The verdict in three sentences
An executive search firm in Chicago has two audiences that search differently: clients (boards, CEOs, CHROs) checking the firm's credibility, and candidates looking for mandates and a way to send a resume. SEO mainly reaches candidates and part of the client base on Google, while AEO/GEO plays on the shortlisting questions decision makers put to AI assistants like ChatGPT. For most established firms the right answer is a split, decided after a diagnostic of both channels.
Two channels, two logics
In Chicago, executive search revolves around strong sectors: manufacturing and supply chain, financial services and trading, insurance, healthcare, food and agribusiness, B2B technology. A board member at a Midwest manufacturer looking for a CFO doesn't phrase the search like a candidate typing "VP Finance jobs Chicago."
| Criterion | SEO (Google) | AEO/GEO (AI assistants) |
|---|---|---|
| What it targets | Queries like "executive search firm Chicago manufacturing" or "CFO search firm Midwest" | Questions like "which Chicago search firms place CFOs in manufacturing?" |
| Audience most reached | Candidates and HR heads comparing firms | CEOs and directors shortlisting |
| Time to effect | 4 to 12 months | 3 to 6 months for a readable shift, highly variable |
| 2026 market budget | 2,500 to 10,000 USD per month | 2,000 to 7,000 USD per month, emerging market |
| Metrics | Impressions, clicks, inbound inquiries and resumes | Share of answers naming the firm, accuracy, sources |
| Main risk | Generic content with no qualified traffic | Unverifiable promises of being "recommended" |
| Maturity | Established practice, standard tools | Measurement methods still taking shape |
These budgets are 2026 ballparks drawn from typical US agency and consultant quotes, not price lists.
Where to invest given your situation
The split depends less on trends than on where you stand today. This table gives reasonable starting points, to be adjusted after a diagnostic.
| Firm situation | Suggested priority | Indicative SEO / AI split | Why |
|---|---|---|---|
| New firm, little brand awareness | SEO first | 80 / 20 | You need to exist on Google before being cited elsewhere |
| Established brand, many referral mandates | AI as a complement | 50 / 50 | Decision makers check the firm with an assistant before calling |
| Firm specialized by function (CFO, CTO) | Function pages for both channels | 60 / 40 | The same pages serve Google and assistants |
| High volume of irrelevant applications | Targeted candidate SEO | 70 / 30 | Filtering upstream cuts screening time |
| Limited budget, under 3,000 USD a month | Diagnostic, then one channel | 100 / 0 or 0 / 100 | Spreading a small budget yields nothing measurable |
| Firm with offices in several cities | Local SEO per office, AI at brand level | 60 / 40 | Google queries are local, AI questions often national |
Why a firm shows up, or doesn't, in both channels
The same foundations serve both channels: pages by sector and by function, detailed partner bios (sectors, seniority, languages), a factual description of the search process and confidentiality policy, and identical information on the site, professional directories and public profiles. Low-visibility firms often have a five-page site and a vague list of "references."
Never publish the name of a client or placed candidate without written consent, and never invent placements. Confidentiality is a selling point in itself.
On the candidate side, the resume submission form should collect only what's needed and state a retention period. Illinois has no general privacy law equivalent to California's CCPA, but other state or federal rules may apply depending on the data processed: you need a clear policy reviewed by counsel. Emails to candidates and clients fall under CAN-SPAM, and site accessibility (a WCAG 2.1 or 2.2 AA target) deserves attention. This is not legal advice.
How to measure each channel
SEO is measured with established tools: Search Console for impressions and clicks by query, analytics for conversions, and the recruiting CRM to see which mandates or qualified resumes came from Google.
AI visibility is measured with a dated record: the same list of 30 to 40 client and candidate questions, asked every 4 to 6 weeks, with answers archived. You track the share of answers naming the firm, the accuracy of the information (sectors, offices, partners) and the sources picked up. A "how did you hear about us?" field on the form rounds it out.
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In broad terms, a diagnostic covers the technical and editorial state of the site, existing Google queries, a first record of AI answers and a recommended split. At Kolonell, it is priced on quote. No serious provider promises a Google ranking or a recommendation by an assistant.
Mini case study
Illustrative example. "Lakeshore Search Partners," a 9-consultant firm in the Loop focused on industrial executives. Average fee: 33% of a 300,000 USD annual compensation, about 99,000 USD per mandate. Visibility budget: 5,000 USD a month.
With a 60 / 40 split, the firm puts 3,000 USD into SEO and 2,000 USD into AI visibility, 60,000 USD over 12 months. A single extra mandate covers 99,000 / 60,000, about 1.65 times the annual spend. If after 6 months the records show the firm going from 1 to 6 mentions out of 35 questions while Google stays flat, the split can shift to 50 / 50 in the second half.
FAQ
Does AEO/GEO replace SEO for a search firm?
No. Candidates and a large share of HR heads still go through Google, and the same pages serve both channels. In 2026, firms often put 20 to 50% of their visibility budget on AI assistants.
Should we publish our open mandates?
Only those the client agrees to make public, anonymized if needed. One page per open mandate, updated weekly, attracts qualified candidates and precise Google queries.
What does a diagnostic cost on the market?
Allow 2,000 to 6,000 USD for a diagnostic covering SEO and a record of AI answers. At Kolonell, it's set on quote based on the number of offices and sectors.
How do we avoid drowning in irrelevant resumes?
Precise function and sector pages, a form with 5 to 7 targeted fields and a clear statement of the mandates you handle. Some firms cut screening by 20 to 30% this way, though it depends on the starting volume.
How often should we record AI answers?
Every 4 to 6 weeks is enough for most firms. Daily records add nothing, since answers fluctuate from one day to the next.
Find out how AI assistants describe your firm. We compare what Google and assistants show Chicago executives and candidates about your firm, then propose a split. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
