In 2025, the dynamic started to change in digital marketing, particularly in Search Engine Optimization (SEO). Experts started calling it Search Everywhere Optimization, which, in simple words, means that you have to optimize for every platform.
Well, those changes will start to solidify in 2026. It’s just not me predicting, but all the experts have been saying this.
However, the core fundamentals will remain the same – backlinks will still hold weightage, and your content will still be the king. But how will you be able to make the most out of your SEO strategy? That’s exactly what I’ll be covering in detail today.
So, if that sounds good to you, let’s cut to the chase and step right into it.
TOFU Content Will Have Different KPIs
This will be the most significant change. To fully understand this, let me first talk about the Top of the Funnel (TOFU) content.
In simplest words, it is the content that is used to drive the most traffic.
For example, regular search queries like ‘What is the tallest building in the world?’ or ‘How to make a peanut butter banana shake?’ are now being answered by Google itself. It is simpler to read a concise answer from an AI Overview than to dig deeper into the source website to read the content.
That’s the exact reason why top websites are seeing a decline in their organic search traffic. In 2026, it will decrease further, and the metrics to check a website’s value will change. Now, instead of relying solely on the traffic, there will be another key aspect to it: Impressions.
The impressions (how many times your website was shown on the result page) will be a key metric, after the traffic metric will be eaten up by the AI overviews.
So, what can you take from it?
Do not focus on bringing the most traffic and instead try to make your content AI overviews friendly, so that it can be cited as the source. Also, make sure your branding is top-notch so that people can remember the name of your website. That’s exactly why telecom brands like Verizon Fios internet, active wear brands like Nike, and food chains like KFC focus on branding.
All in all, you should try to replicate their strategies too.
Niche Content Will Shine More
I will start this with a question: Do you remember the last time you prompted ChatGPT with ‘What’s the best way to learn a skill?’
You might have done it when the chatbot was new, but then you would likely have become very specific with your prompts – you would have shared all of your details with it to get a tailored response.
In the same way, Google’s search engine will be working in 2026.
What can you take from it?
You need to publish content that is very specific. For example, if you’re an SEO expert, you should avoid publishing content on Best SEO Strategies and instead focus on Best Local SEO Strategies for a Small Flower Shop in New York City.
In simple words, you have to be very specific.
Why does it matter? Being cited in LLM is one thing, but when you publish content like that, people will feel valued because of your content, and they will relate precisely to your content.
That’s when you will be trusted in a very specific community, and you will be able to build a brand in that very specific community.
Third-Party Signals (Backlinks) Will Still Be in the Game
Having said all of that, you should still bring your A-game with backlinks. It might be confusing, but let me explain why.
These LLMs rely on the dataset that is available on the web, and if you’re not available on the web, your chances of being cited as the source will be very grim.
So, publish great niche content and back it up with backlinks. According to Backlinko (a digital marketing website), ChatGPT cited sources from third-party sources like Reddit, Quora, and more. This shows that being present on such a website is essential if you want to pull some impressions.
The key to being mentioned on such platforms is great content. Only then will you be able to pull off citations in LLMs.
Branding Will Be the Key
I have mentioned the branding thing just to exaggerate the point of how important branding will be in 2026. Imagine that you are being cited on multiple LLMs, but nobody remembers your name. It will be a futile effort, so instead of just being a good content publisher, build a brand.
Imagine your content gets cited across multiple AI platforms—but no one remembers your brand name. That’s lost opportunity.
In 2026:
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Visibility without branding = wasted effort
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SEO without brand recall = incomplete strategy
The goal isn’t just to rank or be cited. The goal is to be remembered.