I’m closely monitoring the emergence of agentic SEO, convinced that as capabilities advance over the next few years, agents will significantly influence the industry. This shift won’t be an easy or immediate replacement of talent by advanced machine intelligence. Instead, we should expect considerable trial and error and radical changes in how the online landscape functions—similar to how automation revolutionized manufacturing. Marie Haynes, a respected expert known for sharing insights on E-E-A-T and Google’s algorithm via her popular Search News You Can Use newsletter, offers valuable perspective. A few years ago, she retired her SEO agency to fully immerse herself in AI systems, believing we are at the start of a profound transformation. In her recent article, “Hype or not, should you be investing in AI agents?”, she outlines what SEOs need to grasp about this rapidly evolving field. I invited her to IMHO to explore this topic further. Marie envisions AI radically improving our world, with every business eventually integrating AI agents. You can watch her full interview on IMHO or continue reading this summary. She states, “The idea that we optimize for appearing as one of the 10 blue links on Google is already gone. ” **Experimenting with Gemini Gems** Marie advises beginners to start with “Gemini Gems”: small, reusable AI prompts that she believes will evolve into agentic workflows. For example, her “originality Gem” is a 500+ word prompt detailing how she evaluates content, supported by examples of truly original content as knowledge bases. She predicts that soon all her SEO tasks will be executable by agentic workflows that occasionally seek her advice. **The Power of Chaining Agents** The true potential lies in linking agents to form workflows. This enables us to impart our expertise to AI teams, which then automate tasks under our supervision—serving as “human-in-the-loop” reviewers. By “downloading” our knowledge into agents, we can exponentially scale our capacity.

Marie explains, “Instead of handling a handful of clients, I could manage a hundred using my workflows. ” The main challenge is mastering the art of prompting and structuring agents to yield the desired outputs. She foresees the future of SEO as less about optimizing for search engines and more about acting as the human interface between businesses and technology—teaching, guiding, and deploying AI agents. **Why Gemini Over ChatGPT** Marie favors Google’s Gemini for future readiness: “I use Gemini not just to solve problems today, but to build skills for what’s coming tomorrow. ” She highlights Google’s integrated AI ecosystem and predicts Google will ultimately lead the AI race. “It’s always been their game to win, so I prioritize using Gemini. ” **Transformations Will Follow the Money** Marie expects agentic workflows to become embedded in daily work within two to four years, echoing Google CEO Sundar Pichai’s words. However, true transformation hinges on businesses monetizing these workflows. Despite trillions invested in AI, financial returns remain limited. She references studies showing 80–95% of companies using AI aren’t yet profiting from it. Marie compares this to SEO’s early days—once profitability became evident, the industry rapidly expanded with new tools and attention. She’s uncertain if this shift will happen within 12 months but feels it might take longer. **What SEOs Should Do Now** The fast pace and steep learning curve can be overwhelming—even for full-time AI researchers like Marie. Her advice: keep learning, experimenting, and practicing prompt creation. For example, try building an agent to perform a routine task; even partial success teaches valuable skills. She encourages perseverance beyond initial failures, urging users to explore AI’s capabilities rather than dismissing them outright. For developers, Marie recommends “vibe coding” with tools like Google’s Anti Gravity or AI Studio, enabling website deployment without HTML knowledge. She also suggests leveraging Gemini or ChatGPT for competitive research reports analyzing AI use by market players, delivering client value while honing skills. **The Future of SEO** Marie references Sundar Pichai’s assertion that AI’s societal impact surpasses fire or electricity. While acknowledging her bias from deep AI involvement, she predicts significant societal disruption. “Being able to understand global changes and distill the important aspects for clients will be a superpower, ” she said, noting much uncertainty remains as we navigate emerging technology edges. She reassures those feeling lost they are not alone, as we stand at the forefront of major change. For those who persist, the rewards will be substantial. Business owners will increasingly seek professionals who can explain, implement, and monetize AI. Early adopters mastering these skills will become invaluable: “People who know how to use AI, create agents, and generate revenue from AI will be extremely valuable in the future. ” --- A full video interview with Marie Haynes is available via the IMHO recording. Special thanks to Marie Haynes for sharing her insights on this transformative topic. **Additional Resources:** - AI Has Changed How Search Works - Marketing to AI Agents Is the Future – Research Shows Why - Ex-Microsoft SEO Pioneer on Why AI’s Biggest Threat to SEO Isn’t What You Think *Featured Image: Shelley Walsh/Search Engine Journal*