Run this citation audit before you sign anything
Every AEO agency will show you a visibility number. Almost none of them can show you what that number was before they started, because you did not measure it. That is the single biggest asymmetry in this market, and it takes about an hour to close. Do this yourself, first, and keep the file.
1. Write 20 buyer-intent prompts
Not brand prompts. The prompts a buyer types when they do not yet know you exist. For a commercial roofing company that is “who does commercial flat roof replacement in Cleveland,” not “is [your brand] any good.” Cover four kinds:
- Category prompts — “best [category] companies for [segment]”
- Problem prompts — the symptom a buyer describes before naming the solution
- Comparison prompts — “[competitor] vs alternatives”
- Qualifier prompts — price, timeline, compliance, integration, location
2. Run each one across three assistants on the same day
ChatGPT, Perplexity, and Google's AI answers at minimum. Use a logged-out or fresh session so personalisation does not flatter you. Log it like this:
| Prompt | Assistant | Date | Brands named | URLs cited | You mentioned? |
|---|
| best commercial roofers Cleveland | Perplexity | [date] | 3 competitors | 2 directories, 1 news | No |
3. Read the citing URLs, not the brand names
This is the part buyers skip and it is where the strategy comes from. If the cited sources are directories and listicles you are absent from, your problem is third-party presence and no amount of on-site schema will fix it. If the cited sources are competitor pages that answer the question directly in the first paragraph, your problem is that your equivalent page buries the answer under a brand story. Those are different engagements with different price tags.
4. Repeat at 90 days
Same prompts, same assistants, same logged-out conditions. Now you have a before and an after that an agency did not produce and cannot adjust.
The trap this protects you from
AI assistants change their retrieval behaviour and their underlying models on their own schedule. A brand's citation rate can move several points in a month with nothing on the brand's side having changed at all. An agency reporting only its own dashboard, with no independent baseline and no control queries, cannot separate its work from that drift — and neither can you. Keeping your own log, including a handful of prompts in a category you are not paying anyone to work on, is the cheapest control group you will ever build.
And while you have the tab open: the relabel test
Put the agency's AEO or GEO service page into the Wayback Machine and look at what that URL said in 2023. If the page is word-for-word its old SEO page with the acronyms swapped, that is not disqualifying — but it does tell you the methodology is younger than the sales page implies, and you should ask what they have actually shipped since.