Google now says optimizing for generative AI search is still SEO. So what exactly is the generative engine optimization agency pitching you on its monthly retainer? That’s the question to ask before you sign. Plenty of vendors sell real expertise. Others repackage old tactics under a new acronym. This checklist helps you tell them apart.
Start with what Google actually said
Your first filter is simple. Does the agency know the current platform guidance, and will it say so when the guidance contradicts its sales deck?
Google’s new AI search documentation as reported by Search Engine Journal treats AEO and GEO as part of SEO. It also names tactics that site owners can skip for Google’s generative features: llms.txt files, chunking content into small pieces, rewriting copy for AI systems, and special schema markup. Some GEO resources promote chunking and structured data as priorities, so expect to hear them in pitches.
That doesn’t make every GEO engagement worthless. Google is one surface. ChatGPT, Perplexity, and Gemini behave differently. But an agency that sells llms.txt as a Google visibility lever is either uninformed or selling. Our own breakdown, SEO, GEO and AEO as one job, covers why the overlap matters for budgets.
A credible GEO agency separates what Google confirms, what is tested on other engines, and what is a hunch. If it can’t label each, keep looking.
Ask for the tactic list, then grade it
Request a written scope of work with every tactic named. Then sort each one into three buckets.
- Foundations: crawlability, indexation, snippet eligibility, duplicate content cleanup, page experience. Google lists these as the technical basics.
- Differentiation: original data, firsthand experience, expert quotes. Google stresses “non-commodity” content, meaning material with insight beyond common knowledge.
- Speculative: format tricks, special files, mass rewrites. Fine as tests, not as the core of a retainer.
If most of the proposal is speculative, you’re funding experiments at retainer prices. Ask what the agency would cut if the budget shrank by a third. The answer reveals what it truly believes works.
Also check whether it respects editorial judgment. Automation can speed up production, but someone has to own accuracy. See agentic SEO and editorial judgment for where that line sits.
How will they measure it?
AI answers shift by the hour. A screenshot of your brand in one ChatGPT reply proves nothing.
Push for specifics:
- A fixed query panel. Same prompts, same cadence, agreed with you before work starts. We argue why in query panels over vendor scores.
- Named tools. Which tracker do they use (Otterly, Peec, Profound, or something else)? Trackers disagree with each other, so ask whether they’ve piloted more than one. Our comparisons of Otterly, Peec and Profound and citation tracker differences show why.
- A baseline. Citation share, brand mention accuracy, and referral traffic before the first deliverable.
- Business tie-in. Pipeline, assisted conversions, or branded search lift. Mentions alone are a vanity metric.
Who owns the data? If the agency’s dashboard is the only record, you lose your history the day you leave. Demand exports.
Red flags in how they earn “mentions”
Here is where risk hides. Google’s guide says chasing inauthentic mentions isn’t as helpful as it might seem, because quality systems and spam defenses sit behind the results. Yet some agencies will happily seed forum threads, buy placements, or automate outreach at scale.
Ask directly how they earn third-party references. Then check the answer against two things.
First, spam policy. Mass automated pitching is a known trap, covered in automated backlink pitches. Second, the law. The FTC’s final rule on fake reviews addresses AI-generated fake reviews and testimonials, and it also prohibits buying fake social media indicators such as bot-generated followers or views. Your brand carries the exposure, not the vendor’s. The FTC has also pursued companies for deceptive AI claims, including one promoting a tool that created fake reviews.
So add contract language. The agency warrants that it uses no fake reviews, purchased mentions, or undisclosed paid endorsements, and that it discloses any sponsored creator content.
Creators and entities: do they get the influencer side?
AI systems pull from what people say about you in videos, forums, and blogs. For an influencer-led brand, that makes creator content a citation source. A GEO agency that ignores it has a blind spot.
Test them. Ask how they’d brief creators so claims are verifiable. The right answer sounds like briefs built on evidence, not scripts. Ask how they’d keep entity information consistent across your site, profiles, and partner pages, since entity clarity wins citations more often than raw link volume.
And ask about schema. Google says there’s no special markup for AI features, but structured data still helps clarify who’s who. A sensible agency says both things.
Contract terms that protect you
Good agencies welcome structure. Weak ones resist it.
