Digital transformation in marketing driven by generative search and AI.

Google SGE and generative search: a new paradigm for Brazilian SEO.

In recent days, the marketing and martech market has been impacted by discussions and updates involving the advancement of Google SGE and generative search , a movement that is redefining the visibility of brands and content in the Brazilian digital landscape. Using intelligent summaries based on generative AI, Google reduces the space available for traditional links and focuses its value on synthetic, contextualized, and increasingly rich answers, stimulating a new race for informational authority (EEAT). According to recent data, more than 50% of searches no longer generate traditional clicks , a trend that is pressuring publishers and brands to rethink everything from content architecture to the choice of formats in their SEO strategies.[1][2]

Content optimization: structured content, intentionality, and EEAT.

To stand out in the SGE ecosystem, Brazilian companies need to go beyond conventional best practices and adopt question-driven, structured content grounded in expertise . This involves:

Focus on conversational queries and long-tail keywords, anticipating real user questions.
Prioritization of complete content, organized into thematic hubs and with intensive use of structured data (schema), facilitating reading by AI.
Clear demonstration of real-world experience, real-life cases, reliable sources, citations and constant updating — pillars of the new EEAT, now even more valued for selection of abstracts generated by the search[1][2][4].
Testing with multimedia formats (videos, tables, and infographics) is recommended, as SGE prioritizes rich and visual content.

Market trends, case studies, and upcoming challenges.

Driven by recurring discussions at major events like Web Summit Rio, Google SGE and generative search are accelerating the integration between martech, data, and AI . Last week, global case studies highlighted brands that anticipated this movement by investing in immersive content hubs and interdisciplinary teams in data, UX, and automation. According to BrightEdge research, 42% of SEO professionals will increase their investments in EEAT by 2025 [1], while only 18% are already effectively optimizing for conversational search, demonstrating a rare window of opportunity for early adopters in Brazil.

Other points that have generated discussion in recent days include:

Redefining success metrics : Traditional CTR is losing relevance, giving way to indicators of visibility and digital influence in the responses generated[3][4].
Rise of new generative search platforms : solutions like Perplexity.ai and Bing AI actively cite sources, putting pressure on Google to innovate in transparency and accuracy in curating displayed content[3].
War for reputation and authority : brands will need to act across earned media, domain authority and presence in credible sources to be preferred by SGE in the ranking of synthetic responses[4][2].

References

[1] eintelligenceweb.com/blog/how-googles-sge-search-generative-experience-is-reshaping-seo-in-2025/
[2] mettevo.com/blog/article/how-googles-search-generative-experience-sge-is-changing-seo
[3] immwit.com/news/generative-search-optimization-updates-2025/
[4] lafleur.marketing/blog/generative-search-optimization-in-2025-what-the-data-says-and-what-smart-brands-are-doing-about-it