A GEO (generative engine optimization) agency works to get your firm named in answers from ChatGPT, Gemini, Perplexity and Google's AI features. Choose one that tells you exactly which prompts it tests, shows dated evidence of where clients are named, fixes the sources AI reads (site, listings, reviews, mentions) and refuses to guarantee placement. Nobody controls an AI assistant's answer, so honesty about that is the first test.
What a GEO agency should actually do
| Work | What you should see |
|---|---|
| Baseline | A written list of questions, tested in each assistant, with who was named and when |
| Crawler access | OAI-SearchBot and other search crawlers allowed (see should a law firm block GPTBot?) |
| Source cleanup | One consistent firm record across your site, Google Business Profile, Yelp, Avvo, Justia, Super Lawyers |
| Case-type pages | Pages that answer the plain-language questions clients ask, with specific facts |
| Reviews | A process for recent reviews that name the case type |
| Mentions | New mentions on trusted sources: directories, news, bar and community sites |
| Monthly report | The same questions re-asked, with changes shown |
GEO is largely the same work as AEO and sits on top of SEO. See GEO vs SEO vs AEO.
Ten questions to ask
- Which assistants and which prompts do you test? Ask to see the list. A real service has one.
- Can you show a client being named, with date and assistant? Screenshots alone are weak; ask how they were produced.
- What do you change first? Expect crawler access, consistent listings and site fixes before any new content.
- How do you handle answers that vary day to day? AI answers are not stable; a good agency tests repeatedly and reports patterns, not one run.
- What will you not promise? The right answer includes guaranteed mentions.
- How do you check content against my state bar's rules?
- Do you also run ChatGPT Ads, and do you separate the paid slot from earned mentions in reporting? The two are different jobs. See ChatGPT Ads vs Google Ads.
- Who owns the pages, listings and accounts?
- Will you work with my direct competitors in my city and case type?
- What is the term and what do I get at the end?
Red flags
- Guaranteed placement in ChatGPT. Google states no special optimization is required for its AI features beyond normal Search eligibility, and OpenAI does not offer a way to buy a recommendation in the answer: ads are labeled and separate.
- "Proprietary" tricks with no explanation. Ask what, concretely, is changed.
- A dashboard score with no questions behind it. A visibility number is only as good as the prompts.
- Hidden schema or text meant for bots only. Google says you do not need AI text files or special markup for its AI features.
- Mass AI-written pages and bought reviews. Low value, and the FTC's 2024 rule bans fake reviews.
- No monthly evidence. If results are not shown, you cannot judge them.
Tools versus agencies
Some firms start with a visibility tool. Tools can show where you are named; they do not fix the underlying sources. Judge a tool on the prompts it runs, how often, in which assistants, and whether you can export the answers. An agency should use a method like this and then act on it.
Where Bookedly fits
Bookedly (bookedly.co) is an AI marketing agency for law firms that offers AI SEO: a baseline across ChatGPT, Gemini, Perplexity and Google AI, cleanup, case-type pages, reviews and mentions, and a monthly report of where your firm is named. We take one firm per case type per city, are month-to-month and do not promise placement. For the wider checklist, see how to choose a legal marketing agency. You can check your firm first with the Free AI Visibility Check.
Questions
What is a GEO agency?
An agency that works to get a business named or cited in AI-generated answers.
Is GEO different from SEO?
It builds on SEO. The measure is whether you are named in an answer, not a ranking position.
How much does GEO cost for a law firm?
Prices vary and we do not publish ours. Ask for a written scope and a monthly report that shows what changed.
How long does GEO take?
Month one is cleanup and baseline; new mentions usually start from month two.
Can an agency guarantee ChatGPT will recommend my firm?
No.
Do I still need SEO?
Yes. See how to choose a law firm SEO company.
Sources (checked October 28, 2026)
- developers.google.com/search/docs/appearance/ai-features
- OpenAI, "Our approach to advertising" and Help Center "Ads in ChatGPT"
- developers.openai.com/api/docs/bots
- FTC Trade Regulation Rule, 2024