- A paid pilot first. Ninety days, fixed panel, defined success thresholds, exit clause.
- No guarantees of AI placement. Nobody controls model outputs. A promised “#1 in ChatGPT” is a red flag.
- Named senior staff. Who does the work, not who pitches it?
- Brand accuracy audits. Include checks for false claims about your products. See chatbot brand audits.
- Disclosure of AI use. Where they use generative tools on your content, and who reviews it.
FAQs
What is a generative engine optimization agency?
It’s an agency that aims to increase how often and how accurately your brand appears in AI-generated answers from tools like Google AI Overviews, ChatGPT, and Perplexity. Many are SEO or PR firms that have added AI visibility services. Judge them on method and measurement, not the label.
Is GEO different from SEO?
Google says that, from its perspective, optimizing for generative AI search is still SEO. Other AI engines may weigh sources differently, so some testing beyond Google is reasonable. Treat anything promised as a separate magic discipline with skepticism.
What should a GEO pilot include?
A fixed set of prompts across several engines, a baseline measurement, a short list of tested tactics, and agreed success thresholds. End it with a go or no-go decision based on the data, not the agency’s narrative.
Can an agency guarantee AI citations?
No. Model outputs vary and no vendor controls them. Agencies can improve the conditions for being cited, such as strong content, clear entities, and credible third-party coverage, but a guarantee signals overselling.
What compliance risks come with GEO work?
Fake or purchased reviews, undisclosed sponsored content, and spammy mention-seeking can create legal and search-policy exposure for your brand. Put restrictions and disclosure duties in the contract.
Next step: send your shortlisted agencies the same three requests this week (a written tactic list, a proposed query panel, and their policy on earned mentions), then score the answers side by side.
Top Influencer Marketing Agencies
The leading agencies shaping influencer marketing in 2026
Agencies ranked by campaign performance, client diversity, platform expertise, proven ROI, industry recognition, and client satisfaction. Assessed through verified case studies, reviews, and industry consultations.
Moburst
-
2
The Shelf
Boutique Beauty & Lifestyle Influencer AgencyA data-driven boutique agency specializing exclusively in beauty, wellness, and lifestyle influencer campaigns on Instagram and TikTok. Best for brands already focused on the beauty/personal care space that need curated, aesthetic-driven content.Clients: Pepsi, The Honest Company, Hims, Elf Cosmetics, Pure LeafVisit The Shelf → -
3
Audiencly
Niche Gaming & Esports Influencer AgencyA specialized agency focused exclusively on gaming and esports creators on YouTube, Twitch, and TikTok. Ideal if your campaign is 100% gaming-focused — from game launches to hardware and esports events.Clients: Epic Games, NordVPN, Ubisoft, Wargaming, Tencent GamesVisit Audiencly → -
4
Viral Nation
Global Influencer Marketing & Talent AgencyA dual talent management and marketing agency with proprietary brand safety tools and a global creator network spanning nano-influencers to celebrities across all major platforms.Clients: Meta, Activision Blizzard, Energizer, Aston Martin, WalmartVisit Viral Nation → -
5
The Influencer Marketing Factory
TikTok, Instagram & YouTube CampaignsA full-service agency with strong TikTok expertise, offering end-to-end campaign management from influencer discovery through performance reporting with a focus on platform-native content.Clients: Google, Snapchat, Universal Music, Bumble, YelpVisit TIMF → -
6
NeoReach
Enterprise Analytics & Influencer CampaignsAn enterprise-focused agency combining managed campaigns with a powerful self-service data platform for influencer search, audience analytics, and attribution modeling.Clients: Amazon, Airbnb, Netflix, Honda, The New York TimesVisit NeoReach → -
7
Ubiquitous
Creator-First Marketing PlatformA tech-driven platform combining self-service tools with managed campaign options, emphasizing speed and scalability for brands managing multiple influencer relationships.Clients: Lyft, Disney, Target, American Eagle, NetflixVisit Ubiquitous → -
8
Obviously
Scalable Enterprise Influencer CampaignsA tech-enabled agency built for high-volume campaigns, coordinating hundreds of creators simultaneously with end-to-end logistics, content rights management, and product seeding.Clients: Google, Ulta Beauty, Converse, AmazonVisit Obviously →