What Will “SEO” Mean in 2026?

Let’s be honest: SEO has been declared dead more times than vinyl, and yet here we are. Still talking about it, still doing it. But with AI search on the rise and Google shifting faster than ever, it’s fair to ask: what will “SEO” even mean by 2026?

After I wrote about the death of SEO in SEO is Dead. Long Live SEO, I spent over a week writing this post. I wanted to establish a clear way forward for KickstartSEO clients and followers. That way forward is understanding the shift from Search Engine Optimisation to Search Everywhere Optimisation. Google is still the biggest arena, but visibility now stretches far beyond one search box.

We’ve been on this journey all year, and the pace of change has started to accelerate. Businesses need to be ready to adapt sooner than they think.

2025: Where We Are Now

If you’ve been developing your SEO for Google (and Bing, etc.), you’re already ahead of many of your competitors. The fundamentals still work. Title tags, structured sites, optimised pages, and a healthy SEO services programme including Google Business Profile optimisation all add up to visibility today. Think of 2025 as the training phase — you’re building the fitness that keeps your business ahead. But change is coming.

2026: The Year of Upset

Search optimisation has always been about helping people find what they need. That hasn’t changed. What is changing is the interface. By 2026, we’ll still have Google, but we’ll also have ChatGPT, Perplexity, Claude, Gemini and whatever else Silicon Valley dreams up.

It will be a year of upset. Everything you thought you knew about SEO will evolve. Some practices will remain relevant (titles, headings, content clarity), but they’ll play a new role in a broader landscape of AI-driven answers and entity-based search.

This is where the transition to Search Everywhere Optimisation becomes critical. It’s no longer just about how you rank in one engine — it’s about how your brand shows up across Google, AI platforms, maps, directories, and wherever people go looking.

Think of 2026 as the disruption phase — when the training gets harder, and you need to adapt your programme to stay in the race.

If your business wants to be found, your website needs to be visible in both worlds: the traditional search results and the AI-powered answer boxes. That’s where tools like the SEO Portal can give you a head start.

From Keywords to Entities

For years, SEO was about stuffing the right words on the page. In 2026, it’s about clarity: who you are, what you do, and whether you can be trusted. That means:

• Properly structured data (schema/JSON-LD) so machines know exactly what’s on your site.
• Consistent profiles across the web — from your Google Business Profile to industry directories. That’s part of what we call The Norman Advantage.
• Real, human answers to customer questions, not waffle.

In other words, you’re not just optimising for Google’s algorithm anymore; you’re training AI assistants to understand and trust your business.

And here’s a door we’ll open but not fully walk through today: in 2026 and beyond, it’s not just content is king. Context is king. The right answer in the wrong place won’t help you. We’ll dive deeper into that in a future post.

Why Will the Google Business Profile Still Matter?

Because it’s Google’s own front door. Even in 2026, when people search for a plumber, café, or accountant, the first thing they’ll see is the local pack — and that’s powered by your Google Business Profile. It’s your shop window. Ignore it, and you’ll look closed for business.

And it’s not just about Maps anymore. AI systems treat your Google profile as a verified, structured feed of who you are, where you are, what you offer, and how customers rate you. That’s gold dust for machines that need reliable facts. It’s also why we bake GBP optimisation directly into our SEO services.

How Do AI-Powered Search Engines Like ChatGPT and Claude Use It?

AI assistants don’t want to guess. They look for trusted, structured data sources — and Google Business Profiles are one of the cleanest feeds available.

Here’s what they pull:

• Your opening hours, address, and contact info.
• Your reviews (as proof of trust and quality).
• Your listed services and products.
• Your updates and Q&A posts.

So when someone asks ChatGPT, “Who’s the best SEO company near Bedford?” or “What’s Michael at KickstartSEO’s phone number?” the assistant doesn’t invent an answer. It checks structured sources first — and your Google Business Profile is top of the list.

