How to adapt your SEO strategy and maintain brand visibility
The SEO strategy in 2026 is changing completely. Although classic search engines remain, users are increasingly finding answers outside of Google. They use ChatGPT, Gemini, Perplexity, and other AI tools to do this. Even within Google, more and more queries are being resolved with the “AI Overview.” These generative responses, formed by the system, do not require transitions to websites. This means that SEO no longer works according to the old rules.
Andy Crestodina, co-founder of Orbit Media Studios, says that marketers should consider AI a new type of search engine. Therefore, content must be optimized for both search engines and AI algorithms.
Experts advise starting with commercial queries, or those in which the user clearly intends to purchase a product or service. These are the so-called “money phrases.” They still provide a high click-through rate (CTR).
Structured data — the basis of visibility in AI
Both Google and Microsoft have officially confirmed that they use structured data, or schema markup, when generating AI reviews. Such markup helps algorithms correctly understand the essence of a page. Consequently, the site receives more citations and mentions in AI responses.
To adapt your website to this reality, you should:
– add schema markup for key pages (FAQ, HowTo, Product);
– use a logical heading structure (H1–H3);
– break up texts into short paragraphs and lists;
– include clear answers to frequently asked questions.
Basic SEO principles in the age of AI
The basic SEO rules have not disappeared — they have transformed. Modern content should be:
1. Readable for AI — use a logical structure, short paragraphs, and subheadings.
2. Based on expertise — indicate the author, cite sources, demonstrate real experience.
3. Focused on natural queries — answer questions formulated in conversational language. For example: “How to choose a SaaS provider in 2026?
Ali Orlando Wert from Databox believes that the era of universal “how-to” materials is coming to an end. AI search provides ready-made instructions, so users no longer need to visit a website. Therefore, companies should invest in content with specific applications, such as case studies, analyses, videos, and practical examples.
Content that cannot be generated
Zongyi Hou, the managing director of Convince & Convert, emphasizes that while AI can answer basic queries, it cannot replace a unique human experience. To stay in the spotlight, companies must create unique content. This includes:
– original research;
– expert columns;
– industry trend analytics;
– authored case studies.
Such content establishes the brand as a source of insights rather than a provider of banal answers.
Thus, the SEO strategy of 2026 ceases to be a technical discipline. Instead, it becomes the architecture of content presence — a system where quality, authenticity, and uniqueness are important.