Short answer: the basics of SEO haven’t changed: a fast, crawlable site, content that matches what people search, and signals that you’re trustworthy. What has changed is the results page. AI Overviews, AI Mode and richer results answer simple questions directly, so in 2026 a good SEO strategy targets searches with real intent and makes every visit count.
What changed in search
- AI answers on the results page. Many quick informational searches are now answered without a click. Searches with commercial or local intent still send visitors to websites.
- Frequent core updates. Google ran several core updates in 2026. Sites with thin or generic content tend to lose; sites with genuinely useful, first-hand content tend to gain.
- Page experience is a given. Core Web Vitals (including INP, which measures responsiveness) are table stakes, not an advantage.
10 steps for your 2026 SEO strategy
1. Fix the technical foundation first.
Make sure Google can crawl and index every important page: a clean XML sitemap, correct canonicals, no accidental noindex, logical internal links, HTTPS and fast mobile pages. On WordPress this is mostly about a clean build and fewer, better plugins. See our technical SEO service.
2. Choose searches by intent, not just volume.
Prioritise searches where the visitor wants to compare, buy, book or hire: “woocommerce developer”, “emergency plumber in Kettering”. Use Keyword Planner wisely; its “competition” is about ads, not rankings (see our Keyword Planner competition guide).
3. One clear page per topic.
Give each service, product category or question one strong page, and stop several thin pages competing for the same search. Merging overlapping posts is often the fastest SEO win.
4. Write from first-hand experience.
Google’s guidelines reward experience, expertise and trust. Show real projects, photos, prices or price ranges, processes and the people behind the business. Generic “10 tips” content is what AI answers replace.
5. Answer the question early.
Lead with a clear answer, then go deeper with tables, steps and FAQs. Well-structured pages are also more likely to be cited in AI Overviews and featured snippets.
6. Use structured data.
Add schema markup for your organisation, local business, services, products, FAQs and articles, so search engines understand who you are and what each page offers.
7. Win local search if you serve an area.
Complete your Google Business Profile, keep your name, address and phone consistent, collect reviews, and create location pages only where you really work.
8. Earn links and mentions the honest way.
Partner and client sites, industry directories, local press, useful guides and tools people want to reference. A few relevant links beat many random ones.
9. Design for the visit, not just the ranking.
Clear next steps, trust signals and fast pages turn visits into enquiries. This is search experience optimization (SXO).
10. Measure, then improve what’s close.
In Search Console, find pages at positions 5–20 with impressions but few clicks. Improve their content, titles and internal links first; they’re the quickest wins.
What to stop doing
- Publishing generic posts just to “keep the blog active”.
- Building pages for every keyword variation.
- Buying links or using automated content at scale.
- Chasing tactics like voice search optimisation as separate projects; they’re covered by good content and structured data.
A simple 90-day plan
| Month | Focus |
|---|---|
| 1 | Technical audit and fixes; merge overlapping pages; set up Search Console and analytics properly |
| 2 | Improve the 5–10 pages closest to page 1; add structured data; complete Google Business Profile |
| 3 | Publish 2–4 in-depth pages on high-intent topics; start earning links; review results and adjust |
Frequently asked questions
Is SEO still worth it in 2026?
Yes, especially for searches with commercial or local intent. AI answers take clicks from simple questions, but people still click through to choose a supplier, buy or book.
What is the most important SEO factor in 2026?
There’s no single factor. Relevance to the search, useful first-hand content, and a technically sound, fast site together matter most.
How long does SEO take to work?
Technical fixes and improvements to pages that already rank can show results in weeks. New content and links usually take 3–6 months to build momentum.
How do I optimise for AI Overviews?
The same way you earn good rankings: clear answers, well-structured content, structured data, and pages that demonstrate real expertise. AI features draw on pages that already rank well.