SEO isn’t what it used to be. With generative AI, new ranking signals and shifting user behaviour, if you stick to old tactics you’ll fall behind. Here’s what you need to know now.

1. Big algorithm changes

• Google rolled out its March 2025 Core Update starting March 13 and finishing March 27. Impression+2Search Engine Journal+2
• Then the June 2025 Core Update began June 30, finished July 17. Search Engine Journal+1
• In August-Sept 2025 Google also completed a major spam update. Search Engine Land+1
  These updates mean you can’t assume last year’s ranking tactics will still work.

2. User experience & technical performance matter more

• Metrics like loading speed, responsiveness and layout shift (Core Web Vitals) are now baseline requirements. TheeDigital+1
• On-page clarity and context matter: write for users and for AI/engines. Backlinko+1
• Also: mobile-first indexing is fully the norm, and websites must perform reliably across devices.

3. Content relevance, authority & user signals

• The concept of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is elevated. Sites in sensitive areas (health, finance) especially need proven expertise + real user experience. WordStream+1
• More than just keywords: topic clusters, intent mapping, semantic relevance are now core. TheeDigital+1
• User behaviour signals (dwell time, interaction, bounce) feed into ranking algorithms increasingly.

4. The rise of AI in search

• Generative AI is influencing how search results are delivered: summaries, “answer engines”, chat-style interfaces. Exploding Topics+1
• Terms like AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are entering SEO vocabularies. Wikipedia+1
• This changes the funnel: fewer users may click through to your site if search engines provide full answers on the SERP.

5. Technical/markup strategy is more complex

• Schema Markup, structured data, rich snippets: you must use these not as an option but as part of your baseline. TheeDigital
• Local SEO and hyper-local content still matter if you’re targeting a region.
• Zero-click optimisation: making sure your brand/site is visible even if users don’t click to you. WordStream

What to Do Moving Forward (2025-26)

Now that you’ve got a sense of the landscape, here’s how to build an SEO strategy that’s future-proof and aligned with current reality.

A. Audit and fix the foundations

• Run a technical SEO audit: check site speed, mobile usability, Core Web Vitals scores, broken links, redirect chains.
• Review site architecture: ensure it supports topic clusters, has clear paths, internal linking makes sense.
• Clean up outdated content: old pages with thin value can hurt, especially in competitive fields.
• Ensure security (HTTPS), accessibility, schema markup are up-to-date.

B. Focus on content that answers and builds authority

• Create content that demonstrates real experience: for example, case studies, data, unique user insights. This supports the “E” in E-E-A-T.
• Use human-first writing, but also optimise for machines: headings, structured data, clear queries → answers.
• Build topic clusters rather than chasing every keyword: anchor piece + supporting content.
• For 2025-26: consider how generative search may reference your content — aim to be cited or referenced rather than just ranking.
• Encourage engagement: comments, shares, interaction signal relevance.

C. Adapt for AI-driven search and zero-click behaviour

• Optimise for snippet/featured answer opportunities: answer user questions clearly (in your content) so you increase chance of being shown in a SERP block.
• Understand that some queries may never lead to your site (user gets answer on SERP) — shift mindset: visibility + branding matters, not just click volume.
• Explore formats beyond text: video, audio, interactive content may perform well in newer search interfaces.
• Monitor how users interact: uses of voice search, conversational AI queries, etc.

D. Measure the right metrics

• Move beyond “just ranking #1”: also track click-through rates, engagement, visibility in AI/answer formats.
• Use Search Console to monitor impressions, position changes post-algorithm updates (e.g., June 2025 update).
• If you have local business, track local visibility, map listings, reviews.
• Consider tracking citations in AI responses if you have access or tools for that.

E. Prepare for change and continuous optimisation

• Algorithm updates are frequent — 2024-25 saw several major ones. Be ready to adjust.
• Keep up with search engine documentation (e.g., Google’s “What’s New” for Search). Google for Developers
• Test new things: e.g., using schema, trying new content formats, exploring adjacent keywords or user intent.
• Build brand and domain authority: as AI/answer engines grow, trustworthy sources will be favoured.
• Monitor competitors: how they handle the AI/SEO shift, what content they publish, what formats they use.

