AI Agents Are Coming: An SEO Expert’s Survival Guide

The landscape of search engine optimization is undergoing a fundamental shift, moving beyond traditional tactics focused on securing a top spot in search results. The future of our industry is not about optimizing for an engine, but about acting as the interface between businesses and technology. This evolution is being driven by the rise of AI agents, which promise to automate complex workflows and redefine the SEO professional’s role. Industry expert Marie Haynes, who transitioned from running a successful agency to focusing entirely on AI, believes we are at the beginning of a profound transformation that will see every business utilizing AI agents, creating both disruption and significant opportunity.

Haynes suggests that the best way for SEOs to start understanding this shift is through hands-on experimentation. Her primary recommendation is to begin creating custom AI assistants, known as Gemini Gems. She views these as the foundational building blocks that will eventually evolve into sophisticated, automated agentic workflows. For instance, she has developed an “originality Gem” containing a detailed prompt and examples that encapsulate her methodology for evaluating content quality. This practical approach demystifies the technology and allows professionals to embed their unique expertise directly into AI systems.

The true potential, however, lies in connecting multiple agents to form cohesive workflows. This process, known as chaining agents, allows experts to scale their knowledge exponentially. Imagine teaching a team of AI assistants to handle repetitive analytical or content tasks, with the human expert orchestrating the process and reviewing the final output. This model transforms the SEO from a hands-on executor into a conductor and quality controller. As Haynes notes, this scalability could allow a single professional to manage a vastly larger number of clients by deploying their codified expertise through automated systems. The core challenge becomes the skill of effectively prompting and constructing these agents to produce the desired, high-quality results.

When asked why she focuses on Google’s Gemini over other popular models, Haynes emphasizes futureproofing. Her strategy is based on the belief that Google will be the winner in the AI race, given its vast ecosystem of integrated products and services. She advises developing skills within this emerging environment to stay ahead of the curve, even if the most powerful applications are still on the horizon. The widespread adoption of these workflows, she predicts, will follow a familiar pattern: significant transformation will occur once businesses begin to see clear, profitable returns on their AI investments, much like the early days of the SEO industry itself.

For SEO professionals wondering how to prepare, the path involves proactive learning and experimentation. The pace of change can be overwhelming, but Haynes advises a practical, iterative approach. The next time you go to do a task, try to create an agent that would do this for you. Even incomplete attempts build valuable skills. She encourages perseverance, urging practitioners to explore what AI can do rather than dismissing its early limitations. For development teams, she points to tools like Google’s AI Studio that enable “vibe coding,” allowing the creation of functional websites without deep coding knowledge. Another immediate tactic is to use AI to conduct deep competitive analysis on how rivals are leveraging automation, delivering instant client value while honing your own expertise.

(Source: Search Engine Journal)