Agents are already utilizing your website
Normally, I'd commencement a talk for illustration this by explaining what an supplier is. Not today. You're surviving it if your squad is utilizing Claude Skills to get existent activity done. Agents aren't coming. They're here.
That matters because agents usage the web otherwise than humans do. They complete tasks for people, and they complete tasks for different agents. In his MozCon New York 2026 talk, Eric Siu put it well: wheels wrong wheels, 1 supplier looping into another. The web is being rebuilt pinch a parallel, machine-forward way moving alongside the quality one.
So the mobility isn't whether to hole for this. It's what to really do. Here's the way I use: 5 steps, divided crossed 2 categories - telling agents things, and letting them act.
Make your website do things
Nobody builds an supplier to beryllium around. Agents beryllium to complete tasks, for humans and for different agents. When you build a website, make judge you springiness it thing to do.
1. Increase transactable elements on-site. Add forms, merchandise pages, booking pages, downloads: anyplace a person, aliases an supplier acting connected their behalf, tin really do thing alternatively of conscionable reading. This is the easiest spot to commencement because anyone tin do it. You don't request to beryllium technical. Just spell to your page and ask: is location thing present to click, download, book, aliases buy?
2. Update your archiving and support pages. Don’t hide that agents relay instructions, some to group and to different agents. Think astir the sticker connected your car doorway that tells you the tyre pressure. I erstwhile asked my AI to locomotion maine done filling my tires, and it told maine to cheque the doorway for that nonstop sticker, because it knew that's wherever the accusation lives. If your business has thing that needs explaining, a hard-to-find entrance, a multi-step process, aliases really to usage your product, constitute it down clearly. This is simply a contented team's job, not a developer's, but it will thief the supplier to thief you.
Utilize agent-first tools
Agentic optimization comes successful 2 flavors:
- Declarative optimizations that show the supplier something.
- Imperative optimizations that fto the supplier do something.
That's not malice. That's conscionable what the training information says. Your GEO activity coming is what an supplier will opportunity astir you tomorrow.
Declarative web protocols
The AI scenery is awash pinch web protocols astatine the moment, but there’s a logic why. As websites and web platforms develop, web protocols are providing the rules, guidelines, and guardrails to thief agents behave safely and consistently. This is fundamentally a caller conception of the web being built successful existent time, truthful these protocols are essential.
An Agentic Commerce Protocol (ACP) profile, for example, spells retired declarative guidance, information provender specs, entree constituent standards, A2A (Agent to Agent) identification, information guardrails, and what your agentic strategy needs earlier it tin participate successful commerce transactions. Under A2A specifically, you'll besides state an supplier card, a record astatine a known URL that states your agent's name, capabilities, and endpoints.
Implementing protocols tin beryllium analyzable for smaller businesses and whitethorn require a developer, but done partnerships and collaboration (see measurement 5), compliance tin beryllium accessible to businesses of each sizes.
WebMCP
One protocol that is worthy mentioning specifically for onsite optimization is WebMCP, which acts arsenic the basal span for browser-level supplier interactions and agents. Introduced by Google astatine I/O 2026, it enables a nonstop speech betwixt your website and the browser's built-in agent. In practice, this intends that you tin usage it arsenic a declarative instrumentality to optimize your site's architecture by adding agent-friendly metadata to your forms and interactive elements, allowing the browser to parse and utilize them effectively.
LLMs.txt
The 1 declarative instrumentality worthy spending existent clip connected is llms.txt, and its longer sibling, llms-full.txt. To beryllium clear, LLMs.txt v.1 was wide touted arsenic a instrumentality for GEO growth, but investigation has not shown that to beryllium the case. What has emerged is that LLMs.txt is has aggregate usage cases for agentic optimization. In Google Chrome’s Agentic Browsing audit, location is simply a dedicated cheque for llms.txt because “Without this file, agents whitethorn walk much clip crawling the tract to understand its high-level building and superior content.”
Anthropic still includes it successful their resources for AI ingestion, and Stripe, Mastercard, OpenAI, and Anthropic each reference aliases usage it successful their ain agentic infrastructure. Every Wix website connected a premium domain has an agentic LLMs.txt.
That intends everything you've already built for schema is doing double duty:
The structured data activity you've already done arsenic a bully SEO qualifies you for the agentic web.
Choose agent-first partners
The agentic web is moving fast, and you won't build it each yourself. Audit whether your existing partners are really building for supplier interoperability, not conscionable talking astir it.
Wix is the first CMS to go an charismatic signatory of the Agentic Commerce Protocol, truthful merchants tin waste done Instant Checkout successful ChatGPT via our integration pinch Stripe's Agentic Commerce Suite. We did the aforesaid pinch PayPal, which now puts Wix catalogs successful beforehand of agents connected surfaces for illustration Perplexity. And we connected to NLWeb pinch 1 click, because it makes a tract much discoverable to AI agents and tools.
Look astatine your ain merchant dashboard: agentic commerce, AI-powered chat, these should already beryllium showing up arsenic channels, not add-ons.
Test, iterate, and salary attention
The agentic web isn't coming. It's already successful your browser, your instrumentality stack, and, increasingly, your customers' instrumentality stack, too.
Dedicated agents are showing up successful supplier marketplaces now, wherever folks tin fundamentally bargain an employee. They're built into LLM chat interfaces. And they're moving into hunt itself, for illustration Gemini's evolving hunt bar.
If you want to spot who's really active, Cloudflare's Bots Directory lists signed agents by region and category, on pinch existent activity signals. It's a speedy measurement to show which agents are worthy paying attraction to and which are conscionable noise.
Because this abstraction changes weekly, supplier readiness isn't a task you finish. It's a believe you support running.
