How to Choose an AIO Agency: 5 Common Pitfalls

Introduction: The Importance of AIO and the Difficulty of Choosing an Agency

The generative AI search experience is rapidly becoming a reality through platforms like Google's SGE (Search Generative Experience) and Perplexity AI. When a user asks, "What's a good Italian restaurant in Nagoya?" the AI integrates information from multiple websites to present a summarized answer. The practice of adapting to this new form of search is "AIO (AI Optimization)." Relying solely on traditional SEO (Search Engine Optimization) and MEO (Map Engine Optimization) is no longer enough to ensure your business's information is included in AI-generated responses.

However, AIO is still a nascent field. As a result, many business owners and web managers find themselves wondering, "Which agency should I hire?" or "I can't tell if the price I was quoted is fair." In fact, we are beginning to hear stories of "failures" where businesses, due to a lack of knowledge, chose an unsuitable agency and saw no results despite the investment.

In this article, as an AIO, MEO, and SEO expert, I will not recommend any specific agency. Instead, from a neutral standpoint, I will work backward from common failure patterns—the "don'ts" of AIO—to explain the key points for choosing an agency you won't regret. I hope this serves as a guide for those considering AIO to find a trustworthy partner.

Understanding the Types of AIO Agencies and Their Differences

Even though they all fall under the umbrella of "AIO agencies," they can be categorized into several types based on their origins and areas of expertise. No single type is superior; the key is to find the best partner for your company's goals and situation. First, let's compare each option neutrally.

Type 1: SEO/MEO Specialists

These are companies that have traditionally offered SEO and MEO services and are now expanding into AIO by leveraging their existing knowledge.

• Strengths: They have a wealth of foundational know-how for improving search engine evaluation, such as content quality assessment (E-E-A-T), keyword analysis, and Google Business Profile (GBP) optimization. Since AI also uses existing web information as its learning source, this foundational strength is extremely important for AIO.
• Weaknesses: They may not have fully caught up with the conversational and summarizing nature of AI. You should also consider that advanced implementation of structured data (Schema.org) and API integration might be outside their technical expertise.

Type 2: Web Production/System Development Focused

These are companies whose core business is website creation or system development, and they are entering the AIO space by leveraging their technical prowess.

• Strengths: They tend to have high precision in implementing "structured data" to correctly convey the meaning of information to AI. They are also quick to follow the latest technological trends and may be able to propose optimal technical solutions for even complex site structures.
• Weaknesses: They may lack a marketing strategy or content planning perspective. Even if the implementation is "technically correct," its effectiveness will be limited if the content doesn't align with user search intent or business goals.

Type 3: Full-Service Digital Marketing Agencies

These are agencies that offer a wide range of services, including ad management, social media marketing, and content marketing.

• Strengths: Their appeal lies in their ability to devise comprehensive strategies that link AIO with other marketing measures like advertising and social media, rather than treating it as a standalone tactic. You can expect proposals that take a bird's-eye view of the client's entire business.
• Weaknesses: The key is whether they have staff with deep, specialized knowledge of AIO. Depending on the representative, their AIO knowledge might be superficial, posing a risk that their strategies become too broad and ineffective.

Type 4: AIO-Specific/Specialized Agencies

These are relatively new types of companies that position AIO as their specific area of expertise.

• Strengths: They dedicate significant resources to analyzing the latest AI search engine algorithms and behaviors, making their expertise highly specialized. They may possess more cutting-edge information and know-how about AIO than any other type of agency.
• Weaknesses: As it's a new field, their track record may still be limited or skewed toward specific industries. Furthermore, if their collaboration with related areas like SEO and MEO is insufficient, the effectiveness of their measures could be limited.

Where Things Go Wrong! 5 Checkpoints for Comparing Agencies

The "don'ts" of AIO are the typical patterns of failure in choosing an agency. By checking the following five points in advance, you should be able to avoid many of these mistakes.

1. Don't Choose an Agency That Clings to the Old Metric of "Results = Rankings"

In traditional SEO, "search ranking" was the most straightforward performance metric. However, in the era of AIO, where AI generates answers, the concept of ranking changes dramatically. Success manifests in various ways, such as your company's information being "cited" in an AI's answer, "presented" as one of several options, or your services being incorporated into a "summary."

