Like in other industries—and especially in this one—AI is driving a transformation. Today, users demand faster and more precise answers, which makes artificial intelligence a strong ally of SEO. Understanding its impact is not only key to staying visible in search engines, but also to anticipating new ways of connecting with audiences. There is some concern about whether what has been previously learned about search engine optimization will still be needed, but in reality, it’s about adapting to new tools and learning how to leverage them.

Smarter SEO positioning with Overviews

Since 2015, when Google’s algorithms began integrating artificial intelligence, they have become more capable of understanding user intent, resulting in more accurate results. Systems like RankBrain and BERT—components of Google’s search algorithm that use machine learning—have enhanced Google’s ability to process language, leading to a better search experience.

In 2024, Google launched Google Overviews, previously known as Search Generative Experience (SGE). Overviews generate AI-powered summaries for search queries, which now appear at the top of the results page when you search for a topic. These summaries gather information from multiple sources with the aim of saving users time.

At first glance, many assume that this innovation will reduce website traffic, as users might not need to click on individual pages. However, the key lies in understanding how it works in order to improve search rankings and traffic.

Since this generative experience draws from already indexed content on Google, it’s important to continue following key SEO best practices:

• Create high-quality content: Ensure it is based on solid research and demonstrates a comprehensive understanding of the topic.
• Use long-tail keywords: These align more closely with the complexity and specificity of queries that trigger AI overviews, matching user intent more effectively.
• Update content regularly: Given the rapid pace of technological change, AI overviews prioritize fresh and relevant content that accurately answers user questions.

Current technology provides an opportunity to boost SEO content and improve search visibility. To avoid falling behind as Google continues to evolve, being both skilled and adaptable becomes essential in leveraging these tools for stronger organic positioning.

Conducting an AI-powered SEO audit: How does it optimize?

• Crawling and indexing: Automated crawlers quickly identify issues such as broken links, duplicate content, and crawl errors.
• Page speed optimization: AI evaluates loading times, recommends performance improvements, and detects bottlenecks.
• Structured data implementation: It automates schema markup—a type of structured code added to web pages to help search engines like Google better understand content, improving how it is interpreted and displayed.
• Mobile usability checks: AI assesses mobile responsiveness and overall user experience performance.

The technical strength of websites is significantly reinforced through these automated implementations, thanks to AI’s advanced learning and analytical capabilities. It also streamlines processes by delivering faster insights, ensuring that websites remain updated and well-positioned in search results.

Thanks to AI’s ability to analyze data in real time, uncover hidden opportunities, and automate complex tasks, there is more time available to focus on improving user experience. Ultimately, this integration is no longer an optional advantage, but a necessary evolution to remain competitive in an increasingly demanding digital landscape.

Based on an article by Cecilia Decima published on the WSI blog: “SEO in the Age of AI: Impact of AI on SEO.”