SEO and AI: how search engine optimization will change

In recent years, artificial intelligence has ceased to be an abstract concept and has become a concrete leveraging tool, even in SEO. With the evolution of algorithms and the advent of generative AI-based tools, search engine ranking can no longer be considered only a matter of keywords and link building. But what is really changing and what can we expect in the coming years?

AI Search: a new paradigm

The introduction of AI-based search experiences, such as Google’s Search Generative Experience (SGE), is redefining how users interact with search results. Instead of a list of links, users are presented with an AI-generated summary, often enriched with direct answers, selected sources, and dynamic content.

For SEO specialists, this implies a change in perspective: it is no longer just a matter of ranking among the top results, but of being selected as a “trustworthy” source for AI output.

Algorithms that are increasingly intelligent

With its increasingly frequent updates, Google is focusing on algorithms capable of understanding search intent and evaluating content quality in a more “human” way. The Helpful Content update and the use of advanced linguistic models are moving in this direction: prioritizing content that is truly useful, authoritative, and well contextualized.

This means that the old “SEO first” logic must give way to a more holistic approach, where user experience, relevance, and informational value become central factors.

New challenges (and opportunities)

Working in SEO today means facing two main challenges:

1. Adapt strategies to the new AI-driven SERPs by studying how artificial intelligence selects and synthesizes content.
2. Integrate generative AI tools into operational workflows to improve content production, data analysis, and insight identification.

At the same time, new opportunities are also opening up. AI makes it easier to scale complex tasks—such as multilingual optimization or content gap analysis—making SEO even more strategic.

What to expect in the future

In the medium term, it is reasonable to expect:

• SERPs are becoming increasingly personalized and dynamic, with content generated in real time based on user profiles.
• Greater focus on structured content, with markup schemes, contextual data, and well-defined reliability signals.
• Closer collaboration between SEO and developement, UX, and content teams to oversee every aspect that AI interprets as relevant.

SEO is not dying: it is evolving into a more cross-cutting, strategic, and integrated discipline. For those who are able to rise to the challenge, the future of search engine optimization will be more interesting than ever.