{"id":79611,"date":"2025-06-26T09:45:48","date_gmt":"2025-06-26T07:45:48","guid":{"rendered":"https:\/\/www.humanlevel.com\/?p=79611"},"modified":"2025-11-11T17:43:50","modified_gmt":"2025-11-11T16:43:50","slug":"seo-and-ai-search-isnt-dying-its-evolving","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/seo\/seo-and-ai-search-isnt-dying-its-evolving","title":{"rendered":"SEO and AI: Search Doesn&#8217;t Die, It Evolves"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#Demand_stays_the_same_but_how_we_search_is_changing\">Demand stays the same but how we search is changing<\/a><\/li><li><a href=\"#From_links_to_answers_the_era_of_generative_results\">From links to answers: the era of generative results<\/a><\/li><li><a href=\"#Is_AI_really_gaining_traction_as_a_search_engine\">Is AI really gaining traction as a search engine?<\/a><\/li><li><a href=\"#How_to_optimize_for_AI-powered_search_practical_strategies\">How to optimize for AI-powered search: practical strategies<\/a><ul><li><a href=\"#From_keywords_to_prompts_how_users_express_search_intent\">From keywords to prompts: how users express search intent<\/a><\/li><li><a href=\"#Anticipating_search_intent\">Anticipating search intent<\/a><\/li><li><a href=\"#From_topical_authority_to_entity_relationships\">From topical authority to entity relationships<\/a><\/li><li><a href=\"#Structured_datamore_important_than_ever\">Structured data\u2014more important than ever<\/a><\/li><li><a href=\"#Multichannel_strategy_boosting_discoverability_beyond_your_website\">Multichannel strategy: boosting discoverability beyond your website<\/a><\/li><\/ul><\/li><li><a href=\"#Measurement_and_monitoring_in_the_new_paradigm\">Measurement and monitoring in the new paradigm<\/a><ul><li><a href=\"#Monitoring_AI_Overviews\">Monitoring AI Overviews<\/a><\/li><li><a href=\"#Visibility_in_AI_search_engines\">Visibility in AI search engines<\/a><\/li><li><a href=\"#Key_performance_indicators\">Key performance indicators<\/a><\/li><\/ul><\/li><li><a href=\"#Agentic_search_the_next_step_in_evolution\">Agentic search: the next step in evolution<\/a><\/li><li><a href=\"#The_future_is_now_keys_to_adaptation\">The future is now: keys to adaptation<\/a><\/li><\/ul><\/div>\n<p>No day goes by without a new headline declaring the death of Google, the obsolescence of traditional SEO, or the ultimate revolution AI will bring to online search. However, <strong>the data tells a very different story:<\/strong> while we all debate the future of search, users continue to turn to the internet to meet the same needs as before. What has changed is that they now have <strong>more options for where and how to search.<\/strong> Let\u2019s take a look at what remains and what\u2019s changing in search in 2025.<\/p>\n<h2><span id=\"Demand_stays_the_same_but_how_we_search_is_changing\">Demand stays the same but how we search is changing<\/span><\/h2>\n<p>Google Trends data shows that popular searches like &#8220;New York flight&#8221;, &#8220;LED bulbs&#8221;, &#8220;omelette recipe&#8221;, or &#8220;all-inclusive hotel&#8221; have remained stable over the past twelve months. <strong>People still need information, products, services, and apps\u2026<\/strong> What has radically changed is the landscape of <strong>options for finding them<\/strong> in the vast universe of the web.<\/p>\n<figure id=\"attachment_79575\" aria-describedby=\"caption-attachment-79575\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-79575\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/evolucion-busquedas-1200x464.png\" alt=\"Search trends\" width=\"1200\" height=\"464\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/evolucion-busquedas-1200x464.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/evolucion-busquedas-720x279.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/evolucion-busquedas-768x297.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/evolucion-busquedas-1536x594.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/evolucion-busquedas-2048x792.