Phil Risher says your website won't matter by 2028. Google's AI agents will need a verified knowledge catalog instead, a structured repository validated through Search Console. Unverified web content becomes what he calls AI slop.
The most valuable business asset in 2028 will not be your website. Your website right now gets crawled by Google, hopefully, and the information gets put into some type of a knowledge base about your business from Google. The problem is, is that it's not verified and it's AI slop. Google has told us that with agent-to-agent protocol, their agents communicating with other agents has to have a buffer of what they call a knowledge catalog, and that knowledge catalog has to be verified through Google Search Console with your domain. And that knowledge catalog is going to be the hub of information about your business. Your website right now is sitting out there brochure style, hoping to be crawled with information. It's a start for knowledge, but it is not your knowledge catalog and how these agents interact with your business. That is going to be the number one asset in 2028 for your business.
