How ChatGPT’s agentic AI is changing SEO, and what you should do about it

The launch of ChatGPT’s Agent has introduced a powerful new phase in how AI interacts with the web, and it’s changing the rules of SEO. This emerging field, often referred to as Agentic Search, is not just about retrieving results. It’s about doing things online: filling out forms, comparing products, submitting purchases, and more.

This evolution may still be in its early stages, but it’s moving quickly, and if you want your website to stay discoverable and usable, it’s time to understand what Agentic Search means for SEO.

Agentic Search refers to the use of AI agents (like the new ChatGPT Agent) that don’t just search the web, they act on it. Unlike traditional search engines that deliver links, these agents can complete user journeys autonomously: from research, to comparison, to conversion.

For SEO professionals, this means rethinking how content is structured, labelled, and made accessible – not just for human users, but for machine users as well.

1. AI agents are now active users

In the world of Agentic Search, AI agents behave more like human users than search bots. They:

• Interact with forms
• Extract structured data
• Compare products
• Complete purchases

If your website isn’t built to support these actions, AI agents may overlook your content or be unable to complete tasks, meaning you’re cut out of automated user journeys and may start to see a drop in conversions.

2. Structured content is the foundation of Agentic Search visibility

To succeed in Agentic Search, your site must be machine-readable. That means using:

• Semantic headings (<h1>, <h2>)
• Clearly labelled tables and form fields
• Consistent product schema
• Accurate metadata

Without this structure, your site risks being misinterpreted, or ignored, by AI. Find out how to optimise your schema markup for AI visibility.

3. SEO now includes Agentic Search optimisation

This isn’t a replacement for classic SEO, it’s an extra layer. Agentic Search optimisation means ensuring your content and site design support automated interpretation and action by AI tools.

Focus areas include:

• Clarity in content labelling
• Functional, structured page design
• Ensuring Javascript’s effect on AI interaction is minimised

Think beyond Googlebot – think ChatGPT Agent and its successors.

4. AI workflows are replacing human browsing

Agentic Search enables full user journeys without traditional browsing. An AI agent can go from question to checkout without ever displaying search results in a browser.

To be part of these workflows, your site must integrate through:

• Structured data
• Accessible forms
• API endpoints
• Clear, actionable content

Otherwise, you’re not part of the new funnel.

5. Rankings matter less in Agentic Search

Traditional SERP rankings don’t guide agent behaviour in the same way. AI agents don’t click the top link. Instead they analyse the content, extract meaning, and take action directly from the page.

That means:

• Structured clarity trumps keyword stuffing
• Usability matters more than position

Functionality becomes part of your ranking strategy.

To stay ahead in this evolving space, consider these strategic actions:

1. Build strong content structure

Use semantic HTML, schema markup, and clearly labelled elements to ensure your site is readable and usable by AI agents.

2. Strengthen your technical SEO

Fast loading speeds, responsive design, structured data, and crawlable site architecture are essential foundations.

3. Make conversion paths agent-friendly

Standardise form inputs, avoid JavaScript-heavy interfaces, and test whether an AI agent can interact with key elements.

4. Clarify your content

Break content into modules, use descriptive headings, and remove vague product or CTA labels to reduce AI confusion.

5. Integrate your data

Consider whether your site supports automated workflows through APIs or structured data feeds. Can an agent complete a task without needing manual clicks?

6. Test your site with AI agents

Use tools like ChatGPT Agent to simulate user tasks. Where does it succeed? Where does it fail? These are your new SEO audit checkpoints.

Agentic Search is in its infancy, but the implications for SEO are significant. To future-proof your strategy:

1. Audit your content for machine readability
2. Improve structured data coverage and consistency
3. Run real-world tests with AI agents
4. Clarify page-level content to avoid ambiguity
5. Adapt your strategy to include non-human traffic

Agentic Search is the next evolution of how people (and machines) find and act on information online. Early adopters who optimise for this shift will hold a major competitive edge as AI browsing becomes increasingly mainstream.

If you’d like help preparing your site for the world of Agentic Search, get in touch with us today. Our new AI Visibility Framework will set you on the right track.