An SEO approach focused exclusively on ranking in Google or Bing search results is destined to become obsolete. The evolution of artificial intelligence (AI) and young people’s growing habit of using social media for searches are driving a radical transformation in the world of SEO.
How AI is changing SEO
The introduction of new AI-based tools, such as Google Gemini and SearchGPT, is changing how content is indexed and presented to users. Today, more and more people prefer immediate answers from a virtual assistant to selecting information from search results. This preference reflects the complexity and vast quantity of available data, which make it difficult for users to select information accurately through traditional search engines.
This change is altering the entire dynamic of SEO. Whereas the number of clicks to websites was crucial in the past, today the priority is to be recognized by AI as a reliable, authoritative source. In this context, Google has introduced AI Overviews, a feature that provides answers directly on its platform, without the need to click external links.
Predictions for the future
According to an article in Search Engine Land, Gartner, the research and advisory company, predicts that organic traffic from search engines will decrease by 25% by 2026 because of the growing adoption of AI-based answer tools such as ChatGPT and Claude. In addition, 79% of consumers expect to use AI-enhanced search within a year, and 70% trust AI-generated search results.
The concept of the “keyword” is also becoming less relevant, giving way to direct questions and answers (FAQs), in line with the increase in voice searches and the need for increasingly specific, personalized answers.
Multichannel marketing strategies: the key to the future
To adapt to these changes, brands must adopt an SEO strategy integrated into a broader multichannel strategy. Visibility across multiple platforms is crucial not only to increase traffic but also to build a stronger, more credible presence in the new digital ecosystem.
The benefits of a multichannel strategy include:
- Greater visibility: the opportunity to be discovered by a wider audience.
- Diversified traffic: reducing dependence on a single search engine.
- Better targeting: reaching specific, interested audiences.
- Adapting to search behaviors: increasing the likelihood of engagement with content.
- Greater brand authority: helping build trust and credibility among users.
Social media: the new search engines
Social media have become essential channels for maintaining a presence in the evolving SEO landscape. They are not only widely used by young people but also offer advanced features that make them true “social search engines.”
- TikTok: popular with Gen Z, it has become a primary resource for people looking for advice, tutorials, and reviews. Short videos optimized with hashtags and targeted descriptions make it easier for content to go viral. In addition, when a product goes viral on TikTok, people often search for it on Google for further information.
- Instagram: is evolving into a “visual search engine,” thanks to its “Search by Keywords” feature, which allows content to be found without using hashtags. Instagram is ideal for social commerce and B2C companies, which use high-quality images, Reels, and influencer collaborations to optimize their presence in search results.
- LinkedIn: is the leading social platform for professionals and B2B. SEO works differently here than on other social platforms: keywords in post titles, profiles, and groups make the difference. An effective strategy involves publishing informative content and actively participating in industry discussions, increasing brand visibility and authority.
- YouTube: the world’s second-most-used search engine, is particularly suited to tutorials and reviews. Optimization on YouTube is based on researching keywords for titles and descriptions, as well as using tags and categories. Investing in educational videos helps brands deliver value to consumers, who view YouTube as a reliable source of information.
The importance of adapting to the new digital ecosystem
To remain competitive, brands must adapt their SEO strategy to an ecosystem increasingly oriented toward AI and social media. Integrating traditional SEO with social media will be key to reaching the right audience and responding to users’ new search habits. Companies that can navigate this change and offer relevant content optimized for these new approaches will have a clear competitive advantage over the long term.
Conclusion
This evolution of SEO is not only a challenge but also an opportunity to innovate and adapt to a continually changing audience. Investing in understanding and optimizing for AI and social media will allow brands to build a stronger, more visible presence, ensuring that they do not lose ground in an increasingly digital world.
