How agents need to be managed for the purpose of SEO

Agent adoption is outpacing governance frameworks across search. Danny Goodwin, Editorial Director of Search Engine Land and SMX, brings editorial oversight spanning SEO, PPC, and AI search to the question of how marketers should manage autonomous agents. The conversation examines treating agents as proxies for human intent rather than standalone technology, separating genuine capability from current overhype, and why slow industry adoption creates both risk and competitive opportunity.

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