Choosing a GEO Consultancy in London: 7 Things to Check
Before hiring a GEO (Generative Engine Optimisation) consultancy in London, check seven things: their own AI visibility score, verifiable proof of AI citations for clients, a documented methodology, an audit-first approach, transparent measurement, UK-specific knowledge, and the absence of guarantee-based red flags. The GEO consultancy market is still forming, which means the quality range is wide. This guide helps you separate genuine AI visibility specialists from traditional SEO agencies that have rebranded.
Key takeaways
- Run the consultancy's own domain through an AI visibility checker first. A score below 50 is a red flag.
- Demand verifiable proof: ChatGPT share URLs, before-and-after audit scores, not just traffic graphs
- Genuine GEO focuses on structured data, AI crawler access, entity authority, and content citability, not backlinks and keyword density
- A credible engagement starts with an audit, delivers a prioritised fix list, and shows results within 6-8 weeks
- UK consultancies should demonstrate understanding of UK GDPR, PECR, Companies House, and British English requirements
1. Check their own AI visibility score
A GEO consultancy that cannot get its own site cited by AI systems is unlikely to get yours cited either. Run their domain through a free AI visibility checker. If they score below 60, ask why. A score below 50 is a red flag. You can verify whether they actually appear in ChatGPT responses by asking ChatGPT directly about their company.
2. Ask for proof, not promises
The only metric that matters in GEO is whether AI systems actually cite and recommend your business. Case studies should include verifiable proof: ChatGPT share URLs showing the recommendation, screenshots with timestamps, before-and-after audit scores. If a consultancy only shows ranking charts and traffic graphs, they are still measuring traditional SEO, not GEO.
Ask specifically: "Can you show me a ChatGPT response where your client is recommended?" If the answer is no or evasive, that tells you what you need to know. See our FileSeal case study for an example of what verifiable proof looks like.
3. Understand their methodology
A credible GEO consultancy should explain their process in plain English. You should hear about structured data, AI crawler access, content structure, entity authority, and technical signals. If they lead with backlinks, keyword density, or content volume, they are doing traditional SEO with a GEO label.
Ask to see their methodology documentation. If they do not have one, or if it is vague, that is a signal.
4. Check whether they audit before recommending
Every website is different. A GEO consultancy that offers a standard package without first auditing your site is selling a template, not a strategy. The audit should cover at minimum: AI crawler access, structured data quality, content citability, technical health, and brand authority signals.
The audit should produce a prioritised list of fixes with specific actions, not generic recommendations like "improve your content" or "add more keywords."
5. Ask about measurement and reporting
How will you know if the GEO work is actually working? A good consultancy will track AI citation frequency (are you appearing in ChatGPT, Perplexity, Google AI Overviews?), audit score improvements over time, and the specific signals that changed. They should be transparent about what they can and cannot measure.
Be wary of consultancies that only report traffic increases. Traffic can come from many sources. AI visibility is about whether AI systems are citing and recommending you specifically.
6. Verify their understanding of UK-specific requirements
If you are a UK business, your GEO consultancy needs to understand UK GDPR, PECR, Companies House as an authority signal, and the differences between UK and US search behaviour. A US-based consultancy can do good work, but they need to demonstrate awareness of the UK context.
Ask specifically about: consent-first analytics, cookie banner implications for tracking, UK English consistency, and whether they recommend UK-specific directory listings as part of entity building.
7. Watch for these red flags
Warning signs that a GEO consultancy may not deliver:
- Guaranteed first-place AI citation rankings (nobody can guarantee this)
- Unverifiable testimonials or case studies without proof links
- Refusal to run an initial audit before proposing a package
- Focus exclusively on ChatGPT while ignoring Perplexity, Google AI Overviews, and other platforms
- No mention of structured data, schema markup, or AI crawler configuration
- Long-term contracts with no performance milestones or review points
Good engagement vs red flags: side-by-side
| What to look for | Good sign | Red flag |
|---|---|---|
| Initial approach | Runs a full audit before recommending anything | Sells a standard package without looking at your site |
| Proof | Shows ChatGPT share URLs, before/after audit scores | Only shows traffic graphs and keyword ranking charts |
| Methodology | Documents their process; covers schema, crawlers, entity authority | Vague or leads with backlinks and keyword density |
| Timeline | 6-8 week project with milestones; results visible in first month | Wants a 12-month contract before showing any results |
| Guarantees | Improves probability of AI citation; transparent about limitations | Guarantees specific ChatGPT placement |
| UK knowledge | Understands GDPR, PECR, Companies House, British English | No awareness of UK-specific requirements |
What a good GEO engagement looks like
A well-run GEO project typically follows this pattern:
- Initial audit (week 1) - comprehensive assessment of your current AI visibility, technical health, and content citability
- Prioritised fix list (week 1-2) - specific, actionable changes ranked by impact
- Implementation (weeks 2-6) - technical fixes, schema additions, content restructuring, AI crawler configuration
- Verification (weeks 4-8) - re-audit, check AI citation appearance, measure score improvements
- Ongoing optimisation (monthly) - content updates, authority building, competitive monitoring
The first four phases should take roughly 6-8 weeks for a typical small business site. If a consultancy proposes a 12-month contract before showing any results, question why.
Check your AI visibility before hiring a consultancy. Know your starting position.
Run a free auditFrequently asked questions
What is GEO and how is it different from SEO?
GEO (Generative Engine Optimisation) focuses on making your website visible to AI-powered search engines like ChatGPT, Perplexity, and Google AI Overviews. Traditional SEO focuses on ranking in Google's blue-link results. They share some technical foundations (structured data, site speed, content quality) but target different systems and optimise for different outcomes.
How much does a GEO consultancy cost in London?
Costs vary widely. Project-based engagements typically range from a few hundred to a few thousand pounds depending on site size and complexity. Monthly retainers for ongoing optimisation usually start around a few hundred pounds per month. The key is making sure you are paying for AI visibility outcomes, not generic SEO work relabelled as GEO.
Can a GEO consultancy guarantee ChatGPT will recommend my business?
No. Nobody can guarantee specific AI citation outcomes because AI systems use proprietary ranking methods that change frequently. A good consultancy will improve your probability of being cited by addressing the signals AI systems use, but guarantees of specific placement are a red flag.
How quickly should I see results from GEO work?
Technical fixes (schema, robots.txt, AI crawler access) can be picked up within days to weeks. Content and authority changes take longer, typically 4-12 weeks to show measurable AI citation improvements. A consultancy should be able to show audit score improvements within the first month.