I usually don't like to use expressions like "this or that is dead and there is a new winner in town" — but I cannot agree more that search and discovery on the web is changing, and agentic AI is coming after all repetitive human activity.

The problem with LLMs is still their training cutoff. So to discover the world and the latest information, LLMs still need to rely on search engines — and we need to keep information available, accessible, and interesting to search engines.

In this regard:

  1. There is less need to advertise. AI does the discovery work now.
  2. There is an absolute necessity to appear in organic results of search engines to target AI agents.
  3. Pages need to convey distinctive and original content and be relevant in their context. Text will be king. That makes LLMs choose them as the "truth source."
  4. There is a need to make sure pages are added to training and fine-tuning stages of LLMs — sooner rather than later.

And yes, there is a need to optimize for AI from now on.