With the arrival of artificial intelligence in the online search space, traditional search engine optimization (SEO) strategies are being challenged and transformed. The new era of generative search, led by advanced technologies like Google's Search Generative Experience (SGE) , requires brands to rethink how they create and present their online content. It's not just about adapting to a new search format, but about deeply understanding how artificial intelligence can improve visibility and user interaction with content.
Google's SGE , for example, is designed to process and respond to queries in a way that simulates a natural conversation. This capability allows users to ask questions in everyday language and receive direct, contextualized answers. The impact on SEO is significant: it is no longer enough to saturate the content with keywords, but it is essential to develop content that effectively responds to the user's intentions and needs.
Focus on quality and relevance of content
High-quality content has always been a pillar of SEO, but in the era of generative search , its importance is magnified. Google and other search engines are increasingly able to evaluate the quality of content, not only in terms of information and usefulness, but also in terms of its ability to comprehensively satisfy user queries. According to a study by Backlinko, content that goes deeper into topics and provides exhaustive answers tends to obtain better positions in SERPs .
Adaptation to conversational search
Brands must adapt their content to work well in a conversational environment. This means structuring information in a way that is easily accessible and understandable by algorithms that generate direct answers. Frequently asked questions (FAQs), well-segmented articles, and highlighted key points are examples of how content can be optimized for this type of search.
Integration of different content formats
In SGE , not only text but also other formats such as images, videos and audio play a crucial role. The ability to integrate and understand multimodal information is one of the advantages of artificial intelligence in search. According to Cisco data, global internet traffic from video will represent 82% of all consumer traffic, highlighting the importance of including these media in content strategies.
Using structured data
The use of structured data allows search engines to understand the context of the content, making it easier to generate accurate answers to queries. Implementing a structured data markup scheme not only helps improve visibility in generative searches , but also ensures that content is interpreted correctly by AI algorithms.
The era of generative search represents both a challenge and an opportunity for brands. Adapting to this new paradigm requires a holistic approach that integrates advanced technology, a deep understanding of user behavior and creative execution in content production. Companies that manage to capitalize on the capabilities of artificial intelligence will not only improve their position in the SERPs, but will also offer exceptional user experiences, making a difference in a competitive market.
Do you want to start applying AI in marketing? At PGR Marketing & Technology we have experts who can help you achieve this.
