For the last decade, “getting found online” mostly meant one thing: ranking on Google.
But in the past 12 months, search has changed dramatically - buyers now discover businesses through a blend of:
The result is that SEO is no longer just about optimising for Google, it’s about optimising for every place your audience searches, scrolls, and asks questions.
If you’re still relying on the same SEO strategy you used 3-5 years ago, you’re already behind.
But the opportunity for SMEs has actually never been greater if you adapt quickly.
Here’s what you need to know.
Google isn’t disappearing - but the way it delivers answers is changing.
In the past 12 months, there have been three major shifts which have defined visibility:
Google’s AI-generated answers now sit above the traditional results. They summarise information from multiple sources, meaning fewer clicks for basic questions and definitions.
This reduces low-intent traffic but increases the value of visitors who still click.
Users can now get answers, instructions, summaries and comparisons without ever visiting a website. This means businesses must focus on:
Ranking alone is no longer enough - you need to give users reasons to click.
In a world of auto-generated text, authentic expertise now stands out.
Google rewards “Experience” more heavily than ever under its E-E-A-T guidelines.
Your real-world insights, case studies, and opinions matter more than keywords.
This is the biggest shift most businesses underestimate.
Your buyers are increasingly searching on:
In some industries, TikTok has actually overtaken Google as the primary search engine.
This means a strong online presence is no longer optional, video is now essential for visibility, and your social content influences your SEO.
Google indexes social content, AI tools reference it, and then buyers use it to decide who to trust.
AI tools like ChatGPT, Copilot and Gemini aren’t “search engines” in the traditional sense. They are being used as advisors, recommending businesses, services, strategies, products, and more.
They don’t typically list 10 websites like a Google search - they give one answer. And they recommend businesses that demonstrate authority, trust, value, and consistent online visibility.
If you want to appear in AI recommendations, your brand must have a strong footprint across web, social and structured content.
SEO in 2026 is no longer just about keyword density, backlinks, or meta tags.
Those still matter - but they’re no longer enough.
Today, SEO is about total visibility, which means:
A blog alone won’t cut it, you need LinkedIn posts, short-form video, YouTube tutorials, reviews and customer proof. Google and AI tools pull from these sources to evaluate expertise.
Clear, helpful content with structured headings, step-by-step explanations, definitions, comparisons and real-world examples is used by AI systems to generate Overviews and recommendations.
Google now cares deeply about credibility, so build your with case studies, testimonials, author bios, proven results/ expertise, and consistent content publishing on your website and social media.
The businesses that win in 2026 are not simply the ones who “do SEO better.”
They are the ones who understand how search has evolved and adapt accordingly.
Here’s your roadmap.
Update your content to be:
This helps both Google and AI models understand and use your content.
Post regularly on:
This expands your discoverability and fuels branded search.
Brand search is the one thing AI cannot replace. Invest in:
Once people land on your website, make sure they:
Traffic may be lower in some areas, but the value of each visit is higher.
Your buyers now discover you through Google, social platforms and AI-driven tools. If your brand isn’t visible across all three, you risk being invisible where it matters most.
At JDR Group, we help SMEs adapt to this new search landscape with strategies that increase visibility, build authority and generate real leads.
If you want to protect your search presence and grow your visibility across Google, AI and social, speak to one of our experts today.