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Customers are moving from traditional search engine (SE) behavior to generative artificial intelligence-based platforms, disrupting search engine optimization (SEO) practices for digital marketers. This paper employs an exploratory systematic literature review to analyze insights from 19 studies examining artificial intelligence (AI) in SEO practices. The discourse is focused on four key themes: content optimization, keyword strategy, user behavior prediction, and technical SEO advancements, contributing to improved SE rankings and user experiences. However, ethical concerns about transparency, data privacy, and algorithmic accountability persist, demanding attention. Future research directions include exploring multilingual SEO strategies, enhancing cross-cultural content relevance, and addressing the ethical implications of AI in digital marketing (DM).

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AI in Search—Redefining SEO in Digital Marketing Strategy and Practices

  • 会议论文

  • 发表日期：

    2026年

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  • Miguel Cachulo Pereira,
  • Joana Neves,
  • Lara Mendes Bacalhau

摘要

Customers are moving from traditional search engine (SE) behavior to generative artificial intelligence-based platforms, disrupting search engine optimization (SEO) practices for digital marketers. This paper employs an exploratory systematic literature review to analyze insights from 19 studies examining artificial intelligence (AI) in SEO practices. The discourse is focused on four key themes: content optimization, keyword strategy, user behavior prediction, and technical SEO advancements, contributing to improved SE rankings and user experiences. However, ethical concerns about transparency, data privacy, and algorithmic accountability persist, demanding attention. Future research directions include exploring multilingual SEO strategies, enhancing cross-cultural content relevance, and addressing the ethical implications of AI in digital marketing (DM).