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-79575\" class=\"wp-caption-text\">Search trends for popular queries remain stable: demand hasn\u2019t changed (Search trend for \u201cvuelo nueva york\u201d in Google Trends, last five years in Spain)<\/figcaption><\/figure>\n<p><strong>Search has fragmented into multiple scenarios<\/strong> depending on factors like the user&#8217;s age, how much they know about how to solve their need, the type of product or service, the level of decision risk, or whether it\u2019s a personal or professional context. This fragmentation has ended Google&#8217;s monopoly as the dominant search engine and ushered in a <strong>diverse ecosystem<\/strong> where <strong>traditional search engines<\/strong> like Google coexist with <strong>vertical search platforms<\/strong> like Booking, Amazon or Skyscanner, <strong>AI chatbots<\/strong> like ChatGPT or Claude, and <strong>social media<\/strong> platforms like Instagram, Pinterest or TikTok. All of them now play a role as potential discovery and research touchpoints throughout the purchase decision journey.<\/p>\n<figure id=\"attachment_79579\" aria-describedby=\"caption-attachment-79579\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-79579\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/escenario-busqueda-1200x675.jpeg\" alt=\"Search scenarios\" width=\"1200\" height=\"675\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/escenario-busqueda-1200x675.jpeg 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/escenario-busqueda-720x405.jpeg 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/escenario-busqueda-768x432.jpeg 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/escenario-busqueda-1536x864.jpeg 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/escenario-busqueda.jpeg 1920w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-79579\" class=\"wp-caption-text\">Search has fragmented into multiple scenarios depending on user profile and need.<\/figcaption><\/figure>\n<p>This diversification is no accident. Over the history of the internet, we\u2019ve seen how each generation adopts different search patterns: while seasoned professionals may still turn to Google for complex queries, <strong>younger generations naturally turn to TikTok, Instagram, or ChatGPT<\/strong> for discovery and decision-making (though <a href=\"https:\/\/www.idnfinancials.com\/news\/55239\/morgan-stanley-ai-overviews-preferred-by-youth-over-amazon\">recent research by Morgan Stanley<\/a> indicates that Gen Z may be abandoning Amazon in favor of Google and social media influencers).<\/p>\n<h2><span id=\"From_links_to_answers_the_era_of_generative_results\">From links to answers: the era of generative results<\/span><\/h2>\n<p><strong>Google AI Overviews, or <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/ai-overviews?hl=es\">AI-generated summaries<\/a><\/strong>, represent perhaps the most visible shift in traditional search results. These blocks of AI-generated content appear before classic organic results\u2014and sometimes even above paid ads\u2014dramatically altering the click distribution on SERPs and causing the well-known <strong>\u201ccrocodile effect\u201d<\/strong> on impressions and click tracking in Google Search Console.<\/p>\n<figure id=\"attachment_79583\" aria-describedby=\"caption-attachment-79583\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-79583\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/efecto-cocodrilo-1200x505.png\" alt=\"Crocodile effect after the rollout of AI Overviews\" width=\"1200\" height=\"505\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/efecto-cocodrilo-1200x505.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/efecto-cocodrilo-720x303.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/efecto-cocodrilo-768x323.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/efecto-cocodrilo-1536x646.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/efecto-cocodrilo-2048x861.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-79583\" class=\"wp-caption-text\">Crocodile effect: after the rollout of AI Overviews, <strong>impressions and clicks diverge significantly.<\/strong><\/figcaption><\/figure>\n<p>In analyses carried out by the Human Level team, we observed <strong>some overlap between traditionally top-ranking links and those cited or linked in AI Overviews,<\/strong> though this correlation is far from consistent across all content.<\/p>\n<p>While <strong>click losses reach 35\u201340% for informational queries<\/strong> when generative results are shown, <strong>the impact on transactional searches is minimal,<\/strong> with AI Overviews appearing in just over <strong>4% of these cases.