A new era for being found online

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If you’re like most of my clients, you've heard you should be doing "SEO," but you have absolutely no idea what it means.

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It’s completely understandable. For years, it’s been treated as "keyword stuffing" to please robots. But things are shifting, and the way people find things online is undergoing its biggest change since the internet began. In 2026, search engines are no longer just lists of links; they have become "smart assistants" that try to answer questions directly.

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This means we have to ensure your website is the source of information that they trust, quote, and verify.

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The new reality: search is becoming a conversation

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Over the last year, major updates have changed the game. Google has become incredibly sophisticated at filtering out AI-generated spam, and it is now prioritising real, first-hand human experience.

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Google searches are changing and people don't always need to click through to websites. You’ve likely seen those "AI Overviews" at the top of your search results, which answer your question without you even needing to browse the results.

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That might sound like exactly what you don't want as a website owner, but it’s still a significant opportunity. If the AI quotes your brand as the answer, the user learns to trust you before they even land on your page.

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What 2026 optimisation actually looks like

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Building a site in 2026 is about proving you're a human.

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1. Authentic voice

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Since anyone can use AI to write a blog post in seconds, search engines now look for what AI can’t do:

• Lived Experience: Original photos of you doing the work, personal stories, and unique case studies.
• Verified Authorship: Ensure your articles are linked to clear professional bios. Modern search engines now cross-reference what you say against trusted sources to see if you’re a real person telling a real truth.
• The "Human" in the Copy: This is not about avoiding AI, it is a useful tool to help organise our thoughts, but add your human element to the final version to ensure it has a heart and a unique perspective.

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2. Helping AI "read" your site

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Think of your website as a beautifully laid-out menu for those smart assistants.

• Speed is Kindness: If your site takes more than a couple of seconds to load, it’s considered a "bad host." Your website needs to be light and fast so search engines find it "easy" to recommend you.
• The "AI Translator" (Schema): This is a layer of background code that tells AI exactly what your page is about, whether it’s a specific service you offer or a verified expert opinion.

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Building a site in 2026 is about proving you're a human.

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The "Slow SEO" Perspective

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In 2026, let's be intentional about content. The approach is simple:

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• Focus on Questions: Write for the way your clients actually talk.
• Show Your Work: Use original photos and stories that belong only to you.
• Be Machine-Readable: Use the right background code so the internet's "smart assistants" can find you effortlessly.

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In 2026, SEO is about more than keywords; it's about being the most helpful, human, and technically clear answer on the web.

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In short: The Best Thing You Can Do for your SEO

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If SEO still feels overwhelming, remember that search engines are now designed to reward real people helping other people. If you only have time to do one thing this week, let it be this:

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Answer one real question from a client. Think of a question you were asked in an email, an intro call, or over coffee this week. Write a short, honest response on your website. Use your own words, share a real-life example of how you solved it, and add a photo of your process.

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Why this works:

• It proves you are a human with real lived experience.
• It provides unique information that an AI can't just make up.
• It uses the natural language your next client will likely type into a search bar.
• It feeds the AI by providing the information that smart assistants (like Google’s Gemini or ChatGPT) are looking for. By being the most helpful source, you increase the chance that the AI will quote you as the expert answer.

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You don’t need to be an SEO expert to be found. You just need to be the most helpful version of yourself (and the most helpful person in your industry).