We Have Budget for AI Visibility. What Separates Good Agencies from Great Ones?
Yuval Halevi · January 2026 · 8 min read
You've decided AI visibility matters. You have budget approved. Now you need to pick a partner who won't waste it.
The problem: GEO is new enough that everyone claims expertise. SEO agencies added "GEO" to their services page. PR firms say they "do AI visibility." Content agencies promise "LLM optimization."
Most are figuring it out as they go. Some are genuinely good. A few are exceptional. Here's how to tell the difference.
TL;DR
Great agencies show you their testing methodology, not just case studies
They understand the difference between platforms (Perplexity vs ChatGPT vs AI Overviews)
They're honest about timelines and what they can/can't control
They have a framework, not just tactics. They can explain why things work.
Good vs Great GEO Agencies
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The Agency Evaluation Scorecard
Use this scorecard when evaluating potential GEO partners:
GEO Agency Scorecard
Rate each agency on these criteria (1-5)
Platform Expertise
Understands differences between ChatGPT, Perplexity, AI Overviews
0/5
Testing Methodology
Can show how they test and measure results
0/5
Timeline Honesty
Sets realistic expectations about timelines
0/5
Authority-First Approach
Prioritizes building authority before content optimization
0/5
Transparency
Shares learnings, including failures
0/5
Relevant Case Studies
Has results in your industry or company size
0/5
7 Questions That Separate Good from Great
Ask these during your evaluation calls. The answers reveal everything:
"How do you approach ChatGPT vs Perplexity vs AI Overviews differently?"
Good Answer
They mention Perplexity uses real-time web access.
Great Answer
They explain specific tactics for each platform with data on what works where.
"What's your testing methodology?"
Good Answer
They run queries and track results over time.
Great Answer
Systematic test frameworks, controlled query sets, actual test data they can show.
"How long until we see results?"
Good Answer
Give a range like "3-6 months."
Great Answer
"Perplexity in 2-4 weeks, AI Overviews in 4-8 weeks, ChatGPT in 60-180 days."
"What do you need from us to be successful?"
Good Answer
Ask for website access and content calendar.
Great Answer
Ask about authority baseline, backlink profile, PR history, entity consistency.
Red Flags to Watch For
These should disqualify an agency immediately:
"We guarantee ChatGPT will recommend you"
Nobody can guarantee this. ChatGPT's training is outside anyone's control.
"Results in 30 days"
Perplexity maybe. ChatGPT takes 60-180 days minimum.
"We have a proprietary algorithm for LLM optimization"
There's no secret sauce. GEO is about authority building, not tricks.
They can't explain the difference between platforms
If they treat all AI platforms the same, they don't understand the space.
No testing methodology they can show you
Great agencies have systematic ways to measure and test.
Green Flags: What Great Looks Like
These signal an agency that actually knows what they're doing:
They ask about your current authority signals first
"Perplexity in 2-4 weeks, AI Overviews in 4-8 weeks, ChatGPT in 60-180 days."
They can show you their testing data
Not just case studies, but actual test results on what works.
They talk about authority before content
AI trusts authoritative sources first. Content optimization is step two.
They're honest about what they don't know
GEO is evolving. Overconfidence is a red flag.
What Great Agencies Actually Deliver
Here's what you should expect from a top-tier GEO partner:
Foundation Phase (Month 1-2)
• Full AI visibility audit across platforms
• Entity consistency fixes
• Schema markup implementation
• llms.txt deployment
• Baseline measurement report
Ongoing Execution (Month 3+)
• Monthly platform-specific tracking
• PR and authority building
• Content optimization for AI extraction
• Competitive monitoring
• Quarterly strategy reviews
The Bottom Line
Great agencies have frameworks, not just tactics. They can explain why things work, not just what to do. They understand the differences between platforms.
They're honest about timelines and limitations. Anyone promising guaranteed ChatGPT results in 30 days is lying. Great agencies set realistic expectations.
They show you their thinking. Testing data, methodology, learnings from failures. Transparency is the clearest signal of competence.
Helping SaaS companies and developer tools get cited in AI answers since before it was called "GEO." 10+ years in B2B SEO, 50+ cybersecurity and SaaS tools clients.
