{"id":734,"date":"2025-06-20T07:26:47","date_gmt":"2025-06-20T07:26:47","guid":{"rendered":"https:\/\/www.muchasmetas.com\/blog\/?p=734"},"modified":"2025-06-20T08:33:49","modified_gmt":"2025-06-20T08:33:49","slug":"impacto-ia-busquedas-panorama-disruptivo","status":"publish","type":"post","link":"https:\/\/www.muchasmetas.com\/blog\/impacto-ia-busquedas-panorama-disruptivo\/","title":{"rendered":"El Impacto de la IA en las B\u00fasquedas: un Panorama Disruptivo"},"content":{"rendered":"<section id=\"bt_bb_section69e3600c12089\" class=\"bt_bb_section bt_bb_layout_boxed_1200 bt_bb_vertical_align_top bt_bb_top_spacing_none bt_bb_bottom_spacing_none pt-blog20\"  data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;}}\"><div class=\"bt_bb_port\"><div class=\"bt_bb_cell\"><div class=\"bt_bb_cell_inner\"><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><div  class=\"bt_bb_text\" ><\/p>\n<p>La batalla por el <strong>posicionamiento de p\u00e1ginas web<\/strong> en los primeros resultados de b\u00fasqueda ha sido una constante desde que Google y otros buscadores publicaran sus c\u00e9lebres <em>guidelines<\/em> (recomendaciones). Sin embargo, la <strong>irrupci\u00f3n de la inteligencia artificial (IA) en los h\u00e1bitos de navegaci\u00f3n<\/strong> de los usuarios amenaza con transformar este sistema en el que SEO y SEM han capitalizado la estrategia de las empresas para posicionarse online.<\/p>\n<p>\u00bfC\u00f3mo est\u00e1 afectando el creciente uso de los asistentes conversacionales de la IA a los h\u00e1bitos de b\u00fasqueda de los usuarios? \u00bfQu\u00e9 proceso siguen estos asistentes para elaborar sus respuestas? <strong>\u00bfEst\u00e1 en jaque el negocio de los buscadores tradicionales?<\/strong> Trataremos de responder a estas y otras cuestiones con un an\u00e1lisis de la situaci\u00f3n actual en 2025.<\/p>\n<p><\/p>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;,&quot;xl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;,&quot;xl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;,&quot;xl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;,&quot;xl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Buscadores m\u00e1s Utilizados en 2025<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Para comenzar, situemos el <strong>mercado global de buscadores<\/strong>. Sin duda, <strong>sigue liderado contundentemente por Google<\/strong>. Seg\u00fan datos de StatCounter de finales de mayo de 2025, estos son los <strong>principales buscadores a nivel mundial por cuota de mercado<\/strong>:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li><strong>Google<\/strong>: 89,5% de la cuota global. Google es, con enorme distancia, el buscador m\u00e1s utilizado del mundo.<\/li>\n<li><strong>Bing<\/strong> (Microsoft): 4% global. Ocupa el segundo lugar, aunque con una fracci\u00f3n muy peque\u00f1a del total, insuficiente para cuestionar el dominio de Google.<\/li>\n<li><strong>Yandex<\/strong>: 2,5% global. El buscador ruso es el tercero en cuota mundial gracias a su uso concentrado en Rusia y pa\u00edses vecinos.<\/li>\n<li><strong>Yahoo!<\/strong>: 1,3% global. Antiguo l\u00edder hist\u00f3rico, hoy su uso es residual y ha venido cayendo sostenidamente en la \u00faltima d\u00e9cada.<\/li>\n<li><strong>DuckDuckGo<\/strong>: 0,8% global. Su enfoque en la privacidad del usuario ha generado un crecimiento significativo en los \u00faltimos a\u00f1os, aunque su participaci\u00f3n en el mercado global sigue siendo modesta.<\/li>\n<li><strong>*Baidu<\/strong>: 0,7% global. El buscador chino aparece en el ranking global con menos del 1%, debido a que <strong>StatCounter no capta todo el tr\u00e1fico dentro de China<\/strong>; sin embargo, <strong>en China Baidu es el l\u00edder<\/strong>, con una cuota del 53% del mercado, dado que Google no opera all\u00ed.<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_extra_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_extra_small&quot;,&quot;xxl&quot;:&quot;extra_small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_image bt_bb_shape_square bt_bb_target_self bt_bb_align_inherit bt_bb_hover_style_simple bt_bb_content_display_always bt_bb_content_align_middle\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_content_display_&quot;:{&quot;current_class&quot;:&quot;bt_bb_content_display_always&quot;,&quot;xxl&quot;:&quot;always&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><span><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas.jpg\" class=\"attachment-full size-full\" alt=\"Buscadores m\u00e1s utilizados en 2025\" data-full_image_src=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas.jpg\" title=\"Buscadores m\u00e1s utilizados en 2025\" srcset=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas.jpg 1920w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas-300x169.jpg 300w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas-1024x576.jpg 1024w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas-768x432.jpg 768w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas-1536x864.jpg 1536w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/buscadores-mas-utilizados-2025-muchas-metas-1200x675.jpg 1200w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/span><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>La Disminuci\u00f3n de las B\u00fasquedas Tradicionales Informativas<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Ahora bien, <strong>\u00bfsiguen los usuarios utilizando estos buscadores para sus consultas?