SEO and AI Search (AEO) for 2026: How Brands Can Prepare and Adapt

SEO (search engine optimization) has always been a crucial way to increase brand visibility. However, AEO (Answer Engine Optimization) has become just as important since the number of AI searches continues to increase. So, what can brands expect for SEO and GEO in 2026? How can they use that information to their advantage?

What Google is Saying

Despite the obvious increase of AI usage, Danny Sullivan and John Mueller from Google downplayed the importance of AEO (or AIO, GEO, AI Search – whichever term you use) when asked. Some SEO experts suggest breaking up content into “chunks” so AI can understand it better. However, Sullivan advised against that, saying Google doesn’t want you to be creating content specifically for Search.

While creating good content should always come before catering to searches, quality content alone doesn’t seem to be enough for the current layout of Google searches, which is something Sullivan didn’t address. With the AI at the top of the search results, valuable results like expert publications get hidden away while sites lacking expertise get highlighted by the AI.

So, while Google representatives might not emphasize the importance of SEO and AEO, it’s clear that they matter more than high-quality content in Google’s searches. Of course, brands should keep creating meaningful content, but understanding the current best SEO and AEO practices is key.

Which SEO Rules Still Apply?

Now that many people are turning to AI for searches, SEO isn’t what it used to be. However, there are still some SEO rules that brands should keep following in 2026.

Authority is Crucial

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) has always been important, and that’s truer than ever this year. With so many AI-generated and low-authority pieces out there, having credentials is what will help brands stand out. Saying you’re a trustworthy brand isn’t enough. You need other sources backing you up, such as through reviews and case studies. Show your audience you know your stuff, whether that’s talking about personal experiences or getting relevant education.

Use Keywords Where It Makes Sense

Keywords are still an important part of ranking, but they should always be used with intent. Rather than stuffing as many keywords into an article as possible, focus on relevant keywords and naturally incorporate them into the writing. Keyword stuffing makes users bounce quickly, indicating to Google that your content isn’t valuable.

Sites like Semrush and Ahrefs can help brands find keywords. When using those tools, look for keywords that have a high search volume but a low keyword difficulty. Make sure the keywords you choose are relevant to your brand so you attract the right audience.

Publish Content Consistently

Search engines focus on sites that are current and fresh. Posting once or twice weekly helps your site rank high while creating more opportunities for backlinks and keywords. Create a content plan to help your team post on a consistent schedule. As always, make sure you’re creating valuable content rather than posting just to get something out there.

Focus on Multiple Platforms, Not Just Google

Even though Google is still the most popular search engine worldwide by far, it has never been the only way for people to find your brand. Now, reaching multiple platforms is especially important since people spend a lot of time on sites like TikTok, ChatGPT, Reddit, YouTube, and Gemini. Find ways to show up in other places when it makes sense, such as creating video content for YouTube.

Best SEO Practices for Brands

A lot of existing SEO rules still apply, but brands should adapt as changes occur. Otherwise, you might lose out to companies who are keeping up with trends. Below are some of the best SEO practices to use in 2026.

Focus on Customer Keywords

Choosing keywords is about more than just picking ones that can rank high. Those keywords should be relevant to your brand. Focus on keywords that your target audience uses so you can attract the right people to your site. Brainstorm questions, problems, and topics that customers would likely search for and create content based on that.

If you’re having trouble figuring out what keywords your customers search, tools like Google Keyword Planner, AnswerThePublic, and Google Suggest can help you find suggestions. These tools show you related keywords and questions to help you find topics that you had never considered before.

Use First-Person Pronouns

First-person pronouns like “I,” “Me,” and “My” can benefit brand SEO. Some examples include “I tested this product” or “we discovered this solution.” Writing in first person helps your audience connect with you, allowing you to build trust and authority. Just make sure you thoroughly discuss what you say in your title so it doesn’t come across as misleading or “clickbait.”

Create Content AI Can’t Replicate

One of the biggest struggles with creating content today is that people can turn to AI and generate a similar article. Generic content has to compete with hundreds of copies, so brands need to find ways to create content that can’t be easily mimicked.

The best way to do this is to stick with specific experiences, such as discussing your original research, interactions with customers, and your perspectives on trends. AI can spit out facts, but it can’t add new insights and emotion like a person can.

Include Useful Links

Adding internal and external links has always been beneficial for SEO, but don’t add links without purpose. If you’re incorporating links, make sure they’re beneficial to the content. Don’t link to an article that’s similar to your own, but instead, link to pages with additional info on your site, authoritative data and studies, and high-quality industry sites.

When linking, the anchor text should make it clear what you’re linking to. Mention the product, brand, or page name in the anchor text rather than just saying “click here.”

