The AI search landscape is growing, and agencies are racing to keep up. Some are genuinely building expertise in LLM optimisation. Others are adding “AI search” to their service list without truly understanding how platforms like ChatGPT, Gemini, or Perplexity actually select sources for their users.
The difference between working with a genuine LLM SEO expert and an agency that’s simply rebranded from traditional SEO? Potentially months of wasted effort and budget with nothing to show for it.
For professional services businesses in particular, where your reputation depends on being cited as a credible source, choosing the wrong partner can be costly.
With this in mind, here’s what you need to know when evaluating LLM SEO agencies.
Why most agencies aren’t ready for LLM optimisation
Traditional SEO expertise doesn’t automatically translate into AI search optimisation knowledge. The skills overlap, but the strategies differ.
We’re seeing three types of agencies currently:
The rebranders have simply renamed their existing SEO packages as “AI search optimisation” without changing their approach. They’ll optimise your meta descriptions and build backlinks which helps traditional search, but this rarely affects LLM visibility.
The experimenters understand that AI search matters, but haven’t developed proven methodologies yet. They’re learning on your budget, which might work if you’re patient and their lower pricing reflects their inexperience.
The specialists have invested in understanding how different AI platforms select sources, developed specific optimisation frameworks, and can demonstrate genuine results across multiple clients.
Many agencies fall into the first category. Some are in the second. Very few have reached the third.
A mortgage broker in London doesn’t need an agency that’s “exploring” LLM optimisation. They need one that already knows how to get their expertise cited when someone asks ChatGPT about remortgaging options.
Red flags when evaluating AI search marketing agencies
Certain warning signs reveal agencies that aren’t ready to deliver genuine LLM optimisation results.
Guaranteed rankings in AI platforms
Any agency promising “first position in ChatGPT” doesn’t understand how AI search works. There are no positions. You’re either cited as a source or you’re not. Agencies making ranking promises are applying traditional SEO thinking to a completely different landscape.
Focusing purely on keywords
LLM optimisation isn’t about keyword density or exact-match phrases. It’s about comprehensive topic coverage, clear expertise signals, and content structure that AI platforms can cite. An AI SEO specialist agency that leads with keyword strategies is missing the point entirely.
No platform-specific knowledge
Ask them how ChatGPT’s source selection differs from Perplexity’s. If they can’t articulate specific differences, they’re not specialists. Each platform prioritises different signals, and genuine GEO (Generative Engine Optimisation) services agencies understand these nuances.
Lack of AI search examples
Request case studies or examples where they’ve improved AI visibility for clients. If they can’t demonstrate actual citations in ChatGPT, Gemini, or other platforms, they’re still learning. Your business shouldn’t be their testing ground.
Overpromising timelines
“We’ll get you cited in ChatGPT within two weeks!” is unrealistic unless your domain already has strong authority and excellent content. Genuine agencies specialising in LLM search optimisation set realistic expectations based on your starting point.
According to research from Google, AI-generated search features prioritise quality, relevance and credibility above traditional ranking factors. Agencies that don’t grasp this fundamental shift won’t usually deliver results.
What to look for in the best LLM optimisation agencies
The right generative engine optimisation agency demonstrates specific characteristics that separate them from pretenders.
Demonstrated expertise across platforms
They should understand ChatGPT, Gemini, Perplexity, Claude and other emerging platforms. More importantly, they should explain how each one selects sources differently and how that affects strategy.
When evaluating a ChatGPT SEO agency, ask them to explain why content that works well for ChatGPT might not perform as strongly for Perplexity. Their answer reveals whether they truly understand the landscape.
Clear methodology and process
Genuine LLM SEO experts have developed frameworks for:
- Auditing existing content for AI-friendliness
- Structuring information for optimal AI analysis
- Building credibility signals that platforms recognise
- Monitoring citation frequency across platforms
- Iterating based on what actually drives visibility
A financial planning firm for example shouldn’t engage an agency that’s “working it out as we go.” You need proven processes that have delivered results for similar professional services businesses.
Industry-specific experience
LLM optimisation for a healthcare practice differs from optimisation for a property developer. The questions people ask AI vary dramatically. The credibility signals that matter differ too.
An AI citation optimisation agency working with medical professionals should understand how to position clinical expertise, handle sensitive health topics, and ensure citations reflect genuine medical authority. If they treat every industry the same way, they won’t deliver optimal results.
Transparency about what they can and can’t control
Honest agencies admit that AI platforms evolve rapidly. They can optimise your content to be citation-worthy, but they can’t force ChatGPT to cite you for every relevant query. Anyone promising complete control is overselling.
Essential questions to ask before you hire an LLM SEO agency
These questions separate genuine specialists from agencies still learning.
“Can you show me specific examples of clients appearing in AI search results?”
