The digital marketing landscape is in full transformation. Automated summaries, clickless searches and AI shaping search results are now a reality that challenges even the most consolidated strategies for better visibility on Google.
If it used to be enough to rank well to guarantee traffic, today that is no longer enough.
This content has been created for professionals who want to adapt to new SEO practices, combining useful content, artificial intelligence and state-of-the-art language models (LLMs).
Here, you'll understand how to apply these technologies in a practical, structured way, connected to real results.
Let's explore:
- Why organic visibility is falling and how to adapt;
- How structured SEO (AEO/GEO) has become the new standard;
- The fusion of SEO and paid media with Performance Max + AI;
- The importance of keeping the human narrative at the center;
- The role of AI in ESG impact and brand positioning;
- How to have useful content with technical SEO + LLMs?
Get ready to transform your strategy with depth, applicability and relevance, always with a focus on measurable results.
The power of AI-generated summaries, such as Google's SGE, is having a direct impact on the organic traffic of websites. According to Search Engine Journal (2024), zero-click searches already account for more than 50% of the total, meaning that the user resolves their query without accessing any website.
This new scenario calls for action: to remain visible, you need to produce content that not only appears in searches, but is highlighted by the AI itself.
What works:
In addition, short video platforms such as YouTube Shorts, TikTok, LinkedIn and Reddit are consolidating themselves as highly engaging channels, offering multiple points of contact with the public.
TikTok, for example, has an average engagement rate of 5.53%, much higher than the 4.36% on Instagram Reels and 3.80% on YouTube Shorts.
It's no coincidence that brands post twice as much content on TikTok, a clear sign that an omnichannel content distribution strategy is the way to amplify reach and exposure.
Keep learning:
AEO (Answer Engine Optimization) and GEO SEO are now standards for anyone who wants to remain competitive in search engines. They are based on structuring content for intelligent assistants and local searches.
To do this, it is essential to
With the advance of LLMs and tools such as Google Gemini and AI Mode, brands that offer clear, contextualized and segmented answers are gaining more prominence. The combination of LLMs with technical structures such as Schema is the new must-have combo.
AI-based advertising, such as Google's Performance Max, is becoming increasingly efficient at delivering ads on the right channels, to audiences with real purchasing intent.
According to Semrush's AI Search Revolution report (2024), visitors coming from AI searches convert up to 4.4 times more than those originating from traditional searches. When combined with content strategies guided by LLMs and structured data, the results are even more significant.
Furthermore, according to Semrush's AI Content Marketing Report 2024, 68% of companies reported an increase in ROI with the use of AI, and 65% saw significant improvements in SEO.
The key is:
This integration makes the journey more fluid and improves the efficiency of paid media, reducing the cost per acquisition (CPA).
Tools such as Veo, Imagen and Adobe GenStudio accelerate creative production with AI, but no technology replaces human supervision, especially in B2B markets and in complex decision content.
Human narratives are irreplaceable because:
To excel in SEO with LLMs, you need to combine automated production with human review, ensuring consistency, authenticity and purpose.
Practical tip: Use AI to structure and speed up production, but leave the final proofreading to someone with mastery of the business and the audience.
AI is also transforming impact measurement, not just in sales, but in sustainability and social responsibility.
According to the Business Research Company's Digital Advertising Market Report 2025, global investment in digital marketing is expected to reach US$843.48 billion in 2025, a significant increase on the US$734.24 billion of 2024 (CAGR of 14.9%).
In this scenario, brands that adopt ESG (environmental, social and governance) metrics associated with digital performance gain credibility and preference.
How to apply:
This approach also has an impact on brand perception in search results, as Google reinforces guidelines based on trust and relevance.
The traditional sales funnel has evolved. Now, the focus is on consumer intent, awareness and decision making in real time, with data and AI guiding content production.
See the 'new' sales funnel model with SEO and LLMs, according to mkt4edu:
|
Stage of the New Funnel |
Type of Strategic Content |
SEO with a focus on LLMs |
|
Learning and Discovery |
Blog posts, introductory e-books, quick videos |
Informational intent, GSE optimization, FAQs |
|
Problem recognition |
Complete guides, checklists, comparative content |
Structured snippets, related topics, internal links |
|
Solution Consideration |
Testimonials, case studies, expert videos |
Social proof content, reinforced E-E-A-T, up-to-date statistics |
|
Buying Decision |
Landing pages, trials, enrollment calls |
Data-driven conversion, objective language, visible CTAs |
|
After-sales and Loyalty |
Newsletter, onboarding, exclusive content |
SEO for retention, evergreen content, automated personalization |
Table: 'New' sales funnel with LLMs: content strategies for each stage with a focus on SEO.
With this, it's possible to produce not just more content, but the right content at the right time, with the help of AI.
The marketing landscape is changing, and the battle for attention no longer depends solely on paid media. Brands that invest in structure, intent and intelligence are more likely to grow predictably.
Integrating SEO techniques, LLMs, strategic sales funnels and human narratives is no longer a trend: it's a necessity. And those who know how to align this with ethics, purpose and real data will lead the way.
But it's not enough just to apply the technique. One of the most decisive pillars for the success of this approach is the user experience (UX), which directly influences how Google interprets and classifies your content.
If you want to delve deeper into this and understand how UX impacts modern SEO, check out this full article from mkt4edu: How important is user experience (UX) for SEO?
Zero-click searches are when the user finds the answer directly on the results page, without accessing any website. They already account for more than 50% of searches, requiring content that stands out for its clarity, structure and focus on the user's intent.
Use answers in question and answer format, optimize snippets with clarity, follow Google's E-E-A-T standards and keep content up to date. The combination of technical SEO, natural language and structured data increases relevance in searches.
Because they structure content for intelligent assistants and local searches. This includes the use of Schema.org, geolocation, specific FAQs and reviews, aligning with search behavior for quick, local answers.
Integrate content clusters with Google Ads campaigns, create content aligned with paid search intent and use ads in AI panels. This fusion increases conversions and reduces CPA.
No. AI speeds up production, but human review guarantees empathy, authenticity and authority, especially in complex or B2B content. The balance between technology and supervision is essential.
Brands that monitor environmental, social and governance impact and integrate this into content production gain prominence in search engines. Google values trust, relevance and responsibility.
It's a journey model guided by intent and data, with strategic content for each stage. AI helps produce the right content at the right time, increasing predictability and conversion.