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    Agency Selection

    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.

    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
    Want to understand domain authority, backlink profile, PR history, entity consistency.
    They differentiate timelines by platform
    "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.

    Frequently Asked Questions

    Looking for a Great GEO Agency?

    We score highly on every metric great agencies should have. See for yourself with a free strategy call.

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    Yuval Halevi

    Yuval Halevi

    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.