Keep Content Fresh

With so many changes surrounding AI and search engines, updating content is more important than ever in 2026. Search engines like content that’s current, so look through your older content to make sure everything is still relevant. Add and replace information as needed to keep your writing accurate and engaging.

While you’re updating the content, focus on current strategies to improve articles. Update broken links with newer sources, add first-person perspectives, and make your approach unique. Consider targeting different keywords if the ones you’re currently focusing on no longer match what you’re trying to achieve.

The State of AEO in 2026

AEO continues to become more popular as AI use grows. According to a study from Mckinsey, 44% of people who use AI-powered searches say it’s their preferred method of searching. As people become more comfortable with AI, that percentage will likely grow. Focusing only on search engines and not AI will only hurt brands in 2026.

AI platforms like ChatGPT, Gemini, and Perplexity keep updating and integrating new features, making them even easier to use. One big shift is the ability to buy products directly in AI platforms rather than being directed to a different site. By being able to do everything in one place without needing several tabs open, people will likely turn to AI searches more than ever.

Without AEO, brands may notice views on their website pages and products decrease. Regardless of a brand’s views on AI, it’s clear that AI is becoming a primary way for people to discover new products. If your products don’t appear in AI searches in 2026, it’s going to be difficult for new customers to find them.

Best AEO Practices for Brands

While focusing on SEO in 2026, don’t forget to incorporate AEO too. Using both in your strategies can ensure you rank everywhere your audience is, including both search engines and AI platforms. Below are some practices to keep in mind for 2026.

Appear in High-Ranking List Articles

Brands that appear in a lot of places have a good chance of popping up in AI searches. For example, if someone is searching for the best finance software using AI, it will pull information from existing list articles on that topic.

If your brand currently lacks a strong online presence, start building connections with journalists to earn a place in their content. Pitch your products and services to relevant publications and offer samples they can post about.

Get Added to Directories and Databases

Articles aren’t the only type of content that’s beneficial for AEO. You should also get your brand included in directories and databases when it’s relevant. Reach out to databases in your industry to get your brand listed.

Make sure your brand also appears in general directories like Wikipedia and Google Business Profile. When it makes sense, aim for high authority sites like Statista and Encyclopedia Britannica.

Focus on Topics More Than Keywords

Targeting specific keywords doesn’t work for AEO like it does for SEO. Instead, focusing on broader topics can help you rank. While keywords are still good to have in your content, generative engines don’t focus on them as much as search engines.

Keywords focus on one specific thing while many AI queries are looking for a complex answer with lots of details. One keyword typically can’t satisfy exactly what the person is asking for, so AI relies on more general topics to compile all the information in its response. When creating content, focus on topics that your target audience might enter in an AI chat.

Define Terms as Needed

Whenever you mention specific companies, concepts, and terms, make sure you define them. This not only makes the content more readable, but it allows AI to locate definitions to use in its responses. These definitions should be brief and easy to understand.

If your content lacks clear definitions, it could get misinterpreted, making it harder for people to understand and trust what you’re saying. As you read through your content, consider defining any terms that your target audience might be unfamiliar with.

Structure Content with Clear Headings and Answers

Make sure your content is easy to read so AI can efficiently find information and answers throughout the text. Divide up content into subheadings that clearly state what the section is about and keep paragraphs short. Whenever you include questions in the content, make sure an answer immediately follows.

By ensuring AI can easily find information on your site, your brand will be more likely to be used for AI answers. Bulky paragraphs from sources with no authority will quickly be overlooked, not appearing in AI searches or traditional search engines.

How AEO and SEO Go Hand-in-Hand

When it comes to optimization, you don’t have to choose one or the other. Using both SEO and AEO in your strategies is the best way to reach users from a variety of sources.

SEO focuses on using keywords and links to get clicks while AEO optimizes content to be credited in AI answers. Despite their differences, AEO and SEO share similar foundations, such as prioritizing authoritative content that’s easy to understand. Structure your content with clear headings, topics, and answers, especially about topics that can’t easily be duplicated. Then, your content will appeal to both AEO and SEO.

Rather than picking and choosing from tips to follow, use a combination of both AEO and SEO practices. Use SEO tactics to create a strong website foundation and then incorporate some GEO tactics to appeal to AI platforms too. The more places your brand appears in, the better.

Prepare Your Business for SEO and GEO

Both SEO and AEO will remain important marketing aspects for 2026. While most brands have been using SEO for years, AEO is still a learning experience. Focusing on AI optimization in addition to your existing SEO strategies can help your business stand out.

Need help navigating SEO and AEO changes throughout 2026? Contact Avenue Z today to see how we can adjust your strategies to fit modern trends.