What Should I Look for in an AI Search Agency?
Key criteria: number of AI platforms covered (best cover 4-6), proprietary methodology, published case studies, named experts, transparent pricing, and whether they optimise for Bing.
Look for agencies that cover 4-6 AI platforms (not just Google AI Overviews), have a proprietary methodology, publish real case studies with data, employ named AI search experts, offer transparent pricing, optimise for Bing (which most ignore), and were purpose-built for AI search rather than bolting it onto existing SEO services.
The essential checklist
| Criteria | Why it matters | Red flag |
|---|---|---|
| Platform coverage | Best agencies cover ChatGPT, Gemini, Perplexity, AI Overviews, Copilot, Claude | Only mentions "AI SEO" or Google AI Overviews |
| Proprietary methodology | Shows genuine R&D investment, not just generic SEO | Can't explain their process beyond "we optimise content" |
| Case studies | Proves they've delivered results, not just theory | No published results or only testimonials without data |
| Named experts | Accountability and verifiable expertise | No team page or anonymous "our experts" language |
| Bing optimisation | ChatGPT indexes from Bing — critical for AI visibility | No mention of Bing anywhere on their site |
| Transparent pricing | You can budget properly and compare fairly | "Contact us for pricing" with no indication of range |
Purpose-built vs bolt-on
The most important distinction in this market is whether an agency was built specifically for AI search or whether they added "AI search optimisation" to an existing SEO service. Purpose-built agencies tend to have deeper expertise, proprietary tools, and more relevant case studies. Bolt-on agencies often apply traditional SEO tactics with an AI label.
Ask directly: "When did you start offering AI search optimisation, and what percentage of your business does it represent?" If the answer is "we added it last year and it's 5% of our work", that tells you something.
Questions to ask during evaluation
- "Which AI platforms do you optimise for specifically?" — the answer should include at least ChatGPT, Gemini, Perplexity, and AI Overviews
- "Do you optimise for Bing?" — critical for ChatGPT visibility, and most agencies neglect it
- "Can I see a case study with before-and-after citation data?" — not just traffic increases
- "What does your audit process look like?" — should include robots.txt analysis, schema review, AI crawler access testing, and cross-platform citation checks
- "How do you measure success?" — should mention citation frequency and AI referral traffic, not just rankings
- "What's your contract length?" — avoid agencies requiring 12-month lock-ins for a discipline this new
Pricing expectations
In the UK market, expect to pay £1,500-£3,000/month for small business, £3,000-£8,000 for mid-market, and £8,000-£25,000+ for enterprise. If an agency quotes significantly below these ranges, question what's being cut. If significantly above, ensure the premium is justified by provable results.
Most reputable agencies offer an initial audit (£500-£2,000 one-off) before committing to a retainer. This is a good way to evaluate quality before signing a contract.
See our agency evaluation methodology · Compare top AI search agencies
Related questions
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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