10 Questions to Ask an Agency About Generative Engine Optimisation

If you’re seeking to leverage GEO for your business, you may have already noticed that many digital marketing agencies in Singapore have begun discussing it as part of their service offerings. Their actual levels of expertise and experience, however, can vary considerably. Asking the right questions can help you determine whether a purported GEO agency truly understands this new discipline or is simply repackaging traditional SEO services under a new label. Here are ten of the most important:

1) How Do You Define GEO, and How Does It Differ From Traditional SEO?

Given that interest in GEO continues to grow, it is important to understand whether an agency can clearly explain what makes it different from conventional search engine optimisation. A credible agency should describe how GEO focuses on increasing visibility within AI-generated answers and conversational search experiences, rather than concentrating solely on rankings in search engine results pages. If the explanation sounds indistinguishable from a standard SEO strategy, it may suggest that the agency's GEO expertise is still developing.

2) Which AI Platforms Do You Optimise For?

Not all AI-powered search experiences operate in the same way, which makes platform knowledge an important consideration. Ask your prospective agency to demonstrate an understanding of how users discover information across different AI tools and explain how its approach accounts for these variations. Rather than relying on broad claims about AI optimisation, look for evidence that the agency follows developments across multiple platforms and adapts its strategies accordingly.

3) How Do You Measure GEO Success?

Any marketing initiative should be tied to meaningful outcomes, and GEO is no exception. Because traditional ranking positions may not fully reflect performance within AI-generated environments, agencies should be able to discuss alternative indicators such as brand mentions, citations, visibility within AI responses, and relevant referral traffic. A thoughtful answer demonstrates that the agency understands both the opportunities and current measurement challenges associated with GEO.

4) What Content Strategies Support Your GEO Efforts?

Content remains a foundational element of online visibility, even as search experiences evolve. Ensure that your agency can explain how it develops content that is accurate, authoritative, well-structured, and easy for both users and AI systems to understand. Pay attention to whether the agency can clearly articulate its content methodology, as strong GEO strategies are typically built on creating genuinely useful information rather than relying on shortcuts or keyword-heavy tactics.

5) How Do You Build Authority and Trust Signals?

AI systems often prioritise information from sources they perceive as credible and reliable. This makes authority an important component of GEO. Ask how your potential agency helps clients strengthen their expertise through high-quality content, thought leadership, reputable mentions, and a consistent digital presence. Rather than focusing only on short-term visibility gains, look for an approach that supports long-term trust and credibility within your industry.

6) What Role Does Structured Data Play in Your Strategy?

Behind many successful digital marketing efforts is a strong technical foundation. Structured data helps search engines and AI systems better understand the meaning and context of content, which can contribute to improved visibility and interpretation. Check if your agency can explain the practical role of structured data and other technical elements without relying on excessive jargon or treating GEO as a purely content-driven discipline.

7) How Do You Stay Current With Changes in AI Search?

The AI landscape continues to evolve at a rapid pace, with new features, platforms, and best practices emerging regularly. An agency that takes GEO seriously should be able to describe how it monitors industry developments, conducts testing, and refines its strategies over time. If an agency presents GEO as a fixed formula rather than an evolving process, it may struggle to adapt as AI-powered search experiences continue to change.

8) Can You Share Examples or Case Studies Related to GEO?

Past experience can provide valuable insight into an agency's capabilities and approach. Although GEO is still a relatively new discipline, agencies should be able to discuss relevant projects or examples that demonstrate their understanding of AI-driven visibility. Specific lessons and illustrative anecdotes often carry more weight than broad claims, as they can reveal how the agency applies its ideas in practical business situations.

9) How Does GEO Fit Into a Broader Digital Marketing Strategy?

Effective GEO should support and enhance your wider marketing objectives rather than operate in isolation. Have your agency outline how they intend to connect GEO with existing efforts such as SEO, content marketing, branding, public relations, and customer engagement initiatives. This broader perspective can help ensure that your company’s investments in GEO contribute to a cohesive strategy instead of becoming a disconnected experiment.

10) What Risks or Limitations Should Businesses Be Aware Of?

No reputable agency should portray GEO as a guaranteed path to success. Visibility within AI-generated answers may fluctuate, for instance, and reporting methods vary between platforms. Outcomes can also sometimes be more difficult to measure than traditional search rankings. An agency that openly discusses these limitations and sets realistic expectations is often more trustworthy than one that promises immediate results or guaranteed visibility within AI-generated responses.