Everyone's an AI SEO Expert Until You Ask These Questions

AI search is changing fast — and the "experts" are multiplying even faster.In this episode, Amber Goetz gets real about the wave of consultants and agencies now claiming to rank brands in AI Overviews, ChatGPT, and Perplexity. Some of them know exactly what they're doing. Others updated their pitch deck last quarter and called it a specialty.Before you hand over your budget, you need to know the difference.Amber breaks down the five red flags that should stop any conversation cold, the exact questions to ask before signing anything, and what building real AI search authority actually requires — no hype, no shortcuts, no guarantees.Because you don't need someone aggressive.You need someone accurate.If you're evaluating an agency, considering a new hire, or just trying to cut through the noise around AI search — this episode is the one to send them first.