How to Choose an AIO Agency: 5 Key Comparison Points

Introduction: Why Is It Hard to Compare AIO Agencies?

With the dawn of the AI search era, an increasing number of store owners and corporate web managers are realizing the importance of AIO (AI Optimization) and considering hiring a specialized agency. However, once they start their search, many hit a wall, thinking, "I don't know who to ask," or "I can't tell the difference between these companies."

The biggest reason for this is that you cannot accurately judge the value of an agency by looking only at the pricing plans they present. Even with what appears to be the same monthly fee, the actual services provided—that is, the scope and depth of the measures and the support system—vary greatly from one agency to another. Countless businesses end up signing contracts based on superficial information, only to face failures like "I'm not getting the results I expected" or "I'm dissatisfied with the contract terms."

In this article, as an AIO, MEO, and SEO specialist, I will not recommend any specific agency. Instead, I will provide a neutral perspective on the "points of comparison" to help you find the best partner for your company's goals and situation. Please use this as a guide to see through the fluff and make informed decisions, without being swayed by low prices or appealing buzzwords.

Main Types and Characteristics of AIO Agencies

Agencies that offer AIO services can be categorized into several types based on their origins and areas of expertise. First, let's understand the characteristics of each and see how they align with your business's challenges.

Agencies Extending MEO Services

These are agencies that originally specialized in MEO (Map Engine Optimization) and are now expanding their AIO services by leveraging their existing knowledge.

• Strengths: They have extensive know-how in optimizing Google Business Profiles (GBP). They excel at measures directly linked to local search, such as setting up basic store information, utilizing the posts feature, and managing/replying to reviews. They also have a strong track record of attracting customers for local businesses.
• Points to Note: Because their strengths are concentrated on GBP, technical improvements to the website itself, such as implementing specialized structured data or improving site speed, may be a weaker area. If you also want to enhance customer acquisition through your website, you need to confirm the scope of their website-related services in detail.

Services Offered by SEO Companies

This is when companies with a proven track record in traditional SEO (Search Engine Optimization) add AIO to their service menu.

• Strengths: They are strong in overall website strategy design and content creation based on a deep analysis of user search intent. They possess comprehensive knowledge for improving a website's authority, including keyword research, on-page optimization, and acquiring high-quality backlinks.
• Points to Note: While they excel at website-centric measures, their knowledge of local-specific tactics, such as coordinating with a physical store or detailed GBP management, may not be as deep as that of a dedicated MEO agency. For locally-focused businesses, it's crucial to confirm their understanding of local optimization strategies.

Services Offered by Web Development Companies as an Add-On

These are companies whose primary business is creating or redesigning websites, and they offer AIO as part of their post-launch customer acquisition support.

• Strengths: Since you can request AIO services as a package with a new site or redesign, you can consult on everything from design and UI/UX improvements to customer acquisition strategies in one go. Another advantage is their ability to smoothly handle technical implementations and site modifications.
• Points to Note: If AIO is treated merely as an add-on service, their customer acquisition strategies may lack depth and strategic insight, as it's not their specialty. It's a good idea to check if they keep up with the latest AI search trends and if they have dedicated staff for this purpose.

Consulting-Focused Services

This type of service does not handle the execution (implementation) of measures but specializes in providing support through strategy development, analysis, and improvement proposals.

• Strengths: You can receive accurate strategies and improvement plans based on a current-state analysis from an objective third-party perspective. This is suitable for companies that have an in-house execution team (web managers or staff who can perform updates) and want to supplement their own expertise.
• Points to Note: Since the actual work needs to be done by your company, you can easily fall into a situation where "proposals are made but never implemented" if you lack in-house resources. Whether you can leverage this type of service depends on whether you have a system in place to act on the recommendations.

5 Comparison Points to Avoid Mistakes

Once you understand the types of agencies, the next step is to compare and consider their specific service details. Here are five crucial points you must check before signing a contract.

Comparison Point 1: Specificity of the Scope of Services

There's nothing more ambiguous than the term "AIO package." The most important thing is to break down what's included in that "package" and confirm the specifics. Clarify which of the following items are included in the basic fee and which are considered optional extras.

