SEO-Expert on the Future of Search Optimization: “We’re Entering the Agentic Era”

When Jorge Castro founded Growth Marketing Sweden in 2021, the goal was clear: to challenge how companies grow in the digital world. Four years later, the company has become one of the most talked-about names in Swedish growth marketing, working with clients ranging from fast-growing e-commerce brands to publicly listed corporations.

“SEO as we know it is dying. The future isn’t about chasing algorithms anymore. It’s about building organic ecosystems where humans and machines work together”, says Jorge Castro.

From Search to Systems

In a short time, Growth Marketing Sweden has built a reputation as a data-driven agency with strong results. One example is Clas Fixare, a company owned by Clas Ohlson, which increased its organic traffic by more than 300 percent after partnering with the agency.

“We see SEO as a living system. It’s not about keywords and backlinks anymore. It’s about understanding the entire user journey from need to decision.”

That mindset has led to what Castro calls “agentic SEO”, a new discipline where automation quietly supports the creative process behind the scenes.

Agentic AI Changes Everything

When Castro talks about agentic AI, he means intelligent systems that drive traffic, analyze behavior, and optimize content in real time.

“It’s about building digital agents that learn, collaborate, and grow with your brand. If you’re still measuring Google rankings like it’s 2015, you’re already behind,” says Castro.

Growth Marketing Sweden has developed its own frameworks that combine SEO and artificial intelligence. The result is a self-learning digital ecosystem that continually refines content and optimizes performance.

Sustainable Growth as Strategy

For Castro, growth has never been just about numbers. He often talks about “growth with purpose,” helping companies scale in ways he claims are sustainable both commercially and culturally.

“Growth without direction is just noise. We help businesses grow in ways that strengthen the company and the people behind it. While many say AI has disrupted everything, we’re seeing the opposite. There’s a new wave of opportunity.”

Since its founding, the agency has grown steadily, attracting clients across Sweden and the wider Nordic region. The team is now preparing for international expansion.

The Future of SEO is More Human Than Ever

Despite his tech-driven approach, Castro believes the future of SEO will be more human than ever.

“AI isn’t replacing people. It’s amplifying us. Those who understand how to build relationships between data, content, and culture are the ones who will win. SEO is no longer a tool. It’s a language, and those who learn to speak it fluently will own the future.”

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Growth Marketing Sweden
Founded: 2021
Location: Solna, Stockholm
Employees: 5

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5 Advanced Ways to Optimize for Tomorrow’s Search

1. Design for agent exposure, not keyword rankings
Traditional SEO focused on where pages ranked. In the new agentic era, AI-driven systems act as intermediaries that interpret and recommend content. Build a structured knowledge graph of your site’s entities and relationships so these systems can understand your domain. Include geo-specific schema markup like city, region, and service area to help intelligent agents identify your relevance in local contexts.

2. Use geo-aware search signals and regional data clusters
AI search is becoming increasingly location-aware. Your content should reflect local context and language. Create “region plus service” clusters in your content structure, such as “Stockholm + Growth Marketing” or “Nordics + Strategic SEO.” Tag your pages accordingly and provide clean JSON-LD endpoints so AI systems can access region-specific data directly.

3. Build self-updating content ecosystems
Agentic SEO thrives on systems that learn and react automatically. Set up monitoring that detects underperforming content, identifies gaps, and triggers updates in real time. When bounce rates rise, your internal system can recommend a title rewrite, merge similar content, or adjust internal linking to strengthen authority.

4. Make your site agent-friendly as well as user-friendly
Soon, AI agents—not just human visitors—will read your content and decide what to show users. Ensure your site offers clear, machine-readable signals beyond structured data. Create an “agent feed” such as /agent-feed.json that summarizes content updates, uses microdata to show last-updated timestamps, and keeps logs of content revisions so systems can evaluate freshness and trust.

5. Rebuild your link graph with semantic relationships
In a world of large language models, links are evolving from simple connections into semantic relationships. Think of your website as a graph of entities such as brand, services, locations, and case studies, all connected. Use a graph database or structured mapping to define those relationships, and expose them in JSON-LD so AI systems can interpret your expertise and relevance in context.