I’m carefully watching the development of agentic SEO, as I believe over the next few years, as capabilities improve, agents will have a significant impact on the industry. I’m not suggesting this will be a seamless replacement of talent with a highly capable machine intelligence. There is going to be a lot of trial and error, but I do think we are going to see radical shifts in how the online space operates. Not unlike how automation transformed manufacturing.
Marie Haynes has long been a well-known expert in the industry who shared her learnings on E-E-A-T and Google’s algorithm through her popular Search News You Can Use newsletter.
A few years ago, Marie made the decision to retire her SEO agency and went all in on learning AI systems, as she believes we’re at the beginning of a profound transformation.
Marie wrote a recent article, “Hype or not, should you be investing in AI agents?” about what SEOs need to understand about this rapidly developing space. So, I invited her to IMHO to dive more into this topic.
Marie believes AI will radically change our world for the better, and she believes every business will have AI agents.
You can watch the full interview with Marie on the IMHO recording at the end, or continue reading the article summary.
“The idea that we optimize for appearing as one of the 10 blue links on Google is already gone.”
Experimenting With Gemini Gems
Marie’s practical advice for anyone wanting to understand agents is to start with Gems:
“If you take one thing from this conversation, it’s to try to create some Gemini Gems,” Marie emphasized. “Eventually I’m fairly certain that these gems will morph into agentic workflows.”
To illustrate, she shared a process she called her “originality Gem,” which contains a 500+ word prompt that captures how she evaluates content, along with examples of truly original content in its knowledge base.
“We’re not far from the day where all of my processes that I do for SEO can be handled by agentic workflows that occasionally pull on me for some advice,” Marie said.
The Power Of Chaining Agents
The next progression and real potential come from chaining agents together to create agentic workflows.
The power that this gives opportunity to is that we can use our knowledge and experience to teach AI like a team of assistants to do the work that can be automated.
We would then orchestrate the process and, like a conductor, sit and guide the agents to perform the work as we become the human-in-the-loop to review the output.
Once we have downloaded our knowledge to the agents, and the systems work, we can scale ourselves to handle exponential clients.
“Instead of me handling just a small handful of clients, all of a sudden I could have a hundred clients and do the same work because it’s all going through my workflow,” Marie said.
The challenge here is the skill in prompting the agents and constructing them to achieve the desired output.
“The future…
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