1. Introduction
Artificial Intelligence (AI) is transforming SEO: from mere keyword optimization to a deep understanding of user intent. Traditional tactics are no longer enough; adapting strategies to the new AI-driven landscape is essential.
In this section, we explore why AI represents a paradigm shift in how companies connect with their online audience, increasing the accuracy of responses and redefining success metrics.
2. Evolution of Pre-AI SEO
2.1 Quick History
Before AI, search engines relied on simple rules and link metrics to rank results. This approach laid the foundation for modern SEO.
- 1990s: Archie, Veronica, and WebCrawler index files and complete pages.
- 1998: Google launches PageRank, prioritizing links and authority.
- 2011-2015: Panda, Penguin, Hummingbird, and RankBrain improve quality and semantic understanding.
2.2 User Behavior
Users relied on short queries and the top results to find information, making positioning the main goal of SEO.
- Short keyword-based queries.
- Dependence on lists of 'blue links' in SERP.
- Emphasis on getting clicks through featured positioning.
3. AI Revolution in Search
3.1 Google Models
The integration of AI in Google has allowed for interpreting queries with more context and multimodality, increasing the relevance of results.
- BERT (2019): Understands context in complex queries.
- MUM: Processes text, images, and video; multimodal approach.
- AI Overviews: AI-generated summaries in SERP, powered by Gemini and RAG.
3.2 Conversational Search and Zero Click
Queries are now more natural and conversational, and users get answers without the need to click, redefining the interaction with search engines.
- Longer and more natural queries (voice and text).
- 60% of searches in 2024 without clicks on external sites; projected >70% for 2025.
- Redefinition of metrics: from clicks to influence and brand visibility.
4. Impact of ChatGPT
4.1 Usage and Traffic
ChatGPT acts as a complement to Google, especially useful in complex and detailed queries, although it still represents a small fraction of global traffic.
- ChatGPT generates ~3% of total search traffic (March 2025).
- Average of 23 words per query vs. 4.2 in traditional search.
- It is presented as a dialogue tool rather than a search bar.
5. Key Data
5.1 Decline in CTR and Zero Click
The presence of AI Overviews drastically reduces the rate of organic clicks and increases the phenomenon of zero-click searches.
| Metric | Before | After | Variation (%) |
|---|---|---|---|
| CTR Pos1 | ~7.3% | ~2.6% | -34.5% |
| Zero Click | 50% (2019) | ~59% (2024) | +9% |
| Traditional Visits | – | 5500M | – |
| Chatbot Visits | – | 233.1M | – |
6. Strategies for the AI Era
6.1 Content
To stand out against AI models, content must demonstrate expertise, originality, and adapt to multimodal formats.
- Focus on E-A-T: expertise, authority, and trust.
- Originality, depth, and multimodal formats.
- Conversational content structured in FAQs.
6.2 Technical and Brand
The technical part remains essential to ensure that AI crawlers can access and understand the content.
- Schema Markup and Core Web Vitals.
- User intent and thematic clusters.
- Omnichannel and authority building.
