Somebody sent an agent to your site this week.
It opened the page and kept going. It never looked at the headline you rewrote nine times, or the image under it. It went to pricing, then the docs, then it left. Ten seconds.
Then it wrote four sentences for the person who sent it.
As part of the marketing process is deliver content. Write the hero section, formulate the message. Also write a blog.
I started using AI as part of this process to ease my work. And it is doing an excellent job, however, now, with the rise of agentic traffic, whenever I write a landing/homepage content one question keeps coming back: to whom do I write for? A human or an AI agent? The first thinks and feels. The second is looking for semantic alignment.
The hero is where the two answers split. It gets felt in one second, before a word is read. Semantic alignment has no first second.
HUMAN Security's July traffic report puts browser agents like Comet, Claude's extension and Atlas at the majority of agent activity on the web, and 76% of what they do is research. Analytics filters bots off a published list. Nobody put a browser on that list. In your reports, they say Chrome.
We've talked here about the fast reader and the slow one. This is neither. It doesn't feel and it doesn't weigh. It matches.
Which is survivable, if your page holds something a delegate can carry back: a price, a limit, a named use.
So next time, when you talk about time-on-page keep in mind that you still don't know who it was.
Featured image: Banksy, Girl with Balloon, 2002