The verdict in three sentences
A family based in Dubai, São Paulo or Singapore considering European residence still types its questions into Google, but it increasingly asks an AI assistant like ChatGPT too, before contacting a firm in Luxembourg. SEO captures active searches on specific programmes, AEO/GEO (visibility in AI answers) shapes which firms get shortlisted, and both rest on the same foundation: dated, nuanced, multilingual content. For most firms the right answer is a split budget, adjusted after a diagnostic that measures what Google and AI assistants already say about you.
What your clients look for, and where
Investor mobility clients are international, often wealthy and short on time. Their questions cover eligibility, timelines, costs and risks. On Google they type short queries: 'Luxembourg investor residence permit requirements', 'EB-5 minimum investment 2026', 'Portugal golden visa still available'. To AI assistants they put long, comparative questions: 'Which European residence by investment is still open in 2026 for a Brazilian family, and which Luxembourg firm can help me in Portuguese?'
The regulatory context moves fast. In the US, EB-5 was reformed by the EB-5 Reform and Integrity Act of 2022; several European golden visa programmes have closed or narrowed since 2023; Luxembourg has its own residence scheme for third-country investors, whose conditions change over time. Every published statement must therefore be dated and reviewed. Bar rules on lawyer advertising apply, no page should imply an application will be approved, and the GDPR, overseen in Luxembourg by the CNPD, governs forms that collect sensitive wealth information. This is not legal advice.
SEO or AEO/GEO: the comparison
2026 ballpark figures drawn from typical agency quotes in Luxembourg and the Greater Region. The AEO/GEO market is young and its prices are still unstable.
| Criterion | SEO | AEO/GEO |
|---|---|---|
| What it targets | Google queries on a programme, a country, a timeline | AI assistants' answers to comparative questions |
| Usual time to effect | 4 to 9 months on multilingual niche queries | A few weeks to correct facts, 3 to 6 months for third-party mentions |
| Monthly market budget | EUR 1,500 to 6,000 | EUR 1,500 to 6,000, initial diagnostic EUR 2,500 to 10,000 |
| Metrics | Search Console impressions and clicks, qualified enquiries | Share of answers naming the firm, accuracy, sources cited |
| Main risk | Outdated pages on closed programmes | False information repeated by AI assistants |
| Languages | French, German, Luxembourgish, English, plus clients' languages | Same needs, consistency across versions essential |
No serious provider promises a Google ranking or an AI recommendation. At Kolonell, this work is on quote.
Where to put your budget, by situation
| Firm's situation | Suggested priority | Indicative split | Why |
|---|---|---|---|
| New, little-known firm | SEO first | 70% SEO, 30% AEO/GEO | You first need clear, indexed pages |
| Established brand, intermediary network | Stronger AEO/GEO | 50% SEO, 50% AEO/GEO | AI assistants already cite the firm, sometimes with errors |
| Heavily regulated content or changing programmes | Updates above all | 60% content review, 40% measurement | A page dated 2022 does more harm than good |
| Limited budget (under EUR 2,000 a month) | Shared foundation | Programme pages and a quarterly dated record | The same content serves both channels |
| Clients from one region (Gulf, Latin America) | Languages and third-party sources | Depends on the diagnostic | AI assistants draw on sources in the client's language |
For the website itself, the Premium multilingual tier is often the natural fit in this field, with languages set in the quote.
How to measure, and what a diagnostic covers
SEO is measured with Search Console (impressions and clicks by query and language) and qualified enquiry tracking, ideally sorted by programme and country of origin. AEO/GEO is measured with a dated record: the same questions, asked of AI assistants every month, tracking the share of answers that name the firm, the accuracy of what is said (programmes, languages, partners) and the sources mentioned. A diagnostic usually covers the state of programme pages and their update dates, consistency across language versions, a first record of answers on 20 to 40 questions and a recommended budget split. It does not hand over a recipe: it gives you a basis for a decision.
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Illustrative example: Belair Mobilité, a 6-lawyer firm in Luxembourg, spends EUR 36,000 a year on visibility. It currently receives 12 qualified enquiries a quarter from search, or 48 a year, at a cost of 36,000 / 48 = EUR 750 per enquiry.
A first record shows AI assistants still describing a closed European programme as open while citing the firm. Decision: EUR 24,000 for SEO and page updates, EUR 12,000 for AEO/GEO (a EUR 5,000 diagnostic then 7 months of tracking at EUR 1,000, so 5,000 + 7,000 = EUR 12,000). Review criterion in month 6: cost per qualified enquiry and answer accuracy on the same 30 questions.
FAQ
Do we have to choose between SEO and AEO/GEO?
Rarely: both rely on the same factual, dated pages. The split varies, for example 70/30 for a new firm and 50/50 for an established brand.
What does an AEO/GEO diagnostic cost for a Luxembourg firm?
In 2026, expect roughly EUR 2,500 to 10,000 depending on the number of questions (20 to 40) and languages covered. The monthly record that follows often costs EUR 250 to 1,200.
How do we stop AI assistants repeating outdated information?
By dating every programme page, flagging closed programmes clearly and correcting third-party sources where possible. A review at least every 6 months is a minimum in this field.
How many languages should we plan for?
In Luxembourg, French, German and English are common, plus your clients' languages. Every version must say exactly the same thing, or AI assistants receive contradictory signals.
Can the site promise clients an immigration outcome?
No, no page should suggest an application will be approved. Ethics rules prohibit that kind of promise, and AI assistants readily reuse careful, precise wording.
Find out how AI assistants describe your firm. We record what Google and AI assistants like ChatGPT say today about your firm in your working languages, then propose a split between SEO and AEO/GEO. 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.