<\/strong><\/p>\n<p><strong>With the <a href=\"https:\/\/blog.google\/products\/search\/ai-mode-search\/\">rollout of Google AI Mode<\/a><\/strong> (now publicly available in the U.S.), <strong>CTR impact may increase even further,<\/strong> something we\u2019ll need to track through <a href=\"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/google-search-console\">Google Search Console<\/a> now that Google has confirmed it will start displaying this information.<\/p>\n<figure id=\"attachment_79587\" aria-describedby=\"caption-attachment-79587\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-79587\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/ai-mode-1200x676.png\" alt=\"Google AI Mode interface\" width=\"1200\" height=\"676\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/ai-mode-1200x676.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/ai-mode-720x405.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/ai-mode-768x432.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/ai-mode-1536x865.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/ai-mode-2048x1153.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-79587\" class=\"wp-caption-text\">This is how Google AI Mode works.<\/figcaption><\/figure>\n<p>But Google is not the only player in this space. <strong>SearchGPT<\/strong> combines OpenAI\u2019s LLMs with Bing\u2019s index, offering both generative answers and traditional links. <strong>Perplexity<\/strong> positions itself as a conversational engine that cites web sources. <strong>Gemini<\/strong> leverages Google\u2019s index to enrich its responses. <strong>Claude<\/strong> has started showing links in some markets.<\/p>\n<p>All these models converge on one key point: <strong><a href=\"https:\/\/www.humanlevel.com\/blog\/seo\/impacto-de-google-sge-search-generative-experience-sobre-el-seo#Que_son_los_grandes_modelos_de_lenguage_LLMs_como_ChatGPT\">pure LLMs like ChatGPT<\/a> are not that useful without access to up-to-date information (<a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/rag-retrieval-augmented-generation\">RAG \u2013 Retrieval Augmented Generation<\/a>), and traditional search engines become more useful when they integrate AI capabilities<\/strong> to interpret complex queries and generate contextual answers.<\/p>\n<h2><span id=\"Is_AI_really_gaining_traction_as_a_search_engine\">Is AI really gaining traction as a search engine?<\/span><\/h2>\n<p>Numbers are the best way to cut through the noise of (especially self-interested) opinions, so let\u2019s look at a few figures to better gauge ChatGPT\u2019s impact and potential evolution.<\/p>\n<p><strong>OpenAI receives approximately <a href=\"https:\/\/explodingtopics.com\/blog\/chatgpt-users\">5 billion monthly visits<\/a><\/strong>\u2014an impressive number that pales in comparison to Google\u2019s <strong><a href=\"https:\/\/www.notion.so\/1f17b5c00003809cbecfc1236efc63d6?pvs=21\">90 billion monthly visits<\/a>.<\/strong> Besides, people use ChatGPT for much more than search. If we discount use cases that Google could also resolve, ChatGPT processes around <strong>37.5 million search-like queries daily<\/strong>\u2014a far cry from Google\u2019s <strong>14 billion daily searches<\/strong> (according to this <a href=\"https:\/\/sparktoro.com\/blog\/new-research-google-search-grew-20-in-2024-receives-373x-more-searches-than-chatgpt\/\">Sparktoro study<\/a>).<\/p>\n<p>Meanwhile, the <a href=\"https:\/\/www.statista.com\/statistics\/1381664\/worldwide-all-devices-market-share-of-search-engines\/\">market share of traditional search engines remains practically unchanged<\/a> despite AI\u2019s rise and Microsoft\u2019s (Bing) alliance with OpenAI (ChatGPT). <strong>Google retains its absolute dominance,<\/strong> Bing has seen little change, and new players like Perplexity or SearchGPT are still confined to niche segments.<\/p>\n<p><strong>This doesn\u2019t mean we should ignore these platforms.<\/strong> On the contrary, they offer <strong>additional visibility opportunities<\/strong> for brands that adapt to their dynamics. But it also confirms that <strong>traditional SEO remains the foundational pillar of any online visibility strategy\u2014<\/strong>even after the rise of AI.