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Why AI Agents Will Change How Our Customers Find Us Online

In this week’s edition of the GEO Insider

• Why AI Agents are a game changer, and what we need to know about them
• Three tips to get your website content AI Agent ready
• Generative Engine Optimization in the News
• The Week Ahead

Did you know that AI Agents are made possible thanks to Generative-AI and the Large Language Model (LLM) that the technology is dependent on?

In this week’s newsletter, we delve into why AI Agents are a game changer, and why embracing Generative Engine Optimization in your SEO strategy is key to staying ahead in an AI Agent world.

Why AI Agents are a game changer, and what we need to know about them

What is an AI Agent?

Imagine having a super-smart digital assistant who not only answers your questions but gets things done for you! That's what an AI agent is. It is the latest iteration of AI technology that you may have heard about in the news.

While regular AI, such as the chatbots you might have tried, can engage in conversations and answer questions, AI agents take things a step further by actively completing tasks on your behalf. They're like personal assistants who work online.

These helpful digital helpers can:

• Understand what you want accomplished
• Figure out the steps needed to get it done
• Act, without you needing to guide its every move
• Remember what worked well for next time

For example, instead of just telling you what's on your calendar, an AI agent could schedule your appointments, send the emails, and add the event all on its own.

The exciting part is that AI agents can handle multiple connected tasks in sequence, making smart choices along the way.

How are they used for Internet search?

They’re like having a super-smart helper that can search and analyze the internet on your behalf. That's what an AI agent can do when searching the web on your behalf.

Instead of spending hours clicking through countless websites and skimming articles, your AI agent becomes your own personal digital detective. Tell it what you're looking for, and it takes it from there.

Your AI agent can:

• Understand exactly what information you need
• Visit multiple websites to gather facts and details
• Compare different sources to find the most reliable information
• Organize everything into a neat summary just for you
• Even keep searching if the first attempts don't find what you need

For example, suppose you're planning a family trip, instead of conducting dozens of separate searches for hotels, activities, and weather. In that case, your AI agent can gather all this information in one go while you enjoy your coffee.

The best part? These helpers learn what you find most useful over time, becoming even better at delivering exactly what you're looking for.

With AI agents handling your web searches, you regain precious time while still discovering all the information you need.

Examples of their use

Direct to Consumer (Personal Shopping Assistant)

Let's say you want a new pair of running shoes, but you do not have time to browse dozens of websites comparing prices, features, and reviews. Your AI shopping agent can handle the entire process!

Tell your AI agent something like: "I need lightweight running shoes for under $120 that are good for people with flat feet.". Now, sit back and let your digital assistant take care of everything.

Your AI shopping agent can:

• Search multiple retailers and marketplaces simultaneously
• Filter options based on your specific requirements
• Compare prices across different stores to find the best deal
• Gather and analyze customer reviews to check quality
• Present you with the top 3-5 options that match your needs
• Complete the purchase once you make your selection

For example, your agent might tell you, "I've found these Nike Air Zoom models on sale for $99, offering excellent support for flat feet, 4.7-star reviews, and free shipping." Would you like me to place the order using your saved payment method?"

The agent saves you hours of research while ensuring you get exactly what you need at the best possible price, and all without the overwhelming decision fatigue of modern online shopping.

Business-to-Business (Procurement)

Your company needs new inventory management software that integrates with your existing systems. Instead of dedicating colleague hours to research and vendor calls, your AI procurement agent can handle these tasks for you.

Start by telling your AI agent: "Find inventory management solutions compatible with our SAP system that offer real-time tracking and cost between $10,000-$25,000 annually.". Your digital partner then goes to work!

Your B2B AI agent can:

• Research specialized software providers across industry marketplaces
• Evaluate solutions against your technical requirements
• Gather case studies from similar businesses in your sector
• Compare pricing structures and identify hidden costs
• Schedule demos with the most promising vendors
• Prepare comparison reports for your decision-makers

For example, your agent might report, "I've identified three solutions that meet all criteria, with Acme InventoryPro offering the best ROI and the highest ratings for SAP integration." Their procurement team is available next Tuesday to discuss your customization needs and volume discount options."

These AI assistants streamline the complex B2B purchasing process, ensuring your business makes informed decisions efficiently without draining your team's valuable time or missing critical requirements in the evaluation process.

3 Tips for Supporting AI Agents

Tip 1: Use schemas (schema.org)

AI agents require structured information to effectively match customer needs with your offerings. Implement these specific changes:

• Create detailed, attribute-rich product/service schemas using JSON-LD markup
• Break down your service offerings into distinct components with specific parameters (pricing tiers, features, specifications)
• Include explicit compatibility information and integration capabilities
• Use standardized industry terminology for service categories and attributes
• Maintain consistent naming conventions across your digital presence

This structured approach enables AI agents to accurately categorize and recommend your offerings when matching them to customer requirements.

Tip 2: Optimize content for comparative analysis and decision making

AI agents excel at evaluating options based on specific criteria. Position your business to stand out in these comparisons:

• Clearly articulate your unique value propositions using quantifiable metrics
• Provide explicit comparison points against industry alternatives
• Include detailed case studies with measurable outcomes and ROI figures
• Showcase third-party validations, certifications, and objective ratings
• Maintain transparent, comprehensive pricing information with all potential variables

Remember that AI agents will likely evaluate your offer against competitors simultaneously, so clarity on differentiation is crucial.

Tip 3: AI-Friendly Customer Journey Documentation

AI agents need to understand the whole customer experience. Create resources that document:

• Step-by-step implementation/onboarding processes with timeframes
• Clear post-purchase support protocols and response times
• Detailed FAQ content addressing common decision points
• Scalability information and growth accommodation details
• Explicit answers to objection points typically raised during the sales process

These resources help AI agents confidently recommend your business by understanding exactly what customers can expect throughout their journey with you.

Generative Engine Optimization (GEO) News

• ​Shift to zero-click searches: Is traffic still king?​
  The world of SEO has changed, especially with the rise of zero-click searches, where users get their answers directly on Google’s search results page without clicking through to any websites. How do zero-click searches change the game for marketers? Does appearing in a SERP have any benefit beyond driving traffic?
• ​Google shares how to get trip ideas from AI Overviews​
• ​Anthropic’s Claude can now search the web​

The Week Ahead

We have made excellent progress developing our Generative Engine Optimization platform. Over the past seven days we have focused on developing the capability to combine analysis of SERPs, with citations and your own webpage.

The data insight is amazing if we do say so ourselves.

The week ahead, we'll continue to build out the multi-step AI analysis of the output from the web and AI engines.