I scanned 173 Indian agency sites for AI visibility

The headline number is a good one: median 89 out of 100, with 120 of 173 sites (69%) scoring an A. That is exactly what you would hope to see from agencies, since AI visibility and general findability is the service they sell. But the full grade spread tells a more layered story: 120 A, 18 B, 29 C, 4 D, and 2 F. The basics, structured data, page titles, clean markup, are mostly solved across the sample. The real story sits in the gap between a well-optimized majority and a meaningful minority that has not applied its own advice to itself: 1 in 5 agencies in this sample (35 of 173) scored below a B. This post breaks down where that split comes from and what closes it.

Where agencies rank against every other vertical I have scanned

Across the 173 sites, the median score is 89 and the mean is 83, with scores ranging from 23 at the low end to a perfect 100 at the high end. That median puts digital agencies 5th out of the 28 verticals I have scanned so far, just behind dietitians and immigration consultants (both at a median of 91.5) and study-abroad consultants and IVF clinics (both at 90), and comfortably ahead of every other vertical I have measured, including law firms (median 59.5) and gyms (median 53.5).

The explanation is not complicated. Agencies live and die by their own web presence: their homepage is often the first thing a prospective client evaluates, so it tends to run on a modern stack with clean markup by default. But a median hides a tail, and the tail here runs all the way down to a score of 23. My reading is that the low scorers are agencies whose own site has been neglected while they ship work for clients, the classic cobbler's-children pattern. Client sites get attention because they are billed. The agency's own homepage does not have a client attached to it, so it drifts.

Structured data is table stakes, and most agencies have it

139 of 173 agencies (80%) have JSON-LD structured data on their homepage; 34 (20%) do not. Structured data is what lets an AI engine parse who you are, what you do, and how to categorize you without guessing from prose alone. At this point it is table stakes for any business that wants to show up cleanly in an AI-generated answer, and four in five agencies in this sample have already done it.

The 20% without structured data are not spread evenly across the sample. They cluster in the low-scoring tail, the same group of sites pulling the mean down to 83 against a median of 89. That clustering is the clearest evidence that structured data is not a nice-to-have footnote, it is one of the load-bearing signals separating the well-optimized majority from the invisible minority.

FAQ schema is the biggest gap, by a wide margin

Only 31 of 173 agencies (18%) have FAQ schema on their homepage. That is the single biggest gap in the whole sample, and it is a strange one for this vertical specifically. Agencies field the same handful of questions from every prospect: what does this cost, do you work on retainer or per project, which services do you actually offer, how long does a project take, what results have you gotten for clients like me. Those are FAQ-shaped questions almost by definition, and FAQ schema is exactly the format that helps an AI engine surface a direct answer instead of paraphrasing from a page it cannot parse cleanly.

The smaller gaps sit lower down the list but still add up. A single clean H1 is present on 116 of 173 sites (67%), with 27 sites (16%) failing this outright, usually multiple competing headings or none at all. A clean page title is in place on 123 of 173 (71%). Open Graph tags, which control how a link looks when shared, are present on 141 of 173 (82%). None of these are hard fixes. They are just the kind of small, unglamorous work that gets skipped on your own site while you are doing it for everyone else's.

What to fix, in order

1. Add FAQ schema for pricing, retainer vs project, services, and timelines, only 18% have it.
2. Add JSON-LD structured data if you are among the 20% without it.
3. Fix any page using more than one H1 or none at all, 16% fail this today.
4. Tighten your page title if it runs long or duplicates your homepage heading.
5. Run your own homepage through the free Report Card and see your actual score, not a guess.

Method and limits

These are 173 real digital agency homepages scanned live on 10 August 2026, spread across 32 Indian cities, using the same scoring engine that powers the free Report Card tool on this site. Each scan covers the homepage only, not a full site crawl, and every number in this post is an aggregate across the sample with no individual agency named. One honest caveat: this sample is agencies I could find and scan, which likely skews toward agencies with enough of a public web presence to be discoverable in the first place, so the true picture across all Indian agencies, including ones with minimal or no web presence, is probably somewhat weaker than what is reported here.

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