AI SEO Agency Buyer's Guide
December 9, 2025
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Most SEO agencies still focus exclusively on Google rankings while AI search captures an increasing share of discovery. Finding a partner who understands both traditional SEO and generative engine optimization is harder than it sounds.
Traditional SEO vs AI SEO: The Real Differences
Traditional SEO optimizes for clicks from search engine results pages. AI SEO, also called GEO, optimizes for citations within AI-generated responses.
The fundamental difference lies in the end goal. Traditional SEO drives traffic to your website. AI SEO earns brand references that shape purchasing decisions before users ever reach your site.
Traditional SEO | AI SEO (GEO) |
|---|---|
Keyword rankings | Citation frequency |
Organic traffic | AI share of voice |
Backlink profiles | Entity authority |
Page speed scores | Content extractability |
Questions to Ask Potential AI SEO Agencies
Do you track AI visibility separately from search rankings?
Agencies using only traditional rank tracking miss the AI picture entirely. Look for partners who monitor ChatGPT, Perplexity, and Google AI Overviews specifically. If they can't show you AI citation data, they're not actually doing AI SEO.
What's your approach to entity optimization?
AI systems rely heavily on entity recognition. Your agency should have a clear methodology for building your brand's entity authority across knowledge graphs and authoritative sources. Ask them to explain how they strengthen entity signals.
Can you show before/after AI citation lift?
Request case studies showing measurable improvement in AI citations. Generic traffic increases don't prove AI search competence. A revenue-focused SEO agency should demonstrate results in both traditional and AI metrics.
How do you balance traditional SEO with GEO?
The best agencies recognize that GEO and traditional SEO work together. Traditional SEO remains essential because generative engines rely on many of the same authority and relevance signals as traditional search algorithms.
Red Flags When Evaluating Agencies
No AI-specific reporting
If they can't show you AI citation data separate from organic traffic, they're not actually doing AI SEO. Dashboards should break out AI visibility metrics clearly.
Promises of immediate AI visibility
Building entity authority takes months. Agencies promising quick wins likely don't understand the space. Be skeptical of anyone claiming they can get you cited in AI responses within weeks.
Ignoring technical foundations
Schema markup, content structure, and E-E-A-T signals matter enormously for AI citations. Agencies that skip technical audits miss critical optimization opportunities.
No prompt testing methodology
Leading agencies test how AI responds to various queries about your brand and competitors. Without systematic prompt testing, optimization is guesswork.
What to Expect from an AI SEO Engagement
Months 1-2: Audit and Strategy
Your agency should establish a baseline with:
AI visibility measurement across platforms
Entity audit and gap analysis
Content extractability assessment
Competitive AI citation analysis
Months 3-4: Foundation Building
Implementation work typically includes:
Schema markup implementation
Content restructuring for AI readability
Entity signal strengthening
Citation-worthy content creation
Months 5-6: Optimization and Scaling
Ongoing optimization covers:
Prompt testing and refinement
Multi-platform visibility tracking
Iterative content improvement
ROI measurement and reporting
How Much Does AI SEO Cost?
Mid-market brands typically invest $75k-$150k annually in comprehensive GEO programs including tools, content creation, and analytics. Enterprise budgets may exceed $250k depending on competitive intensity and scope.
Smaller budgets can still make progress. Start with foundational work like schema implementation and content restructuring before scaling to full AI visibility tracking.
Agency vs In-House: Which Makes Sense?
Most brands benefit from agency partnerships initially to access specialized expertise and tools. In-house teams can take over once processes are established and the learning curve has been addressed.
The hybrid approach works well: use an agency to build the foundation and train your team, then transition to in-house management with occasional agency support for strategy updates.
The right AI SEO partner understands that GEO complements traditional SEO rather than replacing it. Look for agencies who can demonstrate results in both channels and explain their methodology clearly. Get in touch with Passionfruit for a comprehensive AI SEO audit and long-term SEO fruition.
FAQs
Who leads AI SEO internally?
Typically, the Director of Digital Marketing or Head of SEO leads GEO strategy, partnering with content and analytics teams for execution. The role requires someone who understands both technical SEO and content strategy.
Should we hire an agency or build in-house?
Start with an agency to learn best practices and establish measurement frameworks. Building in-house capabilities makes sense once you understand what good AI SEO looks like.
What results should we expect in the first 6 months?
Expect measurable citation improvements by month 4-6. Full revenue impact typically becomes clear by month 9-12 as AI visibility compounds into traffic and conversions.
How do we evaluate agency expertise?
Ask for specific AI citation case studies, not just traffic growth. Request examples of clients whose brands now appear in ChatGPT or Perplexity responses after working with the agency.
