The integration of Artificial Intelligence (AI) into search engines is redefining the rules of the game for SEO professionals, who are facing the use of more sophisticated algorithms capable of interpreting context and intent, rather than just matching exact keywords.
Considered the world's largest search engine, responsible for more than 90% of searches in Brazil, according to market information, Google has been using technology through systems like RankBrain and BERT. The first functions as a machine learning system that classifies results by understanding the "real" meaning of the queries. The second 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" can be a relevant result for those searching.
Search engines began to analyze the context and intent behind the search, allowing pages with related terms to rank for specific queries. When a user searches for "best destination to travel in December," the AI considers not only the words but also interprets the interest in climate, cost, and activities.
Change requires professionals to create more natural and informative content, abandoning practices of forced keyword insertion, as explained by the CEO ofagency specialized in SEOExpert, Flávia Crizanto. She emphasizes that, in the AI-powered search model, it is necessary to "answer users' questions and use clear structures, with subtitles and organized lists."
The data reveals that 15% of searches conducted daily are completely new, according to a survey by Organic Digital, while the total volume grows by 10% annually, which directly impacts how professionals structure digital campaigns in a scenario where 42% of marketing leaders already use AI in content creation, according to Statista.
Predictive analysis anticipates content trends
The predictive capacity of AI allows companies to anticipate what the public 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 ranking.
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 a highlight in this new landscape: domestic companies are among the top in Latin America in the use of data and analytics solutions with AI, with 63% already investing in technologies to accelerate digital maturity, according to HubSpot data.
The trend reflects a market in which even alink building agencyTraditional needs to rethink approaches in light of new relevance metrics. "It's a process of changes that has required a lot of 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 engine traffic visits may decrease by 2028 due to AI. The projection presents a challenge for SEO professionals, emphasizing the urgency of adapting to new digital dynamics.
Tools like ChatGPT, Jasper AI, and Copy.ai are already capable of creating automated content through advanced language models, but practice requires caution. During the SEO Em Foco 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 types of search
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 "which good mechanic shop is nearby?" The rise of assistants like Siri, Alexa, and Google Assistant requires content to 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 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 strong, with the company continuing to invest in AI integration through features like AI Overviews, which generate roughly the same advertising revenue as their traditional counterparts.
