You’re ready to hire a marketing agency. But you’re also terrified.
Will they deliver results? Will they waste your money? Will they disappear after you sign the contract?
These fears are legitimate. The marketing industry is full of empty promises and vague guarantees.
So before you hire anyone, you need answers. Real answers.
This guide covers the exact seven questions every business should ask before committing to SEO and GEO strategies. We’ll break down what to expect, what to demand, and what red flags to watch for.
Quick Answers — Jump to Section
- Question 1: When Will I Actually See Results?
- Question 2: What Exactly Am I Getting?
- Question 3: How Will I Know What’s Working?
- Question 4: Can They Actually Fix My Website?
- Question 5: Who Creates the Content and How Do They Ensure Quality?
- Question 6: What’s Your Content Distribution and Authority-Building Approach?
- Question 7: What Am I Actually Paying For?
- Credibility: How Do You Know They Can Actually Deliver?
- FAQ
The 7 Questions You Need to Ask
- When will I actually see results? – Understand realistic timelines for SEO and GEO, plus ROI expectations for each channel.
- What exactly am I getting? – Demand specifics on scope, strategy, and what’s included in their service.
- How will I know what’s working? – Establish reporting standards and transparency requirements upfront.
- Can they actually fix my website? – Assess their technical expertise and ability to handle site issues.
- Who creates the content and how do they ensure quality? – Understand their content creation process and quality standards.
- What’s your link-building and distribution approach? – Learn how they build authority and get your content maximum exposure.
- What am I actually paying for? – Understand pricing models, what’s included, and hidden costs.
Let’s dig into each one.
Question 1: When Will I Actually See Results?
This is the first question every business owner asks. And it’s the right one.
SEO Results Timeline
Traditional SEO takes time. Most agencies will tell you 3 to 6 months to see meaningful results. Some results appear faster. Most take longer.
Here’s what realistic looks like:
- Weeks 1-4: Technical fixes, site audits, content strategy begins
- Weeks 5-12: Initial ranking improvements for low-competition keywords
- Months 4-6: Noticeable traffic increases and ranking improvements for medium-difficulty keywords
- Months 6+: Compounding results as authority builds
If an agency promises page 1 rankings in 30 days, they’re lying or using black-hat tactics that will hurt you later.
90 days is more like it. It’s what we do at InfluxJuice.
GEO Results Timeline
GEO (Generative Engine Optimization) is newer, so timelines are still emerging. But here’s what we’re seeing:
- Weeks 1-4: Content optimization and positioning begins
- Weeks 5-12: Your brand starts appearing in AI-generated responses
- Months 3-6: Consistent citations by ChatGPT, Perplexity, and other AI engines
- Months 6+: Authority builds as AI engines reference your content more frequently
GEO requires consistent, high-quality content distributed across trusted sources. Learn more about how to get referenced by ChatGPT and dominate search rankings with GEO. It’s not a quick fix, but it compounds over time.
What About Paid Ads?
If you need faster visibility, paid ads can accelerate results. You can see traffic within hours. But ads cost money every single day. When you stop paying, visibility stops.
SEO and GEO build long-term authority. Paid ads give you short-term visibility. The best strategy combines both.
ROI Expectations
ROI varies wildly by industry, budget, and competition. But here’s a realistic benchmark:
| Strategy | Timeline | Realistic ROI | Cost Structure |
|---|---|---|---|
| SEO | 3-12 months | 300-500% (year 1) | Monthly retainer |
| GEO | 3-6 months | 250-400% (emerging data) | Monthly retainer |
| Paid Ads | Immediate | 200-400% (depends on industry) | Ad spend + management fee |
If an agency guarantees specific ROI numbers, be skeptical. Too many variables exist. What matters is transparency about how they’ll measure and track results.
Question 2: What Exactly Am I Getting?
Vague proposals are red flags. You need to know exactly what you’re paying for.
SEO Scope Questions to Ask
What keywords will you target? Ask for a specific list, not “we’ll target your industry keywords.” Demand keyword research showing search volume, competition, and relevance.
How will you tailor strategy to my industry? Every industry is different. Web3 marketing isn’t the same as dental marketing. A good agency customizes their approach.
What’s included in your service? Does it cover on-site optimization, content creation, link building, technical fixes, or all of the above?
GEO Scope Questions to Ask
How will you position my brand for AI engines? Will they create original content, repurpose existing content, or both?
Where will my content be distributed? AI engines train on data from across the web. Discover the power of content distribution across 700+ websites to dominate search and AI engines.
How do you ensure my content gets cited by AI engines? This is the core of GEO. Demand specifics on their strategy.
What formats will my content be repurposed into? Maximum exposure comes from repurposing content into multiple formats: blog posts, videos, infographics, audio ads, slideshow presentations, and news articles.
Content Distribution and Repurposing
A strong agency doesn’t just create content. They distribute it across hundreds of high-authority sites and repurpose it into multiple formats. This multiplies your visibility and builds authority faster.
Ask how many sites they distribute to. Ask what formats they create. If they’re only publishing to your blog, you’re missing massive opportunities.
Question 3: How Will I Know What’s Working?
You can’t manage what you can’t measure. Demand transparency.
What to Demand
Monthly reports showing specific metrics that matter to your business.
For SEO: keyword rankings, organic traffic, leads generated, conversion rate.
For GEO: brand mentions, AI engine citations, content distribution reach, authority metrics.
For Paid Ads (if applicable): impressions, clicks, cost-per-click, conversion rate, ROI.
Ask how often you’ll meet. Monthly calls minimum. Weekly is better for active campaigns.
Request access to dashboards or raw data. You should be able to see everything they see, not just a summary they prepare.
Red Flags
If they only report on impressions or website visits, that’s a problem. These don’t tell you if you’re making money.
