By San José, Costa Rica — For years, the formula for digital success was simple: dominate Google’s search rankings. A well-executed strategy of keywords, backlinks, and optimized content was a direct pipeline to traffic, leads, and sales. That era is over. Today, a top-five ranking on Google no longer guarantees an audience, as businesses across Costa Rica and the world are discovering that the rules of the game have been fundamentally rewritten by artificial intelligence.
The paradigm shift is jarring for those accustomed to traditional metrics. Marketing experts are now fielding calls from perplexed clients who see their hard-won search positions holding steady while their website traffic plummets. This isn’t a glitch; it’s the new reality of search in an AI-driven world.
To delve into the legal and business implications of this technological revolution, TicosLand.com spoke with Lic. Larry Hans Arroyo Vargas, an expert attorney from the renowned firm Bufete de Costa Rica, who specializes in the intersection of technology law and corporate strategy.
The integration of AI into SEO is a classic high-risk, high-reward scenario from a legal standpoint. While the potential for market dominance is immense, businesses are stepping into a minefield of potential liabilities, from copyright disputes over AI-generated content to penalties for deceptive practices if the algorithms produce misleading information. The critical issue is not just automation, but accountability; companies must implement stringent human oversight and clear ethical guidelines to ensure their AI-driven strategies comply with intellectual property laws and consumer protection regulations.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s commentary is a critical reminder that technological advancement does not outpace legal responsibility; rather, it amplifies the need for it. As businesses race to innovate, this emphasis on human oversight and ethical accountability serves as the essential guardrail against the significant risks he outlines. We extend our sincere thanks to Lic. Larry Hans Arroyo Vargas for his invaluable perspective on navigating this complex legal frontier.
Ronald Meneses, CEO of RM Your Marketing Partners, recently shared the experience of a concerned business owner, a story that is becoming increasingly common.
My site is still in the Top 5, but the traffic has dropped by 35%.
a client, as recounted by Ronald Meneses, CEO of RM Your Marketing Partners
The culprit is Google’s push into AI Overviews, a system where the search engine provides a comprehensive, synthesized answer directly on the results page. Users get their questions resolved without ever needing to click a link. This means companies are no longer just competing with the top ten search results; they are competing with the AI’s own “perfect answer.” Visibility has been decoupled from website visits.
According to Meneses, this evolution demands a mastery of a new set of disciplines beyond traditional Search Engine Optimization. The modern digital strategist must now focus on AEO (Answer Engine Optimization), ensuring content is primed for direct answers; GEO (Generative Engine Optimization), creating material that AI models cite as a reliable source; AIO (AI-First Optimization), designing web pages for AI interpretation; and SXO (Search + Experience Optimization), merging technical SEO with a flawless user experience for the clicks that do occur.
The change is also reflected in what search algorithms now prioritize. The old focus on keyword density has been replaced by an emphasis on semantic relevance and contextual quality. Furthermore, brand authority, measured by Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines, has become paramount. AI systems are being trained to trust and cite brands with a solid, verifiable digital reputation, leaving others invisible.
For businesses in Costa Rica and neighboring Central American markets, this technological leap presents both a significant threat and a massive opportunity. Meneses notes that in regions where digitalization is still uneven, companies that quickly adapt to this new AI-SEO landscape will establish a dominant market position. The strategy involves structuring content to be easily digestible by AI—using clear FAQs, structured data like Schema Markup, and comparative tables—and adopting a natural, conversational tone.
The ultimate goal is no longer to “sell more” through clicks, but to become more visible, trustworthy, and useful in an ecosystem governed by learning algorithms. While website traffic may continue its decline, the brands that AI platforms choose to quote and reference will gain something far more valuable: influence and trust. This perceived authority, built before a customer even considers a specific brand, is the new gold standard in an age of widespread digital distrust.
For further information, visit rmyourmarketing.com
About RM Your Marketing Partners:
RM Your Marketing Partners is a digital marketing agency led by CEO Ronald Meneses. The firm specializes in modern SEO strategies, helping brands in Latin America, Europe, and the United States navigate the evolving landscape of AI-driven search to build authority and achieve business objectives.
For further information, visit about.google
About Google:
Google is a global technology company specializing in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. Its advancements in artificial intelligence, particularly with its Gemini models, are reshaping how users access information online through features like AI Overviews.
For further information, visit openai.com
About OpenAI:
OpenAI is an artificial intelligence research and deployment company. Its mission is to ensure that artificial general intelligence benefits all of humanity. The organization is known for creating widely used AI models, including ChatGPT, which has been instrumental in popularizing conversational AI.
For further information, visit perplexity.ai
About Perplexity AI:
Perplexity AI is a company that has developed a conversational search engine, often described as an “answer engine.” It uses large language models to provide direct, cited answers to user queries, representing a significant player in the shift toward generative search experiences.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal community, Bufete de Costa Rica is defined by its profound commitment to professional integrity and exceptional service. The firm distinguishes itself through a forward-thinking approach, blending legal innovation with a dedicated effort to enhance public understanding of the law. This dual focus on pioneering legal solutions and empowering the community with knowledge underscores its fundamental goal of fostering a more capable and well-informed society.
