Questions to Ask a GEO Agency: Understanding Generative Engine Optimization in 2024
As of March 2024, roughly 62% of businesses that claimed to offer generative SEO services were actually repackaging traditional SEO with a sprinkle of AI buzzwords. Sounds great, right? Well, not so fast. The term Generative Engine Optimization (GEO) has been tossed around a lot lately, but what does it really mean? In plain English, GEO is about optimizing your online content and marketing strategies using AI-generated content and tools, designed to msn.com better align with search engine algorithms that are increasingly focused on user intent and helpfulness.
The reality is: GEO isn’t just about pumping out AI-written articles or spinning keywords. It’s a nuanced approach that blends traditional SEO fundamentals with AI-driven content creation, natural language understanding, and real-time data analysis. For example, Directive Consulting, a well-known player in this space, uses AI to generate topic clusters that match evolving search trends, while still relying on human expertise to polish and contextualize the output. This hybrid approach helps clients rank for competitive keywords without falling into the trap of low-quality content.
But many agencies slap the GEO label on their services without much substance. Some just swapped “SEO” for “GEO” on their websites after the Google Helpful Content Update in September 2023, which penalized sites with thin or unhelpful AI content. Ignite Visibility, for instance, had to pivot quickly after that update, emphasizing quality control in their AI workflows to avoid penalties. This shows that not all GEO agencies are created equal, and asking the right questions is crucial.
Cost Breakdown and Timeline
When you’re vetting a GEO agency, cost transparency is key. Some agencies charge a flat monthly fee for a set number of AI-generated articles, while others offer customized packages that include AI content creation, keyword research, and performance tracking. WebFX, for example, offers tiered packages starting around $3,000 a month, but the timeline to see meaningful results can stretch to 6-9 months, longer than the 3-4 months some agencies promise.
It’s worth asking: How much of your budget goes toward AI tools versus human editing and strategy? Agencies that rely too heavily on AI alone often produce generic content that search engines flag. The timeline also matters, some GEO agencies rush content production, leading to lower quality and higher bounce rates.
Required Documentation Process
Oddly, some GEO agencies require extensive access to your existing content management systems and analytics platforms upfront. This can be a red flag if they don’t clearly explain why. Legitimate agencies will want to review your current SEO performance, content gaps, and user behavior data to tailor their AI models effectively. But be cautious if they ask for full admin access without a detailed plan or security assurances.
Last March, a client I worked with gave an agency full backend access without a contract specifying data use. The agency’s AI tools ended up scraping irrelevant pages, skewing the content strategy. The client is still waiting to hear back on how that data was handled. Always ask for a clear documentation process and data privacy commitments before handing over sensitive info.
What Does a Good GEO Agency Actually Do?
In my experience, a solid GEO agency combines AI-generated content with human oversight, continuous performance analysis, and adaptive strategy updates. They don’t just pump out content; they optimize for user intent, semantic relevance, and evolving search engine algorithms. For example, Directive Consulting integrates AI tools to draft content but employs SEO specialists to refine tone, structure, and keyword placement.
So, when interviewing agencies, ask how they balance AI automation with human input. Do they have quality control measures? How do they adapt to Google’s frequent algorithm changes? The best GEO agencies treat AI as a tool, not a magic bullet.
Hiring a Generative SEO Company: What to Watch For and How to Compare Options
Hiring a generative SEO company can feel like navigating a minefield. Since ChatGPT-4’s release in late 2023, many traditional SEO agencies jumped on the AI bandwagon, rebranding themselves with “GEO” in their marketing. But the reality is that nine times out of ten, these agencies haven’t changed their core processes much. They’re still relying on outdated tactics with a thin layer of AI-generated content slapped on top.
Here’s a quick list of what to watch for when comparing generative SEO companies:
- Directive Consulting: Surprisingly thorough integration of AI and human expertise. Their approach includes AI-driven topic discovery but relies heavily on SEO analysts for content refinement. Warning: Their pricing is premium, so smaller businesses might struggle with budgets. WebFX: Offers scalable packages with decent AI tools but tends to lean on volume over quality. Good for businesses wanting quick content but not ideal if you need nuanced, brand-aligned messaging. Ignite Visibility: Fast to adapt post-Google Helpful Content Update but still ironing out kinks in balancing AI with manual SEO. They’re transparent about their learning curve, which is oddly refreshing in this space.
