How to Compare and Choose AIO Agencies: A Guide from Mistakes

Introduction: Learning from "Failures" in Choosing an AIO Agency

As AI-powered search experiences become more common, an increasing number of business owners and corporate web managers are realizing the importance of AIO (AI Optimization). However, because AIO is a relatively new field, many businesses commission an agency with limited knowledge, only to end up with disappointing results like "we didn't get the expected outcome" or "we didn't understand what they were doing."

Instead of recommending specific agencies, this article takes a neutral stance, using common "failure patterns" in the industry to explain the criteria for comparing and considering AIO agencies. We hope this will help those starting their search to find the perfect partner for their company.

Types of Agencies for AIO Services and Their Comparison

There is more than one type of agency you can hire for AIO. Each has its own areas of expertise and characteristics, and it's crucial to choose one that fits your company's situation. First, let's objectively look at the available options.

1. SEO/MEO Specialist Agencies

These are agencies that have traditionally specialized in Search Engine Optimization (SEO) and Map Engine Optimization (MEO). They leverage their extensive know-how in achieving high rankings on Google Search and Google Maps to offer AIO services as an extension of their core business.

Characteristics: Their strength lies in a deep understanding of Google's algorithms and guidelines. They tend to excel at optimizing Google Business Profiles (formerly Google My Business) and implementing measures related to local search.
Pros: You can expect cohesive proposals that link AIO with existing SEO/MEO strategies. They are accustomed to measuring effectiveness based on traditional metrics like search rankings.
Cons: Their approach to generative AI search characteristics (like conversational format and summary generation) may be limited to the traditional SEO framework. There's also a possibility they might focus more on technical optimization than on content quality.

2. Web Production / Integrated Marketing Agencies

These agencies provide a wide range of digital marketing support, including website creation and renewal, ad management, and social media operation. They offer AIO as part of this comprehensive support.

Characteristics: Their strength is the ability to provide one-stop services, from website design and content creation to customer acquisition strategies.
Pros: You can receive proposals from a broader perspective, including improvements to the overall website UI/UX and branding, not just AIO. The ability to easily coordinate multiple strategies is also an advantage.
Cons: Their expertise in AIO may not be as deep as that of specialized agencies. The services offered as "AIO" might, in reality, be limited to conventional SEO content creation.

3. AIO-focused Consulting Firms

These are a relatively new type of specialized agency that offers services specifically focused on AIO, anticipating the era of AI search. They deeply research how AI interprets and presents information to users, accumulating their own unique know-how.

Characteristics: They excel at technical and specialized measures to convey information to AI correctly and attractively, such as implementing structured data and enhancing E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
Pros: They are quick to adapt to the latest AI trends and technological developments, so you can expect highly specialized strategies. They can set and approach AIO-specific goals, such as increasing citations and recommendations from AI.
Cons: As it's a new field, the level of experience and know-how can vary greatly between agencies. Their strategies might be too focused on the technical side, making it difficult to integrate with the overall business.

4. Tool-based Vendors

These vendors provide software or platforms for handling AIO measures in-house. They typically offer tools with functions like review management, social media post integration, and rank checking, with the client company managing the operations.

Characteristics: The common model is providing a tool for a monthly fee, along with support on how to use it effectively.
Pros: You can accumulate know-how within your company rather than outsourcing everything. You can use features that improve efficiency, such as centrally managing information for multiple store locations.
Cons: In-house resources (time, personnel) are required to master the tool. You must handle aspects that the tool alone cannot cover, such as strategy development and content creation.

5 Points for Comparison to Avoid Failure

Regardless of which type of agency you choose, there are common comparison points you must confirm before signing a contract. Neglecting these can lead to future disappointments and thinking, "This isn't what I expected."

1. Clarity of the Scope of Services

The scope of what the term "AIO services" covers can vary surprisingly from one agency to another. To avoid being told "that's outside the scope of the plan" after signing the contract, confirm in detail what they will do for you.

Checklist:
- Initial setup and continuous updates for Google Business Profile
- On-site SEO for your website (optimizing titles, descriptions, headings)
- Implementation of "structured data" to help AI understand information
- Content planning and creation, such as blog posts and FAQs
- Unification and management of store information (NAP: Name, Address, Phone number) on external sites
- Support for encouraging, managing, and responding to reviews

Structured data is particularly important in AIO, but its implementation requires specialized knowledge. Ideally, you should confirm technical details, such as whether the `LocalBusiness` schema for your store information will be implemented correctly.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Nagoya Cafe Sample",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "3-5-1 Sakae, Naka-ku",
    "addressLocality": "Nagoya-shi",
    "addressRegion": "Aichi-ken",
    "postalCode": "460-0008",
    "addressCountry": "JP"
  },
  "telephone": "+81-52-XXX-XXXX"
}
</script>

2. Contract Period and Flexibility

Since AIO takes time to show results, many agencies set a minimum contract period, such as 6 months or a year. It's important to check if this period aligns with your company's plans.

Checklist:
- What is the minimum contract period in months?
- Is it possible to terminate the contract mid-term? If so, what are the conditions?
- Is the contract on auto-renewal or does it require renewal each time?
- Is it possible to request one-off (spot) consulting or services?

3. Support System

Communication with the agency is vital for the smooth progress of any project. The skills and compatibility of the account manager, as well as the ease of contact, can determine the success or failure of the project.

Checklist:
- Will there be a dedicated account manager? How often do managers change?
- What are the communication methods? (Email, phone, chat tools, etc.)
- How quickly can a response to questions or inquiries be expected?
- What is the frequency and format of regular meetings (in-person, online)?

