TL;DR

Look for a GEO agency with proprietary data on AI citation patterns, real expertise in how AI models work, and a track record of optimizing content for citability—not just SEO repackaged as GEO. Ask about their measurement frameworks and whether they actually track citation performance.

The GEO space is new, which means a lot of agencies are slapping "GEO services" on their website without actually knowing what they're doing. Here's how to spot the real ones.

Red Flags to Avoid

"We do SEO and GEO!" If they're treating GEO as a minor add-on to traditional SEO, they don't get it. The strategies overlap but aren't the same.

No data, just theory. If they can't show you citation analysis, publisher power rankings, or performance tracking, they're guessing.

Generic recommendations. "Make your content more structured!" isn't a strategy. You need specifics based on your industry and competitive landscape.

What to Actually Look For

Proprietary intelligence: Do they have access to data on how AI platforms cite sources? Can they show you which publishers dominate citations in your category?

Technical understanding: Do they know how AI models retrieve and cite content? Can they explain the difference between training data and real-time retrieval?

Content expertise: Can they help you restructure content for citability, not just tell you what's wrong?

Measurement frameworks: Do they track citation rates, source rankings, and competitive positioning? Can they show progress over time?

Industry knowledge: Do they understand your space well enough to know which questions your audience is asking AI?

Questions to Ask During Evaluation

• "Can you show me who's getting cited most in my category and what can you do with that info?"

• "How do you track citation performance?"

• "What's your process for content optimization?"

• "Do you have data on citation patterns across industries?"

• "How do you differentiate GEO from SEO strategy?"

• "How do you plug into an IAT?"

• What can we do other than create a shitload of blog posts?"

If they can't answer these clearly, keep looking.

The Bottom Line

GEO is too new for anyone to be a 20-year veteran, but the good agencies have invested in understanding how AI platforms work and built systems to measure and optimize for citations. Don't settle for someone who's just rebranding SEO services.

Working on AEO strategy? Wild Signal helps brands optimize content for AI citations.

Wild Signal is an AI intelligence firm that builds the maps brands need to navigate the new information economy — then helps them move.