RD Summit 2025, taking place this week from November 5th to 7th in São Paulo, will bring together more than 20,000 professionals to discuss trends in digital marketing. Behind the program, a silent shift is transforming the landscape.
According to an analysis by Ahrefs, the average click-through rate (CTR) in organic search results has fallen by 34.5% since the adoption of AI responses . Traditional metrics, such as impressions and top-of-funnel traffic, no longer reflect the true performance of campaigns. As a result, the market has shifted its focus to measurable performance and effective conversions.
For the past decade, marketing managers measured success by the volume of visits and clicks on top-of-funnel content. Today, the equation has changed, as AI-powered automated responses deliver information directly to users, making clicking on links unnecessary.
In this new scenario, although websites maintain visibility, lead conversion has decreased, requiring companies to develop new strategies to increase conversion potential.
The agency presents a case study as an alternative to the impacts.
With the rise of Google's AI, Search One Digital, an agency specializing in digital marketing, will present a case study at RD Summit showing how it maintained its online relevance even in 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 problems, exacerbated by changes to Google's algorithm.
To resolve the problem, Search One created an emergency plan, identifying technical errors, out-of-scope content, and other flaws. Following this, they developed a quarterly plan to correct the most critical issues and improve the site's structure.
The results came quickly. In 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 bookings.
The work brought traffic and visibility back to Dr. Paulo. In this way, the action showed that, even in the current context, strategic adjustments and a focus on conversion can generate concrete results in a short time.
RD Summit will be a stage for practical solutions.
With 300 speakers, 180 hours of exclusive content, and over R$200 million in generated business, 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 speakers and various networking opportunities. Confirmed speakers include Fábio Porchat, a presenter on Globo, and Walter Longo, a partner at Unimark.
Why companies need to focus on real leads.
The arrival of AIOs (Automated Electronic Tools) has transformed digital marketing. Clicks are no longer synonymous with success, and so-called vanity metrics no longer reflect the real performance of campaigns.
The focus now is on concrete results, conversion, and generating qualified leads. Therefore, companies need clear indicators that prove the effective return on their marketing investments.
RD Summit 2025 is establishing itself as a strategic space to explore these changes. With registration still open, the event reinforces that it's possible to generate results even in the face of declining clicks and that the future of digital marketing will be guided by decisions based on real data.
