SEO in 2026 is expanding, not changing. Traditional search still matters, but now SEO also includes AI-driven discovery, social platforms, and chatbots. The principles are the same, like clarity, structure, authority, and relevance, but the platforms are multiplying. We surveyed 59 SEOs to see how they’re handling these changes.
Some have less than a year of experience. Others have been in the field for over a decade. Their answers show an industry figuring things out. A few are ahead of the curve, but most are still catching up.
The best SEOs aren’t just reacting to AI. They’re using it to strengthen what already works: technical foundations, high-quality content, and real authority. Others are stuck debating whether SEO should even keep its name.
Here’s what stood out, and where Yoast fits into the conversation of what SEO means in 2026.
You can find the full results, with more questions and deeper insights from Yoast’s principal SEOs, Carolyn Shelby and Alex Moss, in a downloadable PDF. Sign up below!
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1. SEO isn’t dying, but evolving
51% of respondents consider SEO to be “evolving”. 33% say it’s “thriving”. Only 10% think it’s “declining”.
This is an interesting divide, but it’s not random. In the results, those with 10+ years of experience say SEO is thriving, while newcomers say it is not. It might be that experts know the landscape better and see change as a constant.
Alex Moss’s take: “SEO has always adapted to changes in the SERP, and now it’s adapting again. The traditional SERP is gone, but SEO isn’t.”
Carolyn Shelby’s take: “SEO is evolving, but not because its fundamentals are breaking. The interfaces between users and information are changing. Search is no longer confined to ten blue links, but the need for structured, relevant, trustworthy content hasn’t diminished.”
The Yoast Perspective: We think SEO isn’t going anywhere, but there are changes happening. Traditional search from Google and Bing still drives traffic, but AI-driven discovery from LLM-powered assistants shapes perception and discovery. Therefore, the best SEOs don’t choose sides in this fight; they are mastering both directions.
2. Keep the name Search Engine Optimization
39% say SEO should be relabeled “Search Everywhere Optimization”. Only 32% want to keep “Search Engine Optimization”.
Big support for relabeling SEO, and even among veterans, 41% prefer Search Everywhere Optimization. Of course, this doesn’t mean that we should do this.
Alex Moss’s take: “The term ‘SEO’ will stay. The role will widen to include AI and other disciplines, but the name doesn’t need to change.”
Carolyn Shelby’s take: “The term ‘SEO’ still holds shared meaning, credibility, and market recognition. There’s no strong evidence that rebranding the discipline itself is necessary or beneficial. Responses favoring ‘Search Everywhere Optimization’ reflect where SEO outcomes now surface, not a fundamentally different practice.”
The Yoast Perspective: We at Yoast don’t think the term SEO is broken. Yes, there is a lot of change happening, especially in search, with AI overviews, chatbots, and social media platforms, but what about the core SEO work? You still have to focus on technical foundations, content quality, brand building, and authority.
‘Search Everywhere Optimization’ might describe where SEO happens, but it doesn’t change what SEO is. The name ‘SEO’ still works, but we just need to explain how it applies to AI and social platforms.
3. Good SEO is LLM optimization
64% agree LLM optimization is essentially the same as traditional SEO. 59% aren’t even actively optimizing for LLMs.
You might call this laziness, but you could also call it efficiency. It oftentimes comes down to the same thing.
There’s also the 9% who strongly disagree with this statement. These respondents say LLMs prioritize synthesis over rankings, so focusing on structured data and brand mentions makes more sense for them. Of course, they are not wrong, but they don’t contradict what others have said. LLMs don’t require new tactics; they just reward the same SEO principles more strictly.
Alex Moss’s take: “If you’re undertaking good SEO, you’re already optimizing well for LLMs. The tactics don’t change—just the audience.”
Carolyn Shelby’s take: “The same practices that make content discoverable and trustworthy for search engines also make it usable for LLMs. The confusion arises when people treat LLMs as a completely separate system. In reality, LLM visibility rewards clarity, relevance, and authority—all long-standing SEO principles.”
LLM optimization isn’t a separate discipline because it’s SEO for AI. The same principles apply: clarity, structure, and authority. The difference? AI systems are less forgiving of mediocre content, so the bar for quality is higher.
4. Rankings still matter, but not like they used to
52% say rankings are “equally important” as before. 30% say they’re “less important”.
This is a sensible shift. Google’s AI overviews and other zero-click results mean visibility does not equal traffic. For AI systems, rankings are still an authority signal.
Alex Moss’s take: “Traditional rankings are still important because agents still search the web to ingest information. If you aren’t visible there, it’s less likely an agent will identify and select you into their responses.”
