Guide

Who Should I Hire for AI Search?

The AI search landscape is new enough that many agencies are adding "AI SEO" to their services without fundamentally changing what they do. Here is how to tell the difference between genuine AI search expertise and repackaged traditional SEO.

Our analysis of 1,400+ UK businesses shows that most agencies claiming AI search expertise are still using outdated approaches. They treat AI visibility like traditional search engine optimisation, missing the fundamental differences in how AI systems work.

The stakes are high. Businesses working with inexperienced agencies waste months pursuing strategies that don't work for AI search. Meanwhile, their competitors gain visibility in the fastest-growing search channel.

What to Look For

Multi-Platform Testing and Expertise

Do they test across multiple AI platforms? Not just ChatGPT. A real AI search agency tests across all six major platforms: ChatGPT, Claude, Gemini, Perplexity, Copilot and Google AI.

Each AI system has different training data, retrieval methods, and ranking factors. ChatGPT might favour your content whilst Perplexity ignores it entirely. Claude could highlight your expertise whilst Gemini promotes competitors.

For example, a Manchester law firm we audited appeared in 78% of ChatGPT answers for employment law queries. But they were completely absent from Claude and Perplexity results. An agency testing only ChatGPT would miss this critical gap.

Ask potential agencies which platforms they monitor. If they mention fewer than four, look elsewhere. If they focus solely on ChatGPT, run.

Clear Methodology and Measurement

Do they have a methodology? Ask for it. If they cannot explain how they measure AI visibility, they are guessing.

Legitimate AI search agencies develop systematic approaches to testing and measurement. They create query sets relevant to your industry. They track mention frequency, position, and context across platforms. They measure changes over time.

A proper methodology includes:

• Industry-specific query development
• Baseline visibility measurement
• Regular testing schedules
• Cross-platform comparison
• Performance tracking systems

Agencies without methodology rely on anecdotal evidence. They cannot prove their strategies work. They cannot demonstrate ROI. They cannot adapt when platforms change.

Original Research and Data

Do they have original research? Agencies with their own audit data understand the landscape. Those without are following others.

The best AI search agencies invest in research. They audit hundreds or thousands of businesses. They identify patterns across industries. They discover what works and what doesn't.

Our research across 1,400+ UK businesses revealed that professional services achieve 23% higher AI visibility than retail businesses. We discovered that businesses with strong local citations appear 67% more frequently in location-based AI queries. This data shapes our strategies.

Ask agencies about their research. Do they publish findings? Can they share industry benchmarks? Do they have case studies with measurable results? Agencies without data are working blind.

Ecosystem Approach Beyond Content

Do they work on ecosystem optimisation, not just content? AI visibility comes from many sources, not just your website.

Traditional SEO focuses heavily on website optimisation. AI search requires a broader approach. AI systems pull information from multiple sources across the web ecosystem.

A comprehensive AI search strategy includes:

• Website content optimisation
• Knowledge panel management
• Industry publication presence
• Directory and citation optimisation
• Social media authority building
• Third-party content placement

For instance, a Birmingham accounting firm increased AI visibility by 340% through ecosystem optimisation. We optimised their website, secured mentions in industry publications, updated business directories, and enhanced their knowledge panel. Website changes alone would have achieved maybe 50% improvement.

Red Flags to Avoid

Guaranteed Rankings Promises

Agencies promising "guaranteed" AI rankings don't understand how AI systems work. AI answers cannot be guaranteed because the systems are probabilistic, not deterministic.

Unlike traditional search engines with relatively stable algorithms, AI systems continuously evolve. Training data changes. Models update. Retrieval methods improve. What works today might not work tomorrow.

Legitimate agencies discuss probability and improvement trends. They set realistic expectations based on data. They explain variables beyond their control. They focus on sustainable visibility growth, not impossible promises.

Single Platform Focus

Agencies focusing only on one platform (usually ChatGPT) miss the bigger picture. Different AI systems serve different user populations and use cases.

ChatGPT dominates consumer awareness, but business users increasingly prefer Perplexity for research. Microsoft Copilot integrates with workplace tools. Google AI influences traditional search results. Claude excels at complex analysis tasks.

Single-platform optimisation creates vulnerability. If that platform changes its algorithm or loses market share, your visibility disappears overnight. Diversified AI presence provides stability and reach.

Add-On Service Mentality

Agencies offering AI SEO as an add-on to traditional SEO retainers haven't recognised the fundamental shift. AI search requires different thinking, different processes, and different expertise.

Traditional SEO focuses on keyword rankings and link building. AI search prioritises entity recognition, semantic relationships, and authority signals. The overlap exists, but the strategies diverge significantly.

Agencies treating AI search as an afterthought allocate insufficient resources. They assign junior staff to learn on the job. They use traditional tools for AI challenges. Results suffer accordingly.

No Published Research or Methodology

Agencies without published methodology or research are experimenting with your budget. They cannot demonstrate expertise because they haven't developed any.

The AI search field moves quickly. Agencies must invest in continuous research to stay current. They must test strategies across clients. They must publish findings to establish credibility.

Agencies without published work are either too new to have developed expertise or too inexperienced to produce meaningful results. Either way, they're not the right choice for serious AI search investment.

Questions to Ask Potential Agencies

Use these questions to evaluate AI search agency expertise:

Question	Good Answer	Red Flag Answer
Which AI platforms do you monitor?	Lists 4+ platforms with specific testing approaches	Only mentions ChatGPT or gives vague response
How do you measure AI visibility?	Explains systematic methodology with metrics	Cannot provide clear measurement approach
What research have you published?	Shares studies, data, or industry insights	No published research or case studies
How is AI search different from traditional SEO?	Explains fundamental differences in approach	Suggests they're mostly the same
What results can you guarantee?	Discusses probabilities and realistic outcomes	Promises specific rankings or positions

Making the Right Choice

Choosing the right AI search agency determines your success in this emerging channel. The difference between expert and amateur guidance could mean thousands of pounds in wasted investment.

Take time to evaluate potential partners thoroughly. Request case studies with measurable results. Ask for methodology documentation. Verify their multi-platform approach. Check their published research.

The best agencies welcome scrutiny. They're proud of their methodology. They share research freely. They explain their approach clearly. They set realistic expectations based on data.

Before committing to any agency, understand your current AI visibility position. Our free audit measures your presence across all major AI platforms and provides baseline data for improvement tracking.

Key Takeaways

• Multi-platform expertise is essential - agencies focusing on single platforms miss opportunities and create risk
• Methodology matters more than promises - systematic approaches deliver measurable results
• Original research indicates genuine expertise - agencies with data understand what works
• Ecosystem optimisation beats content-only approaches - AI systems pull from multiple sources
• Guaranteed rankings are impossible - legitimate agencies discuss probabilities, not certainties
• Add-on services receive insufficient attention - AI search requires dedicated expertise and resources
• Published work demonstrates credibility - agencies without research lack proven expertise
• Thorough evaluation prevents costly mistakes - invest time in agency selection to avoid wasted budget