• Google Business Profile Optimization: Checking the completeness of basic information, posting on your behalf (frequency, content), support for replying to reviews, photo optimization, registration of menus or services, etc.
• On-Page SEO for Website: Optimization of title tags, meta descriptions, and heading structure (h-tags) for each page.
• Structured Data Implementation: Is the implementation of structured data related to your business, such as store information (LocalBusiness), events, reviews, and FAQs, included?
• Content Creation: Creating blog articles with useful information for users, specialized columns, service introduction pages, etc. Also, confirm the number of articles, word count, and whether they provide topic proposals.
• Off-Page Measures (Citations): Listing your information on relevant portal sites and media, unifying your NAP information (Name, Address, Phone number), etc.
• Technical Site Improvements: Improving page load speed (Core Web Vitals), mobile-friendliness, and SSL implementation.

Whether an agency covers the areas you particularly want to strengthen will be a major criterion for your selection.

Comparison Point 2: Contract Period and Cancellation Terms

Since AIO takes some time to show results, many agencies have a minimum contract period. The length of this period is a key factor in choosing an agency.

• Minimum Contract Period: Contracts of 6 months or 1 year are common. A longer period allows the agency to develop and implement a more stable, long-term strategy. On the other hand, for the client, it poses a risk of not being able to quickly revise the contract if results are not seen or if there's a poor fit with the account manager.
• Cancellation Terms: If you want to terminate the contract, be sure to check the terms in the agreement, such as the deadline for giving notice (e.g., one month before the end of the term) and whether there are penalties for early termination. It's crucial that these terms are clearly stated in writing, not just explained verbally.

Comparison Point 3: Support System and Communication

Good communication with the agency is essential for the smooth progress of initiatives and for maximizing results. Check if their support system fits your company's style.

• Communication Methods: What is the main method for day-to-day communication—phone, email, a dedicated chat tool? Do they support the tools your company is comfortable using?
• Regular Meetings: Are regular meetings scheduled to report on progress and discuss future direction? Also, confirm the frequency (monthly, quarterly, etc.) and format (in-person, online).
• Account Manager: Is there a dedicated account manager, or will a team handle your account? It's reassuring to have a clear point of contact for questions and consultations. If possible, speaking directly with the person who will be in charge before signing the contract can help prevent a mismatch in terms of their expertise and personality.

Comparison Point 4: Performance Measurement and Reporting

To ensure that measures aren't just implemented and forgotten, you should rigorously check the performance measurement methods and the content of their reports.

• Report Frequency and Content: Are reports provided monthly? In what format (PDF, dashboard, etc.)?
• Key Performance Indicators (KPIs): It's crucial that they measure and report on metrics directly linked to your business goals—such as actions that lead to store visits (phone calls, direction requests) or website conversions (bookings, inquiry forms)—not just simple impressions and clicks.
• Analysis and Improvement Proposals: Is the report more than just a list of numbers? The true value of an agency is revealed by whether they include analysis of numerical fluctuations and propose the next steps (improvement suggestions) based on those results.

Comparison Point 5: Ownership of Deliverables

This is an often-overlooked but extremely important point. Before signing the contract, you must confirm who owns the content and data created or configured during the contract period.

For example, there are cases where blog articles written by the agency, photos they took, or settings implemented on your website are deleted or become unusable upon contract termination. Technical settings, in particular, should remain your company's assets.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "AIO Kitchen NAGOYA",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Marunouchi 3-chome",
    "addressLocality": "Naka-ku, Nagoya-shi",
    "addressRegion": "Aichi Prefecture",
    "postalCode": "460-0002",
    "addressCountry": "JP"
  },
  "servesCuisine": "Italian Cuisine",
  "telephone": "+81-52-123-4567",
  "priceRange": "¥¥"
}
</script>

Will structured data like this, and other improvements or modifications made to your website, remain on your site after the contract ends, or are they under the agency's control and will be reverted? Check if there's a clause regarding the "ownership of deliverables" in the contract, and if not, be sure to request that it be added.

Decision Criteria Based on Your Company's Situation

Based on the five comparison points, let's now consider which type of agency is best suited for your company's situation, taking into account its size, location, industry, and resources.

