{"id":79999,"date":"2025-09-02T09:41:50","date_gmt":"2025-09-02T07:41:50","guid":{"rendered":"https:\/\/www.humanlevel.com\/?p=79999"},"modified":"2026-01-21T08:19:56","modified_gmt":"2026-01-21T07:19:56","slug":"sowing-informational-visibility-in-the-age-of-algorithms-and-ai","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/seo\/sowing-informational-visibility-in-the-age-of-algorithms-and-ai","title":{"rendered":"Sowing informational visibility in the age of algorithms and AI"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#Reality_check_the_data\">Reality check: the data<\/a><\/li><li><a href=\"#Your_content_is_visible_but_not_as_visitable\">Your content is visible, but not as visitable<\/a><\/li><li><a href=\"#Sharing_information_no_longer_guarantees_traffic_is_it_a_good_idea_to_stop_investing_in_content\">Sharing information no longer guarantees traffic: is it a good idea to stop investing in content?<\/a><\/li><li><a href=\"#How_to_create_relevant_content_AI_cant_answer\">How to create relevant content AI can\u2019t answer<\/a><ul><li><a href=\"#Classify_informational_answers_as_quick_or_complex\">Classify informational answers as quick or complex<\/a><\/li><li><a href=\"#Create_unique_in-depth_content_with_real_differentiating_value\">Create unique, in-depth content with real differentiating value<\/a><\/li><li><a href=\"#E-E-A-T_an_old_friend_more_relevant_than_ever\">E-E-A-T: an old friend, more relevant than ever<\/a><\/li><li><a href=\"#Accompany_the_user_through_the_full_journey\">Accompany the user through the full journey<\/a><\/li><li><a href=\"#Build_topical_authority_and_specialization\">Build topical authority and specialization<\/a><\/li><\/ul><\/li><li><a href=\"#Aim_to_be_cited_or_linked_as_a_relevant_content_source\">Aim to be cited or linked as a relevant content source<\/a><ul><li><a href=\"#Monitor_and_adapt_your_results\">Monitor and adapt your results<\/a><\/li><\/ul><\/li><\/ul><\/div>\n<p>On July 25, our head of SEO <strong>Mar\u00eda Navarro<\/strong> gave a talk with the same title as this article at <strong>SEOplus<\/strong>, an SEO conference organized by Luis M. Villanueva and \u00c1lvaro S\u00e1ez in Alicante. Today we\u2019re sharing a recap of her presentation in case you couldn\u2019t attend.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-79990\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/presentacion-maria-1200x900.jpeg\" alt=\"Mar\u00eda Navarro at SEOplus\" width=\"1200\" height=\"900\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/presentacion-maria-1200x900.jpeg 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/presentacion-maria-720x540.jpeg 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/presentacion-maria-768x576.jpeg 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/presentacion-maria-1536x1152.jpeg 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/presentacion-maria.jpeg 1600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>The fight for visibility has been, ever since SEO has been SEO, the cornerstone of any <em>online<\/em> project or business that wants a real shot against its competition.<\/p>\n<p>As Google\u2019s algorithm\u2014the world\u2019s leading search engine\u2014has evolved, that visibility isn\u2019t limited to text content anymore; it also includes videos, podcasts, and social posts, depending on search intent.<\/p>\n<p>On the other hand, being considered by Google as <strong>qualified, recognized experts<\/strong> in our category or specialty (the oft-cited <a href=\"https:\/\/www.humanlevel.com\/blog\/seo\/eeat-seo-que-es\">E-E-A-T<\/a>) is now essential for a company, project, or professional to even have a chance of being<strong> discoverable in the ocean of results.<\/strong><\/p>\n<p>If we add to this scenario the arrival of AI platforms as new agents producing answers to certain user queries, the fight to be recognizable and visible promises to be even more complex. <strong>Sharing information no longer guarantees traffic<\/strong>.<\/p>\n<h2><span id=\"Reality_check_the_data\">Reality check: the data<\/span><\/h2>\n<p>The talk kicked off with a look at the traffic figures that, in mid-2025, the various platforms through which a user can conduct a search are handling.<\/p>\n<p>The takeaway is that <strong>Google is still the user\u2019s preferred way to search,<\/strong> with nearly 140 billion monthly visits, according to a <a href=\"https:\/\/explodingtopics.com\/blog\/chatgpt-users\">study by Exploding Topics<\/a>.<\/p>\n<p>The <strong>second most visited platform would be YouTube<\/strong> (owned by Google), with 78.6 billion monthly visits. Finally, ChatGPT currently receives around 5.2 billion.<\/p>\n<p><strong>Google would be receiving roughly 27 times the monthly visits that ChatGPT gets,<\/strong> so the gap is still huge.<\/p>\n<p>Even so, as we saw earlier, these searches no longer guarantee traffic from Google to the websites that create the content.<\/p>\n<p>The rollout of AI Overviews in Spain on March 30, 2025, brought a <strong>paradigm shift in the direct relationship between impressions and clicks<\/strong>\u2014in other words, between being seen and getting traffic.