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If you feel like SEO is always changing, you're right, and 2026 is shaping up to bring some of the biggest shifts yet. With Google becoming smarter and more user-focused, staying ahead of the curve isn’t just smart, it’s necessary.

So, what should you expect from SEO trends 2026? More importantly, what can you do now to make sure your business doesn’t fall behind?

Let’s break it all down in plain language, with real examples, so you can understand what Google’s next algorithm could mean for your business, and what to do about it.

1. Google Is Prioritizing Real Experience Over Fluff

Google has made one thing very clear: it’s not enough to just write for search engines anymore. If your content feels generic, recycled, or written by AI with no personal insight, it’s going to get buried.

Why? Because Google is now laser-focused on something called E-E-A-T:

• Experience: Has the person writing actually done what they’re talking about?
• Expertise: Do they have proven knowledge in the field?
• Authoritativeness: Are they trusted by others in the industry?
• Trustworthiness: Is the content accurate, honest, and helpful?

Here’s a stat that matters: According to Google’s Search Quality Evaluator Guidelines, content demonstrating strong E-E-A-T is “critical for topics that impact a person’s health, finances, or safety.” That includes legal advice, medical info, and, yes, business services.

So, what does this mean for your business in 2026?

If you're a business owner, your real-world knowledge is SEO gold. Think about all the behind-the-scenes work your team does, troubleshooting problems, solving client challenges, or developing new strategies. That’s the stuff your audience (and Google) wants to read.

Here’s how to start standing out:

• Tell your story: Share how you helped a client solve a tough issue. Real stories build trust.
• Add bylines with bios: Let readers know who wrote the content and why they’re qualified. Even a short “About the Author” section can boost credibility.
• Update old posts: If you haven’t refreshed your blog in a while, do a content audit. Outdated info = lost rankings.

Pro Tip: Don’t just “use AI”, train it. Tools like ChatGPT can help you draft, but always personalize with your insights. Google is looking for signs that a human expert actually reviewed or added to the content.

2. AI Summaries and Generative Search Will Change the Game

Here’s something new that’s about to change how people find your business: Google’s Search Generative Experience (SGE). This is an AI-powered search feature that pulls information from across the web and shows a quick answer, right at the top of the page.

So instead of clicking a link, users may get the answer they need without ever visiting your website.

Sound scary? It doesn’t have to be.

In fact, if you optimize your content the right way, you can actually show up inside these AI answers. That puts your business front and center.

According to a 2024 study by BrightEdge, AI summaries and featured snippets now account for over 35% of all page-one search visibility. That number is expected to hit 50% by the end of 2026.

Here’s how to stay visible in a world of zero-click search:

Write with clarity

AI prefers content that’s well-structured and easy to read. Break your content into short paragraphs, use headers, and answer questions directly.

Example:How long does it take to see SEO results? Most businesses start seeing early results within 3-6 months, but long-term growth takes consistent effort and optimization.

Add FAQs to your pages

These help both real users and Google’s AI understand what your page is about. Each FAQ is another chance to show up in featured snippets or SGE summaries. Check out our guide on FAQ schema.

Use structured data (schema markup)

This is code you add to your website that tells search engines exactly what’s on the page, things like product details, reviews, locations, and more.

Tools like Google’s Structured Data Markup Helper make it easy to implement, even if you’re not a developer.

Be the expert in your niche

If you’re in a specialized industry, take advantage of that. Many competitors are still writing surface-level content. If you go deep, explaining things clearly and thoroughly, Google is more likely to choose your content for AI summaries.

Key takeaway: AI-generated summaries aren’t here to replace your content, they’re here to surface the best answers faster. If your website is the one providing those answers, you win.

3. Visual Search and Multimodal SEO Are on the Rise

Search isn’t just about typing words into a box anymore. Have you ever snapped a picture with Google Lens to find a product online or learn about a landmark? That’s visual search in action, and by 2026, it’s expected to be a major driver of traffic.

In fact, according to a recent report from Statista, over 8 billion visual searches are conducted on Google every month, and that number is growing rapidly. Younger generations are especially adopting this technology, Gen Z and Millennials are twice as likely to use image-based search as older users.

But this isn’t just about images. Search engines are moving toward multimodal SEO, which means they can understand and connect multiple types of media at once, text, images, videos, and even voice input.

