Quick answer: Ask an AI SEO agency how specifically they will get you cited in AI answers, what the first ninety days look like, how and how often they report, which metrics they track, who does the work, and whether you can speak to a similar client. Good answers describe a concrete process; vague reassurance and guarantees are red flags.
Why the questions matter more than the pitch
Most agencies can deliver a polished pitch, so the deck tells you very little. The questions you ask, and how the agency answers them, reveal whether there is a real process underneath the presentation. The goal of the conversation is to hear specifics: how they work, what they measure, and who actually does the work.
Treat the vetting call as a preview of the relationship. An agency that explains its method clearly and admits its limits now will report clearly and honestly later. One that deflects with jargon and guarantees will do the same once you have signed.
Questions about approach and method
Start with how they actually plan to improve your visibility, especially inside AI answers. You want a concrete method, not a promise.
- How specifically would you get our brand cited in AI answers, not just ranked?
- How do you balance traditional SEO fundamentals with GEO and AEO?
- What does your process look like for building authority and citations?
- How do you decide what to work on first for a business like ours?
Questions about process and the first 90 days
How an agency starts tells you how disciplined it is. The best ones diagnose before they prescribe, which usually means an audit comes first.
- What does the first ninety days look like, week by week or month by month?
- Do you begin with an audit, and what does it cover?
- How do you prioritise quick wins versus long-term authority building?
- What do you need from us, and how much of our time will it take?
Questions about reporting and metrics
Reporting is where good agencies and weak ones separate most clearly. You want to see the metrics that reflect real outcomes, including AI visibility, not a dashboard of vanity numbers.
Pay close attention to whether they track AI citations and share of voice. In 2026, an agency that reports only on rankings is measuring half the picture, and may be hiding the half where you are losing ground.
- Which metrics do you report on, and why those?
- Do you track AI citations and share of voice inside AI answers?
- How often will we get reports, and will they include setbacks?
- How do you connect SEO activity to leads or revenue?
Questions about the team and proof
Find out who will actually do your work and what evidence backs their claims. The person in the meeting is often not the person on the keyboard, and that is fine as long as you know who is.
- Who specifically will work on our account, and what is their experience?
- Can you show results for businesses like ours, ideally in our category?
- Can I speak to a current or past client similar to us?
- Can you show your own or a client’s visibility inside AI answers?
Questions about pricing, contracts, and exit
Money and commitment questions protect you from the most common traps: hidden scope, long lock-ins, and painful exits. Clear, confident agencies answer these without flinching.
- What exactly is included in the price, and what costs extra?
- Is there a minimum term, and is there an early review point?
- What happens to the content and assets if we leave?
- Can we start with a paid audit before committing to a contract?
| Topic | Reassuring answer | Walk-away answer |
|---|---|---|
| AI visibility | A concrete method and examples | We use AI tools, with no specifics |
| Reporting | AI citations and outcomes, including setbacks | Rankings only, good news only |
| Contract | Short term or audit-first, clear exit | Long lock-in, no early review |
| Guarantees | No guarantees, evidence and a plan | Guaranteed rankings or citations |
How to score the answers you get
Asking good questions only helps if you grade the answers consistently. Rather than relying on a gut feel after each call, score every agency on the same simple scale so you are comparing substance, not charisma.
After each conversation, rate how specific, honest, and relevant their answers were. The agency that scores highest on a concrete process and real evidence, not the one with the slickest deck, is usually the right choice.
- Specificity: did they describe a real process, or speak in generalities?
- Honesty: did they admit limits and timelines, or promise guarantees?
- Relevance: did they show results for businesses like yours?
- Clarity: could you summarise what they would actually do afterwards?
How MarGen answers these questions
We built MarGen to pass exactly this kind of interrogation. We start with a paid audit, explain our GEO, AEO, and citation-authority method in plain language, and report on AI citations and outcomes rather than vanity rankings. You always know who is working on your account and what your money is doing.
If an agency cannot answer the questions above with specifics, keep looking. The right partner will welcome them, because clear questions are how good clients and good agencies find each other.
See MarGen’s AI SEO Packages
MarGen runs AI SEO as one connected programme — the Synaptic Authority Engine — across three retainer tiers: Foundation (£1,950/mo), Authority (£5,950/mo) and Dominance (from £12,950/mo), each starting with a free audit. See the full packages and pricing breakdown, or book your free AI Visibility Audit to find the right fit.
Frequently Asked Questions
What is the single most important question to ask?
How specifically will you get us cited in AI answers, not just ranked? It forces the agency to reveal whether they have a real GEO and AEO method or are simply reskinning traditional SEO with AI language. The specificity of the answer tells you almost everything.
How can I tell a good answer from a bad one?
Good answers describe a concrete process, name real metrics, and admit limits and timelines. Bad answers lean on jargon, guarantees, and reassurance. If you cannot summarise what they would actually do after the call, that is a warning sign.
Should I ask for guarantees?
You can ask, but the right answer is that no one can guarantee rankings or AI citations, because results depend on competition and changing algorithms. An agency that offers guarantees is either naive or dishonest. Look for evidence and a plan instead.
What should they report on in 2026?
Beyond rankings and traffic, they should track AI citations and share of voice inside AI answers, and connect activity to leads or revenue. Reporting only on rankings means measuring half the picture as more searches end inside AI answers.
Is it reasonable to ask to speak to a client?
Completely reasonable, and a confident agency will arrange it. Speaking to a client similar to you reveals what the experience is actually like, how communication works, and whether results matched promises. Reluctance here is a red flag.
Should I ask about starting small?
Yes. Ask whether you can begin with a paid audit before a long contract. It lets you test the agency’s thinking and communication with little at stake, and a good agency will welcome it because the audit usually demonstrates value on its own.
How should I compare two agencies that both sound good?
Score them on the same scale: specificity of process, honesty about limits, relevance of results, and clarity of communication. Give both the same brief and questions, then judge substance over presentation. The one with a concrete method and real evidence beats the one with the slicker pitch.
What is a red flag in how an agency answers questions?
The biggest red flags are vague answers dressed in jargon, guarantees of rankings or AI citations, reluctance to share client references, and reporting that covers only rankings and only good news. If you leave a call unable to describe what they would actually do, treat that lack of specifics as your answer.
Should I send the same questions to every agency?
Yes. Sending an identical set of questions to each agency is the fairest way to compare them, because it forces every candidate to answer on the same terms. It also surfaces who diagnoses your situation versus who recites a generic pitch, and how clearly each one communicates before any money changes hands.
Key Takeaways
- The questions, not the pitch, reveal whether a real process exists.
- Ask how specifically they will earn AI citations, not just rankings.
- Demand reporting that includes AI visibility, outcomes, and setbacks.
- Find out who does the work and ask to speak to a similar client.
- Confirm you can start with an audit before any long contract.
About the Author
Leeroy Powell is the founder of MarGen, an AI visibility agency that engineers GEO, AEO, and AI citation authority for B2B SaaS, financial services, legal, healthcare, and premium e-commerce brands. He writes about how search is changing as AI answer engines reshape how customers find and trust businesses.