<\/strong> En el \u00faltimo lustro, se observa una <strong>leve ca\u00edda en el uso de los buscadores web tradicionales para consultas informativas<\/strong>, atribuida al auge de las herramientas de IA.<\/p>\n<p>Los datos m\u00e1s recientes muestran que el crecimiento de b\u00fasquedas tradicionales se ha estancado o invertido ligeramente: <strong>entre 2024 y 2025 Google ha registrado un descenso interanual del 2% en volumen total de b\u00fasquedas<\/strong>, Bing un 18% (tras un pico inicial por incorporar IA), Yahoo un 11% y DuckDuckGo un 6%, seg\u00fan un <a href=\"https:\/\/www.searchenginejournal.com\/chatgpt-leads-ai-search-race-while-google-others-slip-data-shows\/546204\/#:~:text=%2A%20Google%3A%20,year\" target=\"_blank\" rel=\"noopener\">art\u00edculo de Search Engine Journal<\/a>.<\/p>\n<p>En conjunto, los motores de b\u00fasqueda convencionales muestran un descenso interanual del entre 1 y el 2% en volumen de b\u00fasquedas. Esto puede indicarnos que <strong>la irrupci\u00f3n de los chats de IA est\u00e1 empezando a competir con los buscadores<\/strong>. De hecho, por primera vez en dos d\u00e9cadas se han reportado ca\u00eddas de b\u00fasquedas en ciertos entornos:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li><strong>Apple<\/strong> revel\u00f3 que las b\u00fasquedas en Google mediante Safari bajaron en 2025, algo in\u00e9dito, y lo <a href=\"https:\/\/www.platformer.news\/safari-search-decline-apple-google\/\" target=\"_blank\" rel=\"noopener\">vincul\u00f3 directamente<\/a> al creciente uso de herramientas de IA como ChatGPT, Perplexity, Gemini (Bard) o Copilot.<\/li>\n<li><strong>Google<\/strong> reconoce esta tendencia, pero afirma que las b\u00fasquedas totales siguen creciendo a trav\u00e9s de otros medios como <a href=\"https:\/\/www.platformer.news\/safari-search-decline-apple-google\/\" target=\"_blank\" rel=\"noopener\">Google Lens o las b\u00fasquedas por voz<\/a>.<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_extra_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_extra_small&quot;,&quot;xxl&quot;:&quot;extra_small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_image bt_bb_shape_square bt_bb_target_self bt_bb_align_inherit bt_bb_hover_style_simple bt_bb_content_display_always bt_bb_content_align_middle\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_content_display_&quot;:{&quot;current_class&quot;:&quot;bt_bb_content_display_always&quot;,&quot;xxl&quot;:&quot;always&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><span><img loading=\"lazy\" decoding=\"async\" width=\"2053\" height=\"1031\" src=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas.jpg\" class=\"attachment-full size-full\" alt=\"Comparaci\u00f3n de cifras de ca\u00edda en los buscadores en 2025\" data-full_image_src=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas.jpg\" title=\"Comparaci\u00f3n de cifras de ca\u00edda en los buscadores en 2025\" srcset=\"https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas.jpg 2053w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-300x151.jpg 300w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-1024x514.jpg 1024w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-768x386.jpg 768w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-1536x771.jpg 1536w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-2048x1028.jpg 2048w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-1200x603.jpg 1200w, https:\/\/www.muchasmetas.com\/blog\/wp-content\/uploads\/2025\/06\/caida-buscadores-2025-muchas-metas-1980x994.jpg 1980w\" sizes=\"auto, (max-width: 2053px) 100vw, 2053px\" \/><\/span><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div  class=\"bt_bb_text\" ><\/p>\n<p>En cualquier caso, una parte del <strong>tr\u00e1fico informativo<\/strong> se est\u00e1 desplazando hacia plataformas de <strong>respuesta directa por IA<\/strong>. Un efecto colateral importante para el SEO es la ca\u00edda del tr\u00e1fico org\u00e1nico hacia sitios web cuando la respuesta es resuelta por las <em><strong>AI Overviews<\/strong><\/em> (respuestas generadas por IA en el SERP de b\u00fasqueda antes de los resultados).<\/p>\n<p>Por ejemplo, en el \u00faltimo cuarto de 2024 las respuestas generativas de Google <strong>redujeron entre un 35% y un 70% la tasa de clics hacia las p\u00e1ginas web originales<\/strong> de las que se extrae la informaci\u00f3n, seg\u00fan diferentes estudios.