If your SEO agency claims to offer GEO but your AI search visibility has not improved after 3-4 months, the most likely explanation is that they are relabelling traditional SEO work as Generative Engine Optimisation without actually changing their methodology. Real GEO requires fundamentally different strategies from SEO — entity authority building, structured data for AI extraction, cross-platform citation monitoring, and Bing-specific optimisation. Many agencies have added “GEO” to their service pages without developing the capabilities to deliver it. Here is how to tell the difference and what to do about it.
8 Signs Your Agency Is Not Doing Real GEO
| # | Warning Sign | What It Means |
|---|---|---|
| 1 | They only report Google rankings | Real GEO tracks citations across ChatGPT, Perplexity, Google AI Overviews, and Claude — not just traditional rankings |
| 2 | No entity audit was conducted | GEO starts with mapping your entity signals across the web. If this never happened, they are not doing GEO |
| 3 | No schema markup changes | GEO requires comprehensive structured data. If your schema has not been updated, nothing has changed |
| 4 | Bing was never mentioned | ChatGPT uses Bing for live browsing. If your agency is not optimising for Bing, they are not doing GEO |
| 5 | Content structure has not changed | GEO content leads with direct answers. If your content still starts with preambles, it has not been optimised |
| 6 | No AI citation monitoring | You should be receiving reports showing where you appear (and do not appear) in AI answers |
| 7 | They cannot explain the difference between SEO and GEO | If “it is basically the same thing” is their answer, they do not understand GEO |
| 8 | No third-party authority strategy | GEO requires building entity mentions across external sources. If your agency only works on your website, they are missing a critical component |
What Real GEO Actually Looks Like
A genuine GEO programme includes these elements:
Entity Authority Audit (Month 1)
A thorough mapping of every place your business entity appears online — website, Google Business Profile, Bing Places, Companies House, industry directories, professional body listings, review platforms, and social profiles. The audit identifies inconsistencies, gaps, and opportunities.
Structured Data Implementation (Months 1-2)
Comprehensive schema markup covering Organisation, LocalBusiness, FAQPage, Service, and any sector-specific types. This is not optional — it is foundational. If your agency has not touched your schema, they have not started GEO.
Content Restructuring for AI Extraction (Months 1-3)
Every key page on your website needs to be restructured so the first paragraph directly answers the question the page addresses. H2 headings should mirror specific user queries. FAQ sections need to be added to every service page.
Bing Optimisation (Month 1)
Bing Places claimed, sitemap submitted to Bing Webmaster Tools, and Bing indexing verified. This takes a day to set up but many agencies never do it.
Third-Party Authority Building (Ongoing)
A strategy to build mentions of your business across authoritative external sources — industry directories, professional body listings, press coverage, expert commentary.
Cross-Platform AI Citation Monitoring (Monthly)
Regular reporting showing your visibility across ChatGPT, Perplexity, Google AI Overviews, and Claude for your target query set. This is not traditional rank tracking — it is AI citation monitoring.
Questions to Ask Your Current Agency
Put these questions to your agency directly:
“Can you show me my AI citation report for last month?” — If they cannot produce one, they are not monitoring AI visibility.
“What entity signals have you built or strengthened?” — If they cannot list specific actions (schema added, directories claimed, inconsistencies fixed), they have not done entity work.
“What is our Bing indexing status?” — If they do not know, they have not addressed Bing optimisation.
“How many pages have been restructured with direct-answer openings?” — If the answer is zero, content has not been optimised for AI.
“What third-party authority have you built?” — If the answer is “we published some blog posts,” that is on-site content, not third-party authority.
When to Switch Agencies
Consider switching if:
- After 3 months, your agency cannot produce an AI citation report
- After 4 months, there has been no measurable change in your AI visibility
- At any point, your agency cannot clearly explain their GEO methodology beyond “we do SEO and also GEO”
- At any point, you discover they have not implemented schema markup, claimed Bing Places, or conducted an entity audit
The sunk cost fallacy keeps many businesses with underperforming agencies for too long. If your current agency is not delivering real GEO, every month you wait is a month your competitors are building the AI authority you are not.
How to Transition to a Real GEO Agency
- Request all work documentation from your current agency — schema files, entity audits, content changes, link building records
- Get an independent AI visibility audit to establish your current baseline
- Evaluate specialist GEO agencies based on the criteria in the table above
- Ensure a clean handover of all access credentials, analytics, and work in progress
How MarGen Does GEO Differently
MarGen, based in Sheffield, is a GEO and AEO agency that does not bolt GEO onto existing SEO services. The Synaptic Authority Engine — developed by CEO Leeroy Powell — is a purpose-built framework that maps, builds, and monitors entity authority across every AI search platform. Every MarGen client receives monthly AI citation reports showing exactly where they appear (and do not appear) across ChatGPT, Perplexity, Google AI Overviews, and Claude.
Frequently Asked Questions
Can my SEO agency learn to do GEO properly? Some can, but it requires genuine investment in new methodologies, tools, and expertise. If your agency is willing to learn but currently lacks GEO capability, consider whether you can afford to wait while they develop it.
How much should real GEO cost? Specialist GEO services typically range from £1,500 to £5,000 per month depending on your sector, competition, and scope. If an agency is charging the same as basic SEO and claiming it includes GEO, the GEO component is likely superficial.
Should I keep my SEO agency and add a GEO specialist? This can work, but coordination is important. Your SEO and GEO strategies should be aligned, not conflicting. Some businesses find it cleaner to work with a single agency that handles both.
Is it normal for GEO to take time to show results? Yes — 8-16 weeks for initial results is normal. But you should see process milestones (schema implemented, Bing optimised, entity audit completed) within the first month. If nothing tangible has happened after month one, the problem is not timing — it is delivery.
What happens to my Google rankings if I switch agencies? A competent new agency will preserve and build on your existing SEO work while adding genuine GEO capabilities. There should be no negative impact on your Google rankings from the transition.
Suspect your current agency is not delivering real GEO? Book a free AI visibility audit and we will give you an honest assessment of where you stand — no sales pitch, just data.