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In just a few months, GEO has shifted from a niche topic to a key acquisition lever. Users are asking their questions to ChatGPT, Gemini, Perplexity, or Claude, and Google is displaying its AI Overviews above traditional search results. As a result, dozens of agencies are now branding themselves as GEO agencies, offering vastly different services and making promises that are difficult to verify. This guide details what GEO really entails, the criteria for choosing a GEO agency, the deliverables you should demand, the proof you should request before signing, and the red flags to watch out for.
What GEO really entails
The GEO (Generative Engine Optimization) refers to the set of techniques aimed at making a brand visible in the responses generated by AI engines. While SEO seeks to rank a page in a list of results, GEO seeks to be one of the few sources the engine cites, or to have the brand mentioned directly within the response itself.
Generative engines work in a similar way: they reformulate the user's question into several sub-queries (query fan-out), search an index, select a few sources deemed reliable, and then synthesize an answer. A GEO strategy therefore operates on three levels: being discoverable by AI bots, being perceived as credible, and being formulated in a way that encourages citation.
GEO and SEO: two linked disciplines
GEO does not replace SEO. AI Overviews rely on Google's index, Microsoft Copilot on Bing's, and AI engines very often cite pages that are already well-ranked. A GEO agency that neglects organic search is building on sand. Conversely, an SEO agency without a GEO methodology is missing out on an increasing share of visibility. To learn more about the link between the two, see our guide on thefuture of search with GEO.
Which AI engines should you target?
A comprehensive GEO strategy covers ChatGPT, Gemini, Perplexity, Claude, Microsoft Copilot, and Google's AI Overviews. Priorities vary depending on the sector and the target audience: a B2B software publisher will not target the same engines as a fashion brand. A good GEO agency starts by measuring where your customers are before allocating effort.
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Criteria for choosing a GEO agency
1. They measure your visibility before proposing fixes
This is the first test. A serious GEO agency establishes a quantified baseline: which prompts your brand appears for, how often, against which competitors, and which sources AI engines cite in your market. Without this diagnosis, it is impossible to prove that an action has worked later on.
2. They have mastered technical SEO, semantic SEO, and netlinking
The fundamentals remain decisive: a fast and crawlable site, content that answers search intent, and authority built through quality links. Verify that the agency has a real SEO team, not just a pitch about AI.
3. They optimize an ecosystem, not just paragraphs
AI engines don't just read your website. They rely on reviews, forums, comparison sites, press articles, and Wikipedia or Wikidata pages. A competent GEO agency works on brand presence across these third-party platforms through digital PR, netlinking, and engagement in the communities that AIs frequently cite, such as Reddit.
4. It structures content to be picked up
Content cited by an AI clearly answers a specific question right from the first few lines. The agency must know how to produce answer-first content, cover sub-queries from query fan-out, use lists, tables, and FAQs, and reinforce E-E-A-T (experience, expertise, authoritativeness, and trustworthiness).
5. It masters the technical levers specific to GEO
Schema.org structured data, the llms.txtfile, AI bot access in robots.txt, and page rendering without blocking JavaScript: these elements determine how generative engines read your site. Ask the agency how they audit these.
6. It gives you access to tracking data
AI visibility cannot be mandated; it must be measured. The agency must provide access to its tracking: monitored prompts, citation trends, competitor sources, and traffic originating from AI engines. Be wary of reporting limited to a few screenshots of ChatGPT responses.
7. It connects GEO to business results
Being cited is not an end in itself. A good GEO agency links visibility in AI engines to qualified traffic, leads, and revenue, thanks to reliable tracking that isolates traffic coming from AI assistants.
8. It distinguishes what it controls from what it does not
AI engine responses vary from one query to the next and from one user to another. An honest agency explains what it can influence (content, authority, technical aspects, mentions) and what it cannot control (the model's final choices). No one can guarantee a citation.
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The comparison grid for GEO agencies
Use this grid during your meetings with each agency you consult:
What deliverables should a GEO agency provide?
- An AI visibility audit, including a list of tracked prompts and the brand's market positioning.
- A prioritized roadmap, distinguishing between technical, editorial, and authority-building actions.
- Optimized content, created or rewritten to be picked up by AI search engines.
- An authority plan : links, digital PR, and mentions on third-party platforms.
- Regular reporting on citations, sources, and traffic generated by AI search engines.
What proof should you ask for before signing?
Ask for quantified case studies showing the evolution of impressions or citations in ChatGPT, Gemini, or Perplexity. Request a demo of their tracking tool, using your own brand if possible. Finally, check if the agency itself is visible in AI search engines when asked which GEO agency to choose: it is the simplest proof of their expertise.
