Six areas to focus on in 2026 as AI transforms search

Lia Bartley

Remember when Google was the start of every online adventure? Type a few words, click a few links, job done. Well, those days are slipping away.

Artificial intelligence (AI) isn’t just part of search anymore – it’s taking the wheel, changing how people discover, decide and buy.

By 2026, analysts predict that a quarter of all searches will be handled by AI assistants, not browsers. Instead of typing a query and scrolling, people will simply ask and AI will do.

This means fewer clicks, shorter journeys and a need to reapproach everything we know about search engine optimisation (SEO).

So, what do we actually know? Let’s break down the six areas every business needs to focus on as AI takes over search in 2026.

Make your content “AI friendly”

Forget stuffing keywords. The new goal is retrievability – making sure AI can find, understand and use your content. Structure your pages clearly, keep your facts straight and make sure your website plays nicely with AI crawlers. Think of it as SEO with a brain.

If you want to see how well your website is currently faring when it comes to being cited by AI (which is the new aim of the game), you can do so here.

Stay local (and structured)

AI loves clear local info. Keep your Google Business Profile up to date and double-check your address, phone and hours, so that search systems can recognise you instantly as a real business. The more precise your data, the more likely you’ll be “seen” by AI.

Build a content flywheel

Don’t just publish and pray. Create a steady rhythm of content that feeds itself – blog posts, videos, FAQs and updates that constantly refresh and improve based on real customer behaviour. AI tools can help you spot what’s working and fill gaps quickly.

Turn your website into a data hub

Websites are no longer just brochures. They’re data sources that teach AI who you are and what you offer. Keep everything accurate and connected across all platforms, from your site to your socials.

Rethink what you measure

Clicks and rankings don’t tell the whole story anymore. Start tracking things like AI citations, brand mentions and how often your business appears in AI answers. Visibility now means being part of the conversation, not just the results page.

Connect your tools

If your data lives in 10 different places, AI can’t make sense of it. Integrate your systems so everything speaks the same language – your chosen CRM, analytics, content, ads. The more connected your tools, the more consistent your marketing.

In 2026, the customer journey won’t be a straight line – it’ll be a conversation. The brands that win will be the ones ready to talk back clearly, confidently and consistently wherever AI shows up. If you need helpful navigating AI SEO, get in touch with the team at Engage Web today.

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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.