{"id":23652,"date":"2023-10-16T11:00:00","date_gmt":"2023-10-16T09:00:00","guid":{"rendered":"https:\/\/salvadorvilalta.com\/?p=23652"},"modified":"2024-01-06T13:09:32","modified_gmt":"2024-01-06T12:09:32","slug":"the-rise-of-ai-in-search-engines-from-keywords-to-context","status":"publish","type":"post","link":"https:\/\/salvadorvilalta.com\/en\/the-rise-of-ai-in-search-engines-from-keywords-to-context\/","title":{"rendered":"The Rise of AI in Search Engines: from Keywords to Context:"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"23652\" class=\"elementor elementor-23652 elementor-23620\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a409eea e-flex e-con-boxed e-con e-parent\" data-id=\"a409eea\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e9120c4 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"e9120c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In the fourth step of the <a href=\"https:\/\/salvadorvilalta.com\/en\/method-seven\/\" target=\"_blank\" rel=\"noopener\">Seven method<\/a> defined in my book <a href=\"https:\/\/salvadorvilalta.com\/en\/sell-more-in-7-steps\/\" target=\"_blank\" rel=\"noopener\">&#8220;Sell more in 7 steps&#8221;<\/a>, I address the crucial task of <b>&#8220;Positioning your digital assets&#8221;<\/b>. This step discusses how a well-executed SEO strategy is essential to make you visible and, therefore, be found in search engines.<\/p>\n<p>As I state in my book, a correct positioning must take into account<\/p>\n<ul>\n<li><b>Gain visibility and attract more organic traffic. <\/b>Having a fantastic website that nobody visits is like having a spectacular store in the middle of the desert.<\/li>\n<li><b>Improving the user experience:<\/b> SEO strategies also focus on improving the user experience. This may include optimizing website loading speed, intuitive navigation, and attractive design, among others.<\/li>\n<li><b>Increase credibility and trust:<\/b> A website that appears in the first results of search engines can generate more credibility and trust in users since they tend to trust search engine results and may think that a well-positioned website is more reliable and of higher quality.<\/li>\n<\/ul>\n<p>However, in this post, I would like to reflect on how advances in artificial intelligence (AI) are redefining the way search engines operate.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-06cb747 e-flex e-con-boxed e-con e-parent\" data-id=\"06cb747\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7fcd66e sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"7fcd66e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Google completely dominates global searches<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cb2859d e-flex e-con-boxed e-con e-parent\" data-id=\"cb2859d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-872867c sc_fly_static elementor-widget elementor-widget-image\" data-id=\"872867c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-1024x576.png\" class=\"attachment-large size-large wp-image-23625\" alt=\"\" srcset=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-1024x576.png 1024w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-300x169.png 300w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-768x432.png 768w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-370x208.png 370w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-840x473.png 840w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-410x231.png 410w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309-270x152.png 270w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/StatCounter-search_engine-ww-monthly-202209-202309.png 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9601162 e-flex e-con-boxed e-con e-parent\" data-id=\"9601162\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a5079cd sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"a5079cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>While Google remains the predominant giant, as we can see in the graph above, other technologies, such as Bing, are also evolving thanks to AI, which could portend substantial changes in how digital assets must be optimized to ensure optimal visibility.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8d61a3b e-flex e-con-boxed e-con e-parent\" data-id=\"8d61a3b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-be8da3c sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"be8da3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Introduction to AI in SEO<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dbcb95d e-flex e-con-boxed e-con e-parent\" data-id=\"dbcb95d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-976518c sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"976518c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>AI is playing an increasingly crucial role in SEO, with algorithms such as Google&#8217;s <a href=\"https:\/\/www.cyberclick.es\/numerical-blog\/google-bert-que-es-como-funciona-y-como-te-afecta\" target=\"_blank\" rel=\"noopener\">BERT <\/a>and <a href=\"https:\/\/es.semrush.com\/blog\/rankbrain-otras-opciones-seo-agradar-google\/\" target=\"_blank\" rel=\"noopener\">RankBrain<\/a> using this technology to deliver more relevant results.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0703689 e-flex e-con-boxed e-con e-parent\" data-id=\"0703689\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6628f13 sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"6628f13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Google's SGE (Search Generative Experience)<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e210edc e-flex e-con-boxed e-con e-parent\" data-id=\"e210edc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8ac5b54 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"8ac5b54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Google introduced <a href=\"https:\/\/blog.google\/products\/search\/generative-ai-search\/\" target=\"_blank\" rel=\"noopener\">SGE<\/a> during Google I\/O 2023, which represents a radical change in the way users search for information and how Google delivers results.<\/p>\n<p>SGE allows users to ask questions in natural language and get AI-generated summaries and reports that provide more information and context&#8230;<\/p>\n<p>This means that SEOs must adapt their strategies and tactics to optimize their websites for this Google artificial intelligence solution.