- Blog
- SEO in 2026 : What’s Changing This Year
SEO in 2026 : What’s Changing This Year?
Search has never evolved as quickly as it has over the past two years. With Google’s AI Mode rolling out across more regions, conversational search becoming mainstream and user expectations shifting, SEO in 2026 looks very different from the keyword-driven world many businesses are still operating in.
If 2024 and 2025 were transition years, 2026 is the year SEO becomes fully AI-first. For many small businesses and digital marketers, understanding these shifts is essential for staying visible in an increasingly crowded search landscape.
Here’s what is changing in SEO this year.
AI Mode and Zero-Click Search Become the Default Experience
Google’s AI Mode has already transformed how people consume information, producing instant summaries, highlights and follow-up questions directly in the search results. A 2023 Statista report found that 55 per cent of Australians preferred direct answers over browsing pages, and this trend has only accelerated with AI summaries.
This means:
- Users are clicking fewer traditional organic results
- AI is deciding which pages become part of the summary
- Websites without structured, trusted content risk being skipped entirely
In 2026, optimising for visibility inside AI summaries is as important as ranking on page one.
Search Engines Are Using the Fan-Out Approach
AI tools break a single question into multiple related sub-questions before generating a response. This “fan-out approach” means search engines prefer content that:
- Covers a topic comprehensively
- Anticipates related questions
- Demonstrates clear authority
- Offers user-first explanations
Thin content is dead. In 2023, 56 per cent of ANZ marketers reported traffic drops for shallow pages, and this will continue as search becomes more conversational.
To win in 2026, blogs and landing pages need depth, clarity and genuine usefulness.
E-E-A-T + Sentiment Signals Matter More Than Ever
Google’s trust framework (Experience, Expertise, Authoritativeness and Trustworthiness) has become stronger with the integration of AI. Although, sentiment signals i.e. the tone of reviews, feedback and public perception are now playing a bigger role in ranking outcomes.
AI evaluates:
Whether customers are generally satisfied
How consistently a business responds
If the business demonstrates real credibility
Whether the content reflects experience or lived expertise
This means, for SEO in 2026, improving sentiment is now a ranking strategy, not just a branding exercise.
Local SEO Sees Major Shifts in Ranking Factors
Local search continues to evolve as AI surfaces “likely matches” based on behaviour and intent, not just keywords. Businesses across Australia and New Zealand saw major changes in 2023 when Google Business Profiles with photos, recent posts and strong reviews outperformed those with basic listings.
In 2026, local SEO will reward:
- High-quality review volume
- Consistent listing information
- Prompt responses to queries
- Geographically relevant content
- Trust signals like certifications, awards and real staff expertise
Local visibility is no longer about proximity alone — it’s about credibility.
