OpenAI has just launched Atlas, its own AI-powered web browser and it could completely change the way we think about SEO.
Unlike Chrome or Safari, Atlas has ChatGPT built right in. It can summarise web pages, answer questions and even carry out actions like comparing products, filling in forms or booking a table at a restaurant, all without the user ever leaving the page.
That’s a big shift, because it means people might not browse or search in the same way anymore. Here’s what that means for SEO and for businesses like yours..
1. Fewer clicks, more summaries
Atlas can show quick answers and summaries without users needing to visit your site. So, instead of someone searching “what is a wall coating” and clicking your article, Atlas could just tell them directly.
That doesn’t mean content is pointless, but it does mean your content needs to be crystal clear and authoritative so Atlas uses your words in its summaries.
2. A new type of optimisation: AI-friendly websites
Atlas uses an “agent” that can navigate websites on behalf of the user, clicking buttons, filling forms, and adding products to the basket.
If your site isn’t clearly structured, that agent might struggle. So, it’s now essential to use proper button labels, simple layouts, and accessible HTML. Think of it as optimising for AI understanding as well as humans.
3. Rankings are becoming personal
Atlas learns what users like and can tailor results based on their preferences and past browsing. That means there’s no longer one “number one” position for everyone.
To stay visible, focus on trust, expertise and clarity, make it obvious who you are, what you offer, and why you’re reliable.
4. Local and e-commerce SEO are merging
Atlas doesn’t just show you a restaurant, it can book the table. It doesn’t just find a product, it can buy it for you.
That means your business data, prices, menus, stock, and booking info, needs to be accurate, structured and up to date. The easier Atlas can complete the action, the more likely it is to choose your business.
5. What you should do next
Here’s where to start:
- Keep your technical SEO strong (fast, mobile-friendly, and crawlable)
- Add structured data like prices, opening hours and reviews
- Write content that gives clear answers, not waffle
- Make forms and buttons simple and easy to understand
- Keep your business info consistent across all platforms
The bottom line
Atlas isn’t the end of SEO, but it is the start of a new chapter. Instead of just ranking on Google, the goal is to be the brand AI feels confident choosing.