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7506086 e-flex e-con-boxed e-con e-parent\" data-id=\"7506086\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9b60a46 sc_fly_static elementor-widget elementor-widget-video\" data-id=\"9b60a46\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/dVsiusLQy5Q?si=UNP79YpgjqexYrwu&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-58e77d3 e-flex e-con-boxed e-con e-parent\" data-id=\"58e77d3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c98f2c3 sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"c98f2c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Impact of AI on SEO<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c9dd161 e-flex e-con-boxed e-con e-parent\" data-id=\"c9dd161\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2cdae09 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"2cdae09\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li>With SGE, the importance of keyword research will decrease, while the quality of content will become increasingly crucial.<\/li>\n<li><span style=\"font-size: 16px; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px;\">Voice search and optimization for different formats and devices are also becoming more important.<\/span><\/li>\n<li><span style=\"background-color: transparent; color: var(--theme-color-text); font-size: 16px; letter-spacing: 0px; text-align: var(--text-align);\"><a href=\"https:\/\/clickup.com\/blog\/ai-seo-tools\/\" target=\"_blank\" rel=\"noopener\">SEO tools<\/a> will also need to adapt to these new trends by offering features that help SEO professionals optimize content for voice search, mobile search and other emerging trends. In this sense, new players will appear and current players such as <a href=\"https:\/\/moz.com\/blog\/ai-for-seo-and-content-marketing\" target=\"_blank\" rel=\"noopener\">Moz<\/a>, Semrush, etc. will evolve. Also the systems<\/span>&nbsp;LLM like ChatGPT already offer SEO plugins like FX SEO Assistant or SEO Core AI, among others are already changing the way we deal with organic positioning as experts,<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6e644de e-flex e-con-boxed e-con e-parent\" data-id=\"6e644de\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-80b9585 sc_fly_static elementor-widget elementor-widget-image\" data-id=\"80b9585\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"936\" height=\"936\" src=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO.png\" class=\"attachment-large size-large wp-image-23633\" alt=\"\" srcset=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO.png 936w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-300x300.png 300w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-150x150.png 150w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-768x768.png 768w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-370x370.png 370w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-120x120.png 120w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-840x840.png 840w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/10\/ChicaExpertaSEO-410x410.png 410w\" sizes=\"(max-width: 936px) 100vw, 936px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-df71406 e-flex e-con-boxed e-con e-parent\" data-id=\"df71406\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cb999a5 sc_fly_static elementor-widget elementor-widget-heading\" data-id=\"cb999a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Adaptation to changes<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-085cb05 e-flex e-con-boxed e-con e-parent\" data-id=\"085cb05\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-79bf318 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"79bf318\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Experts suggest that while technologies such as Google Bard are changing SEO, they are not eliminating it, but rather evolving it, requiring SEO professionals to adapt quickly to these variations.<\/p>\n<p><span style=\"font-size: 16px; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px;\">Focusing on user intent and natural language, optimizing for different formats and devices, and building authority and trust are some of the recommendations for adapting to the AI era in SEO.<\/span><\/p>\n<p><b>References used in this post:<\/b> Google. Webstrategy, Cytberclick and Enrique Dans<\/p>\n<\/p>\n<p>Good week!<\/p>\n<div> <\/div><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b5341ea e-flex e-con-boxed e-con e-parent\" data-id=\"b5341ea\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6e78df3 elementor-cta--skin-classic elementor-animated-content elementor-bg-transform elementor-bg-transform-zoom-in sc_fly_static elementor-widget elementor-widget-global elementor-global-24757 elementor-widget-call-to-action\" data-id=\"6e78df3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2024\/01\/Salva_Suscribir-1024x484.png);\" role=\"img\" aria-label=\"Salvador Vilalta Blanco Suscribir\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tDid you like this content?\t\t\t\t\t<\/h2>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tIf you liked this content and want access to exclusive content for subscribers, <b>subscribe now<\/b>. Thank you in advance for your trust\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6MjMwNzAsInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\tI want to Subscribe \t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>In the fourth step of the Seven method defined in my book &#8220;Sell more in 7 steps&#8221;, I address the crucial task of &#8220;Positioning your digital assets&#8221;. This step discusses&hellip;<\/p>\n","protected":false},"author":2,"featured_media":23638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[228,229,231],"tags":[],"class_list":["post-23652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-customer-experience","category-marketing-en","category-tools"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The rise of AI in search engines<\/title>\n<meta name=\"description\" content=\"Google remains the predominant search giant, but other technologies such as Bing are also evolving thanks to AI,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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