Generative AI revolutionises SERPs in Spain
26 March 2025 marked a turning point in the Spanish digital landscape. Google officially launched in our country the long-awaited «AI-powered Views», a revolutionary feature aimed at completely transforming the way users interact with search results.
This innovative implementation represents a technical evolution, a profound change in the digital strategy of millions of online businesses and media.
«The arrival of AI-generated results on Google marks a key point in the evolution of digital marketing and SEO. Personally, I think this technology offers fascinating opportunities, but also significant challenges. We need to adapt, create exceptional content and understand user needs even better. In the end, the key will be to balance innovation and quality, making sure we bring real value to remain visible and relevant in this new AI-driven digital landscape.»
What are Google's «AI-powered views»?
AI-powered generative views are a new feature that allows Google to provide rich, contextualised answers directly on results pages. Thanks to this technology, Google synthesises relevant and accurate information into a compact and visually appealing view, greatly optimising the user experience.
According to the specialised portal Xataka, In the last few years, this technology has quickly become the «elephant in the room» for digital media, which see how their traditional traffic can be significantly affected.
How does generative AI impact on SERPs?
The incorporation of AI in search substantially changes the distribution of web traffic. Now, instead of having to consult multiple pages to get answers, users can get relevant and accurate information directly from Google's results page.
Less clicks, more direct information
A key aspect is the potential decrease in clicks to websites. According to Droids, By providing direct and contextualised responses, users may not need to visit external sites. This creates a considerable challenge for websites whose business model relies exclusively on traffic.
Change in SEO strategies
Faced with this reality, companies must urgently adjust their SEO strategies. More than ever, the SEO optimisation should be geared towards a prominent presence in Google's new generative views. To find out how to adapt to this new digital reality, we recommend you visit our complete guide about How to rank in Google's AI overviews.
Potential benefits of Google's generative views
Despite the challenges, generative views also offer significant benefits for both users and brands.
Improved user experience
Users get faster, more accurate and relevant answers, without the need for excessive browsing. Efficiency and satisfaction increase considerably, further consolidating the preference for Google over other search engines.
Opportunities for brand visibility
Companies that manage to properly position their content in generative views will gain authority and visibility. This is an important competitive advantage that can translate into greater brand recognition and a better perception among users.
Do you want to conquer Google's top results?
Challenges of generative AI in Google SERPs
On the one hand, the AI-generated view is not shown in all searches. Google has taken the measure of showing it only in those cases where it adds value to traditional organic search. For example, when the user searches for a complex topic or a specialised topic, for example:
Imagine a user searches for information about:
«How does Google's BERT algorithm work in SEO?»
Being a specialised and technical query, Google may consider that traditional results are insufficient to provide a clear and concise immediate answer. In this case, the AI-generated view would come into action, providing the user with a simple and direct summary of the most important points of how the BERT algorithm works as applied to SEO.
This shows how generative AI brings value in complex or technical searches, but at the same time poses a challenge for traditional websites, which must now compete with immediate and accurate response directly from Google.
What should companies do in the face of this revolution?
Businesses need to act quickly to adapt to this new digital environment. Here are some key actions:
1. Optimise for featured snippets
Content should be clearly structured, directly answering frequently asked questions and using optimised formats so that Google can easily extract information. The inclusion of schemas for Faqs will help to rank in rich snippets and thus gain positions in the SERPs.
2. Prioritise quality over quantity
Google favours in-depth, well-researched and high-value content. Publishing superficial or repetitive content is no longer enough. Quality and relevance will be even more decisive for success.
3. Invest in visual and multimedia content
Visual and multimedia content will be key. Infographics, videos and interactive formats can help to capture users' attention and rank favourably in generative views.
- Optimise titles and meta descriptions
The optimisation of titles and meta descriptions will be fundamental to favour the click from the SERPs. They must respond correctly to the search intent so we recommend investing time in improving them.
Challenges for digital media
The advent of generative views also poses considerable challenges for traditional digital media, which until now relied heavily on traffic derived from organic search.
Risk of loss of traffic
Media should look for innovative alternatives to maintain their traffic. One strategy could be to generate exclusive premium content, not directly available in generative views.
Tailored monetisation
Adapting monetisation strategies towards subscriptions, exclusive content and more targeted advertising could mitigate the negative effects of this technological transition.
Adapt or be left behind
The digital future is shaped by artificial intelligence. Google has made a decisive step forward, and it is now up to companies, brands and media to adapt and take advantage of the new opportunities.
Those companies that take quick and effective action in response to this change will be the ones that lead their niche markets in the near future. Do you want to prepare yourself for this new digital environment?
Contact us and find out how Marketzilla can help you take advantage of this technological revolution.
The digital age continues to evolve; make sure you evolve with it.