1. Abstract
AI agents browse, evaluate and act on behalf of users. That means your website serves two audiences: people, and the agents working for them.

This full-day workshop is a hands-on playbook. We cover the concrete technical and content changes that make a website legible to AI agents and visible in agentic search: structuring content for machine parsing, adapting metadata and schema for agent comprehension, rethinking site architecture and internal linking for non-linear agent navigation, and building the signals that let agents surface and recommend your pages accurately.

The day includes a live audit of a real website which shows you exactly what to prioritise and how to measure whether changes are working. This is followed by guided exercises where you apply the same framework to your own site.

You'll leave with a prioritised, ready-to-use checklist that works on any platform, in any industry.

2. Agenda
09:00 Welcome, the two-audience model 
09:15 Part 1: The Shift 
10:00 Exercise 1 
10:30 Break
10:50 Personas on site and off site
11:30 Exercise 2 
12:10 Pillar 1: Entity optimisation
12:50 Lunch 
13:40 Pillar 2: The progressive stack 
14:15 Live audit 
15:05 Exercise 3
15:50 Break 
16:00 Pillar 3: Protocols
16:35 Pillar 4: Citations & measurement
16:50 Exercise 4 
17:00 Finish

3. Objectives
By the end of the day, participants will be able to:

• Explain how AI agents and answer engines retrieve and interpret content differently from search crawlers, and why ranking doesn't guarantee citation
• Audit any website for agent-readability (structure, schema, metadata, crawlability and linking)
• Structure content and metadata so agents can parse, extract and attribute it accurately
• Map personas to on-site and off-site content, and identify the coverage gaps agents are falling through
• Assess which agent protocols (MCP, ACP, AP2) are relevant to their business model and what groundwork to do now
• Select the right measures of agentic visibility
• Leave with a prioritised, sequenced action list for their own sites and clients

4. Target audience and prerequisites
Who it's for:

• Marketing leads, in-house SEO or content owners
• Agency strategists and account leads advising clients on search
• Product and web owners responsible for site architecture or commerce journeys
• Founders and marketers at small teams who own the website themselves

Prerequisites:

• Working familiarity with how websites and search are structured (no coding required)
• Access to a live website you own or work on (the exercises use it throughout)
• Helpful but not required: access to that site's CMS and analytics/Search Console

5. Technical requirements
Participants bring:

• A laptop
• A live site they can view; CMS and Google Search Console access if available
• Free accounts, set up in advance: ChatGPT, Perplexity, Google Search Console. Optional: Ahrefs or Semrush if they already have a licence