2026 SEO and AI Search Trends Are Set to Reshape the Industry.
Search is being rebuilt in real time. The “10 blue links” era is fading, replaced by AI-led discovery where answers come first and clicks come later. For brands, this isn’t a small algorithm update.
It’s a major shift in how people find, evaluate, and trust information. And it’s happening right now; if you don’t start preparing today, your search efforts could be in real trouble next year.
AI-first search is the default
AI assistants are changing how people search, and AI is expected to handle 25% of global queries by the end of 2026. The experience feels radically different: users get direct, personalised answers instead of having to hunt across multiple pages.
That changes the competitive game. Visibility no longer means “ranking well". It means being the source the AI pulls from, references, and recommends.
AI Overviews are reshaping the SERP
AI Overviews are moving to the top of search results: summary answers that resolve a query immediately. Great for the user. Harder for websites.
Because when the answer is on the results page, clicks drop. Zero-click searches rise. And brands have to earn attention with content that can’t be compressed into a paragraph.
How to stay in the frame:
Publish information gained, not reformulations. Add expertise, specifics, and a point of view that isn’’t already everywhere.
Build brand demand. Being searched for by name is a visibility superpower in AI search.
Create content worth the click. Go deeper; be sharper; bring proof, process, and nuance.
AIO is the next layer after SEO
Traditional SEO still matters. But AI optimisation (AEO/GEO/AIO) is quickly becoming the next frontier: optimising for how AI systems understand and select content.
Agentic AI will accelerate this: autonomous systems that scan, compare, and decide what to recommend. Your website needs to be legible not only to humans but also to intelligent systems that “read” at speed.
The principles of AI optimisation
AIO isn’t a replacement for SEO. It’s the evolution of it.
Structure: Clean headings, clear page intent, and schema markup (FAQs, reviews, services) so AI can interpret content correctly.
Clarity + depth: Full answers, strong context, and crisp logic – so AI can extract what makes your take different.
Technical performance: Fast load times, mobile readiness, and simple navigation so bots and humans move without friction.
Entity signals: AI engines rely on “entities” to judge legitimacy. Your brand becomes more “real” through consistent presence, listings, reviews, and mentions.
Reputation is fast becoming another major ranking factor for AI
AI doesn’t just evaluate your pages. It evaluates your brand context across the web: reviews, UGC, social mentions, sentiment, and ratings.
What to do:
Collect real reviews (Google Business Profile, relevant platforms).
Stay visible on social and invite conversation (not just broadcasting).
Use reviews on-site to build trust and reinforce credibility signals.
EEAT matters more: prove you’ve done the work
In 2026, credibility will matter even more. Search systems increasingly reward content that shows:
Experience (first-hand knowledge)
Expertise (what qualifies you to speak)
Authority (recognition and consistency)
Trust (accuracy, transparency, sources)
Practical upgrades: author bios, credentials, citations where relevant, and a visible “Last updated” note.
Video is becoming another key advantage.
As AI-generated text floods the internet, human content stands out. Video is harder to replicate convincingly, and search is increasingly indexing video transcripts.
Short-form formats (Reels/TikTok/Shorts) are now part of discovery, while YouTube remains a major search engine in its own right. Add captions, optimise titles/descriptions, and consider the VideoObject schema if you’re technically set up for it.
Local SEO is shifting from “nice to have” to survival
AI search tools validate businesses via trusted directories and consistency signals. If your details don’t match across the web, your credibility drops.
Priorities:
Keep the NAP consistent (name, address, and phone).
Optimise Google Business Profile with accurate info, categories, services, images, and regular updates.
Build local authority through reviews, local partnerships, and location-specific content.
The key takeaway
SEO isn’t dying. It’s splitting into two tracks: classic rankings and AI-driven discovery. Brands that adapt early won’t just stay visible — they’ll become the sources that AI engines cite, summarise, and recommend.
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About the Author
Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. Latterly, as VP Business at Etisalat, he was responsible for $1.8B in revenue.
Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.