<\/p>\n<p>Es decir, <strong>aunque el usuario a\u00fan \u201cbusca\u201d en Google, muchas veces consigue la respuesta sin salir del buscador<\/strong>, disminuyendo dr\u00e1sticamente el flujo de visitas hacia sitios externos. Este cambio de comportamiento obliga a replantear las estrategias de SEO y visibilidad, dado que obtener <strong>la posici\u00f3n n\u00famero 1 ya no garantiza recibir el clic del usuario<\/strong> si la IA satisface la consulta directamente.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Los Asistentes Conversacionales como Alternativa a los Buscadores Tradicionales<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>M\u00e1s all\u00e1 de las b\u00fasquedas en el navegador, recientemente ha surgido un <strong>nuevo h\u00e1bito de buscar informaci\u00f3n directamente a trav\u00e9s de chatbots de IA<\/strong>. ChatGPT en particular experiment\u00f3 un crecimiento explosivo tras su lanzamiento a finales de 2022, alcanzando cientos de millones de usuarios.<\/p>\n<p><strong>A principios de 2025<\/strong>, <a href=\"https:\/\/www.searchenginejournal.com\/chatgpt-leads-ai-search-race-while-google-others-slip-data-shows\/546204\/\" target=\"_blank\" rel=\"noopener\"><strong>ChatGPT dominaba alrededor del 80% del tr\u00e1fico de b\u00fasquedas por IA<\/strong><\/a> (es decir, dentro de asistentes conversacionales), manteniendo el liderazgo. No obstante, otros <strong>competidores<\/strong> como Copilot, Gemini o Perplexity est\u00e1n ganando terreno y las b\u00fasquedas de ChatGPT est\u00e1n retrocediendo, seg\u00fan los datos m\u00e1s recientes de marzo de 2025.<\/p>\n<p>Los usuarios est\u00e1n adoptando poco a poco estos modelos para resolver sus dudas, por la rapidez y seguridad que ofrecen en sus respuestas directas. Esta tendencia est\u00e1 especialmente marcada en grupos demogr\u00e1ficos j\u00f3venes. Por ejemplo, <a href=\"https:\/\/about.ads.microsoft.com\/en\/blog\/post\/september-2023\/transforming-search-and-advertising-with-generative-ai#:~:text=This%20new%20way%20of%20engaging,satisfying%20experience%20when%20using%20Chat\" target=\"_blank\" rel=\"noopener\">Microsoft se\u00f1alaba en 2023<\/a> que <strong>el uso de Bing Chat tiene mayor adopci\u00f3n entre adultos j\u00f3venes<\/strong>, quienes lo encuentran m\u00e1s eficiente y \u201csatisfactorio\u201d que la b\u00fasqueda web cl\u00e1sica.<\/p>\n<p>No obstante, <strong>los buscadores no han sido totalmente desplazados ni mucho menos<\/strong>, pero s\u00ed se observa una <strong>especializaci\u00f3n<\/strong>: los asistentes conversacionales est\u00e1n capturando b\u00fasquedas de tipo informativo complejo, tutorial o consultivo, mientras que los buscadores conservan principalmente b\u00fasquedas navegacionales (encontrar un sitio espec\u00edfico) y transaccionales (compras, servicios locales), as\u00ed como muchas consultas \u201cr\u00e1pidas\u201d de pocas palabras.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div data-bb-version=\"5.2.6\"  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 ul-titulos bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_none\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_left&quot;,&quot;xxl&quot;:&quot;left&quot;},&quot;bt_bb_padding_&quot;:{&quot;current_class&quot;:&quot;bt_bb_padding_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfC\u00f3mo buscamos? Aumento de la Longitud y Complejidad de las Consultas<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>No obstante, el uso de este tipo de asistentes, as\u00ed como los de voz como Siri, Alexa o Cortana; han modificado el <strong>lenguaje que utilizamos a la hora de realizar b\u00fasquedas<\/strong>.<br \/>\n\u00bfHacia qu\u00e9 modelo avanzamos?<\/p>\n<p>Las consultas de b\u00fasqueda se han ido haciendo <strong>m\u00e1s largas, detalladas y con un tono m\u00e1s natural<\/strong>. Por ejemplo, las <strong>b\u00fasquedas por voz suelen ser <a href=\"https:\/\/seomator.com\/blog\/voice-search-seo-strategies#:~:text=Longer%20Query%20Length%3A\" target=\"_blank\" rel=\"noopener\">consultas mucho m\u00e1s extensas<\/a><\/strong>. Tienen una <strong>longitud media de unas 29 palabras<\/strong>, sustancialmente m\u00e1s largas que las escritas.<\/p>\n<div class=\"fondo-gris\">\n<p>A los asistentes, un usuario tiende a plantear cuestiones elaboradas como \u201c<em>\u00bfCu\u00e1l es el mejor restaurante italiano en mi ciudad que est\u00e9 abierto ahora?<\/em>\u201d en lugar de teclear \u201c<em>restaurante italiano abierto ahora<\/em>\u201d.