Key takeaway

These ten questions separate genuine AI search agencies from rebranded SEO firms. Ask all of them during your evaluation. The answers will tell you more than any sales deck.

1. How many AI platforms do you cover?

Green flag: They name specific platforms. ChatGPT, Gemini, Perplexity, Claude, AI Overviews, Copilot. They explain their approach to each.

Red flag: They say "all of them" without specifics. Or they only mention Google AI Overviews.

2. Do you optimise for Bing?

Green flag: Yes, and they explain why. Bing feeds ChatGPT and Copilot. IndexNow provides faster indexing. Bing Webmaster Tools offers AI-specific data. Red flag: They dismiss Bing as irrelevant. This tells you they do not understand the AI search ecosystem.

3. Can I see case studies with numbers?

Green flag: They share specific metrics. Citation frequency, referral traffic, leads generated, revenue impact. Even if client names are anonymised.

Red flag: They show logos only. Or they claim NDAs prevent sharing any data.

4. Who will work on my account?

Green flag: Named people with verifiable backgrounds in AI, search, or technical SEO. You can find them on LinkedIn.

Red flag: "Our team of experts" with no names. No team page. No way to verify credentials.

5. What schema types do you implement?

Green flag: They list specific types. Article, FAQ, HowTo, Organization, Speakable, LocalBusiness. They explain which apply to your business.

Red flag: They do not mention schema at all. Or they call it "technical stuff we handle." Schema is fundamental, not peripheral.

6. What is your methodology called?

Green flag: They have a documented, named process. It does not need to be proprietary or secret. It needs to be structured and repeatable. Check our methodology page for what good documentation looks like.

Red flag: They describe their approach as "bespoke for every client" with no underlying framework. Bespoke execution is fine. Bespoke methodology means no methodology.

7. How do you measure success?

Green flag: AI citation tracking. Brand mention monitoring across platforms. Referral traffic from AI sources. Conversion rates from AI-driven visitors.

Red flag: Only Google rankings. Traditional SEO metrics matter but are not enough. AI search requires AI-specific measurement.

8. What is the minimum contract?

Green flag: Monthly rolling, quarterly, or 6-month with a 30-day break clause. They are confident enough in their results to let you leave.

Red flag: 12-month minimum with no exit clause. This protects the agency, not you.

9. Do you report on AI citations or just Google rankings?

Green flag: Their reporting includes citation tracking across ChatGPT, Gemini, and Perplexity. Screenshots or data show where and how your business is mentioned.

Red flag: Monthly Google ranking reports with "AI insights" added as an afterthought. If AI citation data is not central to their reporting, AI search is not central to their service.

10. Have you published any original research?

Green flag: They have published data, studies, or insights about AI search behaviour. This demonstrates genuine expertise and investment in understanding the space.

Red flag: No published content beyond sales pages. An agency that claims AI search expertise but produces no thought leadership is likely operating on surface knowledge.

Using these questions

Ask all ten during your first consultation. Score each answer honestly. If an agency fails on more than three, proceed with caution. If they fail on more than five, look elsewhere. For a broader evaluation framework, see our agency comparison and how we evaluate agencies.

10 Questions to Ask Before Hiring an AI Search Agency