<\/p>\n<p>Now, your content may be used to answer the user but not attract traffic directly to your website.<\/p>\n<p>That\u2019s the new reality of SEO.<\/p>\n<h2><span id=\"Your_content_is_visible_but_not_as_visitable\"><strong>Your content is visible, but not as visitable<\/strong><\/span><\/h2>\n<p>AI Overviews\u2014the AI-generated results in Google Search\u2014are shown to users in <a href=\"https:\/\/www.advancedwebranking.com\/blog\/ctr-google-2024-q4\">42.5% of searches,<\/a> which translates into a general decline in click-through rate and a direct impact on traffic, more or less significant depending on the vertical.<\/p>\n<p>Within those figures, <a href=\"https:\/\/www.seroundtable.com\/google-ai-overviews-links-informational-intent-38093.html#:~:text=Did%20you%20know%20that%2096,keywords%20in%20its%20data%20set.\">96% of the times<\/a> AIO appears are to answer queries with <strong>informational intent<\/strong>.<\/p>\n<p>In other words, generative AI answers appear almost universally when the user query is <strong>informational<\/strong> (\u201cwhat is\u2026,\u201d \u201chow to\u2026\u201d). However, they show up less often for <strong>commercial<\/strong> searches (\u201calternatives to iPhone 16) and practically never for <strong>transactional<\/strong> searches (\u201cbuy iPhone 16\u201d). In the latter case, Google prioritizes product listings, ads, or e-commerce results.<\/p>\n<h2><span id=\"Sharing_information_no_longer_guarantees_traffic_is_it_a_good_idea_to_stop_investing_in_content\"><strong>Sharing information no longer guarantees traffic: is it a good idea to stop investing in content?<\/strong><\/span><\/h2>\n<p>Informational content drives less traffic than before. That\u2019s the reality for all portals and websites. Generative AI answers are satisfying a large share of users\u2019 search intent.<\/p>\n<p>Before deciding where to allocate resources, we need to analyze the following:<\/p>\n<p>What common characteristic do searches have when they can be fully satisfied by automated answers?<\/p>\n<p>In the talk, we distinguished between searches that can be satisfied with <strong>direct answers<\/strong> and searches for which, by their nature, the user needs to <strong>dig deeper<\/strong>.<\/p>\n<p>Imagine we manage the content for a farming blog. Our post \u201cWhen to Plant Tomatoes \u2013 Step-by-Step Guide\u201d will likely see its traffic decrease for the query \u201cbest time to plant tomatoes\u201d because AI Overviews provides a direct answer. In this case, AIO gives the key time window. The average user doesn\u2019t need more technical detail.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-79953\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/aio-informacional.png\" alt=\"Answer to an informational search\" width=\"647\" height=\"323\" \/><\/p>\n<p>Therefore, the searches most affected by generative AI answers will be those that can be addressed with a simple, direct response.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-79969\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/respuestas-directas-1200x571.png\" alt=\"Direct answers\" width=\"1200\" height=\"571\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-directas-1200x571.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-directas-720x343.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-directas-768x366.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-directas-1536x731.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-directas-2048x975.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>But what happens when the user is looking for information on <em>important<\/em> topics that can have a bigger <strong>impact on their day-to-day life<\/strong>?<\/p>\n<p>In those cases, the user will very likely need to dive deeper in their process of seeking information, data, and opinions. Not only will the first answer from generative AI be insufficient; they\u2019ll also need to consult <strong>reliable and expert sources<\/strong> to fully satisfy their information need.<\/p>\n<p>This is not just an assumption, this is confirmed with data. According to <a href=\"https:\/\/seranking.com\/blog\/ai-traffic-research-study\/\">SE Ranking<\/a>, visitors from AI platforms spend 67.7% more time on site on average. That\u2019s an average of 4.3 minutes for Google traffic and 9.7 minutes for ChatGPT referral traffic, so people do dig deeper when it matters.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-80841 size-large\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/se-ranking-1200x784.png\" alt=\"Los visitantes que provienen desde plataformas de IA pasan m\u00e1s tiempo en el sitio web que los visitantes de la b\u00fasqueda org\u00e1nica.\" width=\"1200\" height=\"784\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/se-ranking-1200x784.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/se-ranking-720x470.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/se-ranking-768x502.