Choosing the Right Agency for Traditional and AI-Powered Search Optimization

If you're looking to grow your business, reach more customers, or stay ahead of the competition, it’s time to rethink how your business shows up online.

The way people find businesses has changed. It’s not just about showing up in Google searches anymore. Now, people are also searching using AI assistants like ChatGPT, Siri, or even Google’s new AI-generated summaries—and the answers they’re getting are influencing their purchase decisions.

Why this matters for your business

Yes, Google searches are still important. Google is the leader in search, and it’s not even close. 

But people are clicking less and asking more. That means you don’t just want to be found—you want to be the answer.

This is where newer strategies like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) come into play. Your search engine optimization strategy can no longer start and end with traditional search. It needs to encompass chatbots and answer engines for the best results.

If this all sounds a bit technical, don’t worry. This guide is designed to help you—no marketing degree required—understand what to look for in an agency that can guide your business through these changes. So whether you’re currently working with an agency or are realizing a potential need to partner with an agency on generative search optimization, this guide can help you determine which agency is best for driving your business goals.

Some quick definitions

Before we dive in, let’s get on the same page about the terms we’re using and what they mean for your business:

• SEO (Search Engine Optimization): Helps your business show up in Google search results.
  
• AEO (Answer Engine Optimization): Prepares your content to show up in answers from AI tools like Siri or ChatGPT.
  
• GEO (Generative Engine Optimization): Helps your business get mentioned in AI-generated summaries or responses.
  

7 things to look for in a GEO, AEO, and SEO agency

If you’re exploring agencies that could handle your search visibility strategy, you might be feeling overwhelmed with options. 

The search landscape has rapidly shifted to encompass AI tools like ChatGPT, Google's AI Mode, and many others. The best agencies will work with you to understand the current state of your website, grow your performance and presence in traditional search results, and then layer on the necessary elements for generative search visibility.

Here are the top things to look for in a search visibility agency.

1. They understand today’s search landscape

People don’t just search on Google anymore. They talk to AI tools, browse forums like Reddit, or get answers directly from their phones.

Your agency should know how to help your business show up in all these places—not just traditional search engines. That means combining SEO, AEO, and GEO into one approach that drives real results (like leads or sales), not just traffic.

Why this matters now more than ever

The way people search has become less predictable. Someone might start by asking a question in ChatGPT, then check Google, scroll through Reddit for real-world opinions, and finally visit a few websites to compare options. If your business only shows up in one of those steps—or worse, none at all—you’re losing opportunities. 

Traditional SEO (search engine optimization) is still the bedrock of any online strategy. You need to prep your site for GEO by making sure it's technically sound, easy to use, and discoverable in search engines like Google. Without SEO fundamentals, including a clear site structure, optimized metadata, fast page speed, and authoritative content, your digital presence lacks a solid foundation.

A good SEO/GEO/AEO agency knows how to meet potential customers wherever they are in that journey. It’s not just about technical know-how. It’s about understanding real behavior and crafting strategies that help your business stay visible, credible, and connected throughout the entire decision-making process.

What to ask an agency

• Can you show examples of businesses like ours getting mentioned in AI responses?
• How do your efforts go beyond rankings to generate actual leads or revenue?
  

2. They know how to create AI-friendly content

Today’s content is competing for both human attention and inclusion in AI-generated responses. Large language models (LLMs) favor information that’s clear, well-structured, current, and backed by credible expertise. These are criteria that most readers appreciate, too.

Why this matters now more than ever

It’s not just about writing content that appeals to human readers anymore. With AI tools like ChatGPT and Siri pulling content from websites to answer questions, you need to make sure your content is structured in a way that both people and machines can easily digest. 

The content should be easy to scan, well-organized, and formatted for quick AI parsing, all while serving your audience’s needs. In a world where users expect answers in an instant, a strong LLM-centric strategy positions your business as the first choice when they need information or solutions.

What to ask an agency

• Will our content be structured so AI tools can understand and use it?
• Can you show examples where content updates led to AI mentions?

3. They use the right technical setup

Even the most compelling content can be invisible to AI tools if it’s not marked up in a way they can understand. Structured data acts like a translator between your website and search or AI systems, helping them interpret exactly who you are, what you offer, and how it should be presented.

Why this matters now more than ever

Imagine your content is a great book, but the AI is like a librarian who needs a catalog system to find the right pages. Without schema markup, AI tools won’t know where to look, what to highlight, or how to feature your business as a trusted source. 

