WordPress AI team outlines SEO shifts
AI agents are reshaping SEO by relying on existing search signals, pushing publishers towards structured content, semantic clarity and long-tail optimisation rather than experimental ranking tactics.
Industry expectations around SEO are shifting as AI agents increasingly rely on existing search infrastructure, according to James LePage, co-lead of the WordPress AI team at Automattic.
Search discovery for AI systems continues to depend on classic signals such as links, authority and indexed content, suggesting no structural break from traditional search engines.
Publishers are therefore being encouraged to focus on semantic markup, schema and internal linking, with AI optimisation closely aligned to established long-tail search strategies.
Future-facing content strategies prioritise clear summaries, ranked information and progressive detail, enabling AI agents to reuse and interpret material independently of traditional websites.
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