4. Performance Measurement and Reporting

It is extremely important to align with the agency on the goal—"what constitutes success"—before signing the contract. You should also confirm the specific metrics (KPIs) to measure that success and the format of the reports for tracking progress.

Checklist:
- What will be tracked as a success metric (KPI)? (Number of AI search citations, Google Maps views, website traffic, phone inquiries, appointment bookings, etc.)
- How often will reports be submitted? (Monthly, weekly, etc.)
- Is the report content easy to understand? Does it include analysis and next action plans, not just a list of numbers?
- Is access to your company's analytics tools (like Google Analytics) required?

5. Ownership of Deliverables

An often overlooked but crucial point is "what you are left with after the contract ends." Always confirm whether the materials created or improved by the agency will remain your company's assets.

Checklist:
- Who owns the copyright to the blog posts or web page content created?
- Will the implemented structured data and on-site settings remain after the contract is terminated?
- If services are provided on the agency's proprietary tool or system, will all data and settings be deleted upon termination?
- Will the ownership of accounts like Google Business Profile be managed while remaining under your company's name?

Learning from Common Failure Patterns: Criteria for Choosing an Agency

Next, we will introduce four typical failure patterns in AIO that we have observed in the industry. By understanding these anti-patterns, you will have a clearer idea of what to avoid and what to prioritize when choosing an agency.

Failure Pattern 1: Handing Everything Over and It Becoming a Black Box

Busy owners, in particular, tend to leave everything to the agency, thinking, "They are the experts." However, this leads to the project becoming a black box. You pay a monthly fee but have no idea "what exactly they are doing" or "why this particular measure is necessary now," and if there are no results, there's no way to make improvements. The agency, in turn, can't make fundamental improvements (e.g., creating content that delves into the service's strengths) without cooperation and ends up performing only superficial tasks.

【Lesson Learned】
Prioritize transparency and choose an agency that carefully explains "what they will do this month and why." As the client, it is also essential to view the agency not just as an "outsourced vendor" but as a "partner" and to proactively provide information about your company (strengths, customer feedback, unique points, etc.).

Failure Pattern 2: Choosing Based on Price Alone and Only Receiving Templated Work

Low-cost plans like "from X yen per month" look attractive. However, many of them are limited to routine tasks that anyone can do, such as automated posting via tools or basic information updates. Since AI evaluates the originality and expertise of information, such mechanical work is unlikely to produce results. This often becomes a case of being penny-wise and pound-foolish.

【Lesson Learned】
Confirm specifically "what tasks will be performed and at what quality level" for the quoted price. The key is to see if the agency tries to understand your business and target customers and offers a customized proposal tailored to your challenges.

Failure Pattern 3: Receiving Reports That Don't Lead to the Next Step

You receive a visually appealing report every month, but it's just a list of numbers like traffic and impression counts. The report lacks any analysis or insight into "whether these numbers are good or bad," "why they turned out this way," or "what should be done next." In this scenario, the manager in charge can only report the numbers to upper management, and it doesn't contribute to business growth.

【Lesson Learned】
Check if the reports include "analysis" and a "next action plan." A good agency will explain the report's content in an easy-to-understand way during regular meetings and set aside time to discuss the next steps together. Choose a partner you can have a dialogue with about improvements, not just one that reports numbers.

Failure Pattern 4: The Website Reverts to its Original State After the Contract Ends

This is one of the most disastrous failures. Because the services were provided on a proprietary CMS (Content Management System) or platform developed by the agency, all the content and SEO settings accumulated over time disappear the moment the contract is terminated. In this case, the monthly fees paid are completely consumed, and nothing remains as a company asset.

【Lesson Learned】
The only way to avoid this failure is to thoroughly check the "ownership of deliverables" before signing the contract. Always confirm whether the work will be done on an open platform like WordPress and whether the created content and settings will remain on your company's servers or accounts.

The TrendPackage / LillyHoldings Approach

So far, we have explained the various options, comparison points, and criteria learned from failures in choosing an AIO agency. Based on this industry landscape, we would like to briefly introduce the position that "TrendPackage," offered by us at LillyHoldings, aims to take.

We do not view AIO as merely outsourcing technical tasks. We want to be a "translator" that deeply understands our clients' business strengths and passion and conveys them correctly to both AI and users, and a "partner" that aims for business growth together.

To that end, TrendPackage places particular emphasis on the following two points:

Transparency and Dialogue
To avoid failure patterns 1 and 3, we share all the measures we implement with our clients, along with their purpose and background. Why are we creating content with this keyword? Why is this structured data necessary? We value proceeding after having a dialogue about each measure and reaching a mutual understanding.
Measures that Remain as the Client's Asset
To prevent situations like failure pattern 4, our services are, in principle, implemented directly on the websites and Google Business Profile accounts managed by our clients. The content created and settings implemented will continue to remain as the client's digital assets, even if the contract ends. Our mission is to support the creation of a sustainable foundation, not just temporary results.

If you are struggling to find a suitable agency from the many options, or if you have had a negative experience with an agency in the past, our approach might serve as a useful point of reference.

Conclusion: Choosing the Right Partner is the Key to AIO Success

Choosing an AIO agency is not simply about finding someone to "outsource tasks" to. It is the process of finding a "long-term partner" to help you discover and communicate your company's appeal while adapting to the ever-changing trends in AI search.

By using the failure patterns introduced here as a cautionary tale and calmly comparing and considering points such as:

Scope and transparency of services
Quality of the support system and dialogue
Definition of success and performance measurement methods
Whether deliverables remain as your assets

your choice should become a truly valuable investment for your company. We hope this article helps you in making a wise decision.

For a more systematic approach to AIO, please see the detailed explanation in the TrendPackage AIO plan.