This post was originally published on this site.
I’ve been a professional search engine optimizer since 2005. Never have I experienced the speed and magnitude of the current web changes. Generative AI is accelerating and increasingly dominates search results pages via AI Overviews and AI Mode. Many traditional optimization tactics are ineffective.
Here are my search engine predictions for 2026.
Zero Click Discovery
Consumers will increasingly discover and research products without clicking an organic listing. Commercial websites have experienced traffic declines for years. The trend will accelerate in 2026, as genAI platforms will research and recommend products based on shoppers’ prompts.
For instance, I queried ChatGPT with the prompt “best hiking boots for winter.” The platform ran its own searches, identified the best options, and then compared products across multiple criteria, including snow, insulation, warmth, and price.
For a prompt of “best hiking boots for winter,” ChatGPT ran its own searches, identified the best options, and then compared products.
The process could have taken me an hour or more searching, clicking, and then discovering each option. I would have read reviews and product comparisons. Instead, ChatGPT took less than a minute and required no additional clicks.
The next genAI evolution is enabling users to purchase products in the chat dialog, i.e, without leaving the platform. ChatGPT does this with “Instant Checkout“; Google’s version is “Agentic Checkout.”
All of this upends organic visibility for merchants, who face the double whammy of less traffic and few (if any) reliable attribution metrics for the traffic they do have.
Indeed, a top hurdle with optimizing for LLMs is the absence of data. We rely on third-party tools, which, in my experience, are unreliable. Google provides no AI Mode visibility data in Search Console, and ChatGPT offers analytics only to partners.
GenAI Monetization
No genAI platform is anywhere near profitable. Expect a flood of revenue-generating add-ons from ChatGPT, Perplexity, Claude, and more. Even Google is testing pay-per-click ads inside its AI Mode answers.
This could help SEO. Once they sell sponsorships and ads, LLM platforms will likely provide performance metrics, which could include organic visibility.
Optimization strategies will then become more informed and easier to plan.
AI Chats Replace Search
To date, consumers have not abandoned traditional search despite flocking to ChatGPT and similar platforms.
But the trend remains: More people are using genAI, especially for information gathering and instructions. Only technical help and writing assistance are trending down, per a September 2025 OpenAI report (PDF).
Google, too, is contributing by integrating AI Mode everywhere in search. AI Overviews now include invitations for searchers to converse in AI Mode rather than query further. Searchers can also access AI Mode from Google’s home page.
In AI Overviews, Google now invites searchers to converse in AI Mode rather than query further.
In short, I expect AI-powered search and LLM-driven answers to replace traditional search much faster. Changes in consumer behavior, declines in traffic, and new LLM visibility features will occur in 2026 as rapidly as 2025, if not more so.
Diversify traffic, retain customers, and emphasize direct relationships, such as email. Study how LLMs discover and recommend products. That’s my advice for 2026.