Built for Today: Built for Tomorrow Future-proofed Migrations Dave Cousin Dave the SEO & Co. Davetheseo.com | @davetheseo | linkedin.com/in/davecousin/ | Speakerdeck.com/davetheseo 

The Dilemma(s) Current Site not AI Friendly? Or CEO, Devs, CMO, board etc. pushing for migration (because)? 

The Dilemma(s) • No-one knows what future holds? • Too much choice – all claiming to be ‘AI Friendly’? • Believe AI Friendly site can’t be Human Friendly (& Vice versa) BUT 

Front End & Back End Your Front End is your ‘website’ Interface humans use to: •Interact with your Business •Access Information •Carry out Actions / Consume 

What is the Backend? Endpoints allow connection directly to where your site’s data exists. 

The Dilemmas A Human Friendly Website or an AI friendly Website? 

The Dilemmas A Human Friendly Website or an AI friendly Website? 

The Real Risk ? ≠ Migrating too Soon = Migrating to a Brittle Site The Dilemmas If we design a site now will it be obsolete in 12 months? 

New Protocol = Rebuild JS- rendered content No API access New protocol = Reconfigure Content in source API ready Simple Login Fields locked in No custom code OAuth 2.0 auth Custom/ New Fields Inject Code The Dilemmas If we design a site now will it be obsolete in 12 months? 

A Front End for Humans & AI 

Four Front-End Flows Humans Browser – Vision/ Vision+ Code Based AI AI - Web fetch Function WebMCP & Future Standards < > 

Four Front-End Flows Browser – Vision/Vision+ Code Based AI WebMCP & Future Standards AI - Web fetch Function Humans • Web Interfaces have evolved for them • Adaptable, problem Solvers • But may give up 

Four Front-End Flows Humans • Web Interfaces have evolved for them • Adaptable, problem Solvers • But may give up Browser – Vision/Vision+ Code Based AI WebMCP & Future Standards AI - Web fetch Function • Pulling Visible Text • & Only from Source • If they’re allowed on the page 

Four Front-End Flows Humans • Web Interfaces have evolved for them • Adaptable, problem Solvers • But may give up AI - Web fetch Function • Pulling only Visible Text • & Only from the Source • If they’re even allowed on the page WebMCP & Future Standards Browser – Vision/ Vision+ Code Based AI • Interpreting a human interface • Can be slow • Or get stuck • Uses a lot of Tokens • May need Human rescue 

Four Front-End Flows Humans • Web Interfaces have evolved for them • Adaptable, problem Solvers • But may give up Browser – Vision/Vision+ Code Based AI • Interpreting a human interface • Can be slow • Can get stuck • Uses a lot off Tokens • May need Humans to rescue AI - Web fetch Function • Pulling only Visible Text • & Only from the Source • If they’re even allowed on the page WebMCP & Future Standards • Adds interpretation & instructions for AI • AI knows: • What it can do and • How to do it < > 

The Basics of SEO Migration now, that will still be essential tomorrow 

How AI Fetches a WebPage AI Tools Fetch Content IF needed: To Do this need to be Able to: A. See pages in Search Results B. Access a URL with their ‘Web Fetch’ user agent C. Pull Content as Visible Text from the Source Code 

A. See pages in Search Results Solution: Do SEO: 

Your New Site’s Minimum Viable Product Robots.txt Doesn’t Disallow LLM User Agent Doesn’t DisAllow all User Agents OR Explicitly allow all AI crawler bots Security/CDN Don't block any user agents OR Maintain whitelist for AI/LLM crawler agents Published IP Lists / WAF Settings are Maintained Redirection/ Location Blocking Avoid IP-based blocking and language redirects Legal exceptions may need AI Bot exemptions Don’t Use Dynamic Redirects Content Behind Paywall/Login Block only Specific Content that shouldn’t be cited / linked 1. Ensure LLMs can see Excerpt/summary in Source Code OR 2. Use PreRender for AI Bots to deliver some/all content in source Captcha / Human Verification Whitelist/ Only challenge unverified Bots / User Agents Don’t Block Bots with Human Verification OR B. Access a URL with their ‘Web Fetch’ user agent 

What Bing, Google & Google Products, inc. AI Mode, AIOs, Gemini can see Claude, ChatGPT, Copilot, Grok, Meta AI & Deepseek see (+ Perplexity at points) Source Code Initial DOM C. Pull Content as Visible Text from the Source Code 

Content in Source Code All text content in HTML source code All text must be visible text All links are a href Hyperlinks in Source Code Main Content Use semantic HTML tags at least one of , , AND/OR Use Aria Roles labels minimum role="main" & role=”navigation”. Use heading H tags correctly, for main content only, correct hierarchy Reliance on Non-Text Media Provide transcripts for audio and video Illustrative images should have alt tags Important text in images should be avoided. Pre Render / SSR Avoid cloak different content for bots, Never cloak for Googlebot(s) Pre-render content should match full render C. Pull Content as Visible Text from the Source Code Your New Site’s Minimum Viable Product 

Browser Based Tools – Vision, Vision + Code 

Overview of Browser Based Tools Vision Only Vision + Code AI + Human Collab 

AI Assistant Browsing Ability Gemini Project Mariner Chrome (Beta) ChatGPT Atlas Browser (MacOS, windows to come) Claude Puppeteer, Playwright & Claude in Chrome Copilot CoPilot in Edge Perplexity Comet Browser 

Vision (+ Code) Based Tools Prompt: Do This Here Take Screenshot, Check Code Scans Makes Plan Click / Interact /Fill 

