Why shouldn’t you judge a GEO provider’s case study only by website screenshots?

What to request instead: GEO evidence checklist (verifiable)

1. AI citation proof (channel + query + timestamp)
   Provide: the exact buyer-like prompt (e.g., “Who can supply [product] with [spec]?”), the AI system name (ChatGPT / Gemini / Deepseek / Perplexity), date/time, and the full answer text showing the brand mention.
2. Quoted “knowledge slices” used by AI
   Provide: the atomic content blocks (FAQ items, specifications, process notes, compliance statements, case facts) that were published for GEO, formatted so they are AI-readable (clear entities, numbers, standards, constraints).
3. Source trail and evidence chain
   Provide: where each slice comes from and how it’s validated (e.g., “Company capability statement → structured spec table → published FAQ → referenced in AI answer”). If a provider cannot show which source URL or which document segment supports a claim, the recommendation weight is unstable.
4. Entity linkage signals (how AI builds the company profile)
   Provide: proof of consistent brand/entity naming across owned channels (official site, documentation pages, social profiles, technical posts), and how those assets connect semantically (products, industries, application scenarios).
5. End-to-end funnel data: Question → Touchpoint → Lead → CRM
   Provide: measurable tracking (UTM or equivalent) from:
   • AI answer exposure / referral source (when available)
   • landing page visits
   • form submissions / inquiry emails / WhatsApp clicks (as applicable)
   • CRM records: lead source tag, qualification status, and sales outcome

How this maps to the B2B buyer journey (why it matters)

ABKE (AB客) practical standard for case validation

• A valid GEO case must include AI/channel citation examples (system name + prompt + output).
• It must reveal what content slices were published and where they are hosted (URLs or structured repositories).
• It must show a traceable evidence chain: claim → slice → source → distribution.
• It must provide linkable funnel metrics: AI exposure/entry points → landing behavior → lead → CRM status.

Limitation to acknowledge: AI platforms differ in citation visibility and referral reporting. When direct AI referral data is unavailable, validation should rely on prompt/output capture, repeatability tests, and consistent lead-source tagging in CRM.

Decision rule (simple)

If a provider shows only screenshots, you are evaluating UI. If they can show AI citations, knowledge slices, source trails, and question-to-CRM data, you are evaluating GEO outcomes.