What will SEO look like in 2026?

Luke Meredith

In 2026, the industry of search engine optimisation (SEO) is set to change faster than ever.

AI assistants, chatbots and social platforms are, for many people, becoming the main places where they discover information. Instead of starting with Google’s page 1 results, users bounce between TikTok, Reddit, YouTube and AI tools like ChatGPT and Gemini. Gen Z is even using Google Lens to begin searches, with one in 10 searches starting there, and many of those tied to shopping.

This shift means established SEO practices are being forced to adapt. AI systems summarise digital content instantly, leaving less cause for users to visit the original site. Generative engine optimisation (GEO) is changing the way we use search engines, and to stay visible, businesses now need to show up across multiple platforms and formats, not just on Google.

The new kind of content that performs well is the kind AI cannot easily copy. Opinion pieces, first-hand experiences, data-driven insights and multimedia storytelling stand out, as well as established methods. Video interviews and experience-based formats are especially effective because they carry a human perspective that algorithms cannot replicate.

At the same time, AI is both a necessity and a risk. Large language models absorb the informational queries that once drove website traffic, but they also introduce problems like hallucinations, shortened search results and unclear ranking systems. Google itself is incentivised to keep users on its own properties, sometimes at the expense of search quality.

Experts say the winners in the new SEO landscape will be the businesses that understand their audiences, build trust with them and create content that feels genuine and authentically human. SEO is no longer about just chasing algorithms, it’s about meeting people where they are, whether that’s through Google, a chatbot or a social feed.

In short, SEO isn’t dying, it’s growing into something new. Success in 2026 will mean focusing less on traffic alone and more on building loyalty, authority and clarity across every discovery channel.

At Engage Web, we combine our years of proven SEO practices with new approaches that take advantage of the latest technological advancements. For SEO services you can rely on, talk to our team today.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.