Basic Standards for Browser Based AI Accessibility Make ‘human’ pages ‘Machine Friendly’ with: •Semantic HTML •Structured Data •Headings Semantic HTML Tags: • • • • • • • • https://www.w3schools.com/html/html5_semantic_elements.asp 

Basic Standards for Browser Based AI Accessibility Make ‘human’ pages ‘Machine Friendly’ with: •Semantic HTML •Structured Data •Headings •ARIA (Roles, Labels, States & Properties) •Static Links Common ARIA Roles include: • role="main" • role="navigation" • role="button" • role="banner" • role="contentinfo" https://www.w3schools.com/html/html5_semantic_elements.asp 

Clarity for AI = Clarity for Humans •Clarity on Forms: •Field Formats •Field Names •Error Details •Field Description / Help •Lists / Options in Code •Visual Confirmation •Clarity Elsewhere: •Controls e.g. Video •Alt Text •Authorisation / Input •Visible / Non Visible 

Back End - Endpoints 

Back vs Front the Advantages Backend: • Quick • Built for Machines • Only relevant data • No visual elements • Not page specific • Simple Tools Frontend: • Visible while AI interacts • Humans can input / approve • Works with what exists • Use existing login • No need for discovery 

Back vs Front the Advantages Backend: • Quick • Built for Machines • Only relevant data • No visual elements • Not page specific • Simple Tools Frontend: • Visible while AI interacts • Humans can input / approve • Works with what exists • Use existing login • No need for discovery Key Learning: To be Futureproofed your next site needs an AI Friendly Front & Back End 

MCP, ACP, UCP, A2A, A2P & More Protocols to Come This could become a standards war Especially with Agentic & Payments 

What Protocols have in Common Requirement Platform/Migration MVP Require an Endpoint Database or API Requires some method for discovery Create MCP server or similar Often require a feed Flexible Feed Creation +Fields = +Optimisation Custom Fields May require an Agent A2A Agent built in with API / DB access 

What Protocols have in Common Requirement Platform/Migration MVP Require an Endpoint Database or API Requires some method for discovery Create MCP server or similar Often require a feed Flexible Feed Creation +Fields = +Optimisation Custom Fields May require an Agent A2A Agent built in with API / DB access 

What Protocols have in Common Requirement Platform/Migration MVP Require an Endpoint Database or API Requires some method for discovery Create MCP server or similar Often require a feed Flexible Feed Creation +Fields = +Optimisation Custom Fields May require an Agent A2A Agent built in with API / DB access 

What Protocols have in Common Requirement Platform/Migration MVP Require an Endpoint Database or API Requires some method for discovery Create MCP server or similar Often require a feed Flexible Feed Creation +Fields = +Optimisation Custom Fields May require an Agent A2A Agent built in with API / DB access 

What Protocols have in Common Requirement Platform/Migration MVP Require an Endpoint Database or API Requires some method for discovery Create MCP server or similar Often require a feed Flexible Feed Creation +Fields = +Optimisation Custom Fields May require an Agent A2A Agent built in with API / DB access 

Endpoints: REST APIs for Everything Databases vs APIs Databases – May be Searchable Request Data Need to Know Format REST APIs – Can use GET functions & POST (plus others) Allow functions such as Checks on status Use with WebHooks or other Push Solution 

Endpoints: REST APIs for Everything Databases vs APIs Databases – May be Searchable Request Data Need to Know Format REST APIs – Can use GET functions & POST (plus others) Allow functions such as Checks on status Use with WebHooks or other Push Solution Key Learning: Only need Database? REST APIs can be ‘databases’ Use Flexible API 

ACP & UCP Choose a Platform to Support Both Need both to cover OpenAI & Google products Need Right: REST API Feed Creation Payment Providers 

ACP & UCP Choose a Platform to Support Both Need both to cover OpenAI & Google products Need Right: REST API Feed Creation Payment Providers Key Learning: Competing Commerce Protocols. But key requirements are common. 

Oauth (2.0 > 2.1) Allows AI Agents to access User’s Accounts – Front or Back End – and act on the users behalf. Preferred Authentication for all Major Protocols 

Oauth (2.0 > 2.1) Allows AI Agents to access User’s Accounts – Front or Back End – and act on the users behalf. Preferred Authentication for all Major Protocols Key Learning: Site Must: Support @ Right Endpoints Flex Enough for: Specific Permissions 

It’s not about picking a winner •It’s Horses for Courses •Other protocols will emerge •Existing will update & improve •Fields will change •New Devices & Use Cases •Stay Flexible 

It’s not about picking a winner •It’s Horses for Courses •Other protocols will emerge •Existing will update & improve •Fields will change •New Devices & Use Cases •Stay Flexible Key Learning: Be Protocol Agnostic Be Flexible (API can be adapted) Remember Authentication 

Pre Migration Checklist & Audits 

Flexible Open Source Library of Extensions API as Standard Inject Custom Code Community SSR Not JS Reliant Platform Considerations 

Hosting / CDN Checklist Do you have full control of • Firewall? • Human Verification? • WAF Settings Can you Easily Get Log Files? 

Source vs Initial DOM – Text Source vs Initial DOM – Links Checking Firewall Settings Use of SPAs Human Verification Explicit Settings in robots.txt Paywall / Login Setup End- point Access What to add to your Staging Audit 

Log File Analysis Use Browser Based Tools on Site Setup AI Referrers Report AI Overviews & LLM Visibility Fluctuations Agent Abandoned Forms, Carts etc. Test WebMCP Endpoint Requests Post Launch Monitoring: Spot Check Prompting LLMs 

New Protocol = Rebuild JS- rendered content No API access New protocol = Reconfigure Content in source API ready Simple Login Fields locked in No custom code OAuth 2.0 auth Custom/ New Fields Inject Code 

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