What Traditional SEO Tactics Are Still Effective? Do I Need to Start All Over Again?

Short answer: no, you don’t need to throw the whole playbook in the bin. Some of the old-school basics are still the backbone of how search engines — human or AI — understand your site.

• Title Tags: Still one of the strongest signals. They tell both Google and AI systems what a page is about. Think of them as your shop sign. If it’s vague, nobody knows what’s inside.
• Meta Descriptions: They don’t “rank” you, but they do persuade people to click. A clear, human-written description can double your chances of someone choosing you over the next result. AI systems may also use them as handy snippets when pulling summaries.
• H1 Tags: They help with clarity and structure. You don’t need to obsess over keyword-stuffing, but a page without a clear heading looks unfinished to humans and messy to machines.
• Clean HTML: It’s not glamorous, but keeping your code simple, semantic, and fast-loading still makes a difference. AI assistants in particular prefer sources they can parse without wading through junk.

So, no — you don’t need to start from scratch. The fundamentals still matter. The difference is that by 2026, they’re the foundation, not the full story. Without them, your site is weak. With them, you’ve built a strong frame for more advanced tactics like structured data, entity building, and GBP optimisation. And that’s exactly the kind of foundation we evaluate in a Website Fitness Evaluation.

So, Are Keywords No Longer a Factor? Is My SEO Software Now Outdated?

Keywords still matter — but not in the way most tools have taught you. You don’t win by cramming exact phrases into every sentence anymore. You win by showing clear topical coverage and intent.

Here’s the split:

• Still useful: Using natural keywords in titles, headings, and copy so both people and machines know what the page is about.
• Less useful: Obsessing over keyword density or building long lists of near-duplicates. AI and Google alike are better at spotting context than counting words.

As for SEO software? The keyword reports still have value — they show where you’re visible now, what terms people are actively searching for, and where you’re climbing. Tools like the KickstartSEO Portal highlight progress (for example, moving from page 10 to page 1) and keep us focused on the words and phrases that actually bring enquiries.

But here’s the shift: by 2027, the best software won’t just stop at lists. It will also show you entity coverage, structured data health, internal linking, and how your site is being cited across platforms. Keywords are still part of the mix, but they’re no longer the whole recipe.

So no, you don’t need to throw your tools away. You just need to use them differently: as a dashboard for visibility today, and as a launchpad for building the signals that matter tomorrow.

Content Built for Answers, Not Just Rankings

By 2026, blog posts and service pages won’t just be written for Google’s ranking system. They’ll be written so AI platforms can lift them cleanly into answers. That means:

• Short, clear definitions.
• FAQs with schema markup.
• Honest comparisons and pricing explanations.
• Proof in the form of reviews and case studies.

If it looks like something an assistant could cite, you’re on the right track. We covered this transition in detail in SEO is Dead. Long Live SEO, which is worth revisiting for context.

2027: A Different World

SEO will be a much different world in 2027. We don’t know what we don’t know, but we do know change is afoot. By then, entity signals, AI training data, and new formats may completely reshape how people and machines find information.

Think of 2027 as the unknown future — the next level of training where the exercises haven’t even been invented yet. The businesses who adapt early — without panicking — will be the ones best placed to win.

SEO Fitness: The Long Game Still Wins

The temptation will always be to chase the next shiny tactic. But by 2026 and beyond, the businesses that win will be the ones that built steady visibility: clean sites, strong internal linking, authoritative content, fast load times, and trust earned over time. Same principles, new playing field.

TL;DR? Here’s My Point

So, what will “SEO” mean in 2026? It’ll mean being findable wherever people search — whether that’s on Google, in Maps, or inside an AI-powered answer box. It’ll mean structured data, managed profiles, clear content, and a consistent story about who you are.

At KickstartSEO, we’re already preparing clients for that future. We don’t just get you visible on Google today — we make sure you’re ready to be the business AI assistants trust tomorrow.