Google’s WebMCP and the agency web are changing SEO from clicks to automation, transactions, and machine-to-machine interaction.
Imagine the internet, where a machine fills out your contact data collection forms, buys your goods, and negotiates with your internal system. While many SEO experts are currently debating whether to block AI search robots, call themselves SEO specialists or GEO specialists, or optimize a website for a ChatGPT mention, the reality of the Internet goes far beyond simple crawlers. With Google’s new WebMCP and the Google Agent bot, the agent internet is already here.
- The Internet is becoming agent-based
- Liz Reed describes a web space where most of the search is performed by agents
- WebMCP will allow agents to use your site directly
- The search turns into an AI search
- Why is now the most exciting time for SEO
- My advice to you
The Internet is becoming agent-based
The Internet as you and I know it (where people click on links and browse pages) is changing radically. It is being replaced by agent-based Internet.
Google has already announced a new user agent created specifically for agents. When an agent using Google’s infrastructure views your site (for example, Project Mariner), it will use this new tag.
This is just the beginning. Agents will do much more than just browse the web like humans.
Liz Reed describes a web space where most of the search is performed by agents
In a recent interview, Google’s head of search, Liz Reed, noted that, in her opinion, people will still communicate with each other, but added:
“I think it probably means that there are a lot of agents in the world communicating with each other.”
A recent Google blog post describes several artificial intelligence protocols that we all need to understand:
| Protocol | What does it mean | Business impact |
| MCP | Model Context Protocol | Allows agents to securely access your backend data. |
| A2A | Agent2Agent | Provides communication and transactions between bots. |
| UCP | Universal Commerce Protocol | Allows the machine to buy your product directly from the search results. |
| A2UI | Agent to User Interface | Automatically creates new visual layouts for users. |
| AG-UI | Agent User Interaction | Middleware for streaming AI data in real time. |
Marie Haines had an interesting conversation with Liz Michik, a member of the Search Bar group, where they discussed this issue:
WebMCP will allow agents to use your site directly
Standard browser agents are slow becausethey perceive pixels in the same way that humans do. In an agent network, machines will interact directly with the tools and functions available on your site.
The improvement here is WebMCP. In my opinion, every SEO specialist should pay a lot of attention to this right now. WebMCP allows agents to use the functionality of your site in real time, directly on your site.
What does it look like?
An obvious use case is an agent that automatically fills out perfect lead forms. But I think we’ll see much more interesting use cases as we publish our own agents.
Let’s say I’ve created several SEO agents (I’ve created them, but I haven’t shared them with the world yet). I could share them with you on the SaaS model, for example, where you pay a monthly fee for access. Or, what I think is most likely, you will be able to provide access to my agents via WebMCP for your agent. My agents will negotiate prices with your agents and maybe even help each other improve.
The search turns into an AI search
Nick Fox of Google recently stated:
“Search turns into an AI search, and the Gemini app is your personal assistant”.
He also said that Google is increasingly considering AI mode and AI responses as the same thing.
Let’s go back to the NYT article from three years ago. They described the Google panic over ChatGPT. However, I have no doubt that Google had much more ambitious plans even then. The agent network is not a secondary issue! It has been developed for many years.
As a result, from 1998 to the present, those of us who create content have provided it to Google for AI training. In return, we received user traffic and advertising revenue. I think that this partnership in its traditional form no longer exists.
Why is now the most exciting time for SEO
This shift from a human-centric web space to an agent-centric web space can seem daunting if you rely solely on traditional keywords. In fact, this is the biggest opportunity you and I have seen since the invention of search engines themselves.
WebMCP and UCP mean that now we are not just optimizing websites for clicks; we are optimizing direct actions, unhindered trading and automated lead generation.
Content creators who understand how these agents interact with backend systems will see a level of efficiency and reach that ordinary web browsing could never achieve. The partnership between content creators and Google has definitely changed, but the future of what you and I can build on this agent-based web is incredibly bright.
My advice to you
Right now it’s difficult to figure out how to proceed, because no one, not even Google, knows exactly how the agent-based web will develop. That’s what I would recommend to you.:
- Check out WebMCP and figure out how it works.
- If you are engaged in e-commerce, study everything you can on UCP.
- Start learning about vibecoding using tools such as Claude Code, Google AI Studio or Antigravity.
- Focus on the exciting possibilities of AI, and don’t let the media and social media distract you!
No one knows what the future holds for us, but I am sure that those who work hard and learn to use AI for good will achieve great success!