SEO Trends for 2026: Predictions from 15 Industry Experts

As 2025 draws to a close, the SEO landscape continues to shift, with significant changes anticipated in 2026.

Competitors gaining access to Google’s data could disrupt the search ecosystem, compelling SEOs to rethink strategies across platforms. At the same time, evolving AI tools streamline tasks but risk reducing creativity to a formula.

How can we prepare for 2026? To help, we surveyed 15 SEO and content experts to share trends and predictions that can future-proof your strategies and minimize reliance on volatile SERPs.

1. Barry Schwartz: SEO Predictions for 2026

Last year, the shift of the helpful content update into the broader core algorithm signaled a move toward more integrated, yet less transparent, updates. Looking ahead to 2026, this trend is expected to continue, with fewer confirmed updates from Google, making it harder to pinpoint specific causes for ranking changes. The focus will be less on targeting individual tactics and more on holistic site quality.

AI will fundamentally reshape the search experience, with AI Overviews likely becoming a more default interface. This shift will challenge traditional SEO by absorbing clicks, making it harder to build topical authority through gradual traffic growth. As a result, established metrics like backlinks and brand authority may become even more critical for visibility.

Despite the evolving landscape, core principles remain. Success will depend on creating genuinely useful content, adapting to AI-driven interfaces like query fan-out, and demonstrating value beyond traditional traffic metrics. The future is dynamic, demanding adaptability and a steadfast focus on the user.

2. Brian Dean: SEO Predictions for 2026

Looking to 2026, success will hinge on building authoritative brands that LLMs and search engines alike trust for citations – the emerging currency replacing traditional rankings. Focus on comprehensive topic coverage over isolated keywords, using clear, natural language and logical formatting to feed AI models effectively.

Links, brand signals, and E-E-A-T will grow even more critical as weaker sources get sidelined. Social search remains supplementary rather than competitive, while e-commerce stays relatively insulated until reliable AI agents enable seamless shopping. For sustainable growth, prioritize depth, expertise, and content that serves users across the full funnel.

Voice search is finally maturing, with advanced transcription making long, natural-language queries commonplace and far easier than typing.

The year ahead promises continued transformation, with opportunities richest for those who leverage AI intelligently while strengthening genuine authority and user-focused experiences.

3. Rand Fishkin: SEO Predictions for 2026

Last year, concerns mounted over declining web traffic and the rise of AI tools potentially disrupting Google’s dominance. In reality, 2025 data from SparkToro and partners showed Google search volumes growing over 20% year-over-year, with AI adoption slowing after initial surges and accounting for just 1-2% of searches. Zero-click experiences expanded, platforms retained more engagement internally, and attribution models proved increasingly unreliable – yet many brands saw revenue rise despite traffic dips, highlighting influence over direct visits.

Websites remain crucial as source material for AI answers and search engines, even as clicks shift elsewhere. The real culprit for traffic declines isn’t AI overtaking Google but platforms prioritizing on-site retention and zero-click resolutions.

Heading into 2026, marketers should pivot to building influence across audience touchpoints – podcasts, social, YouTube, Reddit – rather than obsessing over site traffic. Bake shareability into products, conduct targeted audience research to identify high-attention channels, and adopt lift-based measurement over broken attribution. Sustainable strategies focus on genuine authority, brand mentions, and multi-platform presence to earn citations in AI responses.

4. Aleida Solis: SEO Predictions for 2026

Last year, many publishers chased broad coverage and feared that AI Overviews would kill traffic. In reality, 2025 showed that strong brands with focused authority often recovered visibility, while scattered content strategies suffered.

In 2026, your website must evolve from a collection of ranked pages into a recognized destination. Every element – from your content topics to the site experience itself – must answer one question: Is this how I want my brand to be recognized?

Your audience no longer lives solely on Google. To build the brand authority required for search success, you must meet them where they already are. Develop a strategic presence on platforms like YouTube, Instagram, and TikTok to build trust and recognition.

The most significant shifts will center on the full rollout of Google Discover on desktop and the deeper integration of AI Mode into the default search experience. AI Overviews will likely become more pervasive, moving beyond simple answers to synthesize news-related and trending information.

5. Neil Patel: SEO Predictions for 2026

In 2026, the biggest SEO shift won’t happen on Google – it’ll happen on social media.

Social isn’t just for scrolling anymore. Users are searching, researching, and comparing brands on Reddit, Instagram, YouTube, and TikTok before they ever type a query into Google. As AI shapes what they see, the brands that deliver clear, useful content at the point of intent will win.

