Search engines wasted our time, and we were never really sure we’d get compensated.
LLMs give us time back.
And if “Time is Money”, LLMs keep money in our pockets, too.
But do they make us money?
That’s the big question right now.
Here’s what I do know: Agentic Search isn’t far off.
I’d say less than two years.
So, let’s say we’ve got 24 months to restructure our websites.
Keep in mind that we previously measured site updates by months and years.
We can’t do that anymore; AI is developing too fast.
Here’s what I’d do if I were building or updating your website:
Ensure your entity is clearly defined (who you are, who you serve, key topics you’ll own)
Write your content, add internal and external links, and write your HTML structure and schema at the same time.
Have your creative director design/redesign your site for 2026.
Hand everything to the developers; they’ll keep speed and performance in mind.
Launch/relaunch your multi-channel marketing strategy.
Notice that we started with the content and HTML structure first, rather than the design.
That’s because LLMs need clarity and trust above all else, just like humans need to understand and trust you before they’ll tell their friends about you.
If your website uses an AI-forward structure, you’ll win in agentic search.
If you’re thinking along these lines now and get moving, you’ll get the early-adopter benefits.
Those benefits compound as AI companies train new models.
Super oversimplified explanation for brevity.
I love talking about this stuff.
One-on-ones here.
See you Thursday.
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If you want to understand where your brand actually stands in AI Search, my audits break this down with complete clarity: structure, signals, and opportunities.
More on that in future issues.