AI agents do more than find answers. AI agents can take actions. What does that look like? How do AI agents change SEO?
In this quick demo video, I walk through Perplexity’s Comet browser and look at how AI agents works. In this case, I got it to search for products and adds them directly to carts on different websites.
There are a lot of big shifts around this – to name just a few:
- There are new pages to consider for SEO (cart, checkout, site search)
- We have to optimize sites for “bot usability” so AI agents can use your site correctly
- Tracking, measurement and attribution becomes challenging (no referrals, no unique user agents)
So, what do we do? For starters, we need to test out how AI agents work on our websites. As I’ve started using Perplexity Comet (and ChatGPT Agent mode), we’re starting to identify areas where these bots struggle to use websites. From there, we can start adjusting accordingly.