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SEO in the age of AI: 5 Trends You Can’t Ignore in 2026
AI, E-E-A-T, and UGC are rewriting the rules of search. Here’s what’s next.
Shane Barker
September 18, 2025
In partnership with
Disclosure: This content may contain few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).
Search is shifting faster than ever. AI Overviews are reshaping Google. Chatbots like ChatGPT and Perplexity are becoming standalone search engines. The traditional search still holds strong with new dynamics surrounding visibility and clicks.
The State of SEO 2026 report highlights where the industry is heading. Combined with recent studies, it paints a clear picture of the next 12–24 months.
Let’s break down the five ways AI will change SEO in 2026 — and how to prepare.
1. AI Overviews Will Dominate the SERP
Google’s AI Overviews (AIO) are no longer experimental. They’re becoming the default way many users interact with Google.
To date, nearly 15% of queries trigger an AI Overview, but that number is climbing. For affected searches, publishers are reporting a drop in click-through rates of 18–64%.
The impact is uneven. Some industries, such as health, finance, and ecommerce are seeing sharper declines, especially for high-intent queries.
How to adapt:
✅ Structure your content for summaries — think lists, tables, and concise answers.
✅ Build authority so your brand gets cited in AIO panels.
✅ Treat Generative Engine Optimization (GEO) as the new SEO.
Just as we adjusted for featured snippets a decade ago, optimizing for AI answers is becoming standard practice.
2. Large Language Models Are Stealing Market Share
Google’s market share dipped below 90% in late 2024 — the first time in nearly a decade. Why? LLMs are quietly becoming real competitors.
Platforms like ChatGPT, Claude, and Perplexity are seeing explosive adoption. A Harvard/OpenAI study found that 24% of ChatGPT conversations now involve information-seeking. In other words, users are asking AI tools instead of Google.
For marketers, this means two things:
Visibility beyond Google matters. You need to consider how your brand appears in AI-generated answers.
Traffic attribution gets murkier. Users may discover you through an AI system but never click through.
How to adapt:
✅ Track how your brand shows up in ChatGPT, Perplexity, and AIO.
✅ Prioritize branded search demand — users who seek you directly bypass intermediaries.
✅ Consider “AI-native content” that optimizes for both people and AI selectors.
3. User-Generated Content Will Outperform Branded Pages
Reddit and Wikipedia are now among the top three most-cited sources in ChatGPT. On Google, Reddit’s organic traffic has exploded by 603% since June 2023.
Why? Users crave authenticity. Forums, reviews, and actual conversations are perceived to be more trustworthy than a polished marketing copy.
Expect search engines and AI systems alike to keep rewarding UGC.
How to adapt:
✅ Encourage and spotlight your customers’ voices. Reviews, testimonials, and community forums build trust.
✅ Contribute to platforms like Reddit and Quora in meaningful ways.
✅ Turn authentic customer input into structured content your audience (and AI) can digest.
In short: SEO is no longer just about “content.” It’s about conversations.
4. SEO Workflows Are Becoming AI-First
According to the State of SEO 2026 report, 86% of SEO professionals now use AI tools in their workflows. Among enterprises, 83% report better results since adopting AI.
The big shift: SEO isn’t being replaced by AI, but augmented by it.
Top use cases include:
Keyword research at scale.
Automated competitor analysis.
Drafting and structuring content outlines.
Generating summaries and metadata.
The real opportunity is hybrid workflows — human expertise enhanced by AI efficiency. This “AI + human” model is where most high-performing teams are landing.
How to adapt:
✅ Use AI to speed up repetitive tasks (keyword grouping, technical audits).
✅ Keep human oversight for tone, creativity, and strategy.
✅ Measure output improvements — AI should save you time, not create more rework.
5. E-E-A-T and Brand Authority Are the Real Moat
When everything looks the same to AI, experience and authority stand out.
The report shows that 49% of SEO pros are investing in E-E-A-T as their main defense against AI disruption. Why? AI can remix information, but it can’t replicate firsthand experience or brand trust.
Google and AI systems alike are rewarding brands that users recognize. Being cited in Overviews, featured snippets, or AI responses is increasingly tied to your perceived authority.
How to adapt:
✅ Double down on expert-driven content with real bylines.
✅ Highlight case studies, original data, and firsthand insights.
✅ Build presence off Google (social, events, PR) to strengthen brand signals.
As we move toward 2026, SEO success will look a lot like brand building.
Final Thoughts: The Road to 2026
SEO is not dying. It’s splitting into two paths:
Optimizing for AI-driven answers and summaries.
Building authority and brand demand that outlast any algorithm shift.
The winners will be hybrid strategists: marketers who use AI for scale but lean on human expertise for credibility.
The takeaway is clear: SEO in 2026 is not about chasing keywords. It’s about making your brand unmissable — wherever users search.
If you want help future-proofing your SEO strategy, let’s talk. I’ve been guiding brands through major shifts for over 20 years, and this is one of the biggest.
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Shane Barker