Short answer: choose an AI SEO agency that explains how AI search actually works, starts with an audit and a measurable baseline, covers technical SEO as well as content, tracks citations and mentions honestly, involves your experts and never guarantees placements in AI answers. The twelve questions below will reveal most of this in one conversation.
Why choosing well matters now
AI search has created a wave of new services and new claims. Some agencies have genuinely adapted their practice; others have renamed old services or promise results no one can deliver. Because AI visibility takes months to build, a poor choice costs not just fees but time – and competitors do not wait.
The 12 questions
1. How do you explain AI search to a client?
Listen for a clear description: systems retrieve pages, select passages, generate answers and cite sources, so access, clarity, entities and evidence matter. Vague talk of “training the AI” or “secret signals” is a warning sign.
2. What does your audit include?
A strong audit covers technical access (including AI crawlers and firewalls), indexing and rendering, content and intent, entity consistency, and live visibility testing across Google AI, ChatGPT, Gemini and Perplexity compared with competitors. See AI SEO Audit.
3. How will you measure AI visibility?
Expect a fixed prompt set, consistent conditions, and metrics such as citation rate, mention rate, accuracy and share of voice – alongside Search Console and conversions. Screenshots alone are not measurement. See How to Measure AI Search Visibility.
4. Do you still do technical SEO?
The answer must be yes. AI features rely on indexed pages, and AI assistants need to reach your site. An agency that dismisses technical SEO will struggle to deliver anything else.
5. How do you handle AI crawlers?
They should distinguish search crawlers (OAI-SearchBot, PerplexityBot) from training controls (GPTBot, Google-Extended) and help you set a deliberate policy – see Robots.txt for AI Crawlers: Search Bots vs Training Bots.
6. Who writes the content, and how is it checked?
AI tools can help with research, but citable content needs human expertise and fact-checking. Ask how they involve your subject-matter experts and who reviews accuracy.
7. What is your approach to entity SEO?
Look for consistent brand facts across the web, connected Organization and Person schema, and author entities where expertise matters. See What Is Entity SEO and Why Does It Matter for AI Search?.
8. Can you show real results?
Ask for case studies with verifiable details and permission to contact a reference. Be cautious of anonymous graphs, invented metrics or testimonials without names.
9. What will you not promise?
A trustworthy agency says clearly that no one can guarantee inclusion in AI Overviews or recommendations in ChatGPT, because the platforms decide their own results.
10. What happens in the first 90 days?
You should hear a concrete sequence: baseline, access fixes, restructured priority pages, entity work, evidence and a second measurement. See AI SEO Strategy for Businesses: A 90-Day Plan.
11. How do you report, and how often?
Monthly reporting with the same prompts and metrics, a summary of what changed and why, and the next priorities. You should be able to see the raw data.
12. How is pricing structured?
Pricing should follow scope: site size, markets, number of pages and platforms, and the amount of content and technical work. Be wary of cheap packages promising “AI rankings”. See AI SEO Pricing Explained: What Affects the Cost.
Red flags
- Guaranteed placement in AI answers or “#1 in ChatGPT”.
- Large volumes of AI-generated articles as the main deliverable.
- Hidden text or instructions aimed at AI systems.
- No mention of technical SEO or crawler access.
- Reports made only of screenshots.
- Unverifiable testimonials, awards or client logos.
What a good proposal includes
- A summary of your goals and priority services or products.
- Audit findings or a plan to obtain them.
- A phased roadmap with deliverables and owners.
- The metrics and prompt set that will be tracked.
- What the agency needs from your team – especially expert time.
- Clear pricing and contract terms.
Comparing agencies fairly
Give each agency the same brief and the same five questions your customers ask. Ask them to show how they would answer one question on your site and how they would measure success. The difference between a thoughtful answer and a generic pitch is usually obvious within a single meeting.
In-house, freelancer or agency?
In-house teams know the business best but may lack AI search experience. Freelance consultants suit focused projects or advisory roles. Agencies bring broader skills – technical, editorial, analytics – and suit ongoing programmes. Many companies combine an in-house owner with an agency or consultant; see AI SEO Consulting.
Frequently asked questions
How long should an AI SEO contract be?
Audits and consulting can be one-off. Ongoing programmes usually need at least six months because entity and authority work compounds.
Is a local agency better?
Location matters less than expertise, communication and transparency – though a local agency may understand regional markets better.
Talk to Artificial AI SEO
We are happy to be asked all twelve questions. Explore our Services, see how we work on Methodology, or Contact us – you can also start with an AI SEO Audit.