<\/p>\n<\/div>\n<p>En las b\u00fasquedas escritas, los motores han mejorado su comprensi\u00f3n del lenguaje natural, lo que anima a los usuarios a <strong>plantear preguntas complejas completas en lugar de palabras clave sueltas<\/strong>. Por ejemplo, <a href=\"https:\/\/about.ads.microsoft.com\/en\/blog\/post\/september-2023\/transforming-search-and-advertising-with-generative-ai#:~:text=This%20new%20way%20of%20engaging,satisfying%20experience%20when%20using%20Chat\" target=\"_blank\" rel=\"noopener\">Microsoft se\u00f1ala<\/a> que en Bing (con IA integrada desde 2023) <strong>los usuarios hacen menos consultas, pero m\u00e1s largas y complejas<\/strong>, con un estilo m\u00e1s conversacional.<\/p>\n<p>En general, <strong>el promedio de palabras por b\u00fasqueda ha aumentado en el \u00faltimo lustro<\/strong>. Hist\u00f3ricamente la mayor\u00eda de b\u00fasquedas se compon\u00edan de 1 \u00f3 2 palabras, pero la tendencia se ha invertido.<\/p>\n<p><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/02\/07\/google-search-statistics#:~:text=Over%20a%20third%20of%20Google,drive%20valuable%20traffic%2C%20and%20it%E2%80%99s\" target=\"_blank\" rel=\"noopener\">Un an\u00e1lisis de <strong>2019<\/strong><\/a> ya se\u00f1alaba que <strong>m\u00e1s de un tercio de las consultas de Google eran <em>long-tail<\/em><\/strong> (es decir, de 4 palabras o m\u00e1s). Para <strong>2023<\/strong> ese porcentaje ya alcanzaba entre el <strong>50% y el 70% de las consultas<\/strong>. Google concentra especialmente las b\u00fasquedas m\u00e1s largas. De hecho, <strong>cuando la consulta es m\u00e1s extensa<\/strong> (m\u00faltiples palabras), es a\u00fan m\u00e1s probable que se realice en <strong>Google<\/strong>.<\/p>\n<p>No obstante, en buscadores como <strong>Bing<\/strong>, que introdujo la <strong>inteligencia artificial<\/strong> en su motor a finales de 2022, las consultas de <strong>7-8 palabras se duplicaron en frecuencia<\/strong> desde finales de ese mismo a\u00f1o.<\/p>\n<p>Adem\u00e1s, muchas de estas consultas est\u00e1n adoptando un<strong> tono interrogativo o conversacional incluso en los motores de b\u00fasqueda tradicionales<\/strong>. Esta tendencia se explica a trav\u00e9s de varios factores:<\/p>\n<ol class=\"box-vio\">\n<li><strong>Mayor uso de lenguaje natural<\/strong>. Los usuarios han aprendido que especificar m\u00e1s produce resultados m\u00e1s precisos.<\/li>\n<li><strong>Creciente volumen de contenido web<\/strong>. Esto obliga a refinar la b\u00fasqueda con m\u00e1s t\u00e9rminos para conseguir resultados precisos.<\/li>\n<li><strong>Popularizaci\u00f3n de la b\u00fasqueda por voz y asistida por IA<\/strong>. Como ya hemos mencionado, el estilo conversacional impera en este tipo de herramientas y se est\u00e1 trasladando a las b\u00fasquedas por escrito.<\/li>\n<\/ol>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div data-bb-version=\"5.2.6\"  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 ul-titulos bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_none\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_left&quot;,&quot;xxl&quot;:&quot;left&quot;},&quot;bt_bb_padding_&quot;:{&quot;current_class&quot;:&quot;bt_bb_padding_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfC\u00f3mo Buscan los Asistentes Conversacionales de IA?<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Ahora bien, <strong>\u00bfqu\u00e9 ocurre cuando consultamos a ChatGPT o Gemini?<\/strong> \u00bfC\u00f3mo <em>buscan<\/em> la informaci\u00f3n los asistentes de IA conversacional? \u00bfQu\u00e9 criterios siguen para seleccionar las fuentes que presentan en sus respuestas?<\/p>\n<p>Una parte crucial del ecosistema de b\u00fasquedas con IA es entender <strong>de d\u00f3nde obtienen sus datos estos asistentes conversacionales<\/strong>. Hay <strong>dos v\u00edas<\/strong>, o bien seleccionan y extraen informaci\u00f3n de su propia <strong>base de datos de entrenamiento<\/strong>, o bien acuden a <strong>b\u00fasquedas por internet<\/strong>, como har\u00eda un usuario.<\/p>\n<p>Cuando un asistente de IA como Chat GPT elabora su respuesta sin citar ninguna fuente, aparentemente significa que ha extra\u00eddo la informaci\u00f3n de su propia base de datos.<\/p>\n<p>Los llamados <strong>modelos de lenguaje generativo<\/strong> (GPT) reciben un <strong>entrenamiento previo<\/strong> de numerosas <strong>fuentes de texto que est\u00e1n disponibles para el p\u00fablico<\/strong>: libros, ensayos, art\u00edculos, documentos, c\u00f3digo libre, etc. As\u00ed conforman sus <strong>patrones estad\u00edsticos de lenguaje<\/strong> para redactar de manera coherente. B\u00e1sicamente, el modelo opera as\u00ed cuando recibe una consulta:<\/p>\n<ol class=\"box-vio\">\n<li>Usa el <strong>texto de la pregunta o consulta<\/strong> como inicio.<\/li>\n<li>Lo convierte en una secuencia de <strong>vectores num\u00e9ricos<\/strong> (tokens).<\/li>\n<li>Predice, paso a paso, <strong>la respuesta m\u00e1s probable<\/strong> palabra por palabra, considerando tanto lo que ha aprendido como el contexto de tu mensaje.<\/li>\n<\/ol>\n<p>\n<\/div><div  class=\"bt_bb_text\" ><\/p>\n<div class=\"fondo-gris\">\n<p>Por ejemplo, si preguntamos a ChatGPT o a Copilot: \u00ab\u00bfQu\u00e9 es la fotos\u00edntesis?