• Failure Pattern: The agency only ever submits search ranking reports and insists that "the effects of AIO will appear in the rankings."
• Checkpoint: Ask them, "What do you consider to be the KPIs (Key Performance Indicators) for AIO?" It's crucial to determine if they can propose new, concrete metrics, such as the number of mentions in AI-generated answers, brand name visibility, resulting website traffic, and changes in conversion rates.

2. Don't Choose an Agency Whose Specific Measures Are Unclear

Be wary of explanations that sound good but lack specifics, like, "We'll implement AIO using our proprietary know-how." AIO is not magic; it is the accumulation of steady, consistent effort. You should avoid any agency that cannot clearly explain what tasks they will perform and for what purpose before you sign a contract.

• Failure Pattern: The monthly report simply states, "We implemented AIO measures," with no details about what was actually done.
• Checkpoint: At the proposal stage, confirm whether the following specific measures are included and if the agency can explain their purpose.
  • Implementation and optimization of structured data: What schema (e.g., LocalBusiness, FAQPage, Product) will be implemented on which pages, and why?

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "FAQPage",
    "mainEntity": [{
      "@type": "Question",
      "name": "AIO対策の料金相場はいくらですか？",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "AIO対策の料金は、初期費用が5万円～30万円、月額費用が5万円～50万円以上が相場です。施策の範囲やサイトの規模によって大きく変動します。"
      }
    }]
  }
  </script>

  • Strengthening E-E-A-T: A concrete content plan to communicate to the AI who (the expert) is publishing the information based on what experience (e.g., clearly stating author information, setting up supervisors, expanding a portfolio page).
  • Knowledge Graph optimization: Measures to organize information on Google Business Profile and the official website to ensure the AI accurately recognizes factual information (entity information) about the company or store.
  • User intent analysis and Q&A content creation: A strategy to anticipate questions that target users might have and proactively create content that provides the answers.

3. Don't Choose an Agency with an Opaque or Excessively Low Fee Structure

AIO requires specialized knowledge, analysis, and continuous improvement, which all come at a reasonable cost. Choose an agency with a clear fee structure that can explain the basis for its pricing.

• Failure Pattern: You were drawn in by an extremely low price like ¥10,000 per month, only to find they just run an automated tool and deliver no results.
• Checkpoint: Understand the general industry pricing and judge whether the quote you received is reasonable.
  • Initial Fee: Around ¥50,000 - ¥300,000
    For current situation analysis, competitor research, strategy design, and initial technical setup.
  • Monthly Fee: ¥50,000 - ¥500,000+
    - ¥50,000 - ¥150,000: Focuses on basic maintenance and operation, such as GBP optimization, basic structured data implementation, and simple monthly reports. - ¥150,000 - ¥300,000: Includes the above, plus more proactive measures like detailed content planning, Q&A content creation (a few articles/month), and analysis of competitor AI responses. - ¥300,000+: Acts as a strategic partner, offering large-scale site consulting, specialized technical implementation (like API integration), and extensive support from a dedicated manager.
  An excessively low price may indicate poor quality work, while a price that's too high might not be cost-effective. It is essential to get quotes from multiple agencies and compare their services and fees.

4. Don't Choose an Agency with an Unnaturally Long Contract Period

The AIO landscape changes dramatically every few months. AI algorithms are updated daily, and what works today is not guaranteed to work tomorrow. In such a fast-paced field, a long-term contract can be a risk.

• Failure Pattern: You were told "it takes time to see results" and signed a two-year contract, but after a year, there are still no effects, the representative's knowledge is outdated, and you can't cancel.
• Checkpoint: Check the contract length. The industry standard is typically a 6-month to 1-year contract. Agencies that offer flexible plans, such as a short-term 3-month trial or an automatic monthly renewal after the minimum contract period, are likely to be more trustworthy. Also, be sure to confirm the terms for cancellation should it become necessary before signing.