For example, someone might take a photo of a pair of sneakers, ask “are these good for running?” and Google could pull results that include reviews, product specs, and YouTube videos, blending multiple content types into one answer.

What This Means for Your Business

If you want to stay visible as these changes roll out, you need to make your website “AI-friendly” and easy for Google to interpret visually.

Here’s how to prepare:

• Add descriptive file names and optimized images: Don’t leave your images named “IMG_1234.” Instead, use descriptive file names like “blue-running-shoes-men.jpg.” Alt text helps with accessibility and gives search engines more context.
• Invest in quality visuals: Blurry, low-quality images won’t cut it. High-resolution photos and videos build trust and increase click-through rates.
• Use original images whenever possible: Stock photos are fine, but original photos of your products, office, or team send stronger trust signals.
• Optimize for Google Images and Maps: Keep your Google Business Profile updated. For local businesses, post updated photos of your location, team, and work projects to your Google Business Profile. This improves engagement and can boost visibility in local packs.
• Leverage short-form video: Platforms like YouTube Shorts, TikTok, and Instagram Reels are feeding into Google’s search results more than ever. Create quick, helpful videos related to your products or services to capture that traffic.

Pro Tip: Adding structured data (like product schema) to your images can help them show up in Google’s product carousels, which is prime real estate for eCommerce businesses.

4. The Future of SEO Is Personal, Really Personal

Let’s talk about one of the biggest shifts we’re seeing: personalized search results.

In 2026, SEO is no longer about ranking in “position one” for everyone. Google’s algorithms now consider who is searching, where they are, what device they’re using, and even what they’ve searched for before.

Here’s a stat to consider: A recent Google report revealed that 63% of users expect brands to deliver personalized experiences, and 90% of marketers say personalization significantly boosts business profitability.

That means two people searching for “best Italian restaurant near me” might see completely different results, because one is in Miami and the other in New York, or one is a repeat searcher who’s already interacted with your site.

How to Stay Visible in a Personalized World

Personalization can feel intimidating, but it’s actually an opportunity to connect with your audience on a deeper level. Here’s how to take advantage:

• Focus on local SEO strategies: Make sure your Google Business Profile is fully optimized with accurate hours, contact info, services, and photos. Businesses with updated profiles get 70% more clicks than those with incomplete ones (Google Business Profile data).
• Segment Your Content: Don’t just write generic posts, speak to different segments of your audience. For instance, a moving company might create separate guides for first-time movers, corporate relocations, and downsizing seniors.
• Optimize for Voice Search: Nearly 50% of all searches are voice-based, and voice queries are often phrased as questions. Include natural-sounding questions and answers in your content so you show up in conversational searches.
• Leverage Behavior Data: Use tools like Google Analytics and Search Console to see what your audience is clicking on and tailor your future content to their interests.

Personalization means context matters as much as keywords. Instead of chasing rankings for everyone, create content that’s the best match for your specific audience and their intent.

5. AI Tools Will Be Standard for SEO, Not Optional

AI isn’t just a buzzword anymore, it’s a permanent part of SEO strategy. In fact, a HubSpot survey found that nearly 70% of marketers are already using AI tools to streamline content creation, research, and reporting. By 2026, AI-assisted SEO won’t just be common, it’ll be the baseline for staying competitive. From keyword research to SEO automation tools, businesses are already blending AI with human expertise.

But here’s the catch: AI tools are only as good as the strategy behind them. Simply running content through an AI generator won’t help you rank. The businesses that win are the ones that combine automation with human insight.

What Smart Businesses Are Doing Now

• Building AI-assisted content strategies: Tools like Surfer SEO and MarketMuse analyze top-ranking pages and suggest exactly which keywords, headings, and topics to include. This ensures your content is comprehensive and competitive.
• Using AI as a co-pilot, not a replacement: Tools like ChatGPT can help create first drafts quickly, but successful brands are editing for accuracy, voice, and originality before publishing.
• Automating repetitive tasks: AI can now help with internal linking, meta tag generation, and even monitoring competitors’ rankings, freeing up your team’s time to focus on strategy.
• Analyzing user behavior in real time: AI-driven tools are getting better at showing which content keeps people engaged and which pages lead to conversions. This allows you to make changes quickly instead of waiting months to see results.

At THAT Agency, we use AI to work smarter, not to cut corners. We blend machine learning insights with human creativity so clients get content that ranks and resonates.

