What Should I Look for in an AI Search Agency?
Key criteria: AI platforms covered (best cover 4-6), methodology, case studies, named experts, transparent pricing, and Bing optimisation.
Look for agencies covering 4-6 AI platforms (not just Google AI Overviews). They should have a proprietary methodology, real case studies with data, named experts, transparent pricing, and Bing optimisation. Favour agencies purpose-built for AI search over those 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 key distinction: was the agency built for AI search, or did it add "AI search optimisation" to existing SEO? 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 they added it last year and it is 5% of their work, that tells you something.
Questions to ask during evaluation
- "Which AI platforms do you optimise for?" - the answer should include ChatGPT, Gemini, Perplexity, and AI Overviews at minimum
- "Do you optimise for Bing?" - critical for ChatGPT visibility. Most agencies neglect it
- "Can I see a case study with before-and-after citation data?" - not just traffic increases
- "What does your audit cover?" - should include robots.txt, schema, AI crawler access, and citation checks
- "How do you measure success?" - should mention citation frequency and AI referral traffic, not just rankings
- "What is your contract length?" - avoid 12-month lock-ins for a discipline this new
Pricing expectations
In the UK market, expect £1,500-£3,000/month for small business, £3,000-£8,000 for mid-market, and £8,000-£25,000+ for enterprise. If quoted well below, question what is being cut. If well above, ensure the premium is justified by results.
Most reputable agencies offer an initial audit (£500-£2,000 one-off) before a retainer. This is a good way to evaluate quality before signing.
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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