AEO PROVIDER BRIEF - FILL-IN TEMPLATE
Use the same completed brief for every shortlisted agency or consultant.
Guide: https://sunnypatel.co.uk/blog/best-aeo-agencies/

BUSINESS AND BUYING JOURNEY
Company and website:
Main products or services:
Countries and languages:
Typical buyer and purchase cycle:
Primary business objective:
Three relevant competitors:

REAL QUESTIONS BUYERS ASK
Discovery question:
Comparison question:
Purchase or implementation question:
Branded question:
Where these questions came from (sales, support, research or analytics):

MEASUREMENT SCOPE TO AGREE
Named engines and surfaces:
Exact prompt set and approval owner:
Branded and non-branded questions reported separately:
Country, language, available model/mode and account context:
Repeated runs per prompt and collection dates:
How missing responses and variation will be reported:
Definitions for mention, linked citation, referral and qualified outcome:
Baseline and review dates:
Tool access and export format:
How sample changes will be separated from performance changes:

IMPLEMENTATION
Known technical or indexing problems:
Content and business information that need checking:
Existing SEO, PR or paid-media activity:
Available developer, writer and subject-expert capacity:
Required approvals and likely lead times:
Who publishes changes:

QUOTE REQUIREMENTS
Audit fee and output:
Ongoing fee and minimum term:
Implementation, content and PR allowance:
Tool costs, exclusions and VAT:
Named delivery team and client responsibilities:
Case evidence relevant to this brief, with sample and period:
Ownership of prompt sets, content, dashboards and exports:
Notice period and handover:
Decision date and criteria for continuing or reallocating the budget:

EVIDENCE CHECK
Ask for the complete sample and repeated observations, not only screenshots
that show a good result. Keep mentions, citations, visits and sales separate.
An example result is not a guarantee of an outcome for this business.
Do not put passwords or secret API keys in this document.