Here’s what that means for SEO:

• Search is moving off Google and onto social platforms. Keywords and intent now live inside YouTube descriptions, TikTok captions, and Instagram Reels hashtags.
• AI feeds users content that matches their behavior, but clear, helpful answers break through the noise and build algorithmic trust.
• Short-form video is no longer just entertainment – it’s how users quickly learn, compare, and decide. Simple explanations + clear hooks = higher engagement and ranking signals.
• Creator-led content feels more authentic. Brands that partner with or emulate that style gain authority – and algorithms push authoritative content further.
• Help users decide, don’t just inform. Structure content around intent: problem → solution → comparison → next step.

If you adapt early, stay curious, and test new formats, you’ll be ahead while everyone else plays catch-up.

6. Dr. Pete Meyers: SEO Predictions for 2026

In 2026, Google aims to enhance its AI features by integrating ads and product listings into AI overviews. As AI overviews become the primary source for contextual answers, featured snippets may no longer be necessary.

With AI reshaping how content appears in search results, brands must adapt to maintain relevance. A thorough understanding of how AI processes queries and selects sources is essential.

Focus on identifying informational queries likely to trigger AI overviews. Analyze what Google or Gemini highlights as sources and create content that addresses entire query contexts rather than isolated keywords.

7. Mike Khorev: SEO Predictions for 2026

AI Will Shape SEO

Tools like ChatGPT, Perplexity, and Gemini are just the beginning. AI will make search more intuitive, with results becoming more appealing and relevant, without being overcrowded by paid ads. Optimizing for user intent and long-tail keywords will be more important than ever. I’ve already observed referral traffic from AI tools driving growth and generating leads for my clients’ websites.

Trust Matters More Than Ever

Google’s focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) means website owners need to prioritize content that builds trust and showcases expertise. Writing from a first-person perspective and creating videos can prove to Google’s algorithms that you are a genuine person, not just an AI-generated entity.

Branded Search Importance

Building brand authority will be crucial. Companies with a high volume of branded searches often rank better organically for non-branded keywords. To boost branded search traffic, focus on strategies outside of SEO, such as paid social media, PR campaigns, and email marketing. These efforts enhance recognition and drive traffic.

For 2026, my advice? Focus on becoming an expert in AI for SEO, invest in AI tools that streamline your workflow, and don’t forget to keep building quality backlinks.

8. Chris Haines: SEO Predictions for 2026

Since the introduction of ChatGPT and similar AI tools, integrating AI into traditional SEO strategies has become standard practice for many SEO professionals. These tools significantly enhance efficiency and save time.

According to Ahrefs’ data, interest in AI SEO is projected to remain steady over the next year, indicating a stable trend.

AI Overview, Google’s alternative to ChatGPT, tops search results with generative answers to user queries. Adhering to Google’s search essentials is essential for being featured, making it a trend worth watching.

Google relies on EEAT signals to evaluate the credibility of web pages. Search trend data suggests a gradual increase in the importance of this approach over the next year.

Programmatic SEO involves automating the creation of keyword-focused pages. Done correctly, it can be a powerful asset for businesses in 2026. Poor execution, however, may lead to low-quality, spam-like content that harms a brand’s reputation.

9. Carlos Silva: SEO Predictions for 2026

Considering how rapidly AI is evolving and based on Google’s algorithms, websites will need to demonstrate clear human expertise and original insights – not just AI-generated content that’s been lightly edited.

Voice search with assistants like Siri, Alexa, and Google Assistant is expected to grow further. Ensure your site is optimized for voice search queries.

To prepare, site owners should focus on developing a strong E-E-A-T content strategy. One that combines personal experience with data-driven insights. This means documenting real case studies, sharing unique research, and adding original visuals to support key points.

The biggest opportunity lies in creating a kind of “hybrid content”—where AI assists with research and organization while experts provide unique insights and firsthand experiences. Focus on topics where you have genuine expertise and can share specific examples, metrics, or learnings that AI simply cannot replicate.

Site owners should start building this foundation now by auditing their content for uniqueness and documenting their expertise in their niche.

10. Andy Crestodina: SEO Predictions for 2026

Google’s “AI Overview” is Cutting Website Visits

Google’s AI overview answers many questions directly on search pages, reducing the need for users to click on websites. To drive more traffic, focus on “visit-website-intent” keywords. These are search terms used by people actively looking to visit a website, not just find answers.

A Surge of AI-Generated Content Overwhelms Users and Algorithms

AI generates vast amounts of content, making it difficult for users and systems to process. This challenge creates an opportunity for marketers to stand out by producing unique, high-quality content that AI struggles to replicate. Here’s how:

• Work with influencers: AI doesn’t have friends.
• Share videos: AI doesn’t have a face.
• Take a stand: AI doesn’t have opinions.
• Do original research: AI can’t conduct studies.

