators, and how often you will speak to them.
7. What do you need from us?
Why it matters: Access and approvals often slow GEO down. A good answer: A clear list of access, approvals and subject-matter input.
8. What does the contract look like?
Why it matters: Terms decide your risk. A good answer: Term, exit options and any guarantee. Some agencies, such as GTMLab, guarantee a set number of named prompts each quarter or no fee.
9. How do you handle accuracy and compliance?
Why it matters: Essential for health, finance and legal brands. A good answer: A review step built into the workflow.
10. What can’t you promise?
Why it matters: Honesty here predicts honesty later. A good answer: An admission that no one controls AI answers, with realistic goals instead.
How to score the answers
Write the answers down and score each agency from 1 to 5 per question. Question 2 deserves extra weight, because it shows whether the agency has already done the work or is only describing it. Drop any agency that will not put its scope in writing.
Before the first call
- List your five most important buyer questions
- Run them through two or three AI assistants and note who is named
- Decide your goal and a budget range
- Name the competitors you most want to beat
After the calls
Compare notes the same day while the answers are fresh, then ask your top two agencies for a written scope with prompts, engines, monthly tasks and terms. Hiring a GEO agency goes best when the final decision rests on method and proof rather than the most polished pitch.
For the bigger picture, read how to choose a GEO agency and GEO agency cost.
If you want a reference point for question 4, GTMLab’s AI visibility tracking shows which prompts name you and which name competitors, week by week.
FAQ
When is the right time for hiring a GEO agency?
When your buyers use AI tools to research, or competitors are named in AI answers and you are not.
Should I ask for references?
Yes. Ask for two or three clients in a similar industry or region.
Can I test an agency first?
Many offer a one-off audit or briefing, which is a low-risk way to judge the method.
