How much has AI really changed the marketing and agency industry in the past five years? The answer: completely. From all kinds of creative production to audience targeting, digital marketing agencies worldwide redefined (no doubt) their operating models around AI-first systems. So much so that some of them recreated themselves as an AI agency. This …
The Agency GEO Guide
Insights, Tools & Workflows from 12 Leading Agencies.
Discover how digital agencies are navigating Generative Engine Optimization. Download the guide to master AI visibility metrics, structure new GEO services, and future-proof your search strategy.
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What’s Inside?
Key Takeaways
GEO in Marketing
- How GEO Is Reshaping Search?
- How Central Is GEO Today?
- How Do Agencies Position GEO Services?
- Who Owns GEO Within Agencies?
- How GEO Performance Is Measured?
- Where Is AI Visibility Shaped?
Tools & Platforms: How Agencies Are Navigating GEO in Practice
- The Current GEO Tool Stack
- Key Limitation: A Lack of Transparency
- The GEO Workflow Formula
The Future of GEO: From Emerging Practice to Core Strategy
- How Do Agencies See the Next 3 Years?
Key Takeaways
Agency Positioning of GEO Services
50%
A standalone paid GEO service
33.3%
Integrated into SEO services
8.4%
Integrated across content & digital PR
8.3%
Integrated across SEO, content, social media, brand strategy
GEO-Specific & AI Visibility Tools Used by Agencies
The Future of GEO
58.3%
The invisible layer powering all search decisions
25%
A natural evolution of SEO within existing structures
16.7%
A foundation for AI agents, assistants & robotics
Guide Highlights
Discover proven strategies &
data-driven insights for digital success.
How Is GEO Changing the Fundamentals of Search?
Search is shifting from keyword-based rankings to inclusion within AI-generated answers. GEO introduces a new visibility model, where how content is interpreted and referenced by AI systems becomes more important than where it ranks.
How Central Is GEO to Agency Growth Today?
Across agencies, GEO is no longer treated as an experimental initiative. It is increasingly positioned as a core growth driver, reflecting a broader shift toward AI-driven search strategies and long-term visibility planning.
How Are Agencies Structuring and Positioning GEO Services?
There is no single approach to GEO service design. Some agencies integrate it into SEO, while others define it as a standalone offering, creating a range of models shaped by client needs and internal capabilities.
Who Owns GEO Within Agency Teams?
GEO is rarely owned by a single role. Instead, it is typically managed through collaboration across SEO, content, and strategy teams, reflecting its cross-functional nature within digital marketing workflows.
How Is AI Visibility Measured in Practice?
Measurement is evolving toward new indicators such as AI Share of Voice, citation presence, and brand positioning within AI-generated responses. These metrics provide directional insight, even as attribution remains limited.
Which Platforms Are Shaping AI-Driven Visibility?
AI-driven visibility is distributed across multiple platforms, including ChatGPT, Google AI Overviews, and other generative engines. Each platform contributes differently to how content is surfaced and interpreted.
What Tools Are Agencies Using for GEO?
Agencies rely on a hybrid tool stack that combines traditional SEO platforms with emerging GEO-specific tools. This reflects the transitional nature of GEO, where existing infrastructure is still essential.
What Are the Biggest Limitations of Current GEO Tools?
A consistent limitation across agencies is the lack of transparency within AI platforms. While visibility and outcomes can be observed, the underlying decision-making processes remain difficult to interpret.
How Are Agencies Building GEO Workflows Today?
GEO workflows are being built by combining SEO foundations, AI visibility tools, and continuous testing within generative platforms. This layered approach reflects how the discipline is currently evolving.
What Does the GEO Workflow Formula Look Like in Practice?
The GEO workflow model typically brings together three elements: existing SEO infrastructure, GEO-specific tools, and real-time validation within AI environments. Together, these form a flexible but still maturing system.
How Is GEO Impacting ÌìÃÀ´«Ã½Å®ÓÅ Visibility and Performance?
GEO is extending beyond visibility into influence. It affects how brands are perceived, considered, and trusted within AI-generated answers, linking search presence more closely to business outcomes.
What Will GEO Look Like in the Next 3 Years?
GEO is expected to evolve as a natural extension of SEO rather than a separate discipline. As AI-driven search matures, its role within digital marketing strategies is likely to become more defined and integrated.
Meet the Contributors
Michael Raus
SEO Expert at Pragmatica
Arunya Joshi
SEO Manager at Crowd
Nick Stamoulis
President at Brick Marketing
Michael John
CEO at LOOP
Francesco Bonafine
Managing Director at Digital Nomads Hong Kong
Adam Griffith
Managing Director at Luminary
James Ward
Associate Media Director at The Charles Group
Jay Eckert
Founder and Creative Director at Parachute Design Group
Johnny Craston
Head of Operations at Eskimoz
Sarah Gray
Senior Vice President at Amsive
Ben Foster
CEO at The SEO Works
Onur Birsen
Founder and CTO at Glacial Multimedia
Expert Insights
“Instead of competing to rank, you are competing to be cited.”
James Ward
Associate Media Director at The Charles Group
“GEO is cyclical: content needs refreshing, cadence, and continuous measurement.”
Jay Eckert
Founder & Creative Director at Parachute Design Group
“SEO chases rankings while GEO chases being referenced inside AI-generated answers.”
Onur Birsen
Founder & CTO at Glacial Multimedia
“Authority now matters more than keywords.”
Michael John
CEO at LOOP
Articles and Case Studies on Generative Engine Optimization
If you’re running an agency and advising brands/clients or AI visibility, you’ve probably felt the tension already. Everyone agrees that generative engine optimization matters. Few agree on what GEO service pricing should actually look like. We’re at an inflection point. AI-driven search experiences are reshaping discovery, trust, and decision-making at speed. McKinsey estimates that generative …
GEO KPIs tend to surface right after a very familiar moment: you’ve decided to invest in GEO, aligned stakeholders, and started adapting content for generative search. And then someone asks the follow-up question: how are we actually going to measure this? Visibility inside generative answers, citations in AI summaries, and brand inclusion without clicks all …