A skilled agency will know how to implement structured data that ensures your business shows up where it matters most, whether it’s in rich search results, on maps, or inside an AI-generated response. 

Without it, you risk being overlooked entirely.

What to ask an agency

• What technical updates would you make to our site first?
• Can you show results where these updates helped another business?
  

4. They help build a clear, trusted online identity

AI and search engines rely on consistent, verifiable search signals to know your business is real, authoritative, and relevant. These “search signals” include everything from your Google Business Profile to your brand’s presence on authoritative sites.

Why this matters now more than ever

When AI tools pull data to answer questions, they want to make sure the businesses they reference are trustworthy and credible. Think of these signals to LLMs about your online reputation.

The more consistent, well-documented, and professional your business looks across platforms (Google, LinkedIn, Yelp, etc.), the more likely AI tools will cite your brand. Your agency should be focused on improving these signals, from updating your business profiles to building strong, consistent, and well-documented content that AI tools can trust.

What to ask an agency

• Is our business information consistent across platforms?
• How would you improve our online reputation and visibility?
  

5. They think beyond just Google

Your future customers are also on local business sites like Apple Maps and Yelp, and social platforms like Instagram, Reddit, TikTok, and more. A strong agency has the in-house expertise to help you reach them wherever they are—especially on platforms that AI tools look to for information.

Why this matters now more than ever

The journey to finding the right product or service is no longer linear. Customers might discover your business through a search on Reddit, an AI assistant, or a review on Yelp. If your business is optimized for one platform but not others, you’re missing valuable touchpoints in the customer journey. 

A strong agency will help you build a broad, multiplatform presence that ensures your brand is discoverable and credible—no matter where people are looking for answers. Whether it’s AI-driven tools, social media, or traditional search, your business should be everywhere your audience might be.

What to ask an agency

• What platforms do you recommend we focus on besides Google?
• How do you tailor content for different channels?
  

6. They understand the tech behind the scenes

Even the best content and optimization efforts won’t matter if search engines and AI tools can’t access, parse, or trust your site. Solid technical SEO foundations ensure your content is discoverable and answer-ready, while safe experimentation allows you to test new AI-friendly formats without risking rankings or brand integrity.

Why this matters now more than ever

Technical issues are like roadblocks that stop both search engines and AI tools from finding your content. Whether it’s broken links, slow loading speeds, or poor site structure, technical SEO keeps your website running smoothly and ensures that search engines and AI tools can crawl and read it. 

As the digital landscape shifts, forward-thinking agencies should also be experimenting with new, AI-friendly content formats (like structured Q&A sections and internal linking) while making sure your core SEO health remains intact.

What to ask an agency

• What’s included in your technical audit?
• How do you test new ideas without risking current search rankings?

7. Reporting and results that matter to you

You’re not hiring an agency for clicks—you’re hiring them to help grow your business.

If you’re only tracking keyword rankings and traffic, you’re missing the bigger picture. In the GEO/AEO era, measurement must connect AI visibility to real business outcomes. And with a new service like this, ROI is everything.

Why this matters now more than ever

Tracking traffic and rankings is helpful, but they don’t tell you whether your business is actually making an impact. Visibility in AI-driven answers needs to translate into real business results, such as new leads, sales, and customer engagement. Conversion tracking is more important than ever, and having a strong attribution strategy will be crucial to proving both the ROI and business impact of GEO.

The right agency will show you how their work is turning into results like leads, sales, and brand visibility in AI tools. They should be able to connect the dots between their efforts and your bottom line.

What to ask an agency

• How will you track our visibility in AI answers?
• Can you show how that visibility ties to actual leads or revenue?
  

Choose an agency that leverages SEO, AEO, and GEO

The way people search is changing—and fast. Winning in today’s digital world isn’t just about showing up. It’s about being the answer your future customer sees, trusts, and acts on.

To win in this new world, you need a partner who understands the bigger picture—an agency that isn’t just focused on traditional search rankings or traffic. You need an agency that can unite SEO, AEO, and GEO strategies into one cohesive plan, ensuring that your business is not only visible but also relevant and trusted across multiple platforms.

Drive better business results with Perrill

Choosing the right agency isn’t just about checking boxes. It’s about finding a partner who understands where your business is going and can guide your online presence to drive your goals.

If you’re ready to partner with an agency on your search visibility strategy, reach out. Our team of digital experts is ready to help you drive the results that matter most through a holistic SEO, GEO, and AEO strategy.