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SEO in 2026

SEO is continuing to change at an alarming pace. And yet, in some sense, the principles of good SEO remain the same. Hello, and welcome to SEO in 2026 – a significant repository of current thinking from many of the world’s leading SEOs. We"re pleased to be able to welcome you to the fifth book and fifth series in this podcast, now well and truly an annual tradition, brought to you by Majestic. “How people search has seen a bigger shift in the last 12 months than the last 12 years, and this makes

business marketing

All Episodes

15:34

Democratise your content strategy to leverage the...

SEO in 2026 ·

2025/01/31

To help you understand where to focus your attention with so many different platforms at the table, Ashley Liddell from Deviation encourages you to trust the democratic process.Ashley says: “Audiences are diversifying the platforms that they’re leveraging for search and the search landscape is democratising.As that happens, SEOs need to be democratising their content strategies to go across these platforms and leverage this search universe that’s emerging.”

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16:40

Escape the SEO silo and explore other platforms –...

SEO in 2026 ·

2025/01/30

Tory Gray from The Gray Dot Company also believes it’s time to stretch your legs and take a walk through the alternative platforms that are eating away at Google’s market share.Tory says: “Get out of the SEO silo and spend more time on platforms like TikTok, YouTube, Reddit, and Pinterest.Understand how users are behaving there and use that data to inform your search strategy in terms of your content. What are users really loving and engaging with? Speak to that in your content and in your

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17:13

Optimise your brand and your website as entities -...

SEO in 2026 ·

2025/01/29

In this episode, Irina Papuc shares the importance of optimising your brand and your website as entities with David Bain.Discussion points include:What are entities?Why are entities a key aspect of SEO in 2025?What are some specific steps that an SEO can take to do a better job of incorporating entity SEO into their 2025 strategy?How do entities integrate with the bigger SEO picture or the bigger marketing picture?How do you measure entity SEO success?

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16:51

Look beyond the on-page to keep up with the evolution...

SEO in 2026 ·

2025/01/28

There’s a whole world outside the Google bubble and, to get out there, SEO Specialist Katherine Nwanorue wants you to expand your horizons beyond what’s on the page.Katherine says: “Look beyond on-page optimizations and traditional KPIs.”Why is this important?“Lately, the search engine results page has been crazy, which is likely in an attempt to tackle AI-generated content.Google has made so many changes to the SERP in the past year. We are seeing a boost in user-generated and crowdsourced content,

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15:44

Spend your time where your audience spends theirs –...

SEO in 2026 ·

2025/01/27

As Izabela mentioned, the online world is too vast to be everywhere at once, so Freelance SEO Consultant Ebere Cecilia Jonathan recommends seeking out the places your users like to hang out.Ebere says: “With the way things are going, it’s almost impossible to lay your hand on a specific tip. Aside from the classic advice of allowing your sites to be crawlable and indexable so that your website can be found, every SEO should focus on spending as much time as possible where their targeted audience is

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17:13

Think beyond Google – with Izabela Wisniewska

SEO in 2026 ·

2025/01/24

Users are venturing outside the traditional search box, so Izabela Wisniewska from Creatos Media believes it’s essential that SEOs start doing the same.Izabela says: “Think beyond Google and start optimizing for other search engines and other platforms.What other search engines should SEOs be optimizing for?“We should definitely start thinking about Bing when we talk about search engines. Of course, Google is still the master, and they own the majority of search queries, but Bing is slowly climbing

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16:33

Stop trying to game every minute change to the SERPs...

SEO in 2026 ·

2025/01/23

While Pam and Mufaddal encourage you to be open to new SERP features, Alex Moss from Yoast cautions against panicking over every little change and losing sight of the woods for the trees.Alex says: “Stop obsessing about – and experimenting too much with – how to game the way that new technology interacts with the SERPs.I’m mostly referring to AIO (AI overviews) and the way that’s starting to take over search results pages.”Read the full transcript of Alex's interview at

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15:28

Craft Your Brand Story with Precision and Impact...

SEO in 2026 ·

2025/01/22

Serge Nguele shares with David Bain why you should craft your brand story with precision and impact using SEO & PPC in synergy.Talking points include:What do you mean by crafting Your Brand Story with Precision and Impact?Why is this important?How do you do this using SEO & PPC In Synergy?What tools do you use?What lessons can SEOs learn from PPC?What questions should SEOs be asking paid search experts?What data should they be sharing?How does this impact the brand story?Read the full

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17:41

Start viewing AI overviews as a help and not a...

SEO in 2026 ·

2025/01/21

If Pam didn’t convince you, Mufaddal Sadriwala from Assembly MENA is here to put your fears to rest and get you embracing AI overviews as a friend instead of battling with them as a foe.Mufaddal says: “Stop worrying about AI overviews.Obviously, it’s the most discussed topic but, from my point of view, AIO is not a threat to SEOs or organic traffic. In fact, it is going to help us maintain the traffic that we’re getting.It’s not a threat. It’s something that is going to aid us.”Read the full

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15:46

Focus on AI overviews – with Pam Aungst Cronin

SEO in 2026 ·

2025/01/20

In many ways, the shifting SERP can feel like uncharted territory. Thankfully, Pam Aungst Cronin from Pam Ann Marketing is drawing up the maps for AI overviews as the new frontier.Pam says: “Focus on optimizing for AI overviews in Google, Bing, and even OpenAI’s forthcoming search engine – as well as the 10 blue links.You can sort of think of them as one and the same because initial studies show that getting into Google’s AI overviews often means you’re ranking in the traditional 10 blue links as

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16:11

Use AI to learn about who your users are – with Eli...

