Introduction to a New Era of SEO
The traditional SEO equation, which involved optimizing for Googlebot and creating content for human users, is no longer relevant. A new generation of actors, including AI agents like ChatGPT, Perplexity, Claude, and Gemini, are changing the online visibility landscape. These AI agents are not just processing information; they are exploring, synthesizing, choosing sources to cite, and influencing traffic flows.
The Impact of AI Agents on SEO
For those who are skeptical about the impact of AI agents, consider the concept of Zero Moment of Truth (ZMOT), developed by Google over 10 years ago. This principle states that prior to any purchase, consumers undertake an extensive research phase, consulting customer reviews, comparing across different sites, scrutinizing social networks, accumulating information sources, and now using their favorite AIs for final validation.
A New Paradigm
We are currently experiencing a fundamental reconfiguration of the digital ecosystem. In the past, we identified two or three main engines: Google, humans, and social networks. However, a new paradigm is emerging, with AI agents assuming the role of an autonomous traffic engine. These intelligent systems are capable of navigating information independently, establishing their own selection criteria, and directing users to sources they deem relevant.
Agentic SEO
Agentic SEO involves the creation of structured and dynamic content that is designed to appeal not only to Google but also to conversational AIs. This approach is founded on three key pillars:
- Data Enrichment: Schema.org data, microformats, and semantic tags are becoming important as they facilitate understanding and information extraction by language models.
- Content Modularity: Concise and "chunkable" responses are perfectly suited to Retrieval-Augmented Generation (RAG) ingestion processes utilized by these agents. Content should be designed using autonomous and reusable blocks.
- Polymorphism: Each page can offer variants adapted according to the type of agent consulting it. It is essential to recognize that the needs of a shopping agent differ from those of a medical agent, and content must adapt accordingly.
The Foundations: Generative SEO and Edge SEO
To understand this evolution, it is essential to consider the concepts that have prepared the ground: generative SEO and Edge SEO.
Generative SEO
Generative SEO facilitates the creation of substantial and insightful content through the utilization of language models. This approach automates the process of creating content while ensuring its relevance and quality.
Edge SEO
Edge SEO leverages CDN or proxy-side deployment capabilities to reduce deployment latency and enable large-scale content testing from both content and performance perspectives.
Agentic Edge SEO
Edge SEO had already revolutionized the notion of static content. The system now has the capability to modify content in real-time according to three variables: user intention, SERP seasonality, and technical optimizations triggered by Core Web Vitals signals.
Three Concrete Applications
These concepts are immediately applicable to several strategic sectors. Three examples of products currently under active testing include:
- Ecommerce: Product pages are self-evolving, adapting to search trends, available stock, and detected behavioral preferences.
- Media Industry: Major news outlets can deploy "living" articles that are automatically updated to include the latest breaking news.
- Promo Codes Website: The website has successfully managed 3,000 merchant pages, which adapt in real-time to commercial cycles and breaking deals.
Toward a New Era of SEO
The future of SEO lies in publishing dynamic content that can adapt to the ever-changing algorithms of Google’s index. This transformation requires a fundamental paradigm shift, and many SEO agencies have already made the switch. Marketing experts must abandon the "page" logic to adopt that of "adaptive systems." This transition necessitates the acquisition of new tools and skills, as well as a re-evaluation of our strategic vision.
Conclusion
Agentic SEO is not merely a passing trend; it is the necessary response to an ecosystem undergoing profound mutation. Organizations that master these concepts will gain a significant competitive advantage in tomorrow’s attention economy. As the digital landscape continues to evolve, it is essential to stay ahead of the curve and adapt to the changing needs of users and search engines. By embracing Agentic SEO and its principles, businesses can ensure their online presence remains relevant and effective in the years to come.