SEO de contenidos e inteligencia artificial: experiencias en medios digitales

Abstract

The advent of new and diverse generative artificial intelligence (Gen AI) tools, along with a new generation of search engines based on it, has created a form of SEO (Search Engine Optimization) for content creators, such as media outlets, who aim to be influential in this new AI-dominated environment. This chapter will present the foundations of these new positioning approaches, ranging from non-human writing to features that define the content of digital news media. In some cases, these approaches are more closely linked to becoming part of narratives rather than merely attracting traffic, as is the case with conventional SEO. Through the review of notable cases, with a focus on writing practices in Ibero-America and specific initiatives such as As Told to Buzzy (BuzzFeed), the chapter aims to provide operational usage trends for media professionals, as well as ideas for future research for academics and scholars of both SEO and media studies