Carolyn Shelby’s take: “Rankings still matter, but they are no longer the end goal. They are a proxy for visibility, not a guarantee of impact.”
The Yoast Perspective: We need to stop obsessing over ranking number one, so start tracking visibility and presence. Check whether you are cited in AI-driven answers, and try to be mentioned in industry discussions. AI visibility and citations are the new rankings.
5. Organic traffic is still king, but for how long?
55% say “organic traffic” is their top metric. Yet 49% cite “reducing organic clicks” as their biggest challenge.
We see this as the great paradox of 2026. Traffic is down, but the value of that traffic could be up. You might get less traffic, but the clicks that do happen have a better intent.
Carolyn Shelby’s take: “As AI reduces the need for some visits, success looks like being represented correctly rather than merely visited. Visibility in AI overviews doesn’t always drive clicks, but it builds legitimacy. Being included signals that you’re a credible source, even when users don’t click.”
Our advice:
- Work on AI visibility, as this is the new SEO metric. Just as rankings show your visibility in traditional search, citations in AI overviews show your authority in AI-driven discovery. Track it alongside rankings and traffic
- Keep an eye on branded search volume to learn whether people are looking for you by name
- Monitor citations to see if others are referencing your content online
6. Content saturation is a big threat
39% say “competing with AI-generated content” is their top challenge. Only 4% cite a “talent gap.”
We know AI can write bad content. But it’s a bigger challenge when AI writes good enough content at scale. This will flood the web with noise, making it hard to penetrate.
Alex Moss’s take: “AI-generated content is artificial. Humans connect with stories, not regurgitated lists.”
Carolyn Shelby’s take: “AI doesn’t change what good content is, but just raises the bar. Mediocrity doesn’t just rank lower; it disappears.”
Our advice:
- Focus on building your EEAT, because AI can’t fake real-world expertise and authority
- Prioritize quality over quantity, as a single great piece of content can beat ten average ones
- Use AI, but be careful and always use it as a tool, not as a replacement
7. Most SEOs are ignoring a fast-growing search channel
Traditional search (Google/Bing) is still #1. But TikTok search ranks #5, lower than Amazon.
This might be something of a blind spot for many. Younger generations use TikTok and other video platforms for entertainment, recommendations, tutorials, and even B2B advice.
Alex Moss’s take: “Social platforms influence how LLMs perceive freshness and authority. Ignoring them means missing out on signals that AI systems value.”
Carolyn Shelby’s take: “You don’t need to rank on TikTok, but you do need to be discoverable there. LLMs scrape social platforms for real-world signals.”
The Yoast Perspective: SEO now includes social platforms like TikTok. You don’t need to rank there, but you do need to be discoverable, because LLMs scrape these platforms for fresh, authoritative content. A great video channel can boost your authority in AI responses.
Our advice:
- Repurpose content for video platforms like TikTok and YouTube
- Check brand mentions in these platforms
- Improve your video SEO in general
What Yoast’s experts really think
The data shows trends, but the real wisdom comes from Yoast’s SEO leaders, Carolyn Shelby and Alex Moss. Here is a small peek at the insights they share about the various debates:
On “Search Everywhere Optimization”:
Alex: “The term ‘SEO’ will stay. The role will widen, but the name doesn’t need to change.”
Carolyn: “Rebranding risks fragmenting understanding. ‘SEO’ is already well-established outside the industry.”
On the future of SEO metrics:
Alex: “As we move from being seen to being selected, visits don’t hold the same value they used to. The business goal should be the most important metric.”
Carolyn: “Visibility in AI overviews doesn’t always drive clicks, but it builds legitimacy. Being included signals that you’re a credible source.”
On rankings vs. influence:
Alex: “Rankings still matter because agents search the web to ingest information.”
Carolyn: “Rankings are a proxy for visibility, not a guarantee of impact. Focus on presence.”
On the role of SEOs in 2026:
Alex: “100% all three: marketers, brand builders, and SEO specialists. Brand and marketing have become intertwined with SEO as our role expands.”
Carolyn: “A blended mindset is essential. SEO can’t operate in isolation from brand, product, or communications.”
Do you want to read the full story?
These insights are just a small taster for you. In the full Yoast SEO report, you’ll find much more:
- Includes the full answers to all 25 questions
- In-depth commentary from Yoast’s SEO experts, Carolyn Shelby and Alex Moss
- Learn which metrics really matter in 2026
- Why backlinks are losing ground to citations
Sign up and download it right away!
