Choosing a GEO agency: the criteria and red flags for IT companies

Choose a GEO agency that starts with a baseline measurement across all four AI assistants (ChatGPT, Gemini, Claude, Perplexity) and delivers a dashboard. The agency must be able to work both technically and with content. Because without measurement, GEO is just a promise. Wildbos carries out the technical optimization itself, instead of only delivering an advisory report.

You're in the executive meeting and the question comes up: "Who's going to handle our visibility in AI?" ChatGPT and Gemini increasingly determine what customers see about your IT company. Hiring an agency seems logical. But the market is opaque and the differences between agencies are large.

The right choice depends on a few hard criteria. And on recognizing red flags. This article lists both for you.

Why you can't start without a baseline measurement

GEO is still young, but the basics are simple: if you don't measure, you can't improve. A baseline measurement is the starting point. It captures how often your brand currently appears in AI answers and in what context. A second measurement later shows the difference.

Without a baseline measurement, any success story is a guess. So always ask for a dashboard or report, not a gut feeling. The measurement method must also cover multiple engines. If you only look at ChatGPT, you're missing half the playing field.

What services a complete GEO agency delivers

An agency that claims to do GEO must cover the entire chain. That means technology, content, and authority.

| Component | What to look for | Why it matters | |---|---|---| | Technology | The agency performs the optimization itself on your site | A list of tips stays on the shelf; execution brings results | | Content | It writes or rewrites pages for AI readers | AI assistants cite clear, context-rich text | | Reviews | It manages and optimizes existing customer reviews | Reviews are a strong authority signal | | Publicity | It places press releases in relevant media | Assistants read trade media and comparison articles |

An agency that only delivers content misses the technical side. A purely technical agency forgets that AI assistants value human authority. Both are insufficient.

What goes wrong in practice

Many agencies promise more than they deliver. Three mistakes are common.

First: no measurable starting point. If an agency doesn't propose a baseline measurement, you don't know where you're starting. Results can't then be substantiated, except with anecdotes.

Second: a report instead of execution. Some agencies deliver a thick document with recommendations and leave it at that. The implementation stays with you. In Wildbos's view, that's half work. We carry out the technical optimization on your site; we don't deliver a list of recommendations.

Third: no real-world evidence. Can you talk to an agency about results? Ask for the difference between the baseline measurement and the latest measurement. A serious agency can show that.

Red flags you can act on immediately

Besides the criteria, there are signals you'd better not ignore. If you hear any of these, ask further. If the answer stays vague, that's a bad sign.

• Guaranteed positions. Guaranteed positions in AI answers don't exist, at any agency. Whoever promises this is selling hot air.
• Only traffic numbers. GEO is about citations and visibility, not just visitors. Whoever only talks about traffic doesn't understand the field.
• Only content. Content is important, but without technology and authority, it's incomplete.
• A vague methodology. An agency must be able to explain how it works with concrete steps.

Measurability as a program for your management team

Without measurement, GEO is a promise; with measurement, it's a program your management team can follow. A good agency sets up a dashboard you can share with your management team. You see per engine how your visibility develops.

This way, GEO isn't a black box but part of your normal reporting. You know what you invest and what it yields.

How to compare candidates without losing sight of the forest for the trees

Make a shortlist of no more than three agencies. Ask each party to explain their approach in three steps. Then compare on three points: the baseline measurement, the execution, and the measurability.

Also pay attention to the sources AI assistants already use. Some agencies actively arrange mentions in comparison articles. At Wildbos, that's part of the approach: we write your press releases and send them to national media, and ensure you appear in the comparison articles and trade media that assistants read.

With a clear comparison, you make a choice you can still stand behind in a year. An agency that measures, executes, and communicates is not a cost. It's an investment in your visibility. Feel free to check out how a baseline measurement looks in practice.

Frequently asked questions

What is the most important criterion when choosing a GEO agency?

The baseline measurement. An agency must capture, before starting, how often your brand currently appears in AI answers, in ChatGPT, Gemini, Claude, and Perplexity. Without a baseline measurement, progress can't be proven. Always ask for a dashboard that makes the difference visible.

My GEO agency promises a top 3 position in ChatGPT, is that possible?

No. Guaranteed positions in AI answers don't exist, at any agency. AI answers are probabilistic and change continuously. A reliable agency doesn't promise positions but shows measurably improved visibility through a baseline measurement and follow-up measurements.

Is a GEO agency that only delivers content sufficient for an IT company?

No, that's insufficient. GEO requires technical optimization, content, reviews, and publicity. An agency that only delivers content misses the technical side. Choose a party that covers the entire chain, from technical execution on the site to mentions in trade media.