Introduction to the Shift in the SEO Industry
The SEO industry is undergoing a significant transformation, with debates surrounding the nomenclature of SEO, GEO, or AEO, and the potential replacement of traditional search by ChatGPT or Google’s AI Overviews. However, a more fundamental shift is occurring, one that could disrupt the entire industry’s business model. To better understand this shift, we spoke with Duane Forrester, a 25-year veteran and SEO pioneer.
The Rise of Agentic AI
Duane Forrester believes that the real disruption in the industry isn’t AI replacing search engines, but rather the rise of AI agents. These "Agentic AI" systems will empower individuals to work like small agencies, and the jobs that thrive will be those that can effectively manage an AI team. According to Duane, the most significant development is the emergence of Agentic AI systems that can be given tasks and execute them autonomously. This is a personal and significant development that Duane has been following since his time at Microsoft, where he worked on early projects with Cortana.
The Future of Work with Agentic AI
Within six months, Duane predicts that professionals will routinely instruct AI agents to perform work while they focus on higher-value activities. This will have a significant impact, allowing individuals to behave much more like a small agency. By creating processes that are largely executed by agents, professionals can devote their time to human-in-the-loop analysis, enabling them to define the most valuable use of their time. Developing people management skills will be critical to success in this new landscape, as professionals will need to manage AI agents and guide them to achieve specific tasks.
The Job Transformation: Writers as AI Instructors
The rise of Agentic AI will also impact content creators, but not in the way many expect. Traditional writing roles face automation, but professionals who adapt will become more valuable than ever. Duane believes that writers will transform from creators to instructors, managing multiple AI agents across different clients simultaneously. Instead of spending hours researching and writing, professionals can brief a dozen agents in minutes and focus on editing, refining tone, and ensuring accuracy. The role most in demand will be quality, experienced writers who learn how to embrace and integrate AI to be efficient and effectively manage an AI team of writers.
The Value of Human Editors
By becoming a "human in the loop" editor who can guide AI output, an experienced writer can add value in ways machines can’t, refining tone, ensuring factual accuracy, and aligning copy with brand voice and client needs. This shift will require writers to pivot and develop new skills, but those who adapt will find themselves more valuable than ever. The jobs that are vulnerable to AI are those with a repetitive nature that can be done by an AI faster, easier, and cheaper than a human.
Strategic Roles Remain Safe
While execution-focused roles face disruption, strategic positions like CMOs remain relatively protected. These roles survive because they require experience-based decision-making that AI cannot replicate. The distinction isn’t about seniority but about the nature of the work. Repetitive tasks get automated first, while roles requiring strategic thinking, relationship building, and complex problem-solving remain human-dominated. CMOs are considered "safe" not because they are senior, but because they are thinking in terms of strategy, analyzing consumer behavior, identifying monetization opportunities, and aligning products with customer problems.
Preparing for the Future
Success in these evolving times requires immediate action on hiring and training. Companies must update job descriptions today to reflect skills needed in two to three years or develop comprehensive training programs for existing staff. The people hired today should still be with the company in a couple of years, and if they are, the company better have a training plan to get them there. The current transformation is similar to the early days of SEO, where pioneers navigated uncharted territory. Today’s professionals face a similar challenge of adapting to work alongside AI systems or risking obsolescence.
Conclusion
The future belongs to those who can embrace AI as a productivity multiplier rather than a replacement threat. Those who learn to instruct, guide, and optimize AI agents will find themselves more valuable than ever, while those who resist change may find themselves left behind. This isn’t just about surviving disruption; it’s about positioning oneself to benefit from it. By understanding the shift in the SEO industry and the rise of Agentic AI, professionals can prepare themselves for the future and thrive in a landscape where AI and humans work together.