SEO is evolving rapidly in 2026. Experts explain that the Focus of SEO goes beyond traditional search engines and towards AI-supported systems. Discovery now happens through chatbots and assistants like ChatGPT, Gemini and Perplexity. These tools deliver answers directly, often without clicking on websites. Leaders and SEOs must adapt quickly to gain visibility in this new era. Industry leader Duane Forrester highlights 14 key areas that drive success, plus a surprising prediction about hidden user signals.
The Focus of SEO relies on machine-friendly content, trust signals and multi-channel presence. Companies that view AI as a sales channel gain an advantage.
14 key areas where SEO will shift focus in 2026
Forrester outlines these critical priorities:
- AI answers lead discovery: Tools like Claude and Copilot are becoming the new entry point. Track brand mentions across search engines.
- Machine-ready content: Structured pages with clear sections and definitions for easy AI retrieval.
- The AI on the device changes the search: Apple Intelligence processes private queries locally. Prepare light content.
- Wearables encourage visual queries: Devices like meta-glasses promote context-based search. Optimize images and metadata.
- Short videos train AI: Multimodal models learn from images and movement. Align the video with the written content.
- Trust signals grow: Machines prefer provenance, citations, and author information.
- Dynamic cohorts replace personas: Target intent patterns in real-time.
- Agents take care of the trade: Create unique content for AI-to-AI decisions.
- Hardware accelerates AI usage: More microqueries are popping up every day.
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- Voice and camera functions expand queries: Handle broader, more ambiguous demand.
- Brand authority becomes measurable: Create consistent entity networks.
- Zero-Click competes: The goal is to be the preferred source for synthesized answers.
- Competitors appear in prompts: Monitor AI descriptions of rivals.
- Websites serve as data sources: Provide stability and structure.
A bold prediction rounds out the list: By the end of 2026, AI will optimize around “latent choice signals” – unspoken user avoidance actions like skipping suggestions or hesitating. These silent signals reduce visibility when your brand causes friction. Winners minimize confusion to gain AI preference.
Master this Focus of SEO on AI trust and clarity to succeed in 2026!
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