\u00bb<\/p>\n<p>El modelo recuerda haber le\u00eddo explicaciones muchas veces y genera una versi\u00f3n sint\u00e9tica a partir de esos datos <em>offline<\/em>.<\/p>\n<\/div>\n<p>Por otro lado, cuando pedimos a los asistentes que busquen informaci\u00f3n en la red, la mayor\u00eda se apoya en <strong>buscadores tradicionales<\/strong> para consultar la web en tiempo real. De esta manera, ofrecen una respuesta citando las fuentes de origen de la informaci\u00f3n.<\/p>\n<p><strong>\u00bfY c\u00f3mo llegan a esas fuentes?<\/strong>. Estos son <strong>los cinco asistentes de IA m\u00e1s destacados y el motor de b\u00fasqueda y criterio que utilizan<\/strong> para responder al usuario:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li>\n<p class=\"tit-lista\"><strong>ChatGPT (OpenAI)<\/strong><\/p>\n<p>Emplea <strong>Bing<\/strong> como motor de b\u00fasqueda integrado. Microsoft, socio principal de OpenAI, incorpor\u00f3 <strong>Bing como buscador por defecto en ChatGPT<\/strong> a partir de 2023. Chat GPT tiene en cuenta el <strong>ranking<\/strong> de Bing, pero tambi\u00e9n <strong>prioriza el contenido actualizado y relevante para la b\u00fasqueda<\/strong>.<\/li>\n<li>\n<p class=\"tit-lista\"><strong>Gemini (Google)<\/strong><\/p>\n<p>Utiliza <strong>Google Search<\/strong>. De hecho, tanto las <em>AI Overviews<\/em> de Google como el modo conversacional usan el modelo Gemini combinado con b\u00fasquedas simult\u00e1neas en Google.<\/p>\n<p><a href=\"https:\/\/blog.google\/products\/search\/google-search-ai-mode-update\/#:~:text=Under%20the%20hood%2C%20AI%20Mode,the%20web%20has%20to%20offer\" target=\"_blank\" rel=\"noopener\">Google ha explicado<\/a> que su IA en Search realiza \u201cm\u00faltiples consultas en paralelo\u201d (<em><strong>query fan-out<\/strong><\/em>) al \u00edndice de Google para componer una respuesta. Por tanto, <strong>Gemini se alimenta directamente del \u00edndice y resultados de Google<\/strong>.<\/li>\n<li>\n<p class=\"tit-lista\"><strong>Microsoft Copilot (Bing)<\/strong><\/p>\n<p>Emplea <strong>Bing<\/strong>. Microsoft Copilot es esencialmente la interfaz unificada de Bing Chat integrada en Windows, Edge y otros productos Microsoft.<\/li>\n<li>\n<p class=\"tit-lista\"><strong>Claude (Anthropic)<\/strong><\/p>\n<p>Usa <strong>Brave Search<\/strong> como buscador. Claude a\u00f1adi\u00f3 capacidad de buscar en la web en 2025, con <a href=\"https:\/\/www.tryprofound.com\/blog\/what-is-claude-web-search-explained\" target=\"_blank\" rel=\"noopener\"><strong>Brave Search como backend<\/strong><\/a>, pues el 86.7% de los resultados citados por Claude coinciden con los primeros resultados org\u00e1nicos de Brave.<\/li>\n<li>\n<p class=\"tit-lista\"><strong>Perplexity AI<\/strong><\/p>\n<p>Utiliza un sistema <strong>independiente<\/strong>. Perplexity es un buscador conversacional basado en GPT-3.5 y GPT-4. <strong>Si bien no utiliza un buscador concreto, s\u00ed se apoya en APIs<\/strong> de Bing o Google para seleccionar sus fuentes.<\/p>\n<p>Seg\u00fan el propio modelo, sigue un <strong>enfoque acad\u00e9mico<\/strong> basado en la relevancia, la actualidad y la calidad de la informaci\u00f3n, as\u00ed como la diversidad de fuentes.<\/li>\n<\/ul>\n<p>A gran escala, <strong>Bing est\u00e1 apostando para posicionarse como fuente de informaci\u00f3n para los chatbots<\/strong>. Una excepci\u00f3n notable es <strong>Apple<\/strong>, que a\u00fan no ha lanzado un chat de IA propio, pero ha sugerido que su asistente Siri podr\u00eda aprovechar su <em>Web Search API<\/em> (basada en Google) o incluso un buscador propio en el futuro.<\/p>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>B\u00fasquedas Informativas vs B\u00fasquedas Transaccionales: Impacto en la Intenci\u00f3n de B\u00fasqueda<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Ahora que ya conocemos c\u00f3mo buscan los usuarios y c\u00f3mo buscan los asistentes de IA, vamos a profundizar en la <strong>intenci\u00f3n de esas b\u00fasquedas<\/strong>. Para ello, nos centramos en dos tipos:<\/p>\n<ol class=\"box-gris\">\n<li><strong>B\u00fasquedas informativas<\/strong>. Suelen ser aquellas en las que el usuario recopila caracter\u00edsticas, beneficios, opiniones y otros datos generales de un producto, servicio o empresa, simplemente para recabar informaci\u00f3n.<\/li>\n<li><strong>B\u00fasquedas transaccionales<\/strong>. Estas consultas implican una intenci\u00f3n de compra y suelen incluir detalles como el precio o directamente t\u00e9rminos como \u201ccompra\u201d y \u201cventa\u201d.<\/li>\n<\/ol>\n<p>En las <strong>etapas iniciales del recorrido del cliente<\/strong> (lo que se llama <em><strong>Top of Funnel<\/strong><\/em>, o <strong>TOFU<\/strong>), los usuarios suelen tener <strong>intenciones de b\u00fasqueda informativas<\/strong>. Para ello, tradicionalmente, acud\u00edan a motores como <strong>Google<\/strong> para resolver cuestiones generales (\u201c\u00bfqu\u00e9 es\u2026?