Not just traditional Google rankings. Actual screenshots or documented examples of ChatGPT, Gemini, or Perplexity citing their clients as sources. If they can’t produce these, their LLM optimisation experience is theoretical rather than practical.
“How do you measure success in AI search?”
The right answer involves citation frequency, brand mentions in AI responses, traffic from AI referrals, and ultimately qualified leads from AI visibility. Irrelevant answers focus on traditional metrics like keyword rankings that don’t apply to LLM optimisation.
“What’s your approach to building credibility signals?”
They should discuss author credentials, professional qualifications, comprehensive content coverage, structured data implementation, and platform-specific optimisation techniques. Vague answers about “quality content” aren’t enough.
“How often do you update strategies based on platform changes?”
AI platforms evolve constantly. An LLM optimisation agency needs active monitoring processes and regular strategy adjustments. If they’re using the same playbook they developed six months ago without updates, they’re already behind.
“What happens if our industry is highly competitive in AI search?”
Their answer should acknowledge competition whilst explaining specific tactics for differentiation. A property solicitor in London faces different challenges to a specialist healthcare provider in a smaller market. Strategy should reflect this.
Understanding pricing for ChatGPT optimisation services
Pricing varies wildly across agencies, and understanding what drives costs helps you evaluate value.
Beware of extremely cheap packages
LLM optimisation done properly requires significant expertise and ongoing effort. Agencies offering comprehensive AI search optimisation for £500 monthly either don’t understand the work involved or are providing superficial services that won’t deliver results.
A financial adviser paying bargain rates gets bargain results. When your goal is establishing credibility in AI search, cutting corners on expertise is counterproductive.
Understand what’s included
Comprehensive GEO agency services should include:
- Initial AI visibility audit across multiple platforms
- Content strategy development
- Ongoing content optimisation or creation
- Technical implementation (schema, structured data)
- Monthly monitoring and reporting
- Strategy adjustments based on results
If the scope seems limited but the price is high, question what you’re actually getting.
Value ongoing optimisation over one-off projects
AI search optimisation isn’t a one-time fix. Platforms evolve, competition increases, and your content needs regular updates to maintain visibility. Agencies offering only one-off audits or implementations won’t deliver sustained results.
Think of it like this: engaging an LLM SEO agency in London or elsewhere should feel like bringing in a specialist partner, not just buying a product.
When to consider working with specialists versus generalists
Sometimes you need a full-service digital agency handling everything from traditional SEO to LLM optimisation. In certain situations, however, specialist focus makes more sense.
Choose specialists when:
- Your business depends heavily on being cited as an expert source
- You’re in a highly competitive professional services sector
- Traditional SEO is already handled and you want dedicated AI focus
- You need deep platform-specific expertise
- Results from AI search will directly impact revenue
A Harley Street medical practice competing for citations in health-related AI queries needs specialist expertise, for example, not a generalist dabbling in LLM optimisation.
Choose generalists when:
- You need both traditional and AI search visibility
- Your budget favours integrated services over multiple vendors
- You’re building visibility from scratch across all channels
- You value coordinated strategy across all digital marketing
The key is ensuring whichever approach you choose, the agency demonstrates genuine LLM optimisation expertise rather than rebadged traditional SEO.
Making the right choice for your business
Here’s the reality: most businesses exploring LLM optimisation are doing so because they’ve noticed prospects increasingly use AI platforms for research and recommendations. A property investor asking ChatGPT for mortgage broker recommendations doesn’t need the best Google result. They need to appear in the AI answer.
That shifts everything.
The right AI search optimisation agency understands this fundamental change and has developed proven methods for helping expert-led businesses gain visibility where their prospects are actively searching.
But here’s what matters most: results over promises. Any agency can talk about AI search. The question is whether they can demonstrate they’ve actually helped businesses like yours show up when AI platforms recommend experts in your field.
When evaluating options, prioritise agencies that:
- Show genuine platform-specific knowledge
- Provide transparent, realistic timelines
- Demonstrate measurable results for existing clients
- Understand your industry’s specific challenges
- Offer ongoing optimisation, not just one-off fixes
The landscape of AI search is evolving rapidly. The agencies that succeed in making a difference for growing businesses are the ones genuinely helping them prove their expertise to the AI platforms that millions of people now trust for recommendations.
If you’re ready to explore how a specialist in LLM optimisation could position your business as the go-to expert in your field, start by understanding what genuine expertise looks like. Then find a partner who demonstrates it rather than just claims it.
Because in AI search, being cited as a trusted source isn’t about who shouts loudest. It’s about who proves their expertise most effectively. And the right agency partner makes that difference between being visible or invisible when your ideal clients ask AI for recommendations.
Get in touch with Team Figment if you’re ready to have that conversation with people who’ve already delivered results.