6. Website Speed and User Experience Will Be Even Bigger Ranking Factors

You’ve probably heard about Core Web Vitals, Google’s metrics for site speed, stability, and interactivity. But by 2026, these factors will play an even bigger role in SEO.

Test your site speed with Google PageSpeed Insights. Why? Because Google wants to rank sites that deliver a great experience, not just great content.

Here’s a number you should care about: According to Google, if a page takes longer than 3 seconds to load, 53% of users will abandon it. And research from Portent shows that conversion rates drop by an average of 4.42% with every extra second of load time.

What to Focus On

• Load Speed (Especially on Mobile): Optimize images, enable browser caching, and consider a content delivery network (CDN) to reduce latency.
• Visual Stability: Ever clicked something only to have the page shift and you hit the wrong button? That’s called cumulative layout shift, and Google is measuring it. Fixing this improves both rankings and user satisfaction.
• Responsiveness: Your site should load smoothly and respond quickly, whether someone’s on a laptop, tablet, or phone.

You can test your site for free with Google PageSpeed Insights or Lighthouse. Aim for a score of 90 or higher to stay competitive.

Pro Tip: Improving speed isn’t just good for SEO, it directly impacts revenue. A one-second delay in page load time can reduce conversions by up to 7%, according to Akamai.

7. Zero-Click Searches Will Increase (But That’s Not Always Bad)

One of the fastest-growing SEO trends of 2026 is the rise of zero-click searches, when users get the answer they need directly in search results without visiting a site. Between AI-generated answers, featured snippets, and People Also Ask boxes, it’s estimated that over 50% of searches will be zero-click by 2026.

This might sound like bad news, but here’s the opportunity: if your content is the one being pulled into those rich results, your brand gets free exposure, and users start to trust you as an authority.

How to Win the Zero-Click Game

• Target “People Also Ask” questions: Write content that directly answers common questions in clear, 1–2 sentence responses.
• Implement FAQ schema: Adding structured data makes it more likely your answers will show up in featured snippets or AI-generated summaries.
• Create Click-Worthy Headlines: If users do decide to click, make sure your title promises more value than the snippet gives away. For example, “How to Improve Page Speed (+ 7 Mistakes to Avoid)” encourages a click because it hints at more insights inside.

Even if users don’t visit your site the first time, showing up consistently builds brand recognition. When they are ready to buy, you’ll be the first name they remember.

8. Google Wants You to Prove You’re Legit

In a world where misinformation spreads fast, Google is working harder to surface content that is trustworthy and verifiable. That means proving your business is real, credible, and backed by expertise.

According to Edelman’s 2024 Trust Barometer, 88% of consumers say trust is a deciding factor in whether they buy from a brand. Google knows this, and they’re aligning search rankings accordingly.

Ways to Show Trustworthiness

• Clear Contact Info: Include a physical address, phone number, and ways to reach your business. This signals legitimacy.
• Author Bios: Add names, credentials, and short bios to blog posts so readers know who is giving the advice.
• Outbound Links to Trusted Sources: Linking to reputable industry sites, government pages, or research studies strengthens your authority.
• Verified Reviews and Testimonials: Encourage happy customers to leave Google reviews, these are a direct ranking factor for local SEO and boost credibility.

If your site still feels “anonymous” or lacks proof that you’re a real business, now is the time to fix that. Transparency builds trust, and trust builds rankings.

What Businesses Need to Do Right Now

Whether you’re a local business, an eCommerce brand, or a B2B company, SEO trends in 2026 will affect you.

Here’s a quick action list to get started:

Do a full content audit, look for thin, outdated, or underperforming content
Add author bios, trust signals, and customer reviews
Improve your page speed and mobile responsiveness
Use AI tools (like Surfer SEO or Jasper) to support your content strategy
Focus on user-first content that answers real questions
Optimize for both traditional and AI-generated search formats

The key? Don’t wait. These trends are already in motion.

Final Thoughts: SEO Trends 2026 and What to Do Next

SEO isn’t dead, it’s just evolving. And if you understand where things are headed, you can build a strategy that lasts.

By staying ahead of SEO trends 2026, you’ll protect your rankings, serve your audience better, and grow your business, without scrambling every time Google makes a change.

Ready to future-proof your SEO strategy? Explore our SEO services or contact THAT Agency to get expert help tailored to your business.