The RD Summit 2025, taking place this week from November 5th to 7th in São Paulo, will bring together over 20,000 professionals to discuss digital marketing trends. Behind the programming, a quiet shift has been transforming the landscape.
According to an analysis by Ahrefs, the average click-through rate (CTR) in organic results has fallen by 34.5% since the adoption of AI answers. Traditional metrics, such as impressions and top-of-funnel traffic, no longer reflect the actual performance of campaigns. Consequently, the market has shifted its focus to measurable performance and effective conversions.
Over the last decade, marketing managers measured success by the volume of visits and clicks on top-of-funnel content. Today, the equation has changed, as automated AI responses deliver information directly to users, making it unnecessary to click on links.
In this new scenario, although websites maintain visibility, lead conversion has decreased, requiring companies to develop new strategies to increase conversion potential.
Agency presents case study as an alternative to the impacts
With the rise of Google's AI, Search One Digital, a digital marketing agency, will present a case study at the RD Summit showing how it maintained online relevance despite this new landscape.
The highlight will be Dr. Paulo, a specialized urologist who treats patients in Brazil, Latin America, and Portugal. His website had been losing clicks and impressions due to technical and structural issues, exacerbated by changes in Google's algorithm.
To solve the problem, Search One created an emergency plan, identifying technical errors, out-of-scope content, and other failures. Subsequently, they developed a quarterly plan to address the most critical points and improve the website's structure.
The results came quickly. Within three months, clicks grew by 57.5% and impressions by 74.7%, according to Google Search Console. Engagement also increased, including WhatsApp conversations and appointment scheduling.
The work restored traffic and visibility to Dr. Paulo. Thus, the initiative demonstrated that, even in the current context, strategic adjustments and a focus on conversion can yield concrete results in a short time.
RD Summit to be a stage for practical solutions
With 300 speakers, 180 hours of exclusive content, and over R$ 200 million in generated business, the RD Summit promises to be a space for connections and practical solutions to current marketing challenges.
In addition to trends and techniques, participants will have access to plenary sessions with international names and various networking opportunities. Among the confirmed speakers are Fábio Porchat, a Globo presenter, and Walter Longo, a partner at Unimark.
Why companies need to focus on real leads
The arrival of AIOs has transformed digital marketing. Clicks are no longer synonymous with success, and so-called vanity metrics no longer reflect the actual performance of campaigns.
The focus is now on concrete results, conversion, and the generation of qualified leads. Consequently, companies need clear indicators that prove the effective return on marketing investments.
The RD Summit 2025 establishes itself as a strategic space to explore these changes. With registrations still open, the event reinforces that it is possible to generate results despite the decline in clicks and that the future of digital marketing will be guided by decisions based on real data.
