10th January, 2026
As we step into 2026, search engine optimisation continues to evolve at pace. The fundamentals – relevance, trust and user experience – remain crucial, but shifts in technology, user behaviour and AI-driven experiences are shaping the next wave of SEO priorities.
Below are five key SEO trends we expect to matter most this year, along with practical ways you can adopt them.
1. Search Experience Optimisation (SXO)
SEO is increasingly about experience – not just ranking for keywords, but ensuring users find value from the moment they land on a page. Search engines reward content that satisfies user intent, keeps visitors engaged and provides meaningful answers quickly.
What to do:
- Focus on clear, structured content that answers common questions.
- Reduce friction on pages with fast load times, intuitive navigation, and helpful internal links.
2. AI-Assisted Content Strategy
AI tools are becoming part of every marketer’s toolkit, helping with research, topic ideas, and even draft content. In 2026, AI will continue to support human creativity rather than replace it – the goal is relevance and usefulness, not automation alone.
What to do:
- Use AI to identify gaps, topics and find keyword variations.
- Always edit and refine AI output for accuracy, tone and value.
3. Mobile-First and Core Web Vitals Still Matter
Mobile-first indexing is long established, and performance signals like Core Web Vitals remain ranking factors. Users expect fast, seamless experiences on every device, and search engines continue to prioritise pages that deliver them.
What to do:
- Regularly monitor performance metrics.
- Optimise images, limit third-party scripts and streamline layouts for speed.
4. E-A-T and Trust Signals Become More Visible
Expertise, Authoritativeness and Trustworthiness (E-A-T) aren’t new concepts, but in 2026 they’ll be visible everywhere: author bios, linked references, transparent sourcing and strong brand reputation. Sites that clearly demonstrate credibility (offer real value) will perform better in competitive niches.
What to do:
- Include author profiles and credentials on content pages.
- Link to reputable sources and use schema markup for reviews and organisation data.
5. Search Interfaces Beyond Text
Voice search, visual search and AI-generated answers are shifting how users discover content. While text queries still dominate, voice and image searches are growing, and search engines increasingly surface answers directly in results pages.
What to do:
- Optimise content for natural language queries and featured snippets.
- Use structured data to help search engines understand your content.
- Include descriptive alt text and image metadata to support visual search.
Looking Ahead…
SEO in 2026 is as much about people as it is about algorithms. Technical fundamentals still matter, but the biggest wins will come from understanding user intent, creating relevant content and adapting to new search interfaces. The sites that balance performance, creativity and trust will be the ones that thrive in search.
Storytelling will also play a critical role in content success in 2026. As search results become more competitive and AI-generated answers more common, websites that tell genuine, human stories will stand out. This means moving beyond keyword-focused pages and creating content that shares real experiences, case studies, behind-the-scenes insights, and brand journeys.
Websites can adopt this approach by using narrative-led blog posts, showcasing client stories, adding personality through tone of voice, and structuring pages with a clear beginning, middle and purpose. Story-driven content not only engages users for longer but also builds trust, authority and emotional connection – all signals that search engines increasingly value.
If you’d like help reviewing your SEO strategy or planning your 2026 content roadmap, please get in touch! We’d be happy to help.
Until next time, keep it Tidy!
Mike