Start with the job to be done
GEO tools broadly split into three jobs: monitoring (are we visible?), diagnostics (why aren't we?), and workflow (what should we do next?). Most teams need monitoring first, diagnostics second, and workflow only once a program is mature.
Engine coverage
The minimum viable coverage in 2026 is ChatGPT, Perplexity, Gemini, and Google AI Overviews. Claude and Copilot are increasingly important for enterprise buyers. Single-engine tools are hard to justify.
Prompt tracking depth
Look for support for large prompt sets (100+), scheduled runs, multiple samples per prompt, and prompt tagging by funnel stage. Tools that cap prompts aggressively force artificial narrowing.
Competitor and citation intelligence
You want mention share vs competitors, citation source breakdown, and drill-down into the specific answers driving your score - not just a single visibility number.
Reporting and integrations
Exportable data, scheduled reports, and integrations with Slack, Looker, or your BI stack matter as soon as more than one stakeholder consumes the data.
Pricing
Pricing varies widely - from ~$100/mo starter plans to $2,000+/mo enterprise. Watch for per-prompt or per-engine surcharges that inflate the effective cost.
Evaluation checklist
- Covers all major engines you care about
- Supports your prompt set size without penalty pricing
- Multi-sample per prompt for variance handling
- Competitor benchmarking and citation source breakdown
- Exportable data and scheduled reporting
- Transparent pricing
- Responsive support and a real product roadmap