The episode opens with a Shopify sponsorship before introducing the core problem: some information portals are experiencing up to 60% declines in organic traffic. Borja Girón attributes this to AI-generated responses directly in search engines like Google, which provide answers without requiring clicks to websites. He references an article by SEO and AI expert Álvaro Peña that analyzes this shift. Girón explains the fundamental change in search models: Google previously functioned like a library recommending links, but AI now acts as an expert assistant conducting synthetic searches. These synthetic searches involve interpreting queries, launching related searches, tracking multiple reliable sources, contrasting information, and presenting synthesized answers. The consequence is that users get information without visiting original websites, evaporating traditional click-through opportunities. The discussion then shifts to solutions, focusing on how AI evaluates sources based on credibility and authority rather than just technical SEO. Girón introduces the EEAT criteria (Experience, Expertise, Authority, Trustworthiness) that Google promoted and which AI seems to inherit. He explains that AI looks for pedigree through mentions in reliable digital media, sector publications, and reference blogs, treating these as votes of confidence. The episode addresses concerns about big brands dominating by suggesting niche authority through mentions in specialized publications. Girón emphasizes that successful strategy combines external PR work with intelligent internal optimization. This internal optimization includes creating truly expert, detailed content; using structured data for machine understanding; and organizing content with clear questions, lists, and comparative tables. The goal is to make websites so reliable and well-structured that AI wants to quote them directly. Girón concludes that in this new AI-dominated search scenario, success depends more on solid reputation and demonstrable authority than pure technical optimization. He recommends reading Álvaro Peña's full article and joining his marketing newsletter for further learning. The episode ends with promotional content for Bellambra holidays.
