Contributors:
Amol Ghemud Published: February 17, 2026
Summary
Most agencies pitching Generative Engine Optimization are really just selling SEO with a fresh coat of paint. They don’t monitor all the AI platforms your audience uses, can’t explain their compliance process, and have zero fintech case studies. Before signing with a GEO agency, ask about their fintech-specific case studies with citation data, which AI platforms they monitor (all six major platforms or just Google), their compliance audit process for regulated content, their citation tracking tools, and how they measure ROI beyond rankings. Agencies that can’t provide clear answers to these 10 questions are generalists rebranding SEO services, not true GEO specialists who understand fintech compliance and AI citation strategy.
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How to separate real Generative Engine Optimization experts from SEO agencies with a fresh coat of paint
The GEO services market is flooded with agencies repackaging existing SEO capabilities under new branding. They attend a webinar about AI Overviews, add “Generative Engine Optimization” to their website, and start pitching fintech companies without understanding the fundamental differences between optimizing for search engines and optimizing for AI citations.
This creates real risk for financial services companies. A travel blog getting misquoted by ChatGPT is annoying. A fintech brand getting cited with incorrect interest rates, outdated regulatory information, or compliance violations is a legal liability. The stakes are completely different, but most agencies approaching you don’t understand this distinction.
The problem isn’t that these agencies are dishonest. Most genuinely believe that their SEO expertise translates directly to GEO. They think monitoring Google rankings is the same as monitoring AI citations. They assume keyword optimization works the same way for LLMs as it does for search algorithms. They don’t realize that citation accuracy, compliance frameworks, and multi-platform monitoring require completely different tools, processes, and expertise.
This guide provides 10 specific questions to ask during your next agency discovery call. These questions expose the difference between agencies that do real GEO work and those that rebrand SEO services. Use them to filter out generalists before you waste budget on partners who can’t deliver the compliance-focused, citation-optimized strategy that fintech companies need.
1. Do They Have Fintech-Specific GEO Case Studies?
This is your first filter. Fintech isn’t like fitness or fashion. Your audience cares about regulatory accuracy, trust signals, and compliance. A generic SEO agency adding “AI” to their service menu won’t understand why a misquoted interest rate in an AI model’s response is a liability.
Ask them to name three fintech clients and share actual citation data (not just search rankings). Look for specifics: “We helped Fi. Money become the top authority for smart deposit queries in Google AI Overviews, driving 200K clicks and 7M impressions.” That’s the level of detail you want. Generic case studies about “traffic growth” aren’t enough.
If they can’t produce fintech case studies, move to the next agency. They’re still thinking in SEO terms, not GEO terms.
2. Can They Show AI Citation Data, Not Just Rankings?
Here’s the trap: many agencies will show you a Google Keyword Rank report and call it GEO success. That’s SEO. Real GEO success means tracking citation rate, AI Share of Voice, and representation accuracy across multiple platforms.
Ask them to show you how many times your brand (or your target keywords) appear in AI model responses, not Google search results. Ask for month-to-month citation trends. Ask how they track representation accuracy, because getting cited isn’t useful if the AI cites you for the wrong reason.
If they can’t produce citation dashboards or AI-specific metrics, they’re running an SEO playbook with a new label.
3. Do They Monitor All 6 Major AI Platforms?
The six platforms that matter: ChatGPT, Perplexity, Google AI Overviews, Claude, Gemini, and Meta AI. Only 11% of citations overlap between these platforms. Monitoring one and ignoring five is like running a paid search campaign on Google Ads but skipping Meta, TikTok, and LinkedIn.
Ask them: “Which platforms do you actively monitor and optimize for?” The answer should be all six. If they say they focus on Google AI Overviews because it’s “the biggest,” they’re missing 89% of the opportunity. Nearly 50% of citations shift monthly, so you need comprehensive coverage.
A platform-agnostic strategy is a red flag.
4. What’s Their Process for Regulated Content? (Key Differentiator)
This is where most agencies blank. Ask them: “If ChatGPT cites our content and includes an incorrect interest rate, what’s your correction protocol? How do you work with RBI guidelines and SEBI advertising codes to ensure our brand doesn’t get flagged or misrepresented?”
