The integration of Artificial Intelligence (AI) into search engines is redefining the rules of the game for SEO professionals, who are faced with the use of more sophisticated algorithms capable of interpreting context and intent, rather than just matching exact keywords.
Considered the largest search engine in the world, responsible for over 90% of searches in Brazil, as market information indicates, Google has been using technology through systems like RankBrain and BERT. The former functions as a machine learning system that ranks results by understanding the “real” meaning of queries. The latter uses natural language processing to grasp context and relationships between words.
In practice, if before a website needed to use exactly the phrase “easy vegan recipes” to appear in search results for those terms, today Google recognizes that “simple vegetarian dishes for beginners” can be a relevant result for those searching.
Search engines have started analyzing the context and intention behind searches, allowing pages with related terms to rank for specific queries. When a user searches for “best destination to travel in December,” AI doesn’t just consider the words but interprets the interest in climate, cost, and activities.
The change requires professionals to create more natural and informative content, abandoning practices of forced keyword insertion, as explained by the CEO of the specialized SEO agency Experta, Flávia Crizanto. She emphasizes that, in the search model that uses AI, it is necessary to “answer users’ questions and use clear structures, with subtitles and organized lists.”
Data reveals that 15% of the searches performed daily are completely new, according to a study by Orgânica Digital, while the total volume grows by 10% per year, directly impacting how professionals structure digital campaigns in a scenario where 42% of marketing leaders already use AI in content creation, as reported by Statista.
Predictive analysis anticipates content trends
The predictive capability of AI allows companies to anticipate what the audience is looking for through the analysis of large volumes of data in real-time. Before Black Friday, for example, there is an increase in searches for ‘best Black Friday deals’, and sites that anticipate this search tend to have a better positioning.
For this, tools like Google Trends are used to identify trending topics, while reports from Google Search Console help understand what questions users are asking.
Brazil has been prominent in this new scenario: national companies are among the first in Latin America to use data and analytics solutions with AI, with 63% already investing in technologies to accelerate digital maturity, according to data from HubSpot.
The trend reflects a market in which even a traditional link building agency needs to rethink approaches in light of new relevance metrics. It is a process of changes that has demanded much study from professionals in the field to understand how to adapt to the new demands,” analyzes Flávia.
Financial impact justifies strategic adaptation
Gartner estimates that up to 50% of organic search traffic visits may decrease by 2028 due to AI. The projection poses a challenge for SEO professionals, reinforcing the urgency of adapting to new digital dynamics.
Tools like ChatGPT, Jasper AI, and Copy.ai are already able to create automated content through advanced language models, but the practice requires caution. During the SEO In Focus event, Niara.ai’s CEO, Lisane Andrade, emphasized that “AI should be seen as an assistant, not a writer,” warning that no one should simply copy and paste content generated by AI.
Other search modalities
Voice search is transforming how users interact with search engines. While a traditional search may be “reliable car mechanic São Paulo,” the voice version becomes “which good car repair shop is nearby?” The rise of assistants like Siri, Alexa, and Google Assistant requires that content be optimized for conversational language and complete questions.
Despite the growth of ChatGPT, data from SEO.com shows that the tool holds only 4.33% of the market share in traditional searches. A survey by Semrush indicates that 70% of queries in ChatGPT are unique to the platform, representing specific prompts instead of conventional Google searches.
Google’s dominance remains strong, with the company continuing to invest in AI integration through features like AI Overviews, which generate approximately the same advertising revenue as their traditional counterparts.
