Starting with some quality research that is relevant to the current market
If you work in SEO, you’ll already know how unpredictable the last few years have been. Google keeps tightening its understanding of quality, AI keeps reshaping the search experience, and users are far more selective about the content they trust.
Moving into 2026, the direction of travel is becoming clearer. We’re heading towards a search landscape built around authority, clarity and genuinely helpful information.
Below is a grounded look at the trends that will have the biggest influence this next year, based on what marketers are already seeing day to day.
1. AI-Assisted Search Isn’t a Side Feature Anymore
AI generated summaries and rapid-fire answers are now a normal part of the search journey. For many queries, users get what they need before they ever reach the organic results. That puts pressure on brands to create material that AI systems feel confident referencing.
One of the strongest signals you can build is topical authority. Many teams are supporting this by investing in guest posting campaigns that place their expertise in front of wider audiences. When your brand appears on respected sites, AI models and search engines both treat you as more trustworthy.
Google has been explaining more about how generative elements in Search are evolving. Its recent overview on how Google uses AI in Search gives a good sense of the direction things are going.
2. E E A T Is Becoming Harder to Fake
Google’s focus on expertise, experience, authority and trust keeps getting sharper. It has become much more effective at spotting the difference between lived experience and content that has been pieced together from existing articles.
This is why brands are giving older content a fresh review. Adding clearer author input, speaking to specialists and including practical examples go a long way. A structured process such as the BubbleSEO content refresh checklist can help teams update pages in a consistent way.
If you want a deeper look at how Google evaluates trust, the Search Quality Evaluator Guidelines remain one of the best sources available.
3. Personalised Search Shapes User Journeys
Search results now vary widely from person to person. Google tailors results based on browsing behaviour, location, device type and more. Two people searching the same phrase can see very different sets of pages.
This is one reason diverse formats matter. Videos, comparison charts and helpful visuals often earn more clicks than plain text. Backlinko’s analysis of user behaviour patterns, highlighted in their latest SEO research, reinforces the idea that layout and format heavily influence engagement.
4. First Party Data Quietly Becomes a Power Move
With third party tracking disappearing and privacy expectations rising, businesses are putting more emphasis on information users choose to share with them. SEO plays an important role because organic visitors tend to arrive with more intent.
Guides, templates and practical resources still work incredibly well for building owned audiences. Recent findings from Think with Google show how much value businesses are placing on consent-based data.
5. User Experience and Accessibility Start Carrying More Weight
Google is paying closer attention to how easy sites are to use. Core Web Vitals haven’t gone away, but accessibility, layout quality and clarity are getting more emphasis.
Brands that simplify their designs and make pages easier to navigate often see improvements. Research from WebAIM’s accessibility analysis shows that many websites still struggle with basic issues. Businesses that fix these problems early tend to perform better because fewer competitors are doing the same.
6. Video and Visual Search Keep Eating Traditional Search
YouTube and TikTok have effectively become search engines. Many users prefer short visual explanations over long written guides. Google has responded by pulling more video elements into its main results, especially for commercial queries.
Simple visual assets can make a surprising difference. Even a short filmed walkthrough or screen capture can help a page stand out. Reports from Pew Research show a clear rise in video-led search habits, and brands that embrace this shift are seeing stronger engagement.
7. Local Search Zooms Right In
Local SEO is becoming more granular every year. Instead of broad city level rankings, results increasingly focus on smaller neighbourhoods, movement patterns and real time local behaviour.
Accurate listings, high quality reviews and well structured location pages are now essential. BrightLocal’s ongoing insights, shared in their Local Consumer Review Survey, highlight how much influence precise information now has on visibility.
8. Human Creativity Matters Again
With AI generated writing everywhere, the web is starting to feel repetitive. Google understands this, and it’s rewarding content with personality, perspective and originality.
Teams that mix AI efficiency with human insight usually get the strongest results. Original research, specialist commentary and real-world examples create a voice that stands out from the noise.
Final Thought
SEO in 2026 is shifting towards depth and authenticity. Brands that lean into expertise, create genuinely helpful content and invest in solid technical foundations are in a strong position, even as search continues to evolve.