\u201d, \u201c\u00bfc\u00f3mo es..?\u201d o \u201cmejores opciones para\u2026\u201d). Las marcas suelen invertir su esfuerzo en el <strong>SEO<\/strong> para posicionar <strong>contenidos org\u00e1nicos<\/strong> en su web que respondan a estas consultas y den a conocer su servicio o producto a ese tr\u00e1fico inicial.<\/p>\n<p>La irrupci\u00f3n de los <strong>asistentes de IA<\/strong>, tanto con res\u00famenes en el motor de b\u00fasqueda como directamente en sus aplicaciones, han <strong>reducido dr\u00e1sticamente la necesidad del usuario de acceder a esos contenidos<\/strong> para resolver sus b\u00fasquedas informativas.<\/p>\n<p>Por ejemplo, mientras que una empresa podr\u00eda recibir 200.000 visitas org\u00e1nicas desde Google en un periodo dado, desde ChatGPT apenas podr\u00edan llegar 200 visitas en ese mismo lapso de tiempo. <strong>Los modelos de lenguaje est\u00e1n capturando consultas informativas de la parte alta del embudo<\/strong>, <strong>pero no generan tanto tr\u00e1fico de referencia<\/strong> hacia los sitios web de las marcas como s\u00ed hacen los buscadores.<\/p>\n<div class=\"fondo-gris\">\n<p>En resumen, la <strong>atenci\u00f3n del usuario en la fase informativa inicial<\/strong> se est\u00e1 desplazando en buena medida de los buscadores tradicionales a las <strong>IA conversacionales<\/strong>, lo que <strong>rompe el flujo cl\u00e1sico del SEO<\/strong>.<\/p>\n<\/div>\n<p>Mientras la parte alta del embudo vive esta disrupci\u00f3n, en las <strong>etapas finales<\/strong> del embudo donde el usuario tiene una <strong>intenci\u00f3n de compra<\/strong> el panorama sigue favoreciendo a los canales tradicionales como los motores de b\u00fasqueda.<\/p>\n<p>Las <strong>b\u00fasquedas transaccionales<\/strong> en gran medida <strong>se siguen realizando en Google<\/strong> o en <strong>plataformas de comercio electr\u00f3nico<\/strong> como Amazon o <strong>sitios B2B especializados<\/strong>. Las razones son diversas:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li>\n<p class=\"p\"><strong>Limitaciones de los asistentes de IA<\/strong>. Si bien est\u00e1n en constante evoluci\u00f3n, no todos los modelos de lenguaje tienen la <strong>capacidad de interactuar con sistemas de pago<\/strong> o de proporcionar con seguridad y en tiempo real informaci\u00f3n como precios o stock disponible.<\/p>\n<p>Sin embargo, <strong>esta funcionalidad se est\u00e1 ampliando<\/strong> y modelos como ChatGPT ya est\u00e1n implement\u00e1ndola. Adem\u00e1s, las llamadas \u201c<strong>alucinaciones<\/strong>\u201d (errores que puede cometer el modelo de lenguaje por su propia naturaleza) generan resultados imprecisos y bucles en los que el modelo se enquista.<\/li>\n<li>\n<p class=\"p\"><strong>Protecci\u00f3n del modelo de negocio de b\u00fasqueda<\/strong>. Las grandes plataformas como Google est\u00e1n protegiendo su modelo de negocio, <a href=\"https:\/\/www.semrush.com\/blog\/semrush-ai-overviews-study\/\" target=\"_blank\" rel=\"noopener\"><strong>evitando que la IA canibalice sus ingresos publicitarios<\/strong><\/a> en b\u00fasquedas con intenci\u00f3n de compra.<\/p>\n<p>Google sabe que en b\u00fasquedas donde el usuario est\u00e1 cerca de convertir y los anunciantes pujan, debe evitar dar respuestas inmediatas que cierren el paso a los clics.<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfHay Espacio para la Publicidad en los Chats de IA?<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>No en vano, el gran negocio de los motores de b\u00fasqueda tradicionales, especialmente de <strong>Google<\/strong>, ha sido la <strong>publicidad<\/strong>. De hecho, el <strong>80% del negocio de Alphabet<\/strong>, la empresa matriz de Google, depende de la <strong>publicidad<\/strong>, seg\u00fan <a href=\"https:\/\/www.xtb.com\/lat\/analisis-y-noticias\/analisis-de-mercado\/alphabet-dispara-sus-ingresos-en-la-nube\" target=\"_blank\" rel=\"noopener\">datos de 2024<\/a>. Por tanto, dado que las b\u00fasquedas est\u00e1n migrando parcialmente hacia respuestas directas de IA, <strong>\u00bfmonetizar\u00e1n estas plataformas?<\/strong> Veamos las principales:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li>\n<p class=\"p\"><strong>Microsoft<\/strong> ha sido pionero en integrar anuncios en su chat. Ya en 2023, Microsoft confirm\u00f3 que <a href=\"https:\/\/techcrunch.com\/2023\/03\/29\/that-was-fast-microsoft-slips-ads-into-ai-powered-bing-chat\/#:~:text=Chat%20techcrunch,Chat%2C%20the%20company%20confirmed%20today\" target=\"_blank\" rel=\"noopener\"><strong>Bing Chat mostrar\u00eda anuncios contextuales<\/strong><\/a> <strong>en las respuestas<\/strong>. De hecho, ha adaptado sus formatos publicitarios: los <strong>anuncios de texto, Shopping, viajes, etc., se expandieron al entorno del chat<\/strong> de Bing.