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/se-ranking-1536x1003.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/se-ranking.png 1586w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>As Mar\u00eda Navarro put it, AI answers can be useful, but when it comes to important decisions the user needs more: to <strong>explore<\/strong>, <strong>compare<\/strong>, <strong>go deeper<\/strong>, and <strong>validate<\/strong>.<\/p>\n<p>Here are two examples from the talk:<\/p>\n<ul>\n<li>\u201c<em>Best cream for sensitive skin with rosacea in summer<\/em>\u201d: the user will dig deeper because they need specific brands, <strong>real opinions<\/strong>, prices, and availability.<\/li>\n<li>\u201c<em>How to reduce personal income tax if you\u2019re self-employed<\/em>\u201d: the user is looking for examples, exact thresholds, particular cases, and confirmation from official sources.<\/li>\n<\/ul>\n<p>If users will still need expert advice for almost any topic or specialty that can\u2019t be solved with a direct answer, do we want to work to be part of that answer even if, overall, we get less informational traffic?<\/p>\n<p>The <em>right<\/em> answer for a project seeking visibility should be yes.<\/p>\n<p>The winning strategy would be to identify where the user\u2019s \u201cdeeper\u201d doubts lie\u2014the ones AI can\u2019t satisfy\u2014and address them with our resources. This content should be characterized by its <strong>depth<\/strong>, <strong>authority<\/strong>, <strong>trustworthiness<\/strong>, <strong>human value<\/strong>, and the use of <strong>first-party data<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-79965\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/respuestas-complejas-1200x575.png\" alt=\"Complex answers\" width=\"1200\" height=\"575\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-complejas-1200x575.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-complejas-720x345.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-complejas-768x368.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-complejas-1536x736.png 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/respuestas-complejas-2048x981.png 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2><span id=\"How_to_create_relevant_content_AI_cant_answer\"><strong>How to create relevant content AI can\u2019t answer<\/strong><\/span><\/h2>\n<p>Mar\u00eda Navarro\u2019s talk continued with a review of the key points for a user-relevant content strategy that generative AI cannot address because it requires human experience and value:<\/p>\n<h3><span id=\"Classify_informational_answers_as_quick_or_complex\"><strong>Classify informational answers as quick or complex<\/strong><\/span><\/h3>\n<p>Analyzing user search intent is no longer enough; we need to go a step further: identify whether the query is solved with a \u201cquick\u201d or a \u201ccomplex\u201d answer\u2014that is, whether it requires a higher degree of investigation on the user\u2019s part.<\/p>\n<p>Take the term \u201ccortisol\u201d as an example.<\/p>\n<p>A query related to its definition (\u201cwhat it is\u201d) would be a quick answer, handled by AI Overviews.<\/p>\n<p>But beneath that definition-level query, others emerge that require <strong>greater depth, knowledge, and expertise.<\/strong> For example: \u201chow to lower high cortisol\u201d or \u201chow high cortisol affects my health.\u201d<\/p>\n<h3><span id=\"Create_unique_in-depth_content_with_real_differentiating_value\"><strong>Create unique, in-depth content with real differentiating value<\/strong><\/span><\/h3>\n<p>When a query calls for <strong>nuance<\/strong>, <strong>real-world examples<\/strong>, <strong>testimonials<\/strong>, <strong>advice<\/strong> based on the <strong>source\u2019s experience<\/strong>, comprehensive guides, <strong>comparisons<\/strong>, or data\u2026 the <strong>real opportunity to stand out<\/strong> is to produce that unique, differentiated content that positions the project as a reference on the topic. We probably won\u2019t achieve it with a single piece, but by accumulating distinctive, high-quality content across different areas in topic <em>clusters<\/em> that signal to Google our areas of expertise.<\/p>\n<p>What can generative AI not offer that a writer or subject-matter expert can?<\/p>\n<ul>\n<li>Human perspective and first-hand experience.<\/li>\n<li>Real narrative, with up-to-date context.<\/li>\n<li>Practical guides based on concrete cases.<\/li>\n<li>Useful, up-to-date data versus generic data.<\/li>\n<li>Honest comparisons with expert opinions.<\/li>\n<li>Testimonials and opinions from real users that create connection.<\/li>\n<\/ul>\n<h3><span id=\"E-E-A-T_an_old_friend_more_relevant_than_ever\"><strong>E-E-A-T: an old friend, more relevant than ever<\/strong><\/span><\/h3>\n<p>When creating content, we must demonstrate experience, expertise, authority, and trust.<\/p>\n<p>To do so, we need to assign <strong>expert authorship<\/strong> in the field, with a demonstrable, verifiable track record, and use precise language in the content itself.