The SEO industry is on the cusp of a profound transformation, driven by the rapid advancement of AI agents. According to renowned SEO expert Marie Haynes, these intelligent agents are poised to revolutionize how online spaces operate, fundamentally altering traditional SEO workflows. Haynes, a long-time authority on E-E-A-T and Google's algorithm, retired her successful SEO agency years ago to dedicate herself to understanding AI systems, convinced that we are at the dawn of a new era.

In a recent interview, Haynes shared her insights, emphasizing that the traditional goal of optimizing for Google's "10 blue links" is already outdated. She believes every business will eventually integrate AI agents, radically changing the digital landscape for the better. This article summarizes her key takeaways, offering practical advice for SEO professionals navigating this shift.

Experimenting With Gemini Gems

For anyone looking to grasp the concept of AI agents, Marie Haynes’ most practical advice is to start by creating Gemini Gems. She firmly believes these personalized AI assistants will eventually evolve into sophisticated agentic workflows.

To illustrate, Haynes shared her "originality Gem," which utilizes a detailed 500-word prompt to evaluate content, supported by a knowledge base of truly original examples. She envisions a near future where most of her SEO processes can be managed by agentic workflows, requiring her input only for occasional guidance.

The Power Of Chaining Agents

The true potential of AI agents emerges when they are chained together to form complex agentic workflows. This capability allows professionals to leverage their expertise to train AI as a team of assistants, automating routine tasks.

In this new paradigm, SEOs would transition from hands-on optimizers to orchestrators, guiding agents like a conductor to perform work, acting as the "human-in-the-loop" to review outputs. Once knowledge is embedded and systems are operational, this approach offers unprecedented scalability. Haynes notes, "Instead of me handling just a small handful of clients, all of a sudden I could have a hundred clients and do the same work because it’s all going through my workflow." The primary challenge, she adds, lies in the skill required to prompt and construct these agents effectively to achieve desired outcomes.

Haynes asserts that "The future of our industry is not about optimizing for an engine, but about acting as the interface between businesses and technology, and we will be the human experts who teach, guide, and implement AI agents."

Why Gemini Over ChatGPT

When asked why she favors Gemini over ChatGPT, Marie Haynes cited future-proofing as her main motivation. "The main reason why I use Gemini is not to accomplish things today, but to grow my skills in what’s coming tomorrow," she explained.

Haynes believes Google's integrated ecosystem positions it to dominate the AI race. "I think that Google is going to win the game. I think it’s always been their game to win. So I make it a point to use Gemini as much as I can," she stated, highlighting her focus on aligning with what she sees as the inevitable market leader.

Transformations Will Follow The Money

Google CEO Sundar Pichai predicted in March that within two to four years, agentic workflows would be deeply embedded in our daily work. Marie Haynes echoes this sentiment, adding that the most significant transformations will occur once businesses begin to generate substantial revenue from these AI-driven workflows.

"It’s wild how many trillions of dollars are being spent on developing AI, yet there’s not a whole lot of financial output at this point," Haynes observed, referencing studies (McKinsey at 80%, MIT at 95%) indicating that most businesses using AI are not yet profiting from it. She draws a parallel to the early days of SEO: "Once people started making good money from understanding SEO, there was a lot of attention. Tools were created and a whole industry popped up. I think that’s going to happen again. Will it be within the next 12 months? I don’t know. I feel like it might be a little bit longer."

What SEOs Should Do Now

The rapid pace of AI development can be overwhelming, presenting a steep learning curve even for those dedicated full-time to the field. Haynes, who made AI research her full-time job, admits, "even I get overwhelmed with all the stuff that’s happening with AI."

Her advice for SEOs is clear: continuously learn, keep trying new things, and experiment with writing prompts. She suggests that the next time you approach a task, try to create an agent to do it for you. Even if incomplete, the attempt will build valuable skills. Haynes also stresses perseverance, urging professionals to "Try to figure out what they can do, instead of just telling everybody, ‘Oh, it can’t do this.’ Find ways you can use it."

For development teams, she recommends "vibe coding" with tools like Google’s Anti Gravity or AI Studio, noting that "You can deploy a whole website without even knowing any HTML." Additionally, she advises using Gemini or ChatGPT for deep research reports to analyze competitor AI usage, providing immediate client value while honing new skills.

The Future Of SEO

Marie Haynes references Sundar Pichai’s assertion that AI technology will have a more profound impact on society than fire or electricity. While acknowledging her bias after extensive investment in understanding AI, she maintains that societal disruption is inevitable.

Haynes believes that "Being able to understand what’s happening in the world and distill it down to what’s important to your clients will be a superpower." She also acknowledges the current uncertainty, reassuring professionals: "If you’re feeling lost, you’re not alone because imagine right now we’re sort of at the forefront of all of these changes happening."

For those who persevere and adapt, the rewards will be significant. Business owners will increasingly seek experts who can explain and implement AI solutions. Haynes concludes, "The people who know how to use AI, know how to create agents, and know how to make money from AI are going to be extremely valuable in the future."

Watch the full video interview with Marie Haynes here:

Thank you to Marie Haynes for offering her insights and being my guest on IMHO.

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Featured Image: Shelley Walsh/Search Engine Journal