Preparing for the Open Agentic Web: Essential Insights for Brands
The digital landscape is rapidly evolving, and navigating it requires a fresh perspective on search engine optimization (SEO). As traditional search engines grapple with new AI-driven platforms, brands must adapt to remain visible and relevant.
In this analysis, we’ll explore the crucial shifts in web design, SEO strategies, and the role of AI in shaping user experiences.
The Shifting Terrain of Search Results
Rise of AI Overviews
Gone are the days when organic and paid listings dominated the first page of search results. AI Overviews frequently claim position #1, making the competition tougher for brands. As users increasingly turn to AI-powered answer engines like ChatGPT and Perplexity, traditional search engines are just one part of the equation.
“We are witnessing the emergence of dual-audience websites,” says Guill Rodas, CTO, APAC, RGA. Websites must cater not only to human visitors but also to AI agents, who require structured and accessible information to serve user queries effectively.
The Evolution of Web Design
The design paradigm is shifting from a purely human-centric approach to a dynamic model that serves both humans and machines. Traditional SEO tactics focusing on keyword optimization and click-through rates are being challenged as the need for structured data and modular design becomes paramount.
Lars Maehler, client lead at Publicis Media Hong Kong, emphasizes this change: “Website design is evolving from static layouts to query-driven interfaces that prioritize accessibility.” Brands must craft content that answers user intent with clarity and precision.
The New Era of Content Strategies
Modular Content Systems: The Future of Personalization
As AI-driven personalization becomes the norm, brands face the dual challenge of delivering tailored content while maintaining a cohesive brand identity. "AI can personalize content at scale, but misalignment can lead to fragmentation," warns Etienne Gautheron, managing director, Jellyfish South Korea.
A robust strategy begins with establishing a structured content system that adheres to brand guidelines. “Real-time data monitoring is essential,” adds David Klein, co-founder of Orange Line, “to ensure personalized content remains aligned with brand identity.”
Creating Targeted Content for AI Agents
The emergence of conversational search has transformed how brands should approach content creation. Users are increasingly utilizing long-tail, natural language queries, impacting how SEO strategies are formulated.
For instance, instead of simply optimizing for “best running shoes,” a well-structured response to a voice query like “What are the best running shoes for marathon training under $100?” is essential.
Adapting to AI-Driven Search Landscapes
Embracing AI as a Primary Search Mechanism
Platforms such as Gemini, Claude, and OpenAI have become critical new gatekeepers. Brands must understand how these AI agents operate and how to adapt their content strategies accordingly. “Position zero,” where featured snippets dominate, has become a coveted goal.
Brands can capture these snippets by offering concise, authoritative information that addresses common queries. For example, a fitness company could craft content titled “Top 5 Marathon Shoes for Beginners” specifically designed to satisfy voice search interests.
Navigating Challenges in SEO
As AI algorithms favor content from high-authority domains, smaller brands may struggle for visibility. Building E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) through quality backlinks and expert-authored content is imperative.
Tools like Google Analytics 4 can help track AI-driven traffic and refine strategies, ensuring brands can remain competitive amid the evolving landscape.
The Open Agentic Web: A New Frontier
Emerging Technologies and Opportunities
The merging of technologies—agentic AI, generative AI, blockchain, and Web3—presents a multitude of possibilities. These innovations offer pathways to craft web experiences that are both authentic and engaging for AI and human users alike.
“Imagine a travel site where an AI agent books a flight based on verified blockchain data while generative AI creates a personalized itinerary,” envisions Gautheron. This is the future of user interaction and experience.
Integrating New Protocols for Success
Microsoft’s vision of the open agentic web underscores the monumental shift toward AI performing tasks and making decisions in various contexts. Protocols like NLWeb expose natural language interfaces, allowing brands to interact seamlessly with AI agents.
“This shift requires collaboration and community-driven standards reminiscent of the early web,” says Mo Cherif, VP of AI & Innovation at Sitecore.
Measuring Success in an AI-Driven Environment
As AI continues to reshape consumer behavior, traditional metrics such as click-through rates are becoming increasingly irrelevant. Brands must broaden their focus to include agent interaction metrics.
“**In an AI-first world, measure outcomes, not clicks,” advises Cherif. Monitoring how often AI agents select your brand as the preferred answer will be crucial for future success.
New Metrics to Track Performance
Consider implementing the following metrics to assess your brand’s performance in an AI-driven landscape:
- AI-driven traffic referrals: Tracking inbound visits from AI intermediaries.
- Share of Search: Evaluating visibility across AI Overview platforms.
- Share of Model: Understanding how frequently your brand appears in outputs from large language models.
Conclusion: The Path Forward
The era of the open agentic web is upon us; brands must equip themselves to not just survive but thrive in this dynamic environment. By embracing both AI and human-centered strategies, crafting tailored content, and continuously adapting to emerging technologies, businesses can ensure they maintain relevance in a rapidly changing digital sphere.
Engage with the evolution of SEO and web design, and seize this opportunity to lead in the open agentic web!