Compliance in AI citation isn’t optional for fintech. Your content could end up in a million AI responses. If one of those responses contains regulatory errors, your brand is liable. Most GEO agencies have zero framework for this. They’ll say, “We’ll just optimize your content,” which misses the point entirely.
A great GEO partner will explain their compliance audit process, how they flag risky content before it goes live, and how they monitor citations for accuracy. This is non-negotiable in fintech.
5. What Tools Do They Use for AI Citation Monitoring?
Don’t accept vague answers. Ask for specifics. Are they using Otterly.ai, Promptmonitor, Semrush AI Toolkit, Profound AI, or Scrunch? Each tool has different strengths, and some are purpose-built for your industry.
If they say “we have proprietary tools,” ask to see a demo. If they don’t have a clear tech stack, they’re making this up as they go.
6. How Do They Measure GEO ROI?
AI referral traffic is valuable, not because it’s organic, but because it converts well. LLM visitors are worth 4.4x standard organic traffic. But how does your agency track this? Do they monitor which queries drive AI citations? Do they measure click-through rates from AI responses?
Ask them to explain their measurement framework before you sign a contract. Red flag: if they can’t connect citations to actual traffic or revenue, they’re guessing.
7. What’s Their Content Production Process?
GEO isn’t just about optimizing your existing SEO content. It’s about creating content that AI models want to cite. Ask them: Do they write new content? Do they audit existing content for AI-friendliness? Do they understand the difference between SEO-optimized and citation-optimized content?
Citation-optimized content is factual, authoritative, and easy for AI to parse. It’s not keyword-stuffed or manipulative. A solid GEO partner will have a clear content production workflow.
8. What’s the Expected Timeline for Results?
If they promise results in 30 days, walk away. GEO is slower than SEO but more durable once you build authority. Realistic timeline: 3-6 months to see meaningful citation growth, with ongoing optimization.
Ask them to map out a quarterly roadmap so you understand the pace.
9. Who’s on the Team and What’s their Expertise?
You want to know who’s actually working on your account. Are they hiring 23-year-old generalists to run your GEO strategy, or do they have fintech specialists with compliance backgrounds? Ask about certifications, case study experience, and platform expertise.
A smaller team with deep expertise beats a large agency with a shallow bench.
10. How Transparent is their Pricing?
GEO pricing should reflect the work involved: research, content creation, citation monitoring, compliance audits, and ongoing optimization. Expect to invest $ 5K to $15K+ per month for enterprise-level work.
Ask them to break down what you’re paying for. If they’re vague, they’re probably inflating hours or cutting corners.
Red flags: when to walk away
Run if they say any of these things:
“We’ll guarantee you’ll be cited in ChatGPT within 60 days.” No one can guarantee this.
“We only focus on Google AI Overviews because it’s the only one that matters.” It’s not.
“We’ll just optimize your existing SEO for AI.” That’s lazy thinking.
“Compliance? That’s your legal team’s job.” Not in fintech.
“We don’t track citations, just rankings.” Useless for GEO.
“Our pricing is a mystery until you sign an NDA.” Transparency matters.
Ready to evaluate GEO agencies with confidence?
At upGrowth, we’ve helped fintech brands like Fi.Money and Vance dominate AI overviews while staying compliant with RBI and SEBI guidelines. We don’t just get you cited. We get you cited correctly.
We monitor all six major AI platforms, track citation data (not just rankings), and build content strategies that work for both humans and machines.
GEO typically costs 20-30% more because it requires multi-platform monitoring and compliance audits. But ROI is often higher because LLM visitors convert better.
2. Can we do GEO in-house?
You can try, but GEO tooling and platform expertise are specialized. Most fintech brands benefit from an external partner who lives and breathes this daily.
3. How long does it take to see GEO results?
3-6 months to meaningful citation growth. AI models cite based on authority, freshness, and relevance, so it takes time to build credibility.
4. What’s the difference between GEO and SEO?
SEO optimizes for search rankings. GEO optimizes for AI citations. Overlap exists, but the strategies, tools, and metrics are fundamentally different.
5. Do we need both GEO and SEO?
Yes. 89% of B2B buyers use generative AI in purchasing, but they still use Google. A combined strategy ensures you’re visible across both channels.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
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