Most “how to choose an SEO agency” guides are copy-and-paste jobs. They’ll tell you to check case studies, read testimonials and compare pricing. Sure, do that. But right now, that’s not the problem.
The problem is agencies AI washing their services – slapping an “AI-ready” badge on the same old playbook, or worse, pushing shiny tactics that make them look clever but leave your brand exposed.
Search has splintered. Google’s AI Overviews, ChatGPT, Perplexity, TikTok, Reddit – discovery is fragmenting, and the rules of visibility are shifting with it. What you need isn’t hype. It’s a partner who can help your brand show up and stay trusted, wherever people are searching.
Here’s how to tell if an agency is genuinely strategic, or just dressing up old tactics in AI buzzwords.
1. Sector knowledge is fine – agility is better
Yes, industry experience matters, especially in regulated or complex markets like health, finance, or education. An agency that understands compliance, audience nuance, and sector language can save you a lot of time and risk.
But here’s the catch: deep sector knowledge often breeds comfort. If your agency is still rolling out the same strategy they used two years ago, they’re not adapting, they’re recycling. Search has shifted. AI search surfaces weren’t even in the conversation 18 months ago, and if their playbook hasn’t changed since then, that’s a problem.
The agencies worth trusting are the ones that can take what they know about your industry and apply it to new contexts. That might mean:
- Testing how your brand shows up in AI Overviews and Perplexity queries
- Updating content strategies to help shape brand perception
- Shifting reporting away from raw traffic towards visibility and brand lift
Ask: “What’s changed in your strategy since AI overviews started flooding the SERPs and people began using ChatGPT for research?”
Good answer: Something along the lines of: “We’re building brand clarity and awareness through SEO, digital PR, and content designed around real research and decision journeys.”
Bad answers:
- “We’ll pump out listicles to rank you #1 in your industry.”
- “We’ll optimise your blogs for ‘chunking’ so AI models can lift the text.”
- “Our GEO strategy is about chasing citations in AI Overviews.”
Agility is the difference between staying visible as discovery changes or quietly disappearing.
2. Check their view on AI search (and the GEO vs SEO debate)
GEO. AEO. SXO. WTF. Agencies love acronyms – you’ll find LinkedIn feeds plastered with them. But even Google’s Gary Ilyes doesn’t believe the hype.
The industry’s divided. Some want to rebrand SEO as GEO or AEO because it’s easier to sell. Others think everything has changed, but still call it SEO. My view? Settle on search marketing. It’s a more honest fit because it covers the broader mix of surfaces – search engines, social and now AI assistants. And if AI models are increasingly shaping how your brand is perceived, then marketing is the more accurate lens.
Whether you call it GEO or not, what matters is this: can the agency explain how they’re going to help your brand be understood, cited and recommended when your audience is researching?
Questions to ask:
- “How are you improving discoverability in AI search experiences?”
- “What’s your approach to brand mentions, structured data, and trusted sources?”
- “How will you measure our success in AI Overviews and ChatGPT?”
The danger isn’t just agencies ignoring change. It’s agencies chasing hype and selling acronyms without strategy.
3. Spot the tactics that put your brand at risk
AI washing often hides a weak strategy. Think:
- “Top 10” listicles where their client magically lands at #1
- Paid “awards” that don’t mean anything
- Fake reviews and testimonials
These tricks might generate short-term visibility, but they erode trust – and when LLMs are pulling research to answer questions, trust is the difference between being cited and being ignored.
A good SEO agency should care about how your brand is represented, not just that it’s visible. What’s already happening is agencies patting themselves on the back for earning citations, without asking where those citations are, what value they bring, or how the brand is being positioned. Visibility without brand alignment isn’t a win – it may just be a liability.
4. Look at what they measure
If your agency is only reporting keyword rankings and traffic, you’re getting a 2019 view of search in 2025. Those metrics aren’t irrelevant, but they don’t tell the whole story.
Stronger signals now include:
- Share of search vs competitors
- Visibility across AI surfaces
- How your brand is being mentioned and framed in trusted sources
Impressions can be useful as a visibility proxy, but they’re not the endgame. What you really want to see is how visibility translates into brand lift.
Ask: “How do your reports reflect progress across both traditional and AI-driven search?”
If they don’t know how to measure it, they probably don’t know how to influence it.
5. See if they lead, or just follow
A solid SEO agency doesn’t just tweak in the background – they share what they’re learning.
The agencies worth trusting are the ones publishing perspectives, sharing test results, and contributing to the debates shaping search. Even if their answers aren’t perfect (no one’s are right now), it shows they’re engaged and experimenting.
Look for signs like:
- Posting POVs on LinkedIn or their blog about AI search
- Sharing what they’ve tested and what they’ve learned
- Taking part in industry discussions (and not just when it’s trendy)
Thought leadership is a strong indicator that they’re proactive, not just reactive.
6. Choose strategy over hype
If an agency promises to “future-proof” your SEO, that’s AI washing at its peak. No one knows exactly how discovery will look in five years.
Yes, ChatGPT is on a steep growth curve. If it continues, it could surpass Google in users by 2030. But that doesn’t mean it’s replacing Google traffic. What we’re seeing is people using AI tools for research, then turning to Google when they’re ready to search.
Recent data from Semrush and Profound suggests one-third to two-thirds of AI chatbot queries are generative – drafting, brainstorming, creating – not search in the traditional sense. That’s why Google should still be a big focus.
The right partner will talk about:
- Building brand salience so you’re remembered when it matters
- Balancing quick wins with long-term authority and trust
- Preparing for discovery to keep shifting (agents, new platforms, new behaviours)
That’s strategy. Everything else is tactics or hype.
What it all comes down to
AI washing is easy to spot once you know the signs. The wrong agency will hide behind acronyms, short-term tricks and big promises.
The right agency will help you stay visible, credible, and adaptable – not just in Google rankings, but across the new search surfaces where decisions are being made.
Whether you call it SEO, GEO or something else, the labels don’t matter. The strategy does.
Want to know how your brand stacks up in AI-driven search? Book an SEO Sprint today.