<\/p>\n<h2><span id=\"How_to_optimize_for_AI-powered_search_practical_strategies\">How to optimize for AI-powered search: practical strategies<\/span><\/h2>\n<p>Traditional SEO and AI SEO aren\u2019t opposing approaches, but complementary ones. In fact, we might consider <strong>AI optimization as an \u201cadditional layer\u201d of SEO.<\/strong> Solid technical SEO provides the foundation that also helps AI platforms understand and classify content\u2014though there are specific aspects to keep in mind. While traditional SEO aims to rank high in results, <strong>AI SEO focuses on maximizing the chance of being cited or linked to as a trusted source\u2014<\/strong>either directly or via mentions in third-party content (such as roundup articles, comparison guides, industry reports, studies, etc.).<\/p>\n<h3><span id=\"From_keywords_to_prompts_how_users_express_search_intent\">From keywords to prompts: how users express search intent<\/span><\/h3>\n<p><strong>Users interact very differently<\/strong> with traditional search engines compared to AI platforms. <strong>Traditional keywords are short (2\u20133 words),<\/strong> while <strong>prompts tend to be longer, more specific, and conversational in tone.<\/strong> However, only 30% of prompts directed at AI platforms would qualify as queries Google could also answer effectively, according to this <a href=\"https:\/\/sparktoro.com\/blog\/we-analyzed-millions-of-chatgpt-user-sessions-visits-are-down-29-since-may-programming-assistance-is-30-of-use\/\">Sparktoro study<\/a>.<\/p>\n<p>This behavior difference should inform our content strategy. We need to <strong>respond to search intent expressed naturally and conversationally<\/strong>\u2014as if the user were asking a store clerk or a human expert.<\/p>\n<h3><span id=\"Anticipating_search_intent\">Anticipating search intent<\/span><\/h3>\n<p>Generative results rely on a <strong>technique that relates the user\u2019s original query to additional synthetically generated ones,<\/strong> known as <strong>\u201cquery fanout.\u201d<\/strong> It works as shown in the graphic below.<\/p>\n<figure id=\"attachment_79591\" aria-describedby=\"caption-attachment-79591\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-79591\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/query-fanout-1200x670.png\" alt=\"Query fanout process\" width=\"1200\" height=\"670\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/query-fanout-1200x670.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/query-fanout-720x402.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/query-fanout-768x429.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/query-fanout-1536x858.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/query-fanout.png 2000w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-79591\" class=\"wp-caption-text\">Google analyzes the original query to generate synthetic follow-ups, which it uses to supplement LLM-generated content and \u201canchor\u201d the result to verifiable referenced links.<\/figcaption><\/figure>\n<p>Features like Google\u2019s &#8220;People Also Ask&#8221;, or platforms like <a href=\"http:\/\/alsoasked.com\/\">AlsoAsked.com<\/a> and <a href=\"http:\/\/answerthepublic.com\/\">AnswerThePublic.com<\/a>, help identify related questions users ask throughout the purchase decision process (<a href=\"https:\/\/www.humanlevel.com\/blog\/seo\/analisis-del-customer-journey-y-escenarios-de-busqueda\"><em>customer journey<\/em><\/a>). Creating high-quality content that addresses those questions and motivations improves our chances of showing up in both traditional results and AI Overviews or AI platforms.<\/p>\n<p>This strategy can be systematically applied to each product or service line and target segment\u2014covering every phase of the customer journey. The key is delivering <strong>complete, authoritative, well-structured answers that AI systems can easily extract and cite.<\/strong><\/p>\n<h3><span id=\"From_topical_authority_to_entity_relationships\">From topical authority to entity relationships<\/span><\/h3>\n<p>The EEAT criteria\u2014Experience, Expertise, Authority, and Trust (<a href=\"https:\/\/www.humanlevel.com\/blog\/seo\/eeat-seo-que-es\">EEAT<\/a>)\u2014become even more important in the context of AI. Automated systems need <strong>clear signals to identify trustworthy, expert sources.