If they won’t share detailed reports or make excuses about why they can’t, walk away.
If they can’t explain what the numbers mean, they don’t understand their own work.
Question 4: Can They Actually Fix My Website?
A good marketing strategy fails on a broken website.
Questions to Ask
Will you conduct a technical SEO audit? A comprehensive audit identifies site speed issues, broken links, crawl errors, and structural problems.
Can you fix technical issues or do you partner with developers? Either is fine. But you need to know who’s responsible.
How do you handle algorithm updates? Google changes its algorithm constantly. A good agency stays current and adapts strategy accordingly.
Do you monitor site health? Ongoing monitoring catches issues before they tank your rankings.
Question 5: Who Creates the Content and How Do They Ensure Quality?
Content is the foundation of modern marketing. Bad content wastes money. Good content compounds.
SEO Content Questions
Do you create original content or optimize existing content? Both have value. Know which you’re getting.
What’s your content creation process? Do they research keywords, analyze competitors, write for user intent, or just pump out articles?
How do you ensure content quality? Ask for writing samples. Read them. Are they clear, helpful, and actually useful?
How often will content be published? Consistency matters. One article per month won’t build authority. One per week is better.
GEO Content Questions
How do you create content for AI engines? AI engines prioritize clear, factual, well-structured content. Ask if they optimize for this.
Do you repurpose content into multiple formats? 49% of AI-generated content comes from blog posts. But AI engines also consume videos, infographics, and audio. Repurposing multiplies reach.
How do you ensure content gets cited by AI? This is critical. Distribution to high-authority sites increases the likelihood AI engines will reference your content. Explore the complete GEO Marketing Playbook: 3 steps to get referenced by AI and dominate search rankings to understand the full strategy.
Question 6: What’s Your Content Distribution and Authority-Building Approach?
Creating great content is only half the battle. Distribution and authority-building are what separate good agencies from great ones.
Questions to Ask
How many sites will my content be distributed to? A strong agency distributes to hundreds of high-authority sites, not just your blog.
What’s your link-building strategy? Are they pursuing high-quality links from relevant sites or buying cheap links from link farms?
How do you ensure links are ethical and safe? Google penalizes manipulative link-building. Ask how they avoid this.
Can you show examples of distribution sites and links you’ve secured? Ask for 10 recent examples. Check if they’re from relevant, authoritative sites.
How do you repurpose content for maximum exposure? The best agencies turn one piece of content into multiple formats and distribute it across hundreds of channels.
GEO and Authority
For GEO, authority comes from distribution and citations. Ask how they build authority across the web, not just on your site.
Question 7: What Am I Actually Paying For?
Price varies wildly. But you should understand what you’re paying for.
Typical Pricing Models
| Service | Pricing Model | Typical Range | What You Get |
|---|---|---|---|
| SEO | Monthly retainer | $1,500-$10,000+ | Strategy, content, technical fixes, reporting |
| GEO | Monthly retainer | $2,000-$15,000+ | Content creation, repurposing, distribution, reporting |
| Paid Ads (optional) | Ad spend + management | $500-$50,000+ monthly | Campaign setup, optimization, reporting |
Pricing depends on scope, competition level, and agency experience. Cheaper isn’t always better. Neither is expensive.
Questions to Ask
What’s included in your pricing? Is it just strategy or does it include content creation, distribution, link building, and reporting?
Are there long-term contracts? Month-to-month is better than 12-month contracts. You want flexibility.
What happens if results don’t materialize? Do they offer a guarantee or money-back option?
Are there additional costs beyond the retainer? Setup fees, rush fees, or surprise charges?
Credibility: How Do You Know They Can Actually Deliver?
Anyone can claim expertise. Proof is different.
What to Demand
Case studies from similar businesses. Not generic case studies. Specific results from companies in your industry or with similar challenges. Check out real SEO case studies showing results from Web3, Dental, and Financial Services companies.
Client testimonials. Read them carefully. Are they vague or specific? Specific is better.
Certifications and credentials. Google Partner status, HubSpot certification, or similar credentials show ongoing training.
References you can call. Ask for three clients you can contact directly. A good agency will provide them.
Examples of their own marketing. If they’re a marketing agency with a terrible website or no blog, that’s a red flag.
The GEO Question: Is This the Future?
GEO is emerging fast. But it’s not replacing SEO. It’s complementing it.
Before hiring an agency, ask if they understand both SEO and GEO. The best agencies combine both strategies.
Ask how they’re positioning your brand for AI engines. This is becoming as important as traditional search rankings.
FAQ
How long should I commit to an agency before evaluating results?
Minimum three months for SEO and GEO. Paid ads can show results faster, but optimization takes time. If you’re not seeing progress after three months, ask hard questions.
What’s a realistic budget to start with?
For B2B companies, $3,000-$5,000 monthly is a realistic starting point. This allows meaningful work across channels. Smaller budgets spread too thin.
Should I do SEO, GEO, or paid ads first?
Start with SEO and GEO for long-term authority. Add paid ads if you need immediate visibility. The best strategy combines all three.
Can an agency guarantee rankings or sales?
No. Anyone who guarantees specific rankings or sales is lying. Too many variables exist. Demand transparency about process and metrics instead.
What’s the difference between a good agency and a great one?
Good agencies deliver results. Great agencies explain why results happened and how to maintain them. They educate you, not just execute for you.
How do I know if an agency is worth the cost?
Compare ROI, not just cost. A $5,000 monthly retainer that generates $50,000 in revenue is better than a $1,000 retainer that generates $5,000.
What’s the difference between content distribution and link building?
Link building focuses on getting backlinks to your site. Content distribution publishes your content across hundreds of high-authority sites in multiple formats. Both build authority, but distribution gives you maximum exposure and increases the likelihood AI engines reference your brand.
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