Google’s new User Agent & the Agentic web: what it means for SEO

At Think, we’re always tracking the next shift in search. The latest development – Google’s new user agent, often referred to as Google-Agent – signals one of the biggest transformations the industry has seen since the early days of search engines. AI-driven search is already reshaping how users discover content and interact with brands. As we’ve explored in our guide to the future of SEO, businesses need to rethink how visibility works across both traditional and AI-powered search environments.

This isn’t just another algorithm update. It represents a move towards an agentic web, where AI doesn’t just retrieve information – it acts on it. Recent industry insights highlight just how significant this shift could be for search and digital marketing.

For businesses investing in SEO, this raises important questions. What is changing? What is MCP? Additionally and most importantly, how should your SEO strategy evolve?

Let’s break it down.

What is MCP (Model Context Protocol)?

At the centre of this shift is MCP (Model Context Protocol).

MCP is a framework that allows AI agents to securely access and interact with website functionality and backend systems. Rather than interpreting a page visually (like a human), agents can communicate directly with systems.

In simple terms, MCP allows:

• Direct data access: AI can retrieve structured information without scraping pages
• Functional interaction: Agents can use tools like booking systems or calculators
• Real-time communication: Systems can respond dynamically to AI requests

This removes friction. Instead of a user filling out a form, an agent could complete it instantly using known preferences or data.

Understanding the Agentic Web

The term Agentic web describes a new phase of the internet where AI agents perform tasks on behalf of users.

Rather than searching, clicking and browsing manually, users will increasingly rely on AI assistants to:

• Find products or services
• Compare options
• Make purchases
• Submit enquiries
• Interact with multiple platforms simultaneously

This is supported by several emerging protocols:

• A2A (Agent-to-Agent): Enables systems to communicate directly
• UCP (Universal Commerce Protocol): Allows transactions directly from search environments
• A2UI / AG-UI: Dynamically builds user interfaces and experiences

In this environment, the “user journey” becomes far less visible – because much of it happens behind the scenes.

What will AI agents be able to do?

As this technology develops, the capabilities of AI agents will expand rapidly.

We are moving towards a web where agents can:

• Complete lead generation forms with high accuracy
• Book appointments or consultations
• Purchase products without visiting a website
• Compare suppliers and negotiate options
• Interact with SaaS platforms and APIs in real time

For example, a potential customer searching for IT support may no longer browse multiple websites. Instead, their AI assistant could:

1. Analyse providers
2. Shortlist options
3. Submit enquiries automatically
4. Return a refined recommendation

This fundamentally changes how businesses attract and convert customers.

AI search is replacing traditional search behaviour

Search is no longer just about rankings and clicks.

With the growth of AI Search, users are increasingly interacting with:

• AI-generated summaries
• Conversational interfaces
• Automated recommendations
• Personalised results

This means visibility is no longer limited to the traditional SERP.

Instead, brands must now consider:

• How they appear in AI-generated answers
• Whether their content is used as a trusted source
• How easily AI can interpret and interact with their website

What this means for SEO

While this shift may sound disruptive, it actually reinforces the importance of SEO – it doesn’t replace it.

The role of SEO is evolving from optimising for clicks to optimising for actions and understanding.

1. Structured, machine-readable content is critical

AI agents rely heavily on structured data.

This means:

• Clear page structure (headings, lists, FAQs)
• Schema markup (FAQ, Product, Organisation)
• Well-organised internal linking

Websites that are easier for machines to interpret will have a clear advantage.

2. Technical SEO becomes even more important

With AI agents relying on structured data, crawlability and backend access, technical SEO is becoming even more critical to ensure your website is fully accessible and machine-readable.

Key priorities include:

• Fast, reliable page loading
• Clean code and accessible resources
• Proper indexing and crawlability
• API and backend readiness for future integrations

In an agentic web, your website is no longer just a brochure – it becomes a functional platform.

3. Content still drives visibility and authority

Despite the shift towards automation, content remains at the core of SEO.

However, the focus evolves:

• From keyword targeting to intent and context
• From volume to accuracy and usefulness
• From rankings to inclusion in AI responses

High-quality, authoritative content increases the likelihood of being referenced by AI systems.

4. SEO expands beyond the click

In a world where agents can complete actions without a user visiting your site, success metrics will change.

Businesses should begin to track:

• AI visibility and citations
• Assisted conversions
• Lead generation quality
• Brand mentions across AI platforms

This requires a more advanced, data-led approach to SEO and analytics. As AI Search continues to evolve, businesses need a connected strategy that brings together SEO, content and performance channels – something we deliver through our integrated digital marketing services.

Why this is a huge opportunity for businesses

While some see the rise of Agentic AI as a threat to traditional SEO, it is actually a significant opportunity.

Businesses that adapt early will benefit from:

• Faster, more efficient lead generation
• Increased visibility across AI platforms
• Improved user experience and conversion rates
• Stronger competitive positioning

This is not the end of SEO – it is the next stage of its evolution.

How Think helps you stay ahead

At Think, we are already helping clients adapt to this shift by combining:

• Advanced technical SEO
• AI-ready content strategies
• Structured data implementation
• Performance tracking across traditional and AI search

Our approach ensures your business is visible not just in search rankings, but across the entire AI-driven search ecosystem.