5. Don't Choose an Agency with Vague Reports

The report, which shares the results of the measures taken and informs the next course of action, is one of the most crucial tools for communication with an agency. If this report is ambiguous and difficult to understand, you cannot determine if the strategy is progressing appropriately.

• Failure Pattern: The report you receive only contains graphs of traffic and search rankings, with no analysis of why those results occurred or plans for the next month.
• Checkpoint: Ask to see a sample report before signing. A good report includes the following elements:
  • A specific account of the measures implemented
  • Changes in AI's responses for target keywords (Before/After)
  • Analysis of citations and mentions of your company in AI answers
  • Analysis of the impact on website traffic and conversions
  • Insights based on the analysis and a concrete action plan for the next month
  The key to identifying a superior agency is whether their reports go beyond mere "reporting" and include a "proposal" for the future.

Criteria for Identifying the Best AIO Agency for Your Business

Based on the five checkpoints mentioned so far, here are the criteria to help you determine the best agency for your specific situation.

1. Judge Based on Your Business Goals and Phase

Clarify why you are implementing AIO. The type of agency and pricing plan you should choose will vary depending on your objective.

• Just starting with AIO: Building a solid foundation is crucial. An agency with a plan in the ¥50,000-¥150,000 per month range that can properly set up your Google Business Profile and site's internal structure is suitable. SEO/MEO specialists or web production types are good candidates.
• Seeking to differentiate from competitors: You have the basics down but want to take the next step. You need an agency that can propose unique content strategies based on competitor analysis and more advanced technical implementations. A plan in the ¥150,000-¥300,000 range is appropriate, and you might consider full-service marketing or AIO-specialized agencies.
• Aiming to become an industry leader: You need a partner who constantly keeps up with the latest AI trends and provides strategic consulting. You should choose an agency with a plan of ¥300,000+ that combines both technical and marketing expertise.

2. Judge Based on Your In-House Resources

The role you need an agency to fill also depends on what you can handle in-house.

• No dedicated web manager/The manager is busy: The ideal agency is one that can handle everything from start to finish: strategy, content creation, technical implementation, and performance measurement.
• You have a dedicated web manager: An agency that can work with your in-house team, provide specialized knowledge through consulting-style services, or allow you to outsource just the technical implementation part is a good fit.

An Expert's View: The True Essence of AIO in This New Era

While I've presented various comparison points and criteria, from an expert's perspective, the essence of AIO is singular: to become the most accurate and trustworthy source of answers for any question from users (and AI).

You cannot deceive AI with superficial tricks. AI references the vast amount of information available on the web. To be chosen from among it, two pillars are essential: "information structuring" and "ensuring trustworthiness (E-E-A-T)."

• Information Structuring: Organizing and providing your information in a format that AI can easily understand mechanically (such as structured data).
• Ensuring Trustworthiness: Clarifying who is publishing the information and based on what expertise and experience, thereby increasing the information's credibility.

In the AIO package "TrendPackage" offered by us at LillyHoldings, we place particular emphasis on this technical approach of "information structuring." Rather than just content-based measures like increasing blog posts, we specialize in restructuring existing information assets into the most valuable format for AI and technically optimizing them. We take the stance of aiming for fundamental AIO that goes beyond superficial tactics by combining the marketing perspective cultivated through SEO/MEO with our web development technical skills.

Conclusion: How to Choose an AIO Agency Without Regret

AIO is a crucial measure that cannot be avoided in the future of digital marketing. However, precisely because it's a new field, careful selection of an agency is required. Finally, here is a checklist of the "5 Common Pitfalls" discussed in this article.

1. Are their performance metrics stuck on "rankings"?
2. Are their proposed measures specific, and can they explain their purpose?
3. Is their pricing transparent and not wildly out of line with market rates?
4. Is the contract period unreasonably long and inflexible?
5. Are their reports specific and do they include proposals for future improvements?

Choosing an AIO agency is not just about finding a vendor; it's about selecting a partner to build the future of your business with. Clarifying your company's goals, speaking with multiple agencies, and comparing their proposals and the expertise of their staff will be the first step toward success in finding the most trustworthy firm.

We explain how to implement AIO more systematically in our TrendPackage AIO package.