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 simply matching exact keywords.
Considered the world's largest search engine, responsible for over 90% of searches in Brazil, according to market information, Google has been using technology through systems such as RankBrain and BERT. The first functions as a machine learning system that ranks results by understanding the "real" meaning of queries. The second uses natural language processing to capture context and relationships between words.
In practice, while previously a website 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 the searcher.
Search engines have begun analyzing the context and intent behind the search, allowing pages with related terms to rank for specific queries. When a user searches for "best travel destination in December," the AI considers not only the words but also interprets the user's interest in climate, cost, and activities.
The shift requires professionals to create more natural and informative content, abandoning practices of forced keyword insertion, as explained by Flávia Crizanto, CEO of the SEO agency Experta. She emphasizes that, in the AI-powered search model, it is necessary to "answer users' questions and use clear structures, with subheadings and organized lists."
Data reveals that 15% of daily searches are completely new, according to a survey by Orgânica Digital, while the total volume grows 10% annually. This 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 analytics anticipates content trends.
AI's predictive capabilities allow companies to anticipate what the public is looking for by analyzing large volumes of data in real time. Before Black Friday, for example, there is an increase in searches for "best Black Friday deals," and websites that anticipate this demand tend to have better rankings.
To do this, tools like Google Trends are used to identify growing topics, while reports from Google Search Console help to understand what questions users are asking.
Brazil has stood out in this new scenario: national companies are among the first in Latin America in the use of data and analytics solutions with AI, with 63% already investing in the technologies to accelerate digital maturity, according to HubSpot data.
The trend reflects a market where even a link building agency needs to rethink its approaches in light of new relevance metrics. "It's a process of change 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 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 this practice requires caution. During the SEO Em Foco event, Lisane Andrade, CEO of Niara.ai, 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 methods
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 auto repair shop is nearby?". The rise of assistants like Siri, Alexa, and Google Assistant demands that content be optimized for conversational language and complete questions.
Despite ChatGPT's growth, 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 on ChatGPT 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 roughly the same advertising revenue as their traditional counterparts.
