Evolution of search engine optimization as a factor in increasing internet marketing effectivenessin an ai environment

Abstract

The article explores the evolution of Search Engine Optimization (SEO) and its role in transforming internet marketing strategies under the influence of intelligent technologies. The study analyzes a shift in the information search paradigm: from a classic list of links to the generation of AI-driven answers. Special attention is paid to identifying systemic risks of AI implementation, including the "zero-click" search problem, lack of algorithm transparency, and content unification. The study proves that integrating traditional methods with AI-oriented strategies is critical for ensuring brand visibility. Finally, the article provides practical recommendations for adapting business marketing communications to work within generative search ecosystems.