Imagine a web where a machine fills out your lead forms, buys your products and negotiates with your backend. While many SEOs are currently arguing over whether to block AI search bots, whether to call themselves SEO or GEO, or optimize to be mentioned in ChatGPT, the reality of the web goes far beyond just crawlers. With the new WebMCP robot and Google-Agent from Google, the web agent is already there.
The Web becomes agentic
The web as we know it (where humans click on links and scroll through pages) is coming to a radical end. What replaces it is the web agent.
This week, Google announcement a new user agent just for agents. When an agent using Google infrastructure crawls your site (like Marine Project), it will use this new tag.
This is just the beginning. Agents will do much more than browse the web like a human.
Liz Reid describes a web where agents do much of the browsing
In a recent interview, head of research Liz Reid said she thinks people will always want to hear from other people, but she said: “I think this probably means that there is a world in which many agents talk to each other.»
Introducing Google’s Latest Blog Post multiple AI protocols we all need to understand immediately:
| Protocol | What this represents | The commercial impact |
|---|---|---|
| PCM | Model Context Protocol | Allows agents to securely access your backend data. |
| A2A | Agent2Agent | Enables bot-to-bot communication and transactions. |
| UCP | Universal Trade Protocol | Allows a machine to buy your product directly from the SERPs. |
| A2UI | User interface agent | Automatically composes new visual layouts for users. |
| AG User Interface | User-agent interaction | A middleware for streaming AI data in real time. |
I had a great conversation with Search bar member Liz Micik talks about it:
WebMCP will allow agents to use your website natively
Standard browser agents are slow because they examine pixels like humans do. In the Web Agent, machines will communicate directly with the tools and features available on our website.
The improvement here is WebMCP. I think every SEO should pay close attention to this. WebMCP allows agents to use your website features in real time, natively.
What does it look like?
The obvious use case is an agent who automatically fills out lead forms perfectly. But I think we’ll see much more interesting use cases as we release our own agents. Let’s say I created agents for SEO. (I did! I just haven’t shared them with others yet.) I might be able to share them with you via a SaaS model – where you pay a monthly fee for access. Or, what I think is more likely, is that you will be able to give your agent access to my agents via WebMCP. My agents will negotiate prices with your agents and can even help each other improve.
Search transforms into AI search
Google’s Nick Fox recently declared“Search becomes AI Search and the Gemini app is your personal assistant.” He also said that Google increasingly views AI Mode and AI Previews as one and the same.
I keep watching this New York Times article from three years ago.
They presented this as Google panicking over ChatGPT. There is, however, no doubt in my mind that Google had much more important things in mind. The Web agent is not an afterthought! This has been in the works for many years now.
I personally believe that from 1998 until today, those of us who create content have given it to Google to train AI. In return, we got human traffic and advertising revenue. I think this partnership no longer exists in its traditional form.
Why it’s the most exciting time to be in SEO
This transition from a human-driven web to an agent-driven web can seem daunting if you rely solely on traditional keyword rankings. In fact, this is the biggest opportunity we’ve seen since the invention of the search engine itself. WebMCP and UCP mean we no longer just optimize for clicks; we optimize for direct action, frictionless commerce, and automated lead generation. Creators who understand how these agents interact with backend systems will see a level of efficiency and reach that human navigation can never achieve. The partnership between creators and Google has definitely changed, but the future of what we can build on this web agent is incredibly bright.
My advice
It’s difficult to know what to do at the moment because no one, not even Google, knows exactly how Web Agent will work. Here is what I would recommend:
- Get familiar with WebMCP and understand how it works.
- If you’re in e-commerce, learn everything you can about UCP.
- Start learning how to vibrate code using tools like Claude Code, Google’s AI Studio, or my favorite, Antigravity. (If you are a member of my paid community, I just published a complete guide on using Antigravity in the Learning Center.)
- Focus on the exciting things you can do with AI rather than getting sidetracked by the media and social media! No one knows what the future holds, but I am confident that those who get involved and learn how to use AI wisely will experience great success.
More resources:
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