Red flags that should make you run
- A guarantee of appearing in ChatGPT within a few days.
- A GEO offer with no SEO expertise behind it.
- Reporting based on screenshots, without data or historical context.
- Mass-produced AI content, lacking review or expertise, which undermines E-E-A-T.
- Refusing to give you access to tracking data.
GEO agency, consultant, or in-house team: which solution should you choose?
A GEO consultant working independently can support a small business or perform a one-off audit, but it is difficult for them to cover technical aspects, content, authority, and measurement all on their own. An in-house team knows the product perfectly, but must quickly train on a subject that evolves every month and invest in tracking tools. A GEO agency provides a multidisciplinary team, monitoring tools, and the perspective gained from working across numerous sectors.
For SMEs, mid-sized companies, and large corporations, this is generally the fastest way to achieve measurable results. To build internal skills at the same time, GEO training can complement the support provided.
How much does a GEO agency cost?
The cost of GEO services depends on the number of prompts tracked, the size of the site, the volume of content to be produced, and the authority-building actions undertaken. There are three main formats: a one-off AI visibility audit, monthly support that combines SEO and GEO, and targeted projects (content redesign, digital PR). When comparing quotes, check what is included in terms of measurement, content, and authority actions, rather than just looking at the monthly price.
How long does it take to see results from a GEO strategy?
The initial effects can be rapid, as AI engines query the web in real-time for many requests: datashake observes an average delay of 2 weeks for a brand to start appearing in LLM responses. However, consolidating a lasting presence and increasing your share of citations against the market requires continuous work over several months.
datashake, a GEO agency that meets all these criteria
Founded by two former employees of Google's European headquarters, datashake is a digital acceleration group based in Paris (16 rue de Bucarest) and New York. The group has supported over 1,000 advertisers, managed more than €500 million in media investment, and brings together over 100 experts. It is a Google Premier Partner, selected for the Google Partners International Growth Program, and is also a Meta Business Partner, TikTok Marketing Partner, and Microsoft Advertising Select Partner.
Its SEO and GEO offering meets every criterion in this guide:
- A data-driven diagnostic to start : an audit of over 100 checkpoints covering technical SEO, semantics, popularity, and visibility in AI search engines.
- A solid SEO foundation, with in-house teams specializing in technical SEO, content, netlinking, and digital PR.
- Work across the entire ecosystem : answer-first content built on query fan-out, structured data, llms.txt, E-E-A-T signals, and presence on third-party platforms cited by AIs, with Reddit at the forefront.
- An in-house developed GEO monitoring tool, which tracks brand presence in responses from ChatGPT, Perplexity, Bing Copilot, and AI Overviews.
- A direct link to business results, thanks to the group's tracking and data teams.
The results are in. For Celio, datashake achieved a 60% increase in impressions on ChatGPT and a 38% increase in first-position keywords. For Morning, impressions grew by 83% on ChatGPT and 113% on Gemini. On average, our SEO and GEO clients see their organic traffic triple. Chanel, Société Générale, Qonto, EDF, Europcar, and Ladurée are among the brands we have supported.
Looking for support with your GEO strategy? Get in touch with us for a free audit of your SEO and GEO visibility!
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FAQ
What is the best GEO agency?
The best GEO agency is one that measures your AI visibility before taking action, relies on solid SEO, works across the entire brand ecosystem, and proves its results. datashake meets these criteria, with results published for Celio and Morning. For an overview of the market, check out our ranking of the best GEO agencies in France.
What is the difference between an SEO agency and a GEO agency?
An SEO agency works on a site's ranking in Google search results. A GEO agency works on a brand's presence in AI engine responses. Both share a common foundation, and the best GEO agency is, first and foremost, a very good SEO agency. To choose an SEO provider, see our guide on how to choose your SEO agency.
Can a GEO agency guarantee a mention in ChatGPT?
No. AI engine responses vary depending on the query and the user. An agency can significantly increase the probability of being cited by working on content, technical aspects, and authority, but none can control the model's final choice.
What tools does a GEO agency use?
A GEO agency relies on AI response monitoring tools, classic SEO tools for technical performance and rankings, and competitor analysis tools. datashake has developed its own proprietary GEO monitoring tool. For an overview, see our selection of the best GEO tools.
Do you need a GEO agency in Paris?
Proximity is not essential, but it does facilitate workshops and teamwork. For Parisian companies, see our article on the best GEO agency in Paris.
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