What it means
SEO AI agents are AI systems you build to run SEO tasks on their own: Pulling data, spotting patterns, and taking actions such as flagging cannibalization or refreshing content, without you doing each step by hand. Kevin's view is that building these agents and workflows is now a core SEO skill.
Why it matters
The work you used to do by hand, like downloading Search Console data and building pivot tables, can move to an agent that runs on its own. That shifts your job from doing tasks to designing the systems that do them, and from tuning one channel to orchestrating across AI Overviews (AIOs), chatbots, and feeds.
Say a mid-market B2B SaaS company has one SEO analyst who spends 2 days a month hunting keyword cannibalization in spreadsheets. She builds an agent that watches Search Console, flags true cannibalization, and drafts the fix. The 2-day job becomes a 20-minute review, and she reinvests the rest in strategy.
How to use this knowledge
Pick a repetitive, rules-based task you run every month (cannibalization checks, internal-link audits, content refreshes) and build an agent or workflow to handle it. Learn the building blocks of connecting data sources, writing prompts, and chaining steps. Move up to orchestration, piping data from classic SERPs, AIOs, and AI Mode into one view. Make your own site readable to outside agents with clean semantic HTML, labeled buttons, and action schema, so agents can act instead of failing.
Growth Memo guidance
SEOs should learn how to build AI agents and workflows that automate tasks. AI changes the way search works but also the way SEOs work. — System builders
Your job is no longer to fine-tune a single channel; it's to keep an entire orchestra in time as search fragments across AI Overviews, chatbots, and social feeds. — The New Normal
SEO shifts from optimizing for clicks to optimizing for ingestion. The goal isn't to get a human to visit your landing page; it's to get your product data in front of the agent with enough authority that it recommends you. — How do you compete in Agentic Commerce?
AI workflows — the chained, automated task sequences an agent runs to replace manual SEO steps.
Agentic commerce — AI agents transacting for users, which changes what your site has to expose.
Large Action Models (LAMs) — models built to navigate the web and click, the engines behind acting agents.
Optimizing for ingestion — getting your data into an agent's answer set instead of chasing human clicks.