Generative AI is reshaping how and where we rank, search‑intent signals are stricter than ever, and technical performance (hello, INP) is now table‑stakes. Brands that combine first‑hand expertise, community‑driven content, and spotless UX will keep winning clicks—even when zero‑click SERPs try to steal them. Below you’ll find the 11 trends that matter most for 2025/26 and the exact playbooks to put them to work.

1. Generative Search & AI Overviews Will Rewrite the CTR Curve

Google’s AI Overviews (formerly SGE) now appear in roughly 15 % of queries and are expanding worldwide, causing organic clicks on affected keywords to drop 18‑64 %.

Action steps

2. LLM‑Powered Search Alternatives Steal Attention (and Data)

Google’s global market share dipped below 90 % for the first time in a decade, while Bing, Perplexity, and ChatGPT’s search modes are carving out mindshare—especially on research‑heavy queries.

Best practice: Publish answer‑engine‑friendly snippets (≤ 280 characters) inside articles and make your XML sitemap discoverable to Bing & Perplexity (both read sitemaps hourly).

3. Search‑Intent Precision = Ranking Prerequisite

SERPs for competitive terms (e.g., “keyword research tool”) have converged on near‑perfect content‑type matches. Matching sub‑intent (tool vs. listicle vs. guide) is now binary for ranking.

• Inspect top‑10 result formats before drafting.
• Build separate pages for each intent variant (guide ≠ calculator).
• Hide aggressive CTAs from featured‑snippet grabs with data-nosnippet.

4. Zero‑Click Searches Pass 60 %—Own the SERP Real Estate

Roughly 60 % of U.S. Google searches now end without a click, driven by rich results, knowledge panels, and AI Overviews. Treat SERP features as top‑of‑funnel display ads—optimize for visibility first, then lure users deeper with irresistible mid‑page CTAs.

5. E‑E‑A‑T 2.0: Experience & Brand Authority Signals

Google’s quality raters emphasise unique experience alongside expertise. Unlinked brand mentions across Reddit, X, and niche forums act as emerging trust signals.

• Add reviewer bylines + credentials on every YMYL post.
• Launch monthly “AMA” threads in the communities your audience already loves.
• Track unlinked brand mentions with GSC’s new Web Mentions report (rolling out Q4 2025).

6. Community & UGC Content Surges

Reddit’s organic traffic grew over 600 % YoY after Google rewarded genuine discussions. Embed authentic quotes, screenshots, and polls; mark them with ugc schema to ride the wave.

7. AI‑Enhanced Content Workflows—But Human Differentiation Wins

1. Draft with AI.
2. Inject proprietary data & stories.
3. Run originality audit.
4. Publish.

8. Core Web Vitals 2025: INP Replaces FID

Interaction‑to‑Next‑Paint became an official Core Web Vital on 12 March 2024. Aim for INP < 200 ms on mobile devices.

9. UX & Accessibility Drive Durable Rankings

Behavioral metrics (scroll depth, quick‑back) influence ranking. Minify CLS via stable aspect-ratio boxes and meet WCAG AA color‑contrast to reduce pogo‑sticking.

10. Hyper‑Focused Keyword Research for Niches

Long‑tail (10–15‑word) queries receive 1.76 × more clicks than head terms. Cluster them into content hubs, interlink with descriptive anchors, and add breadcrumb schema.

11. Local & Multi‑Platform SEO

Local packs now blend images, reviews, and AI summaries. Optimize beyond Google—Bing’s share is rising and TikTok is becoming the youth search engine (51 % of Gen Z women prefer it).

• Maintain clean NAP across directories (consider Semrush Listing Mgr).
• Geo‑tag short‑form videos and include captions with the keyword + city.

Ready to future‑proof your rankings?

Share your wins or challenges below, or contact our team—let’s keep this conversation (and your traffic) growing.