I am closely observing the rise of agentic SEO, confident that as AI capabilities progress over the next few years, agents will deeply transform the industry. This won’t be a simple or immediate replacement of human experts by machine intelligence. Instead, we should expect extensive trial and error and radical shifts in how the online environment operates—much like automation reshaped manufacturing. Marie Haynes, a respected expert renowned for insights on E-E-A-T and Google’s algorithm via her popular Search News You Can Use newsletter, offers key perspectives. A few years ago, she closed her SEO agency to fully focus on AI, convinced we’re at the dawn of a major upheaval. In her recent article, “Hype or not, should you be investing in AI agents?”, she outlines what SEOs need to know about this swiftly evolving field. I invited her to IMHO to dive deeper. Marie envisions AI dramatically improving the world, with every business ultimately adopting AI agents. Her full interview is available on IMHO; here is a summary. She declares, “The idea that we optimize for appearing as one of the 10 blue links on Google is already gone. ” **Experimenting with Gemini Gems** Marie recommends beginners start with “Gemini Gems”: small, reusable AI prompts poised to evolve into agentic workflows. For instance, her “originality Gem” is a 500+ word prompt that details how she evaluates content, supported by examples of genuinely original materials. She predicts that soon all her SEO tasks will be handled by agentic workflows that consult her only occasionally. **The Power of Chaining Agents** The real opportunity lies in linking multiple agents into workflows, allowing us to transfer our expertise to AI teams that automate tasks under human supervision—acting as “human-in-the-loop” reviewers. By “downloading” knowledge into agents, we can vastly expand our output. Marie explains, “Instead of managing a handful of clients, I could oversee a hundred with these workflows. ” The main challenge is mastering prompt engineering and structuring agents to produce desired results. She foresees SEO shifting from optimizing for search engines to serving as the human interface between businesses and technology, guiding and deploying AI agents. **Why Gemini Over ChatGPT** Marie prefers Google’s Gemini for future readiness: “I use Gemini not just to solve today’s problems, but to build skills for tomorrow. ” She highlights Google’s integrated AI ecosystem and expects Google to lead the AI race, noting, “It’s always been their game to win, so I prioritize Gemini. ” **Transformations Will Follow the Money** Marie anticipates agentic workflows becoming part of daily work within two to four years, echoing Google CEO Sundar Pichai. Yet, true transformation depends on businesses monetizing these workflows.

Despite trillions invested in AI, financial returns remain limited—studies show 80–95% of AI-adopting companies aren’t profiting yet. She compares this to SEO’s early days—once profit opportunities became clear, the industry quickly expanded with new tools and attention. She’s unsure if this will happen within 12 months or longer. **What SEOs Should Do Now** The rapid pace and steep learning curve can overwhelm even AI experts like Marie. Her advice: keep learning, experimenting, and practicing prompt creation. For example, build an agent to handle a routine task—even partial success yields valuable lessons. She encourages perseverance despite initial failures and urges exploration rather than dismissal of AI’s potential. Developers should try “vibe coding” using tools like Google’s Anti Gravity or AI Studio to deploy websites without HTML expertise. She also suggests using Gemini or ChatGPT to produce competitive research reports on AI usage by market players, delivering client value and sharpening skills. **The Future of SEO** Marie cites Sundar Pichai’s claim that AI’s societal impact surpasses fire or electricity. Acknowledging her AI immersion bias, she predicts major societal disruption. “Understanding global changes and distilling their importance for clients will be a superpower, ” she said, highlighting the uncertainty as we navigate emerging technologies. She reassures those feeling lost that many share this experience at the forefront of massive change. For persistent individuals, rewards will be great, as businesses increasingly seek professionals who can explain, implement, and monetize AI. Early adopters mastering these abilities will be invaluable: “People who know how to use AI, create agents, and generate revenue from AI will be extremely valuable in the future. ” — The full video interview with Marie Haynes is available on IMHO. Special thanks to her for sharing 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*