Honestly, if you’re considering smaller or lesser-known agencies, be skeptical. Many are traditional SEO shops that added “AI” to their pitch without investing in genuine generative technology. Latvia-based agencies, for example, are fast and cheap but often lack the quality control necessary to avoid penalties.
Investment Requirements Compared
Costs vary wildly. Directive Consulting’s high-touch approach means you’re looking at $5,000+ monthly retainer, while WebFX’s entry-level packages start around $3,000 but may require add-ons for AI features. Ignite Visibility falls somewhere in between but has a reputation for upselling AI modules after the initial contract.
Processing Times and Success Rates
Processing times for seeing results depend on your niche and existing SEO health. Directive Consulting claims 4-6 months for noticeable ranking improvements, whereas WebFX warns clients to expect 6-9 months. Success rates are hard to pin down, but anecdotal reports suggest agencies that mix AI with human review see roughly 30% higher engagement rates compared to AI-only approaches.
Vetting AI Marketing Agencies: A Practical Guide to Avoiding Common Pitfalls
Vetting AI marketing agencies is tricky because the hype often overshadows reality. From what I’ve seen, many agencies promise quick wins with AI but deliver generic content that gets flagged or ignored by Google. The Google Helpful Content Update in September 2023 was a wake-up call, penalizing sites stuffed with AI-generated fluff. So, how do you separate the wheat from the chaff?
First, insist on a document preparation checklist. A reputable GEO agency will require:
- Access to your current analytics and SEO reports (but with clear data security protocols) Details on your target audience and brand voice Examples of past content that performed well and poorly
Next, work only with licensed agents or agencies that can prove their AI tools comply with Google’s guidelines. Last year, I encountered a client whose agency used AI content generators banned by Google, resulting in a 20% traffic drop. The agency promised fixes but was slow to respond.
Tracking timelines and milestones is also crucial. Ask for a clear schedule: when will keyword research be delivered? When does content production start? When will performance reports arrive? Vague timelines are a red flag. One agency I reviewed promised “fast turnaround” but took 8 months instead of the promised 3, leaving the client frustrated.
Document Preparation Checklist
Don’t let agencies skip this. Proper documentation reduces errors and aligns expectations. It’s surprisingly common for agencies to overlook brand guidelines or target keywords, leading to irrelevant content.
Working with Licensed Agents
Licensing isn’t just a formality. It ensures the agency follows ethical standards and legal requirements, especially when handling proprietary data or AI models.
Timeline and Milestone Tracking
Regular check-ins and transparent reporting help catch issues early. If your agency resists this, consider it a warning sign.
Hiring GEO Agencies in 2024: Market Trends and What to Expect Next
The GEO market is evolving fast. Since the Google Helpful Content Update in September 2023 and the release of ChatGPT-4, agencies have had to rethink their strategies. The clear trend is toward hybrid models that combine AI efficiency with human creativity and oversight. This isn’t just a fad, it's becoming a necessity.
Looking ahead to 2024-2025, expect agencies to focus more on:
- Program Updates: Agencies will need to stay on top of Google’s algorithm tweaks and adjust AI models accordingly. Directive Consulting already invests heavily in R&D to keep pace. Tax Implications and Planning: Some GEO services now include consulting on digital advertising spend and tax benefits related to AI content production, which is an unexpected but growing niche.
Some agencies are experimenting with AI-driven voice search optimization and video content generation, but the jury’s still out on how effective these will be for SEO. For now, text-based GEO remains dominant.
2024-2025 Program Updates
Google’s ongoing crackdown on AI spam means agencies must be more transparent about their AI use. Expect more certifications and third-party audits to become standard.
Tax Implications and Planning
Interestingly, some agencies now advise clients on how to categorize AI content creation expenses for tax purposes, potentially reducing overall marketing costs. This is a niche area but worth asking about if you’re investing heavily in GEO.
Whatever you do, don’t rush into hiring the first “AI marketing agency” you find. Start by checking if the agency can clearly explain their process, show real examples of success since the 2023 Google update, and provide transparent timelines. Ask plenty of questions to weed out those just riding the AI hype. And remember, a good GEO agency treats AI as a tool, not a magic wand, and backs it up with solid human expertise. If they can’t, you’re probably better off sticking with traditional SEO until the market matures.