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On July 25, 2025, in Alicante, SEOPLUS brought together more than 600 professionals to discuss how artificial intelligence has transformed SEO and digital marketing. It became clear that simply appearing in traditional rankings is no longer enough: search is being redefined thanks to generative tools, Google's "AI Overviews"-type features, and new disciplines such as AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
One of the most striking findings was the drastic reduction in organic traffic in media outlets that have not adapted their strategies: some lost up to 45% of their clicks to AI-generated answers. ([Direct Marketing][1]) Furthermore, Google Discover became the dominant source of traffic for certain media outlets, even surpassing conventional direct traffic.
In conclusion, SEOPLUS 2025 made it clear that SEO won't disappear, but it does require urgent evolution: integrating AI with ethics, prioritizing authority and content quality, diversifying channels, and adapting to the new digital search ecosystem.
One of the most striking findings was the drastic reduction in organic traffic in media outlets that have not adapted their strategies: some lost up to 45% of their clicks to AI-generated answers. ([Direct Marketing][1]) Furthermore, Google Discover became the dominant source of traffic for certain media outlets, even surpassing conventional direct traffic.
In conclusion, SEOPLUS 2025 made it clear that SEO won't disappear, but it does require urgent evolution: integrating AI with ethics, prioritizing authority and content quality, diversifying channels, and adapting to the new digital search ecosystem.