Answer Engine Optimization requires specialized expertise that most organizations don't currently possess. As AI search visibility becomes increasingly critical, businesses face a fundamental question: build internal AEO capabilities or partner with an agency that specializes in this emerging discipline?
Both approaches have merit. The right choice depends on your organization's size, budget, existing capabilities, and strategic priorities. This guide helps you evaluate each option objectively.
Most marketing teams have SEO experience but lack AEO-specific skills. The disciplines overlap but aren't identical.
Technical knowledge – Understanding how LLMs process content, what triggers citations, and how to optimize for multiple AI platforms (ChatGPT, Perplexity, Claude, Google AI Overviews).
New measurement systems – AEO tracking requires different tools and metrics than traditional SEO. Share of voice in AI responses, citation accuracy, and sentiment analysis demand specialized platforms.
Content strategy adaptation – Writing for AI citation differs from writing for rankings. Structured data, extractable answers, and authority signals require content approach adjustments.
Continuous learning – AI search evolves rapidly. Staying current with algorithm changes, new platforms, and optimization tactics requires dedicated attention.
Research indicates most companies see minimal results from AEO investments—not because the discipline doesn't work, but because teams lack the expertise to execute effectively. This gap creates the agency versus in-house dilemma.
Building internal AEO capabilities provides control and institutional knowledge but requires significant investment.
Deep brand understanding – Internal teams know your products, audience, and competitive landscape intimately. This context informs more relevant optimization strategies.
Faster iteration – No communication delays or approval processes with external partners. Changes happen at the speed your team can execute.
Cost efficiency at scale – Once capabilities are built, marginal costs decrease. High-volume organizations may achieve better unit economics over time.
Knowledge retention – Expertise stays within your organization. Learnings compound rather than walking out the door when agency contracts end.
Integration with other channels – Internal teams coordinate naturally with content, product, and brand marketing. AEO insights inform broader strategy seamlessly.
Hiring difficulty – AEO specialists are rare. The discipline is new enough that experienced practitioners command premium compensation and have limited availability.
Learning curve – Training existing team members takes time. Expect 6-12 months before internal capabilities match agency expertise.
Tool investment – AEO platforms like Profound, Scrunch AI, or enterprise Semrush add significant software costs. Many tools require annual commitments.
Opportunity cost – Resources allocated to building AEO capabilities can't be used elsewhere. For resource-constrained teams, this tradeoff matters.
Keeping pace with change – AI search evolves faster than traditional SEO. Internal teams must actively stay current or risk falling behind.
Building internal AEO capabilities typically requires:
| Investment | Estimated Cost |
|---|---|
| AEO specialist salary | $80,000-150,000/year |
| AEO tools and platforms | $500-2,000/month |
| Training and development | $5,000-15,000/year |
| Management overhead | 10-20% of team time |
Total first-year cost: $100,000-200,000+
Costs decrease in subsequent years as training investment pays off and processes mature.
Partnering with an AEO agency provides immediate expertise but requires finding the right partner and managing the relationship effectively.
Immediate expertise – Agencies bring existing knowledge, proven processes, and experienced practitioners. No ramp-up time required.
Diverse experience – Agencies work across industries and clients. This exposure reveals patterns and best practices individual organizations can't discover alone.
Tool access – Most agencies include platform access in their fees. You benefit from enterprise tools without separate subscriptions.
Scalable resources – Agency relationships flex with your needs. Scale up during launches or campaigns, scale down during steady states.
Risk reduction – If AEO doesn't produce results for your business, ending an agency contract is simpler than unwinding internal hires.
Brand learning curve – Agencies must learn your business, audience, and competitive context. This takes time and reduces initial effectiveness.
Communication overhead – Coordination requires meetings, status updates, and approval processes. Response time lags versus internal execution.
Knowledge dependency – When agency relationships end, expertise leaves with them. You may need to rebuild or find new partners.
Quality variation – AEO is new enough that agency capabilities vary dramatically. Some have deep expertise; others have repackaged SEO services under new labels.
Potential misalignment – Agency incentives may not perfectly match your priorities. Ensure contracts align outcomes with your actual goals.
AEO agency engagements typically price as follows:
| Service Level | Monthly Retainer |
|---|---|
| Basic monitoring and recommendations | $2,000-5,000 |
| Active optimization and content | $5,000-15,000 |
| Comprehensive strategy and execution | $15,000-30,000+ |
Total annual cost: $24,000-360,000
Agency costs are predictable but don't decrease over time the way in-house investments can.
Use these questions to guide your choice.
You have existing SEO expertise – Teams with strong SEO foundations can extend into AEO more easily. The learning curve is shorter.
AI visibility is strategically critical – If AI search visibility directly impacts revenue or competitive positioning, internal expertise provides more control.
You're a large organization – Companies with substantial marketing budgets and multiple brands benefit from economies of scale in building internal capabilities.
Long-term investment makes sense – If you're committed to AEO as an ongoing discipline, the upfront investment in building capabilities pays off over years.
You value knowledge retention – Organizations prioritizing institutional learning benefit from expertise that stays in-house.
You need immediate results – Agencies deliver faster time-to-value. If competitive pressure demands quick action, agencies provide ready-made capability.
Your team lacks bandwidth – Marketing teams stretched across priorities may not have capacity to learn and execute AEO effectively.
You're testing AEO viability – Uncertain whether AEO matters for your business? Agency partnerships provide lower-risk exploration before committing to internal investment.
Specialized expertise is required – Some industries or use cases benefit from agency specialization. Find partners with relevant experience.
Budget constraints prevent hiring – Agency retainers may be easier to approve than new headcount in budget-constrained environments.
Many organizations combine both models.
Agency kickstart, internal transition – Start with agency partnership to establish baseline, build initial visibility, and train internal team. Transition to in-house over 12-24 months.
Strategic agency, tactical in-house – Agency provides strategy, audits, and recommendations. Internal team handles day-to-day execution and content production.
Specialized agency support – Internal team manages ongoing optimization. Agency provides specialized capabilities (technical audits, competitive intelligence, advanced analytics).
Overflow capacity – Internal team handles baseline work. Agency provides surge capacity for campaigns, launches, or special projects.
If you pursue agency partnership, evaluate potential partners carefully.
Demonstrated results – Ask for case studies showing actual AI visibility improvements. Vague claims about "AI optimization" should raise flags.
Platform expertise – Confirm the agency understands multiple AI platforms (ChatGPT, Perplexity, Claude, Google AI Overviews), not just Google.
Measurement approach – How do they track and report results? What tools do they use? Can they demonstrate data-driven decision making?
Team expertise – Who specifically will work on your account? What's their background in AEO versus general SEO?
Process transparency – How do they approach optimization? Can they explain their methodology clearly?
Neither approach is universally correct. The right choice depends on your specific situation.
Start with honest assessment: What are your current capabilities? What resources can you realistically allocate? What's your timeline for results?
Consider the hybrid path: Most organizations benefit from some combination of internal and external capabilities as they build AEO maturity.
Plan for evolution: Today's decision isn't permanent. In-house teams can engage agencies for specialized support. Agency clients can build internal capabilities over time.
Expect 6-12 months for teams with strong SEO backgrounds to develop solid AEO capabilities. Teams starting from scratch may need 12-18 months. Agencies can accelerate this timeline through training and knowledge transfer.
For in-house, budget $100,000+ in the first year including salary, tools, and training. For agency, budget $3,000-10,000/month minimum for meaningful engagement. Less than these thresholds often produces disappointing results.
Related Articles:
By submitting this form, you agree to our Privacy Policy and Terms & Conditions.
