The integration of Artificial Intelligence (AI) into search engines is redefining the rules of the game for SEO professionals, who now face 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, according to market data, Google has been leveraging this 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 capture context and relationships between words.
In practice, if a website previously needed to use the exact phrase ‘easy vegan recipes’ to appear in search results for those terms, today Google recognizes that ‘simple vegetarian dishes for beginners’ could be a relevant result for the searcher.
Search engines have begun analyzing the context and intent behind searches, allowing pages with related terms to rank for specific queries. When a user searches for ‘best travel destination in December,’ AI doesn’t just consider the words but interprets the interest in climate, cost, and activities.
This shift requires professionals to create more natural and informative content, abandoning forced keyword insertion practices, as explained by the CEO of SEO-specialized agency Experta, Flávia Crizanto. She emphasizes that, in an AI-driven search model, it’s necessary to ‘answer users’ questions and use clear structures with organized subheadings and lists.’
Data reveals that 15% of daily searches are entirely new, according to a survey by Orgânica Digital, while the total volume grows by 10% annually, directly impacting how professionals structure digital campaigns in a scenario where 42% of marketing leaders already use AI for content creation, as per Statista.
Predictive analysis anticipates content trends
AI’s predictive capability allows companies to anticipate what the public is searching for by analyzing large volumes of real-time data. Before Black Friday, for example, there’s a surge in searches for ‘best Black Friday deals,’ and websites that anticipate this demand tend to achieve better rankings.
For this purpose, tools like Google Trends are used to identify trending topics, while Google Search Console reports help understand the questions users are asking.
Brazil has stood out in this new landscape: domestic companies are among the first in Latin America to adopt AI-driven data and analytics solutions, with 63% already investing in these technologies to accelerate digital maturity, according to HubSpot data.
The trend reflects a market where even a link-building agency traditional one needs to rethink approaches in light of new relevance metrics. ‘It’s a process of change that has required extensive study by professionals in the field to understand how to adapt to new demands,’ analyzes Flávia.
Financial impact justifies strategic adaptation
Gartner estimates that up to 50% of organic search engine traffic visits could decline by 2028 due to AI. This projection represents a challenge for SEO professionals, reinforcing the urgency of adapting to new digital dynamics.
Tools like ChatGPT, Jasper AI, and Copy.ai can already create automated content using advanced language models, but the practice requires caution. During the SEO Em Foco event, Niara.ai CEO Lisane Andrade emphasized that ‘AI should be seen as an assistant, not a writer,’ warning against simply copying and pasting AI-generated content.
Other search modalities
Voice search is transforming how users interact with search engines. While a traditional search might be ‘reliable car mechanic São Paulo,’ the voice version becomes ‘what good car repair shop is nearby?’ The rise of assistants like Siri, Alexa, and Google Assistant demands content optimized for conversational language and complete questions.
Despite ChatGPT’s growth, data from SEO.com shows the tool holds only 4.33% of the market share in traditional searches. A Semrush survey indicates that 70% of ChatGPT queries are unique to the platform, representing specific prompts rather than conventional Google searches.
Google’s dominance remains solid, with the company continuing to invest in AI integration through features like AI Overviews, which generate approximately the same ad revenue as their traditional counterparts.