<\/p>\n<p>Por ejemplo, ante una pregunta comparativa, Bing Chat puede mostrar un <strong>cuadro comparativo patrocinado<\/strong>. Estos anuncios conversacionales est\u00e1n claramente etiquetados como patrocinados para no confundir con la respuesta normal.<\/p>\n<p>La motivaci\u00f3n es clara: <strong>mantener el modelo de negocio publicitario incluso cuando el usuario interact\u00faa v\u00eda chat<\/strong> en vez de la p\u00e1gina de resultados cl\u00e1sica.<\/li>\n<li>\n<p class=\"p\"><strong>Google<\/strong> tambi\u00e9n est\u00e1 incorporando publicidad en sus resultados generativos. En la pr\u00e1ctica, en el <strong>SGE (Search Generative Experience)<\/strong> de Google, muchas b\u00fasquedas muestran <a href=\"https:\/\/www.wpromote.com\/blog\/digital-marketing\/google-sge#:~:text=placement%20by%20having%20ads%20appear,within%2C%20and%20below%20the%20SGE\" target=\"_blank\" rel=\"noopener\"><strong>anuncios de texto se\u00f1alados como \u201cPatrocinado\u201d<\/strong><\/a> <strong>dentro o junto al resumen generado por IA<\/strong>.<\/p>\n<p>Google est\u00e1 experimentando con posiciones: a veces <strong>anuncios arriba<\/strong>, <strong>en medio o debajo del m\u00f3dulo de IA<\/strong>. Por ahora, estos anuncios en SGE <strong>mantienen el formato y transparencia de AdWords tradicional (Google Ads)<\/strong>, solo que integrados en la interfaz nueva.<\/li>\n<li>\n<p class=\"p\"><strong>Chat GPT<\/strong> hasta ahora no muestra publicidad, aunque, OpenAI est\u00e1 <a href=\"https:\/\/www.windowscentral.com\/software-apps\/openai-could-chase-intrusive-ads-as-last-resort\" target=\"_blank\" rel=\"noopener\"><strong>\u201cconsiderando incorporar anuncios\u201d en el futuro<\/strong><\/a> o \u201ccomo \u00faltimo recurso\u201d. A\u00fan no hay noticias de una implementaci\u00f3n concreta, pero es posible que para finales de 2025 o ya en 2026 veamos un ChatGPT gratuito con anuncios para sostener su uso.<\/p>\n<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_small bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_small&quot;,&quot;xxl&quot;:&quot;small&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_medium bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_medium&quot;,&quot;xxl&quot;:&quot;medium&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h2 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>Conclusiones: \u00bfQu\u00e9 podemos hacer como Marketers?<\/span><\/span><\/h2><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Ante este <strong>panorama disruptivo<\/strong>, los profesionales del marketing digital buscan adaptarse para que sus estrategias sigan funcionando. Es evidente que la menor dependencia de los usuarios de la p\u00e1gina de resultados tradicional plantea <strong>dudas acerca de la efectividad del SEO y el SEM<\/strong>.<\/p>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" style=\"margin-bottom:5px;\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h3 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfTenemos que trabajar el SEO para IAs?<\/span><\/span><\/h3><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Como hemos visto, la irrupci\u00f3n de los asistentes de IA como plataformas de b\u00fasqueda para los usuarios y la integraci\u00f3n de la IA en los motores tradicionales est\u00e1n transformando el SEO tal y como lo conoc\u00edamos.<\/p>\n<p>Si bien <strong>los pilares fundamentales se mantienen<\/strong> (autoridad del dominio, relevancia sem\u00e1ntica, estructura coherente, calidad del contenido, usabilidad\u2026), es innegable que hay que adaptarse a nuevas realidades. <strong>\u00bfC\u00f3mo seguir siendo relevantes cuando el usuario ya no necesita entrar a tu web para obtener respuestas?<\/strong>:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li>Mayor importancia de <strong>long-tail keywords<\/strong> con frases clave largas y espec\u00edficas.<\/li>\n<li>Uso del <strong>contenido escrito en tono conversacional<\/strong> que responda preguntas directas del usuario para ser citado como fuente por la IA.<\/li>\n<li><strong>Actualizaci\u00f3n constante<\/strong> de la informaci\u00f3n.<\/li>\n<li>Especial cuidado en la <strong>calidad y relevancia<\/strong> de los contenidos.<\/li>\n<li>Redacci\u00f3n de <strong>contenidos que abarquen muchas consultas<\/strong> de los usuarios o que traten un tema en todos sus aspectos.<\/li>\n<li><strong>Optimizar t\u00e9cnicamente el sitio<\/strong> para el ecosistema IA (<strong>arquitectura web clara, marcaci\u00f3n sem\u00e1ntica adecuada (schema, metadatos)<\/strong> y un <strong>robots.txt<\/strong> bien gestionado).