Some elements of GEO can be handled independently, particularly by marketers already experienced with content strategy and technical SEO. Improving page structure, writing clearer service descriptions, adding FAQ schema markup, building out a detailed question-and-answer content library, and publishing factually accurate content that addresses common industry questions are all steps a capable in-house marketer can take. Tools for monitoring brand mentions in AI-generated answers are also increasingly accessible.
GEO becomes more complex when it involves entity optimization—ensuring that AI systems understand what your business is, what it offers, where it operates, and what distinguishes it from competitors. Managing structured data across a large or legacy site, building a consistent citation footprint across trusted third-party sources, and coordinating content updates with technical schema changes typically benefit from professional experience.
The practical answer for most businesses is a combination: understanding the principles well enough to support the work internally, while working with a professional for the strategic and technical elements that carry the most risk if done incorrectly. Small mistakes in how a brand is described across the web can take significant time to correct if they become embedded in how AI systems understand it.
