Publicação
The Evolution of SEO in the Age of Generative Search Engines
| Resumo: | This research explores how the shift from traditional to generative search engines such as Google AI Overviews is affecting SEO and online visibility. The main objectives are to understand how professionals are adapting their SEO strategies, to assess the impact on website traffic and visibility, to explore how users and professionals perceive the credibility of AI-generated responses, and to analyze changes in user behavior.A literature review and a quantitative survey with SEO professionals and general users were conducted. The results show that this transition is changing both SEO practices and user habits. SEO professionals are beginning to move beyond keyword-based strategies, but few are applying Generative Engine Optimization (GEO). At the same time, users are clicking less on traditional links, since AIgenerated answers already meet their needs. This means that good rankings no longer guarantee traffic, and visibility now also depends on being included in AI summaries.This study offers value by showing the current state of SEO after the arrival of generative search engines. It helps understand how professionals and users are adapting to this new reality, where visibility through inclusion in AI-generated answers is becoming as important as ranking on traditional search results. |
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| Autores principais: | Martins, João Maria Gibert Prates de Oliveira |
| Assunto: | Search Engines Google SEO GEO SDG 4 - Quality education SDG 8 - Decent work and economic growth |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This research explores how the shift from traditional to generative search engines such as Google AI Overviews is affecting SEO and online visibility. The main objectives are to understand how professionals are adapting their SEO strategies, to assess the impact on website traffic and visibility, to explore how users and professionals perceive the credibility of AI-generated responses, and to analyze changes in user behavior.A literature review and a quantitative survey with SEO professionals and general users were conducted. The results show that this transition is changing both SEO practices and user habits. SEO professionals are beginning to move beyond keyword-based strategies, but few are applying Generative Engine Optimization (GEO). At the same time, users are clicking less on traditional links, since AIgenerated answers already meet their needs. This means that good rankings no longer guarantee traffic, and visibility now also depends on being included in AI summaries.This study offers value by showing the current state of SEO after the arrival of generative search engines. It helps understand how professionals and users are adapting to this new reality, where visibility through inclusion in AI-generated answers is becoming as important as ranking on traditional search results. |
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