Guide · How-to
How to evaluate an HEO (Hybrid Engine Optimization) partner
Few agencies do HEO well in 2026 because it requires SEO + AI search + structured data + content + technical implementation under one roof. The evaluation comes down to four tests: methodology clarity, AI test results they can show you, schema fluency, and pricing transparency.
When to read this:Read this if you're hiring for AI search optimization or comprehensive search visibility (not just SEO).
The steps
How to do it.
- 1
Ask them to define HEO without jargon
A partner who actually does HEO can describe it in plain English: SEO covers Google, GEO covers AI engines, AEO covers featured snippets + voice, HEO does all three as one workflow. If they can't articulate this, they're probably reselling regular SEO with new buzzwords.
- 2
See real AI citation evidence
Ask them to show you ChatGPT/Perplexity transcripts where they've gotten clients cited. Not screenshots — live demos. We do this on every discovery call.
- 3
Check their schema fluency
Open one of their client sites + run Google's Rich Results Test. See if they're shipping FAQPage, Organization with knowsAbout, HowTo schema. If they ship none, they're not doing HEO.
- 4
Ask about /llms.txt
Every legitimate HEO partner publishes /llms.txt on client sites. Ask them to show you one. If they don't know what it is, they're not current.
- 5
Test their measurement framework
Real HEO reports include: traditional SEO rankings, AI engine citation counts, featured snippet captures, voice query test results, and qualified pipeline attribution. If their report is just rankings + traffic, they're doing SEO labelled as HEO.
Red flags
What to avoid.
- 'HEO is just SEO + we added a checkbox' — they don't understand the methodology
- Can't show ChatGPT/Perplexity citation examples
- Doesn't deploy schema markup as part of standard work
- Reports lack AI engine metrics
- Charges premium price for HEO but delivers regular SEO work
Questions to ask
What to ask before signing.
- How do you measure AI engine visibility specifically?
- What's your approach to schema markup deployment?
- Walk me through your HEO audit process
- How long until I should expect AI citations to appear?
- What happens if AI engine policies change mid-engagement?
Where Adsomia fits
Our honest take.
Adsomia coined the term HEO in 2024 and runs the methodology end-to-end. Our HEO Audit & Roadmap (₹1.25L founding) gives you a written 32-factor audit + 60-min walkthrough + 90-day roadmap. The Be Found Sprint (₹1.95L, 90 days) ships the full HEO programme.
Common questions
FAQs.
What is HEO?
HEO (Hybrid Engine Optimization) is the integrated practice of optimising for Google + AI engines (ChatGPT, Gemini, Perplexity, Claude) + answer engines (featured snippets, voice) as a single workflow. Combines SEO + GEO + AEO.
How is HEO priced vs regular SEO?
HEO is typically 1.3-1.6x the cost of regular SEO because it requires schema + AI engine testing + content optimisation work that's outside standard SEO scope. Worth it because it captures the 40%+ of search-style queries that now happen in AI engines.
Can I do HEO myself?
If you have technical capacity for schema markup, a content team that produces 2-4 quality pages/month, time to monitor AI citations weekly, and 6-12 months of patience — yes. If any is missing, an agency is faster + cheaper than building in-house.
Want help applying this to your business?
30-min discovery call. We listen first; written scope inside 48 hours; first deliverable in 14 days.