As Google gets smarter and continues to update its core algorithm, moving into 2026 is less about tactics and more about trust, usefulness and user interaction.
Going into 2026, typical black hat techniques will continue to lose visibility as Google will champion content written for users, not for Google. Long tail keyword queries and conversational style search will likely continue to grow in 2026 as AI transitions into everyday life, but that doesn’t mean AI is what SEO should only be optimising for.
So here are some insights on how to keep SEO performing while search is constantly changing.
1. Helpfulness beats optimisation
In 2025, Google doubled down on its commitment to rewarding content that truly serves its audience. Pages that rely on keyword-stuffed, shallow, or low-value material continue to fade into obscurity, losing precious visibility. The winners are those who clearly understand and satisfy search intent, offering meaningful depth, actionable insights, and clarity that resonates with readers. In other words, it’s no longer enough to simply exist online; your content must genuinely inform, guide, or delight the user, delivering real value every step of the way.
2. E-E-A-T matters more than ever
Experience, Expertise, Authoritativeness, and Trustworthiness are critical, especially for YMYL topics and industries. Showing real-world experience, author credibility, original insights, and accurate sourcing is invaluable. You can start writing quality author profiles if you haven’t already.
3. Intent-based SEO is crucial
Google understands topics, entities, and relationships better than ever. Content should be built around subject authority and question coverage, not individual keywords. Focus on creating content to solve a problem and answer a question, rather than focusing on KW volume; this should be a support. Long-tail keywords and conversational style content will continue to rise, a good time to review and match intent in your FAQs.
4. Technical SEO still supports everything
Fast load times, seamless mobile usability, intuitive site architecture, and robust Core Web Vitals remain the bedrock of a strong website. While technical issues alone won’t magically boost your search rankings, they can certainly drag them down. A beautifully optimised piece of content is essentially invisible if your website isn’t properly indexed. That’s why ensuring your site is technically sound is non-negotiable — it’s the foundation on which all your SEO efforts are built. Think of it as paving a smooth, sturdy road before inviting visitors to enjoy the scenery.