Considering the Scale of Your Business

• For Single-Location Owners: An agency that can deeply understand the owner's passion and the store's uniqueness, and offer flexible support, is a good fit. Agencies specializing in MEO or those strong in locally-focused measures tend to be a good match. Prioritize dense communication and a support system that explains technical terms in an easy-to-understand manner.
• For Companies with Multiple Locations: You need an agency that can efficiently manage information for all locations centrally and implement a unified brand strategy. Services offered by SEO companies or some web development agencies with well-established management tools and reporting systems are suitable. They need the strategic vision to analyze each location's situation individually while optimizing for the whole.

Considering Location and Business Type

• For businesses in highly competitive areas like central Nagoya (restaurants, beauty salons, etc.): To stand out among many rivals, deep analysis to differentiate from competitors and a content strategy that highlights your unique strengths are essential, in addition to basic GBP settings. This is an area where agencies with extensive SEO knowledge can excel.
• For suburban businesses or specialized services (clinics, professional firms, B2B companies, etc.): The first priority is to get recognized by potential customers searching for keywords like "city name + industry." It's effective to reliably perform basic GBP optimization and to build out content on your website that carefully communicates your expertise and trustworthiness (e.g., case studies, expert columns). An agency that can handle both MEO and content creation is desirable.

Considering In-House Resources

• If you have no web manager and are busy with your core business: An "implementation support" service, where you can delegate most of the work from planning to execution, is suitable. However, the key to success is not to completely hand everything off, but to always check progress in regular meetings and provide feedback about your business situation to the agency.
• If you have a web manager and want to learn in-house: A "consulting" service that supports high-level processes like strategy development and analysis, or an "in-house training support" service that aims for you to eventually manage operations yourself, are good options. The major benefit is that knowledge and skills are accumulated within your company, rather than becoming dependent on an agency.

An Industry Pro on Common AIO Pitfalls

Finally, based on my experience working with many businesses, I'll introduce some common pitfalls in choosing and working with an agency. Please use these as cautionary tales.

Pitfall 1: The "I'll Leave It All to You" Mindset

This is the case where a business owner hands everything over to the agency, thinking they are the experts. However, the people who know your business's true strengths, customer base, and unique points best are you and your team. If you don't share this valuable information with the agency, they can only implement generic, cookie-cutter measures, and the results will be limited. The agency is a partner in execution. A collaborative mindset is essential.

Pitfall 2: Being Satisfied with "Vanity Metrics" in Reports

When you see a report stating, "Impressions increased by 200% compared to last month," it might seem like things are going well. But you shouldn't be satisfied with that number alone. What's truly important is to verify how that increase in impressions is translating into business results, such as actual appointments or inquiries. It's crucial to maintain a dialogue with your agency with your business goals always in mind, rather than getting caught up in the ups and downs of metrics that don't lead to results.

Pitfall 3: Not Understanding the Contract, Leading to Trouble at Cancellation

This relates to the previously mentioned issue of "ownership of deliverables." The tragedy of signing a contract without carefully reviewing its contents and then, upon cancellation, finding that "all the features and content implemented on the website have been removed" is, unfortunately, a real possibility. You should read the contract thoroughly, ask questions about any points that are unclear or seem disadvantageous until you are satisfied, and request amendments if necessary. Some agencies publish their prices, and some do not, but in either case, the transparency of the contract terms is paramount.

Our Philosophy (TrendPackage / LillyHoldings)

In our AIO services, we place special emphasis on establishing the technical foundation of the website (structured data, page speed, etc.—the groundwork that allows AI to correctly understand information) and on "in-house support" to enable our clients to eventually disseminate information and make improvements on their own.

We aim to contribute to our clients' businesses in the long term not just by acting as an execution agency, but by sharing the strategy and know-how behind why a certain measure is necessary and how it can be improved. For this reason, our services are particularly valued by business owners who want to think together with us from the strategy development stage and accumulate knowledge and expertise within their own company.

Conclusion: Choosing the Right Partner is the First Step to Success

Choosing an AIO agency is not just a matter of comparing price plans. It's a process of accurately understanding your business's goals, scale, and resources, and finding a partner who can provide services that align with them.

Use the five comparison points introduced here as a checklist, and don't hesitate to contact the agencies that catch your interest. We recommend speaking directly with their representatives and carefully comparing their proposals.

AIO is not a one-and-done task; it requires continuous improvement. Finding a trustworthy partner you can work with for the long haul is the most important first step to succeeding in the AI search era.

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