Start by finding where the customer journey breaks: can people find the site, see that you do their job, trust the business, and successfully contact you? Fix the evidenced problem before buying more traffic or rebuilding everything.
SEO helps customers discover useful pages in search. AI search optimization helps those same facts be found and cited in assistant answers. Agentic website work also considers supported actions, such as an inquiry or booking. They share foundations, but each outcome needs its own evidence.