<\/strong><\/p>\n<p>This means:<\/p>\n<ul>\n<li>Demonstrating <strong>first-hand experience<\/strong> in your field or subject matter.<\/li>\n<li>Building and maintaining a <strong>healthy ecosystem of links and mentions<\/strong> from other authoritative sources to help AI systems <strong>associate your brand with the most relevant sector entities.<\/strong><\/li>\n<li>Developing a <strong>credible presence in media, forums, comparison platforms, rankings, etc.<\/strong><\/li>\n<li>Investing in <strong>brand recognition and public relations (PR).<\/strong><\/li>\n<\/ul>\n<h3><span id=\"Structured_datamore_important_than_ever\">Structured data\u2014more important than ever<\/span><\/h3>\n<p>Structured data provides the semantic context that AI algorithms need to understand not just keywords, but also meaning and entity relationships. It <strong>enables efficient information extraction and increases the likelihood of citation<\/strong> in AI-generated summaries.<\/p>\n<h3><span id=\"Multichannel_strategy_boosting_discoverability_beyond_your_website\">Multichannel strategy: boosting discoverability beyond your website<\/span><\/h3>\n<p>Visibility on AI-powered search engines isn\u2019t just about optimizing your site. You need a <strong><a href=\"https:\/\/www.humanlevel.com\/diccionario-marketing-digital\/marketing-de-contenidos-content-marketing\">multichannel content strategy<\/a><\/strong> that includes:<\/p>\n<ul>\n<li>Publishing in <strong>multiple formats:<\/strong> text, video, infographics.<\/li>\n<li>Presence in <strong>industry-specific online media<\/strong> and publications.<\/li>\n<li><strong>Active participation in relevant forums and communities.<\/strong><\/li>\n<li>Contributing <strong>data, analysis, and testimonials<\/strong> to reinforce your authority\u2014publishing studies, comparisons, insights, or proprietary data.<\/li>\n<\/ul>\n<p>Mentions and references on third-party sites\u2014even without links\u2014can generate <strong>indirect traffic via navigational queries<\/strong> (such as brand name searches in Google), which may appear as \u201cdirect\u201d in analytics, complicating attribution but confirming the effectiveness of a distributed strategy.<\/p>\n<h2><span id=\"Measurement_and_monitoring_in_the_new_paradigm\">Measurement and monitoring in the new paradigm<\/span><\/h2>\n<p>Measuring AI\u2019s impact on our visibility strategies requires new tools and methodologies. At Human Level, we\u2019ve developed <strong>proprietary tools to monitor several critical aspects:<\/strong><\/p>\n<h3><span id=\"Monitoring_AI_Overviews\">Monitoring AI Overviews<\/span><\/h3>\n<p>The system developed by Human Level tracks <strong>which queries trigger AI Overviews, how many sources are cited, whether our client\u2019s domain appears, and which competitors are mentioned.<\/strong> Currently, AI Overviews appear in 56% of the queries we monitor, especially in informational searches linked to blog posts, FAQs, glossaries, and educational resources.<\/p>\n<h3><span id=\"Visibility_in_AI_search_engines\">Visibility in AI search engines<\/span><\/h3>\n<p>We\u2019ve also developed tools to <strong>analyze results in ChatGPT.<\/strong> Based on a selection of <strong>likely prompts<\/strong> users might use to find a website, we collect <strong>data on mentions, citations, and links.<\/strong><\/p>\n<p>However, with generative results, it\u2019s important to understand that <strong>specific rankings can\u2019t be guaranteed\u2014<\/strong>we can only measure the comparative likelihood of appearing. By nature, LLM-generated results aren\u2019t usually reproducible and have limited stability.<\/p>\n<h3><span id=\"Key_performance_indicators\">Key performance indicators<\/span><\/h3>\n<p>Traditional KPIs evolve in this new context:<\/p>\n<ul>\n<li><strong>Business impact:<\/strong> how your discoverability strategy drives actual sales.<\/li>\n<li><strong>CTR vs. position:<\/strong> discrepancies between these two in Google Search Console (e.g. high position, low CTR) may indicate the presence of a featured result or AI Overview block.<\/li>\n<li><strong>Direct traffic:<\/strong> increases in direct traffic may stem from AI-generated citations or mentions.<\/li>\n<li><strong>Mentions and references:<\/strong> in AI, these are as important as links are in traditional SEO.<\/li>\n<li><strong>Likelihood of citation:<\/strong> this is a new, essential success metric.