The Emperor's New Clothes — Would You Dare Wear Them? Inside a Market Run Wild: Every Fake GEO Exposed, and How to Catch Them
Try to work out who to hire for GEO, and a single evening of looking will bring you three vendors. You search and find a long-established communications group whose six-step methodology looks genuinely professional — until it explains how it will measure where you stand in the AI world, and the word it reaches for is GPS, as in satellite navigation. The forum platform you scroll every day has started selling GEO too — sponsored posts plus seeded comments. And then there's a marketing firm whose ads you can't escape — books, seminars, the most expert-looking packaging of the three — really selling "AI SEO": mass-producing content with AI. All three hang the GEO label; none of them overlap. This piece names and sorts the four kinds of fake GEO currently sold under that label, and admits honestly that the industry does have one real emperor's-new-clothes problem (it's in measurement, not in method). It closes on an uglier combination: when a guarantee of AI recommendation, farmed five-star reviews, and a reseller cut worth half of what you pay all appear on the same price list, the guarantee isn't confidence — it's a product of the cost structure. And it ends with three questions — plus one test you don't even have to ask: go look at the vendor's own website. One platform selling "AI recommendation optimization" has no robots.txt on its own homepage, not a single piece of structured data, and a broken heading hierarchy. A company that can't make AI understand itself wants your money to make AI understand you.
#GEO #industry chaos #vendor evaluation #due diligence #fake GEO #verifiability
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