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What is Agent Experience Optimization?
Understanding Agent Experience Optimization: the practice of structuring web content for AI agents to easily discover, understand, and reference in their responses.
Key Definition
Agent Experience Optimization (AXO) is the practice of structuring and presenting web content so that LLM agents can easily crawl, understand, archive, and reference it in their responses.
Search is fundamentally changing. Instead of directing users to a list of blue links, LLM agents like ChatGPT, Gemini, and Claude generate direct answers by synthesizing information from across the web. For your website to be part of those answers, it must be optimized for a new type of "visitor" — artificial intelligence agents.
The Shift from Human to Agent Consumption
Traditional SEO focused on optimizing for search engines that would then direct human users to your site. The goal was rankings, clicks, and human engagement. But LLM agents work differently:
- They consume content directly rather than sending users to your site
- They synthesize information from multiple sources into single responses
- They cite and reference content that is clear, factual, and well-structured
- They value reliability over marketing language or engagement tactics
This fundamental shift requires a new optimization approach: Agent Experience Optimization.
Core Principles of AXO
1. Readable Structure
LLM agents parse content hierarchically. Your content must be:
- • Clearly organized with proper heading hierarchy
- • Logically structured with distinct concepts
- • Consistently formatted using standard HTML
2. Referenceable Facts
Agents need to extract and cite specific information. Make facts:
- • Self-contained in clear sentences
- • Contextually complete without surrounding text
- • Properly attributed with sources and dates
3. Reliable Availability
Agents may revisit your content multiple times. Ensure:
- • Consistent URLs that don't break
- • Regular updates to keep information current
- • Stable structure for reliable information access
AXO vs Traditional SEO
| Traditional SEO | Agent Experience Optimization |
|---|---|
| Optimize for search engines | Optimize for LLM agents |
| Focus on rankings and clicks | Focus on citations and references |
| Human-readable content | Machine-parseable content |
| Keywords and backlinks | Structure and reliability |
| Engagement metrics | Citation frequency |
| Marketing language | Factual clarity |
Why AXO Matters Now
The shift toward AI-powered search is accelerating:
- Direct answers are replacing link lists — users get information without visiting websites
- Citations drive authority — being referenced by AI agents builds credibility
- Content quality matters more — agents can distinguish between reliable and unreliable sources
- Technical structure is crucial — poorly structured content gets ignored
Getting Started with AXO
Ready to optimize your site for AI agents? Here's where to begin:
- Assess your current content structure — Review your heading hierarchy and content organization
- Identify key facts and information — What specific data do you want agents to reference?
- Choose your role-specific guide — Different roles have different AXO responsibilities
- Implement AXO best practices — Follow our detailed playbook
Next Steps
- Read the AXO Playbook for detailed guidelines
- Choose your role-specific guide: Implementation Guides
- Explore the Glossary to understand key AXO terminology
- Stay updated with our Blog for the latest in AI search trends
The future of web visibility lies in Agent Experience Optimization. Start implementing AXO practices today to ensure your content remains discoverable and valuable in the age of AI agents.