The 2025–26 SEO Action Framework

1. Content Strategy That Wins in AI-Search

AI-generated search summaries (like Google’s AI Overviews) now pull text from multiple high-authority sources. To get cited or featured, your content must:

• Be ultra-specific. Instead of broad guides, focus on micro-topics (e.g., “How AI affects Medicare SEO strategies in 2025”)
• Use structured answers. Add bullet-point summaries, FAQs, and question-based headings (H2/H3)
• Show real-world expertise. Use quotes, stats, or original data — content that proves you know the industry, not just writing for SEO

🧠 Example: In healthcare SEO, instead of “How to choose insurance,” try “5 data-backed ways users compare ACA plans in 2025.”

2. Entity SEO & Semantic Relevance

Google’s Knowledge Graph and AI engines focus more on entities — people, organizations, topics — not just keywords.
You need to:

• Create entity pages (about your brand, services, authors) with consistent structured data.
• Link your brand to related entities (via schema + contextual links).
• Build topical authority through content clusters that connect multiple related articles to one pillar post.

🧩 Tip: Use schema types like MedicalOrganization, LocalBusiness, or FAQPage for healthcare or insurance content.

3. Backlinks Still Matter — But Quality > Quantity

Link-building in 2025 is now more about relevance and authority context.

• Prioritize editorial backlinks from real publications or niche sites.
• Avoid low-context guest posts — AI-based spam filters catch them.
• Focus on brand mentions, unlinked citations, and topical authority links (e.g., appearing in “Medicare SEO report 2025” type content).

🧭 2026 Trend Forecast: Google will rely more on “link sentiment” (how a site mentions you) than link count.

4. Local & Voice Search Optimization

Voice queries and hyper-local search continue to grow — especially for insurance, medical, and service-based sites.
Do this:

• Add natural-language questions in your copy (“What’s the best Medicare plan near me?”).
• Make sure Google Business Profile is optimised with reviews, Q&As, and updated categories.
• Use geo-targeted schema (e.g., hasMap, serviceArea).
• Track local pack performance and optimize for map ranking — not just organic SERPs.

5. Core Web Vitals + UX Are Non-Negotiable

The new “Interaction to Next Paint (INP)” metric replaced “First Input Delay (FID)” in 2024 — and it’s critical now.
✅ Ensure your pages meet Google’s thresholds:

• LCP (Largest Contentful Paint) < 2.5s
• INP (Interaction to Next Paint) < 200ms
• CLS (Cumulative Layout Shift) < 0.1

Even minor UX issues (popups, heavy scripts, or layout jumps) can drop rankings post-June 2025 update.

6. Analytics & AI-Driven Insights

Tracking traffic is no longer enough — you need behavioural insights:

• Use GA4 to map conversion paths and engagement (scroll depth, interaction, time on page).
• Use GSC data + AI analysis (e.g., keyword clustering tools) to identify rising intent trends.
• Monitor SERP volatility after every Google update (via tools like Semrush Sensor or Algoroo).

📈 Pro tip: Create a custom GA4 dashboard tracking metrics like CTR, dwell time, and conversion per content cluster.

7. Long-Term SEO: Build Brand Authority

Search engines — and AI models — prioritize trusted brands.
So beyond on-page SEO:

• Grow branded searches (more people Googling you).
• Encourage authorship — real experts writing under verified profiles.
• Get mentioned in reputable publications, government sites, or .edu/.org domains.
• Build consistent NAP (Name, Address, Phone) data across all listings.

🧱 Brand authority is the SEO moat of 2026.

8. Future-Proof Checklist (2025–26)

Final Takeaway

SEO in 2025-26 isn’t about gaming the algorithm — it’s about earning trust and owning visibility in an AI-driven search world.
To stay relevant:

• Keep your technical side strong.
• Produce content that genuinely helps.
• Build authority in your niche.
• Monitor and adapt — fast.

Those who treat SEO as a living system, not a checklist, will dominate the next wave of organic search.