SEO in 2026 ·

2025/01/17

Like Folashade, Eli Schwartz, author of Product-Led SEO, believes that AI tools can help you gain a deeper understanding of the people behind the search queries.Eli says: “Everyone’s been talking about using AI for SEO, and they’re focusing on the wrong aspect of it.AI shouldn’t be used to create content; it should be used to understand your users and figure out who they are. You can then use AI to create some of that content, but the magic of AI is understanding the things that you wouldn’t already

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16:16

Uncover crucial insights by analysing your support...

SEO in 2026 ·

2025/01/16

Folashade Uba from Maersk has uncovered another often-overlooked but abundant source of user insight, direct from the horse’s mouth: support queries. Folashade says: “Analysing support queries is crucial for identifying customers’ pain points, uncovering their search intent, and discovering patterns and emerging trends in 2025.You can also use topic modelling to enhance your SEO strategies.”What are the best support queries to analyse?“There are a lot of different ones, obviously. You can get them

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17:25

Demand doesn't start on Google - with Travis Tallent

SEO in 2026 ·

2025/01/15

Travis Tallent shares with David Bain that knowing where your audience's demand starts makes your SEO demand capture 10X stronger.Talking points include:When you say 10x stronger, what do you mean by that?How do you know where your audience's demand starts?What tools do you use to determine this?How do you know how to meet that demand?How do you know that this demand will convert to web traffic?How do you measure success?In general, what are some most effective demand generators for different types

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14:55

Mine sales conversations to find topics with low...

SEO in 2026 ·

2025/01/14

Given the importance of understanding your users, you’re probably wondering where you can learn what they want. Michael MacMillan from MacMillan Search believes sales conversations are the place to look.Michael says: “Avoid ultra-competitive topics with limited intent by mining sales conversations for bottom-of-funnel content.”What are examples of ultra-competitive topics?“Project management is a big one. Right now, monday.com ranks for ‘project management’, but there’s mixed intent around that

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16:34

Understand and leverage the cognitive biases that...

SEO in 2026 ·

2025/01/13

Sarah suggested you look into cognitive biases, and Garrett Sussman from iPullRank is here to help you do just that. Learn how these biases impact the way users behave to give you an edge over the competition. Garrett says: “Understand the role of cognitive biases in SEO. Our brains play a lot of tricks on us. When people are searching for things, we can be deceived by the shortcuts that our brains take. These cognitive biases influence the type of information that we’re seeking, and SEOs need to

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15:17

Understand human psychology to get your users to do...

SEO in 2026 ·

2025/01/10

To really get to know your users, you need to get inside their heads. Sarah Pokorná Presch from Dragon Metrics tells you how to use the psychology of your customers to your advantage.Sarah says: “Start using psychology to stay ahead in the SERPs.The reason why I say that is because, if you don’t have any content, you’re not going to rank. If you don’t have any user experience, you’re not going to get any conversions. If you don’t have any CRO, you’re not going to get any conversions."Read the full

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16:00

Understand where you can best reach your customers by...

SEO in 2026 ·

2025/01/09

As Jake touched on, getting to know your users is also about knowing what journeys they are on. Christopher Hofman from HofmanSEO encourages you to map out those journeys and meet them on the road.Christopher says: “I work with B2B customers, so my focus is on them succeeding with SEO. In B2B, customer journeys are very long, with lots of touchpoints and lots of influences.I recommend that you map out the customer journeys for your desired prospects. That way, you will really understand the

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15:14

Focus on Omnichannel SEO - Ramona Joita

SEO in 2026 ·

2025/01/08

Ramona Joita shares with David Bain the importance of focusing on Omnichannel SEO.Talking points include:What is Omnichannel SEO?What impact is AI having on this?You mentioned that it's becoming increasingly crucial to understand that exclusively aiming for the number one ranking on Google is not sufficient - what should the additional aims be?How do you own more of the search space?How do you measure the impact of this?How do you incorporate this into a strategy?Who else should be responsible for

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16:32

Remind yourself of the people you are trying to reach...

SEO in 2026 ·

2025/01/07

While Becky helped you prepare for the future, Jake Gauntley from KINESSO UK is keen to make sure that the users themselves don’t get lost along the way.Jake says: “Don’t lose sight of the people that you are actually trying to reach through SEO.As things like AI become ever-present in our lives and working plans, you should be tapping into the human side of search. It’s going to be even more important that you’re connecting with the users who are searching for your brand or visiting your

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15:52

Think about how user behaviour is changing – with...

SEO in 2026 ·

2025/01/06

Becky Simms from Reflect Digital has advice on how to be ahead of the game so that you’re ready for the new ways that users interact in a world of omnipresent AI.Becky says: “With the ramping up of AI, we need to start thinking about how behaviour is going to change.We’re seeing a lot of search engines integrating it into how the algorithm works and the results that they’re showing, and we want to think about how behaviour will change."Read the full transcript of Becky's interview at

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