The verdict in three sentences
For an executive search firm in Dublin, SEO mainly captures candidates and searches such as "executive search firm Dublin fintech", while AEO/GEO targets chairs and HR directors who now ask AI assistants like ChatGPT which firms know their sector. An established firm with a known brand often gains more by making what AI assistants say accurate, whereas a newer firm must first exist on Google. Either way, the decision rests on dated measurements, never on a promise of rankings or recommendations.
Two audiences, two ways of searching
The client of a search firm, a board looking for a CFO or an IFSC bank hiring a chief risk officer, judges sectors covered, partner seniority, confidentiality and process. The candidate looks for open mandates and how to submit a CV. These two audiences do not use the same channels.
| Criterion | SEO (Google) | AEO/GEO (AI assistants like ChatGPT) |
|---|---|---|
| Main audience | Candidates, HR heads actively searching | Chairs, board members, investors comparing firms |
| Typical queries | "CFO roles Dublin", "executive search pharma Ireland" | "Which search firms in Dublin place board members in fintech?" |
| Time to effect | 4 to 9 months in general | 2 to 6 months to observe changes, highly variable |
| Market budget (2026 ballpark) | EUR 1,500 to 5,000 per month | EUR 1,000 to 4,000 per month after a EUR 1,500 to 4,000 diagnostic |
| Metrics | Search Console impressions and clicks, enquiries received | Share of answers citing the firm, accuracy of information |
| Risks | Generic content unrelated to your sectors | Contradictory public information repeated as is |
These amounts come from typical agency quotes and public rate pages. They remain ranges: a five-partner firm does not have the needs of an international network.
Which trade-off for your situation?
| Firm's situation | Suggested priority | Why |
|---|---|---|
| Firm founded less than 2 years ago | SEO first | Without indexed pages or mentions, AI assistants have little to work with |
| Established brand, partners well known locally | AEO/GEO first | Decision makers already know you; accuracy of what is said is the issue |
| Mandates in financial services | Both, with review | Content touching roles regulated by the Central Bank of Ireland calls for care |
| Budget below EUR 1,500 per month | Diagnostic, then one channel | Spreading a small budget produces nothing measurable |
| High volume of unsolicited applications | SEO on mandate pages | Candidates search Google by job title |
| Narrow specialism (biotech, aviation, data centres) | AEO/GEO | Questions to AI assistants are precise and few firms are cited |
This trade-off is indicative. A firm can move from one column to the other within 12 months as its profile grows.
How to measure each approach
SEO is measured with familiar tools: Search Console for impressions and clicks on your sector and mandate pages, and above all the number of qualified client enquiries, kept separate from applications. An agency that only reports traffic does not tell you whether the firm won a mandate.
AEO/GEO is measured with a dated record: a fixed list of 20 to 30 questions, asked every month to AI assistants like ChatGPT, with the answers archived. It tracks the share of answers citing the firm, the accuracy of the sectors and partner names mentioned, and the competitors appearing in your place.
Candidate data deserves particular care in both cases. The GDPR and the Data Protection Act 2018, supervised by the Data Protection Commission, require you to limit the data collected and set a retention period for CVs. The European Accessibility Act also raises expectations on the accessibility of online services: your counsel confirms what applies to the firm. This is not legal advice.
What a diagnostic covers
A serious diagnostic covers the state of your pages on Google, the queries where you already appear, a first record of AI answers on your sectors, the consistency of your public information (profiles, directories, press) and a costed recommendation on where to invest. It contains no step-by-step recipe and promises no ranking. At Kolonell it is carried out on quote (request a free quote).
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Mini case study
Illustrative example: Liffey Board Search, a six-consultant firm in Dublin 2 specialising in leadership roles in fintech and insurance. Marketing budget: EUR 3,000 per month. The initial record across 25 questions shows the firm cited in 3 answers, or 12%, with a partner who left in 2024 still presented as head of practice.
The firm splits its budget: EUR 1,800 per month on AEO/GEO and EUR 1,200 on SEO for mandate pages. Over 12 months that is 21,600 + 14,400 = EUR 36,000. With search fees frequently set at around 30% of first-year compensation, a single CFO mandate at EUR 160,000 represents about EUR 48,000. This threshold supports the decision and predicts no outcome.
FAQ
Is SEO still useful for an executive search firm in Dublin?
Yes, especially for candidates and HR heads searching by sector or job title. Allow 4 to 9 months before a visible effect, on a market budget of EUR 1,500 to 5,000 per month.
How much does AEO/GEO cost on the Irish market?
A diagnostic costs roughly EUR 1,500 to 4,000, with monitoring at EUR 1,000 to 4,000 per month in 2026. The market is young and the gaps between providers are wide.
Can we be sure AI assistants will cite us?
No, no method guarantees it. The consistency and clarity of public information can be improved, and progress tracked on a monthly record of 20 to 30 questions.
Should we publish our placements?
Only with written consent from the client and the candidate, and never with invented names. Many firms describe 5 or 6 assignment types per sector instead.
How long should CVs received through the site be kept?
The period must be set in your privacy policy and justified. Many firms retain CVs for 12 to 24 months with the candidate's consent, but your counsel confirms the choice.
Find out how AI assistants describe your firm. A diagnostic comparing your presence on Google and in the answers of AI assistants like ChatGPT, with a first dated record on your sectors. 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.