<\/li>\n<\/ul>\n<p>\n<\/div><div data-bb-version=\"5.2.9\" class=\"bt_bb_separator_v2 bt_bb_border_style_none bt_bb_top_spacing_normal bt_bb_bottom_spacing_none bt_bb_border_thickness_1 bt_bb_icon_size_normal bt_bb_text_size_normal bt_bb_separator_v2_without_content\" data-bt-override-class=\"{&quot;bt_bb_top_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_top_spacing_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_bottom_spacing_&quot;:{&quot;current_class&quot;:&quot;bt_bb_bottom_spacing_none&quot;,&quot;xxl&quot;:&quot;none&quot;},&quot;bt_bb_border_thickness_&quot;:{&quot;current_class&quot;:&quot;bt_bb_border_thickness_1&quot;,&quot;xxl&quot;:&quot;1&quot;},&quot;bt_bb_icon_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_icon_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_text_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_text_size_normal&quot;,&quot;xxl&quot;:&quot;normal&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><div class=\"bt_bb_separator_v2_inner\"><span class=\"bt_bb_separator_v2_inner_before\"><\/span><span class=\"bt_bb_separator_v2_inner_content\"><span  data-ico-=\"\" class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><header data-bb-version=\"5.2.9\" class=\"bt_bb_headline bt_bb_dash_none bt_bb_size_inherit bt_bb_align_inherit\" style=\"margin-bottom:5px;\" data-bt-override-class=\"{&quot;bt_bb_size_&quot;:{&quot;current_class&quot;:&quot;bt_bb_size_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_align_&quot;:{&quot;current_class&quot;:&quot;bt_bb_align_inherit&quot;,&quot;xxl&quot;:&quot;inherit&quot;},&quot;bt_bb_animation_&quot;:{&quot;current_class&quot;:&quot;bt_bb_animation_no_animation&quot;,&quot;xxl&quot;:&quot;no_animation&quot;}}\"><h3 class=\"bt_bb_headline_tag\"><span class=\"bt_bb_headline_content\"><span>\u00bfEl SEM seguir\u00e1 siendo rentable?<\/span><\/span><\/h3><\/header><div  class=\"bt_bb_text\" ><\/p>\n<p>Pese a la irrupci\u00f3n de la IA, <strong>la publicidad en buscadores est\u00e1 lejos de desaparecer<\/strong>, pero se est\u00e1 transformando. Los buscadores integrados con IA seguir\u00e1n siendo plataformas clave para el marketing, solo que las estrategias SEM deber\u00e1n evolucionar:<\/p>\n<ul class=\"box-vio ul-arrow-list\">\n<li>Habr\u00e1 que seguir una <strong>estrategia mixta de optimizaci\u00f3n tradicional<\/strong> (SEO\/SEM) para resultados org\u00e1nicos y anuncios.<\/li>\n<li>Monitorizar <strong>nuevas m\u00e9tricas<\/strong> y el <strong>origen del tr\u00e1fico<\/strong> de los usuarios.<\/li>\n<li>Prestar atenci\u00f3n a la <strong>tasa de conversi\u00f3n de los usuarios provenientes de las IAs<\/strong>, ya que suelen tener una mayor predisposici\u00f3n.<\/li>\n<li>No obsesionarse por la <strong>p\u00e9rdida de tr\u00e1fico<\/strong>, ya que es previsible que siga en decadencia.<\/li>\n<\/ul>\n<div class=\"fondo-gris\">\n<p>En definitiva, el <strong>impacto en el marketing en buscadores<\/strong> ser\u00e1 mixto: podr\u00eda reducir la visibilidad org\u00e1nica gratuita (forzando a invertir m\u00e1s en publicidad), pero a la vez abrir <strong>canales publicitarios innovadores<\/strong> y m\u00e1s <strong>orientados a b\u00fasquedas y necesidades espec\u00edficas<\/strong> del usuario.<\/p>\n<\/div>\n<p>Las <strong>campa\u00f1as de SEM en plataformas con Google<\/strong> parecen mantener su eficacia en estas <strong>etapas finales del embudo<\/strong>, ya que el usuario a\u00fan transita por entornos donde los anuncios pagados y resultados org\u00e1nicos tradicionales influyen en su decisi\u00f3n.<\/p>\n<p>Las empresas que se anticipen y consigan ganar visibilidad en los asistentes de IA probablemente llevar\u00e1n la delantera en el <strong>nuevo panorama de b\u00fasqueda con la inteligencia artificial<\/strong>, mientras que quienes se queden solo con las t\u00e1cticas de SEM tradicionales podr\u00edan ver mermado su alcance conforme la interacci\u00f3n con IA siga creciendo.<\/p>\n<p>\n<\/div><div data-bb-version=\"4.9.8\" class=\"bt_bb_separator_v2 bt_bb_border_style_none 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class=\"bt_bb_icon_holder\"><\/span><\/span><span class=\"bt_bb_separator_v2_inner_after\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"bt_bb_row \"  data-bt-override-class=\"{}\"><div class=\"bt_bb_row_holder\" ><div  class=\"bt_bb_column col-xxl-12 col-xl-12 col-xs-12 col-sm-12 col-md-12 col-lg-12 bt_bb_vertical_align_top bt_bb_align_left bt_bb_padding_normal\" style=\"; --column-width:12;\" data-width=\"12\" data-bt-override-class=\"{}\"><div class=\"bt_bb_column_content\"><div class=\"bt_bb_column_content_inner\"><div  class=\"bt_bb_text\" ><\/p>\n<div class=\"box-gris\" style=\"text-align: center\">\n<h3 style=\"font-size: 24px;line-height: 32px;color: #982783\">Somos una Agencia de Marketing Digital especializada en<br \/>\nla creaci\u00f3n y optimizaci\u00f3n de estrategias basadas en datos.<\/h3>\n<p><span style=\"color: #000000\"><strong>\u00a1Hacemos de tus metas las nuestras!<\/strong><\/span><\/p>\n<div class=\"text-center\"><a class=\"btn btn-theme 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