What Is Happening?!
Google is Dead. Long Live Google.
Trust the Experts
The big question seems to be, “Is SEO as we know it – changing?”
As AI adoption continues to grow, the technology is making its way into areas like online search, that have become established givens in the everyday lives of people all over the world. We blinked and suddenly, everyone’s asking the likes of ChatGPT and Perplexity questions. Has Google finally been dumped?
These articles were just a few that tried to tackle this mystery…
- https://searchengineland.com/google-liz-reid-ai-replacing-augmenting-search-462851 – nothing is changing, much.
- https://www.semrush.com/blog/ai-search-seo-traffic-study/ – it’s all changing.
- https://ahrefs.com/blog/ai-traffic-study/ – yeah it is.
- https://searchengineland.com/consumers-first-search-result-ai-use-surge-463042 – we’re not sure really.
- https://www.searchenginejournal.com/how-people-really-use-llms-and-what-that-means-for-publishers/556977/ – okay, it’s not
- https://searchengineland.com/google-more-visitors-ai-systems-report-462905 – No idea, but here are some numbers, date, and things…
- https://searchengineland.com/google-robby-stein-ai-mode-geo-future-search-463271 – It is, BUT it isn’t.
What is the Agentic Web?
Bots, bots, and more bots…
Academically Speaking
There does appear to be a loose consensus among the “experts” that, agents (bots) will be the predominant users crawling the internet. But these AI agents won’t simply be searching for answers, they’ll actually be collaborating with each other to fulfill actions and requests from… humans.
Yes, we’re still in charge. (for now).
Here are some publications that I found helpful in explaining what is becoming known as, the ‘Agentic Web’
- https://www.forbes.com/sites/clorischen/2024/12/23/ai-agents-101-the-future-of-agentic-web-and-onchain-ai/
- https://www.forbes.com.au/news/innovation/why-agentic-web-is-the-next-term-you-need-to-understand/
White Papers
The emergence of AI agents powered by large language models (LLMs) marks a pivotal shift toward the Agentic Web, a new phase of the internet defined by autonomous, goal-driven interactions. In this paradigm, agents interact directly with one another to plan, coordinate, and execute complex tasks on behalf of users. This transition from human-driven to machine-to-machine interaction allows intent to be delegated, relieving users from routine digital operations and enabling a more interactive, automated web experience.
Instead of just asking “Summarize what this page says about London flights”, you can command: “Book me a flight to London next Friday.” The AI doesn’t just read, it browses and completes transactions autonomously.
-Brave.com, Indirect Prompt Injection in Perplexity Comet
Security Concerns of Agentic Actions in Browsers
What is MCP?
Model Context Protocol
The Engine of It All
At the center of agent communication is the MCP = Model Context Protocol. These are resources that, not only look a little closer at the process, but demonstrate how it is being implemented.
Including WordPress!
https://modelcontextprotocol.io/docs/getting-started/intro
In WP/Core (6.9 Dec 2nd)
- https://make.wordpress.org/ai/2025/07/17/mcp-adapter/
- https://make.wordpress.org/ai/2025/07/17/ai-building-blocks/
- https://github.com/WordPress/abilities-api/tree/trunk
- https://github.com/WordPress/mcp-adapter?tab=readme-ov-file
In WPcom
- https://wordpress.com/blog/2025/10/07/mcp/ – BREAKING NEWS!!!
In WP EcoSystem
- https://www.briancoords.com/are-you-down-with-mcp/
- https://webdevstudios.com/2025/06/11/using-wordpress-mcp-as-a-development-tool/
- https://wpengine.com/blog/wp-engine-unveils-smart-search-ai-mcp-powering-the-next-generation-of-real-time-ai-for-wordpress/
- https://www.hostinger.com/blog/web2agent-launch
- https://www.hostinger.com/support/11729400-web-2-agent-in-hostinger/
Video: Hostinger Web2Agent, MCP, LLM.txt
In General
What is GEO, AIO, OREO…?
Create your own acronym.
Grab a Snack and Have a Seat.
So now that new methods for getting found online, by agents, are a concern, what do we call this new protocol? A lot of creativity to go around in coming up with a new acronym.
Whatever the name, what’s important is the method.
- https://www.semrush.com/blog/answer-engine-optimization/
- https://www.semrush.com/blog/aeo-vs-seo/
- https://vimeo.com/1107871307?fl=pl&fe=vl – Video: Live with Search Engine Land: SEO, AIO, GEO! (Roundtable discussion).
Hostinger Ask an Expert: Generative Engine Optimization.
Hostinger: What Is GEO and Why It Is Important in 2025
What Do I Do Now…?
Move Five Steps Ahead
Become the Expert
Time to develop a strategy. At the very least, learn more. Monitor the trends. Then take action – or not.
- https://ahrefsevolve.com/ – recent SEO conference here in SD – Like WordCamp. But Ahrefs.
Branding
Strengthening one’s brand reputation was one area that many of the experts highlighted as an actionable item. Might be time to do give yourself an audit.
- https://ahrefs.com/blog/audit-brand-mentions/
- https://ahrefs.com/brand-radar
- https://ahrefs.com/blog/llm-optimization/
- https://ahrefs.com/blog/llm-visibility/
- https://searchengineland.com/the-rise-of-technical-branding-in-the-age-of-ai-search-462818
Structured Data
Schema markup is one way to make sure that agents have an easy time reading a website. Fortunately, many sites already do this.
A 3-Part Series on optimizing for Agentic Web
- https://www.searchenginejournal.com/agentic-ai-in-seo-ai-agents-workflows-ideation/540206/
- https://www.searchenginejournal.com/agentic-ai-in-seo-part-2/547097/.
- https://www.searchenginejournal.com/agentic-ai-in-seo-ai-agents-the-future-of-content-strategy-part-3/555521/
Listicles – Because, of course
- https://searchengineland.com/insights-chatgpt-agent-mode-463127
- https://ahrefs.com/blog/seo-ai-search-checklist/
Ahrefs Videos
Examples of Sites Optimizing for Agentic SEO
- https://digitalcommerce.com/services/generative-engine-optimization/ – Services Offered
- https://www.score.org/contributor/jennifer-derosa – list of popular classes on Agentic Web
- https://totoseo.com/ – The author’s site offers services
- https://motopress.com/blog/create-block-theme-plugin/ (This site uses FAQs for optimization.)
Tools
Site checker tool
- https://inspectwp.com/en – find a site like the ones above and see what tools they’re using
Plugins
*This was part of a short presentation I gave at the San Diego WordPress Meetup Group. Read more about it here.
Photo credits: Craig Sybert on Unsplash | Michelle Tresemer on Unsplash | Theo on Unsplash | Hybrid Storytellers on Unsplash | JESHOOTS.COM on Unsplash