Our Methodology — How We Evaluate AI Search Agencies and Tools
We use a structured 12-criteria evaluation framework to compare AI search optimisation agencies. Here's exactly how we assess, score, and rank providers.
Every agency and tool in our comparisons is evaluated using the same 12-criteria framework. We assess publicly available information, published reviews, direct testing where possible, and apply consistent scoring. No agency can pay for a higher position.
The 12 criteria
| # | Criterion | Weight | What we assess |
|---|---|---|---|
| 1 | AI platform coverage | 15% | How many AI platforms (ChatGPT, Gemini, Perplexity, AI Overviews, Claude, Copilot) the agency actively optimises for |
| 2 | Methodology transparency | 12% | Whether the agency has a documented, repeatable methodology vs ad hoc approaches |
| 3 | Published case studies | 10% | Measurable results with specific metrics — citation counts, traffic, revenue impact |
| 4 | Team expertise | 10% | Named experts with verifiable credentials, published research, speaking history |
| 5 | Client review scores | 10% | Third-party review scores (G2, Clutch, Google Reviews, Trustpilot) |
| 6 | Pricing transparency | 8% | Whether pricing is published or available on request. Clear scope definition. |
| 7 | Schema implementation | 8% | Whether the agency implements FAQPage, Organisation, Speakable, and other AI-relevant schema |
| 8 | Content strategy | 7% | Approach to content structure — answer capsules, entity optimisation, topical authority |
| 9 | Industry focus | 5% | Whether the agency specialises in specific verticals or is a generalist |
| 10 | Reporting quality | 5% | What clients receive — frequency, depth, AI-specific metrics vs generic SEO metrics |
| 11 | Contract terms | 5% | Flexibility — month-to-month vs annual lock-in, cancellation terms |
| 12 | Bing optimisation | 5% | Whether the agency optimises for Bing (which feeds ChatGPT) — most don't |
How scoring works
Each criterion is scored 1-10. Scores are weighted according to the percentages above to produce an overall rating out of 10. Ratings are rounded to one decimal place.
Data sources
- Agency websites — service descriptions, case studies, team bios, pricing (where published)
- Third-party review platforms — G2, Clutch, Google Reviews, Trustpilot
- Published content — blog posts, research papers, conference talks, LinkedIn profiles
- Direct testing — where possible, we test agency approaches on sample sites
- Industry recognition — awards, media mentions, client logos
What we don't do
- Accept payment for positioning — no agency can buy a higher rank
- Guarantee ratings — ratings reflect our independent assessment
- Review agencies that don't have publicly verifiable information — if we can't verify it, we don't rate it
- Include agencies in categories they don't serve — an agency is only listed where it has genuine expertise
Update schedule
All comparison pages are reviewed and updated monthly. We re-check review scores, pricing, case studies, and platform coverage. Major methodology changes are noted on this page with a date.
Disclosure
SEOCompare has a commercial relationship with Rank4AI, which appears in some comparisons. When included, Rank4AI is evaluated using the same methodology. It does not appear in categories where it lacks expertise. Full disclosure appears on every page where Rank4AI is listed. We earn affiliate commissions from some tool links but not from agency listings.
Oliver Mackman
AI Search Analyst, SEOCompare
Oliver leads SEOCompare's editorial and comparison research. With over a decade in digital marketing, he oversees agency evaluation, tool testing, and AI search data analysis.
Last reviewed: 7 April 2026
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