<\/p>\n<h3><span id=\"Accompany_the_user_through_the_full_journey\"><strong>Accompany the user through the full journey<\/strong><\/span><\/h3>\n<p>While many user searches will start by discovering the definition of a concept, it\u2019s very likely that the <strong>user\u2019s journey will continue with successive queries<\/strong> that approach that concept from different angles and perspectives.<\/p>\n<p>Therefore, we have to develop content that digs deeper into the idea to accompany them throughout their research.<\/p>\n<p>When the user wants to know what cortisol is, we should have a resource that addresses this query. And even if generative AI provides a direct answer, if we\u2019ve built strong content and E-E-A-T signals, our content is likely to be used to form the automated answer and thus be cited as a reference source.<\/p>\n<p>Sooner or later, that query will be followed by <strong>others we can target with content that requires significant amounts of experience, expertise, and authority,<\/strong> such as:<\/p>\n<ul>\n<li>What are the symptoms of high cortisol?<\/li>\n<li>Causes and treatments for high cortisol<\/li>\n<li>What\u2019s the relationship between cortisol and anxiety?<\/li>\n<li>Which natural supplements help reduce cortisol?<\/li>\n<li>Does ashwagandha block cortisol?<\/li>\n<\/ul>\n<h3><span id=\"Build_topical_authority_and_specialization\"><strong>Build topical authority and specialization<\/strong><\/span><\/h3>\n<p>Beyond creating one-off articles, your strategy should aim to develop strong <strong>topical pillars<\/strong>, build <strong>satellite content<\/strong> around them that addresses all of the user\u2019s real questions, and interlink them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-79957\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/pilares-tematicos-estrategia-contenidos-seo-2.png\" alt=\"Topical pillars for a content strategy\" width=\"524\" height=\"514\" \/><\/p>\n<h2><span id=\"Aim_to_be_cited_or_linked_as_a_relevant_content_source\"><strong>Aim to be cited or linked as a relevant content source<\/strong><\/span><\/h2>\n<p>Generative AI and rich panels don\u2019t produce answers out of thin air; they draw from sources Google considers trustworthy, specialized, and relevant.<\/p>\n<p>Therefore, a website\u2019s goal should be to become a <strong>quality source for Google,<\/strong> so that other sites want to link to its content.<\/p>\n<h3><span id=\"Monitor_and_adapt_your_results\"><strong>Monitor and adapt your results<\/strong><\/span><\/h3>\n<p>The SERP has evolved and will keep evolving. We need to constantly check the performance of our assets and any shifts in the result types Google serves for the main queries that make up the project or business\u2019s ecosystem.<\/p>\n<p>Based on this analysis, we must be able to adapt our content to the form and format Google requires at any given moment. <strong>To adapt is to endure.<\/strong><\/p>\n<p>In short, SEO in 2025 is no longer just about creating information and waiting for traffic, but about <strong>understanding which questions AI can answer and which still require human experience, authority, and voice.<\/strong> The key is to design strategies that deliver depth, context, and credibility, building solid topical coverage and accompanying the user at every stage of their search.<\/p>\n<p>Only then will projects maintain visibility, be recognized as reliable sources, and ultimately <strong>continue to play a meaningful role in an environment dominated by algorithms, generative AIs, and automated answers.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-79994\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/\/maria-seoplus-1200x900.jpg\" alt=\"Mar\u00eda Navarro at SEOplus\" width=\"1200\" height=\"900\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/maria-seoplus-1200x900.jpg 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/maria-seoplus-720x540.jpg 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/maria-seoplus-768x576.jpg 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/maria-seoplus-1536x1152.jpg 1536w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/maria-seoplus.jpg 2048w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recap of Mar\u00eda Navarro\u2019s talk on how to keep building visibility in informational searches after the rise of AI.<\/p>\n","protected":false},"author":44,"featured_media":79978,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[349],"tags":[],"class_list":["post-79999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","entry"],"yoast_head":"\n<title>Sowing informational visibility in the age of algorithms and AI | Human Level<\/title>\n<meta name=\"description\" content=\"Recap of Mar\u00eda Navarro\u2019s talk on how to keep building visibility in informational searches after the rise of AI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/sowing-informational-visibility-in-the-age-of-algorithms-and-ai\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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