<\/li>\n<\/ul>\n<h2><span id=\"Agentic_search_the_next_step_in_evolution\">Agentic search: the next step in evolution<\/span><\/h2>\n<p>As we adapt to today\u2019s changes, the next evolution is already taking shape: <strong><a href=\"https:\/\/blog.google\/technology\/ai\/io-2025-keynote\/#project-mariner\">agentic search<\/a> and intelligent agents.<\/strong> This new paradigm goes beyond getting answers\u2014it\u2019s about <strong>AI taking concrete actions<\/strong> on our behalf.<\/p>\n<p>In this scenario, <strong>websites will be able to offer tools and resources directly to LLMs,<\/strong> enabling users to complete tasks from within the AI chat interface: place orders, access subscription info, receive stock alerts, or generate customized presentations with discounted products.<\/p>\n<p>These capabilities are built on existing web standards, easing adoption. <strong>Anthropic\u2019s <a href=\"https:\/\/www.anthropic.com\/news\/model-context-protocol\">Model Context Protocol (MCP)<\/a> uses HTTP, SSE, and JSON-RPC, while Google\u2019s <a href=\"https:\/\/developers.googleblog.com\/es\/a2a-a-new-era-of-agent-interoperability\/\">A2A protocol<\/a> is being developed for agent communication.<\/strong> If the LLM is running on a mobile app, it may even be able to generate files or access local device storage.<\/p>\n<p>For companies, this is an opportunity to create <strong>new direct touchpoints with potential customers<\/strong>\u2014where visibility and technical integration will determine your ability to benefit from these automated interactions.<\/p>\n<h2><span id=\"The_future_is_now_keys_to_adaptation\">The future is now: keys to adaptation<\/span><\/h2>\n<p>AI-powered search is still an emerging phenomenon, but it\u2019s also a present reality that requires attention, tracking, and strategic foresight. AI search engines may not steal significant traffic from Google, but they are creating new search opportunities users hadn\u2019t considered before.<\/p>\n<p>However, perspective is critical. <strong>We can\u2019t talk about \u201cranking\u201d in AI search engines<\/strong> the same way we do with Google. What we can do is <strong>take action to increase our chances<\/strong> <strong>of being cited or linked to.<\/strong> The variability and personalization of these systems mean that <strong>traditional ranking metrics lose relevance.<\/strong><\/p>\n<p>The companies that adapt best will be those that:<\/p>\n<ul>\n<li>Maintain a <strong>solid technical SEO foundation.<\/strong><\/li>\n<li>Implement <strong>conversational, educational content strategies.<\/strong><\/li>\n<li>Build a <strong>cohesive multichannel presence<\/strong> (connecting the brand to key entities referenced in related queries\u2014whether keywords or prompts).<\/li>\n<li>Invest in <strong>brand authority and media relations.<\/strong><\/li>\n<li>Adopt <strong>measurement systems tailored<\/strong> to the new paradigm.<\/li>\n<\/ul>\n<p>Artificial intelligence is transforming search, but <strong>it\u2019s not replacing it.<\/strong> It\u2019s expanding the opportunities for brands that know how to navigate this new complexity\u2014with strategy, insight, and the right tools.<\/p>\n<hr \/>\n<p><em>At Human Level, we\u2019ve been anticipating shifts in the search landscape for over two decades. More than a year ago, we launched our AI Lab to explore and capitalize on the opportunities AI brings to online search. If your company wants to develop a visibility strategy that leverages both traditional search engines and new AI platforms, <strong>we\u2019d love to <a href=\"https:\/\/www.humanlevel.com\/contacto\">explore with you<\/a> how our methodologies can boost your digital discoverability in this new paradigm.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We offer expert analysis on the real impact on search, visibility data, and optimization strategies for this new paradigm.<\/p>\n","protected":false},"author":3,"featured_media":79597,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[349],"tags":[],"class_list":["post-79611","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","entry"],"yoast_head":"\n<title>SEO and AI: Search Doesn&#039;t Die, It Evolves | Human Level<\/title>\n<meta name=\"description\" content=\"We offer expert analysis 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