-
Head of WordPress AI Team on SEO for AI Agents, Nothing Fundamentally Changed
Posted by on January 20, 2026 at 10:52 amJust read an interesting take from the Head of the WordPress AI team.
Key point: AI agents are still using the same web infrastructure we’ve always had.
They rely on:
Search engines to discover entities
Authority and trust signals to evaluate sources
Links to move between entities
Content to understand what each entity offers
Even AI tools aren’t reinventing discovery:
ChatGPT → Bing
Anthropic → Brave
Google → Google
The mechanics of the web haven’t changed.
What’s changed is who is doing the traversing, humans vs AI agents.SEO isn’t dead. It’s just being consumed differently.
-
1 Reply
-
Now I think I know why someone downvoted you. G e o people want to try to convince everyone that LLMs have their own search engines.
Upvoted you back up by the way
-
[removed]
-
Agreed. At least for now, but in future we will see AI agents becoming less dependent on search engines and more focused on multiple resources and other AI resources.
-
this lines up with what i see too…the pipes did not change just who is turning the valves. if your pages already have clean internal links solid entities and clear intent ai agents crawl them the same way humans did. one quick win is to tighten entity pages with a short summary and three internal links i watched impressions lift after adding a 120 word intro and links in one afternoon. the trade off is slower payoff than hacks but steadier gains over months.
Log in to reply.