Is GEO worth it for a mid-size company?

When is it worth it?

When three things are true at once: your buyers research vendors before contacting anyone, your category's questions return a short list of names, and you are not on it.

Forrester surveyed about 18,000 business buyers and found 94% use AI somewhere in their buying process, with generative search as the starting point — outranking vendor websites, sales reps and product experts as an information source, combined. If your buyers are in that group, the shortlist an assistant produces is the shortlist.

The second condition matters as much. If the answer to your category question is a paragraph of general advice rather than a list of companies, there is no shortlist to be on yet, and the spend is early.

When is it not worth it?

When you already appear consistently across all four assistants, when your buyers do not research this way, or when the real problem is your product or your price rather than your visibility.

The first case is the one a vendor will not volunteer. If you are named in most answers in your category, more visibility work has little left to buy, and a monthly retainer is mostly paying to watch a number that is already good.

The third is worth being blunt about. Being named more often does not fix a product buyers reject once they arrive. Visibility work moves you into the consideration set; it does nothing about what happens next.

How do you check before you spend?

Ask your category's buying question in all four assistants, in fresh conversations, and count how often your name appears. Ten minutes, no tool, no vendor.

1. 01

   Write the question a buyer types. Not your company name. 'Best X for Y', 'who should I hire for Z'.

2. 02

   Ask it in all four. ChatGPT, Claude, Gemini, Perplexity. They disagree, so one is not a sample.

3. 03

   Count the names, including yours. How many companies come back, and in what order. Three or four names with none of them yours is the case for spending.

4. 04

   Repeat it tomorrow. If the answer is stable across days and assistants, you have a real reading rather than one roll of the dice.

What does it cost if you do go ahead?

Monitoring tools are published between roughly $29 and $499 a month. Agency retainers we have been quoted against start near $3,000. The measurement is the cheap part; getting into the sources is where the money goes.

Judge proposals on which of the two they are actually selling. A dashboard that reports your visibility is not the same service as work that changes it, and the price gap between them is large enough to notice.

Questions people ask next

Is this just SEO with a new name?

No. SEO moves your own pages up a list of links. This is about whether other sources name you at all. A company can rank first on Google and never appear in the answer, because the two systems look at different things.

What happens if I do nothing?

For some companies, very little, and that is a legitimate answer. Pew found that when an AI summary appears people click a result 8% of the time instead of 15%. If your buyers are not asking assistants yet, that shift has not reached you.

Can I do it in-house?

The measuring, yes — it is four browser tabs and a spreadsheet. The part that takes outside work is getting into sources you do not control, and correcting what they already say about you.