Agentic search: How AI agents will decide which brands get found

Semrush's introduction of the concept of agentic search, which utilizes AI agents to evaluate and act on behalf of users, marks a significant shift in how brands will be discovered online. This new search paradigm, as outlined in their blog post, highlights the importance of AI-driven decision-making in determining brand visibility. For website owners, this means that their online presence and content will be increasingly evaluated by AI agents, rather than human users. This could lead to a significant impact on their website's traffic, as AI agents may prioritize or deprioritize certain brands based on their ability to provide relevant and useful information. Website owners will need to adapt their content strategies to cater to these AI agents, ensuring that their brand is visible and appealing to these new decision-makers. To prepare for this shift, website owners can take several actionable steps: first, review their llms.txt files to ensure that AI agents are allowed to crawl and index their content; second, optimize their website's structure and content to provide clear and concise information that AI agents can easily evaluate; and third, monitor their website's traffic and analytics to understand how agentic search is impacting their online presence and adjust their strategies accordingly.