On 1 November 2026 we searched Google Spain for the same 30 questions we put to five AI assistants every month to see which agencies they recommend: 15 about GEO agencies and 15 about artificial intelligence and development agencies. The top ten results for each search gave us 205 distinct readable pages. 64 of them were lists or rankings of agencies.
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In 32 of those 64 lists, the company publishing it ranks itself first. That is half.
Who publishes the lists
28 of the 64 lists are published by media outlets, directories or schools that do not sell marketing or AI services, such as Sortlist, Semrush or Escuela Europea de Empresa. The other 36 are published by an agency, consultancy or professional that does sell them. Of those 36:
- 33 include themselves.
- 32 put themselves in first place. The only exception is KusiAI, which ranks itself third.
- 6 state on the page that the publisher appears in the list. The other 26 do not say so.
Behind those 32 lists there are 22 different publishers. Q2BSTUDIO signs seven with the same pattern: Q2BSTUDIO, Accenture, IBM. The city or the service changes (Reus, Tarragona, Madrid, Málaga, SEO, apps) and the top spot stays put. AI Superior signs four.
| Publisher | Website | Lists where it ranks first | Discloses it |
|---|---|---|---|
| Q2BSTUDIO | q2bstudio.com | 7 | No |
| AI Superior | aisuperior.com | 4 | No |
| iSocialWeb | isocialweb.agency | 2 | No |
| Agencia IA Solutions | agenciaiasolutions.com | 1 | No |
| Netbulb | agenciaseonetbulb.com | 1 | No |
| AWISEE | awisee.com | 1 | No |
| Eximia Studio | eximiastudio.com | 1 | No |
| Galadrim | galadrim.es | 1 | Yes |
| Hiberus | hiberusbooster.com | 1 | Yes |
| HolaPixel | holapixel.es | 1 | No |
| James Brand & Co | jamesbrand.co | 1 | No |
| Lino Uruñuela (Mecagoenlos) | mecagoenlos.com | 1 | No |
| Mukane | mukane.com | 1 | No |
| Nacho Mascort | nachomascort.com | 1 | Yes |
| OMDream | omdream.com | 1 | No |
| OpenSistemas | opensistemas.com | 1 | No |
| Peack Agency | peackagency.com | 1 | Yes |
| PZT | pzt.es | 1 | No |
| ROIHACKING | roihacking.ai | 1 | No |
| SeDigital | sedigital.es | 1 | No |
| Sell with Marketing | sellwithmarketing.com | 1 | Yes |
| Vértigo Marketing | vertigomkt.com | 1 | Yes |
What the assistants read
AI assistants with web search draw on results like these. In the November run of our GEO baseline, 29 of the 75 answers about GEO agencies cite as a source the website of a company that ranks itself first in its own list. Of those 29, 24 cite iSocialWeb's website. In the AI agencies block it is 14 of 75. We count the cited domain, not the exact page: an answer may cite another page on the same site.
The clearest case is iSocialWeb. It is the agency the assistants recommend most in the GEO block (40 of 75 answers), its website is one of the most cited sources (26 of the 150 answers in both blocks), and it publishes two of the lists in this sample, both with iSocialWeb first and no disclosure. Hiberus, the third most recommended in the AI block, publishes a list where it comes first, this time saying so.
These data do not show that one thing causes the other. What they do show is that the list an assistant reads may have been written by one of the candidates.
Disclosing it is something
Six lists say it plainly: those by Peack Agency, Sell with Marketing, Nacho Mascort, Vértigo Marketing, Hiberus and Galadrim. AI Superior's four explain who the author is, but not that the author appears in the list. Nacho Mascort puts it this way: «Yo también estoy en la lista, y el primero. Es mi web» (I am on the list too, and first. It is my website). Disclosure does not make a list neutral, but it lets the reader take it into account.
What about Kiwop's ranking?
Kiwop also publishes a ranking of AI agencies in Spain. We do not write it: it comes from counting how many of the assistants' 200 monthly answers mention each agency, and the answers are published in full. Kiwop lands wherever it lands. In November we appear in 6 of the 75 answers in the AI block, 6 of the 50 real questions and none of the GEO block. If we ever came first, it would be because the assistants put us there, and anyone could check it answer by answer.
How to read an agency ranking
- Check who publishes it. If they sell the service they are ranking, it is advertising, even if it looks like a comparison.
- Look for the publisher in the list and see where it puts itself.
- Check whether it discloses that. 26 of the 32 lists in this sample do not.
- Ask for criteria you can verify: published prices, named case studies, certifications with a link.
- Look at the date. One list in the sample dates from 2023 and is still in Google's top ten.
Method and data
Searches: the 30 questions in the GEO agencies and AI agencies blocks of the Kiwop Labs GEO baseline, on Google Spain (desktop, Spanish), top ten results, 1 November 2026. Pages: 254 URLs, 205 distinct readable pages. Pages that block the download or return an error are left out. We classified the 97 whose title or first headings talk about best, top, ranking, comparison or list.
A language model read each of those 97 pages and recorded whether it is a list of agencies, who publishes it, whether they sell services, whether they include themselves, in which position and whether they disclose it. Every list where the publisher includes itself was checked by hand against the page: we discarded one that listed tools rather than agencies, and flagged one unranked comparison where the publishing agency takes the first row. In Lino Uruñuela's list, the order comes from a survey he publishes himself.
Limits: Google is not exactly what each assistant reads, a title filter may miss some lists, and pages change. The match with the answers is by domain, not by page.
The dataset lists each ranking with its URL, publisher, position and the quote from the page that supports it. If any entry is wrong, write to us and we will correct it. The rest of our measurements are in Kiwop Labs.