AI Chatbots Offer a Powerful Alternative to Google

AI chatbots increasingly replace search engines, transforming how marketers operate. This shift feels like venturing into uncharted territory. There are no tools or metrics to track AI mentions, and the data sources and weighting remain unclear.

Marketers who train AI to recommend their brand and content will secure an edge by 2026.

11. Maria Georgieva: SEO Predictions for 2026

To succeed in 2026, SEOs must adapt to shifts in search platforms, balance AI integration with originality, prioritize user-focused content, and strengthen technical SEO.

AI tools lack real-world experience, intuition, and creativity, making your unique insights a key differentiator. To mitigate risks, consider training your own AI bot, ideally on your platform for better data control. If this isn’t feasible, customizable tools like Google’s Gems or ChatGPT’s GPTs can align AI with your brand and strategy. By training these tools on your CRM, analytics, and customer data, you enhance originality and meet Google’s E-E-A-T standards.

E-E-A-T will remain vital for SEO in 2026. Leverage customer reviews, research, and behavior insights to fill content gaps and create value. Verifiable authorship and emphasizing human expertise build trust and authenticity, which both users and search engines prioritize. Updating author bios can enhance credibility and help you stand out.

Next year, optimizing for user needs over keywords will be key. Focus on addressing user pain points and search intent rather than high-volume but vague keywords often dominated by UGC sites (e.g., Quora, Reddit). As more users search with long-tail queries, creating content that answers specific challenges will improve relevance and boost rankings.

12. Stephan Spencer: SEO Predictions for 2026

We should focus on achieving what SEOs call position zero in search results. The SEO landscape evolves constantly, but success comes with understanding a few key principles. Even without deep SEO expertise, it’s possible to secure top spots on Google with the right approach.

AI is shaping the future, with technological advancements accelerating exponentially. Breakthroughs in AI, nanotechnology, VR, and AR are transforming the world at an unprecedented pace. Adapting quickly has become essential to staying ahead in this fast-changing environment.

Modern SEO is about more than using machine learning to outsmart Google. It requires building a search-friendly website, targeting relevant and attainable keywords, and generating buzz and link equity through mentions and backlinks. These fundamentals remain crucial to Google’s algorithm.

Being open to machine learning and embracing innovation is equally important. This is an extraordinary era, with groundbreaking advances on the horizon. The future promises incredible opportunities, making this a truly inspiring time to be engaged and forward-thinking.

13. Matt Diggity Shares His SEO Predictions for 2026

Google now uses AI to answer queries at the top of search results, often using your content without attribution. For years, Google has been scraping content through features like featured snippets, and this trend is only growing.

Google also continues to add more paid results, pushing organic results further down the page. Younger generations are increasingly turning to social media platforms like TikTok, Instagram, and YouTube for search. YouTube, for example, is growing consistently by 10% per year. If you’re in the right industry, this growth can lead to more customers and revenue.

Video is the future. As AI-generated content rises, people may begin to mistrust written content, driving more users to video platforms like YouTube.

14. Marie Haynes Shares Her SEO Predictions for 2026

Search is evolving rapidly. The impact of HCU on sites signals significant change. News publishers are shutting down, and businesses relying heavily on organic search are facing increasing challenges.

This could be the right time to explore new ways to use your skills. Demand for experts familiar with tools like ChatGPT and Gemini is growing.

Google appears ready to introduce more updates to its helpful content system and core algorithms, using new capabilities from Gemini 1.5. Their systems may soon excel at identifying and rewarding truly helpful, unique content.

I believe it will take time for people to start creating truly great content. Moving away from an SEO-first mindset and focusing on understanding searchers’ needs remains a challenge for many.

15. Cyrus Shepard Shares His SEO Predictions for 2026

Email remains the most consistent and reliable marketing channel, thriving even as other platforms lose effectiveness. Social media engagement, ad performance, and Google CTRs have all declined over the past decade, but email continues to deliver strong results. If you’re not building an email list in 2026, you’re likely missing out on significant opportunities.

AI is transforming search, with tools like Bard and Bing advancing rapidly. Users now interact with search engines more conversationally, asking detailed questions and expecting dynamic, personalized responses. This evolution highlights the growing importance of optimizing for long-tail queries.

In 2026, SEO is transitioning from experimentation to sophistication. Marketers are mastering AI-powered tools, revolutionizing how SEO strategies are developed and executed.

Learning and Adapting: A Timeless SEO Trend

To succeed in 2026, reduce your reliance on Google by diversifying your SEO strategy. Engage directly with your audience through community-building efforts, invest in content like videos, and leverage social search platforms. Be prepared for Generative AI by creating content tailored to new and emerging search channels.