Business
The End of Lists and Local Search in the AI Era
Rafael Somera explains how generative AI transforms SEO and why focusing on people beats algorithms.
In a conversation on Marketing - The Podcast, Rafael Somera examines the transition from traditional search engines to conversational AI. He breaks down why accurate business listings and focusing on real consumer questions ensure visibility across Google and AI platforms.
Rafael Somera, CEO of Solutudo Brazil, spoke with Bruno Gimenes on Marketing - The Podcast about the impact of generative artificial intelligence on SEO and the digital visibility of small and medium-sized businesses. The discussion explores the evolution of search as part of an episode that also addressed local marketing and digital reputation.
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From the era of lists to the era of choice
When analyzing the shift from conventional search tools to new AI-driven search models, Somera highlights that search results have moved away from prioritizing large volumes of links to focusing on direct recommendations. In Somera's view, systems will no longer display dozens of generic alternatives, but instead curate a select few options based on context and credibility.
"Unlike Google, where you go in and get page one, page two, page three, I say the era of lists is dying and we are entering the era of choice," Somera explains. He points out that studies indicate nearly 50% of AI search methods still rely on foundational technical SEO, while aggregating sources like Wikipedia and YouTube to verify authority.
Conversational language and descriptive content
In the traditional keyword search model, users entered isolated terms. With smart assistants integrated into search engines, queries have evolved into realistic, over-the-counter conversations, requiring businesses to detail their specifics across websites, profiles, and directory listings.
"With AI, I have a conversation: I want a locksmith who works with cross keys in the Alto neighborhood, available to take appointments at four—it's far more conversational," says Somera. "And if that information isn't available for that business across its listings, whether on Google, their website, Instagram, or anywhere else, AI will have a harder time finding you." Bruno notes that optimizing for generative AI acts as a new layer atop traditional SEO, where blogs, links, and detailed answers remain critical.
Focusing on the customer instead of the algorithm
Sharing the case of Solutudo—which displays businesses 2 billion times a year on Google and is cited over 2 million times a month on ChatGPT—Somera explains that the company decided to stop chasing technical algorithm updates to focus on direct utility for the end user.
"We went city by city and started updating phone numbers for every business, writing great descriptions so people could actually use our platform, organizing business hours, and making our listings seamless for users," Somera recalls. He emphasizes that AI and search engines are merely intermediaries: "Whenever we focus on the customer, their language, their phrasing, the questions they would ask across the counter, and things like that, you can't go wrong. The algorithm can't ignore you, because that's exactly what you have—and what it needs to deliver to users." In the video above, you can watch the full analysis of local search and digital consumer behavior.
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