Two-thirds of search engine marketing professionals say authentic content material creation is their secret weapon, however there’s an issue no one talks about.
Whereas content material creation drives the most effective outcomes, it’s additionally the toughest factor to scale. Over 40% of execs say it takes extra time than another search engine marketing process.
Our fifth annual State of search engine marketing report shares insights from 371 search engine marketing professionals in 52 nations. It highlights what’s working in search engine marketing at the moment and the place the business is headed.
Learn how professionals are responding to AI disruption, which techniques are only, and the place groups plan to take a position assets. Most respondents have 4 or extra years of expertise, so these insights come from individuals who have lived via many modifications within the business.
Obtain the report back to find out about:
- Which search engine marketing actions ship the strongest return on funding (ROI) proper now.
- How groups are utilizing AI of their workflows.
- The largest challenges holding search engine marketing again.
- Funding priorities.
- Why professionals are involved about AI however keep optimistic about budgets.
Get the data it is advisable plan your search engine marketing technique for 2026.
Three Paths Are Rising In search engine marketing
As groups navigate AI disruption, the information reveals three distinct methods forming throughout the business:
- AI-Heavy Adopters (22%) are betting on scale via automation.
- Authority Builders (49%) are doubling down on E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) and human experience.
- Hybrid Strategists (58%) are discovering the center floor, utilizing AI to reinforce human-created content material.
Every path has benefit, however the knowledge reveals clear patterns about what’s working now.
Authentic Content material Creation Nonetheless Drives search engine marketing Success
After we requested what had probably the most optimistic influence this 12 months, authentic content material creation topped the checklist at 66%. Content material updates got here second at 42.6%. Technical search engine marketing enhancements had been shut behind at 42.3%.
This reveals that authentic content material stays key to search engine marketing success. Nonetheless, as acknowledged earlier, it takes important time.
The business has discovered an answer. Most groups (the 58% Hybrid Strategists) plan to create human-written content material with AI help. They need high quality over amount, utilizing AI to save lots of time whereas sustaining human oversight.
Apparently, cross-department collaboration at present reveals the bottom influence at simply 9%, but 37% of corporations plan to extend it. This hole represents a serious alternative for groups keen to interrupt down silos.
Obtain the total State of search engine marketing 2026 report back to see how profitable groups handle their content material work.
AI Instruments Are A Aggressive Necessity And Risk
The instruments knowledge tells us lots about how search engine marketing has modified. Analytics and reporting instruments are hottest with respondents, main at 56%. AI writing assistants have jumped to fourth place at 42.3%. That’s the identical use as technical search engine marketing instruments.
Cross-functional platforms additionally scored excessive at 51.2%. Groups need all-in-one options as a substitute of many separate instruments.
Whereas groups use AI, it additionally issues them. A notable 77% fear that AI solutions will scale back web site clicks. That’s their greatest concern in regards to the future.
This places search engine marketing professionals in a troublesome spot. They want AI to compete, however they see it as their greatest menace.
E-E-A-T Is The Business’s Reply To AI Disruption
Virtually half of respondents (49%) plan to put money into E-E-A-T subsequent 12 months.
This deal with Expertise, Experience, Authoritativeness, and Trustworthiness reveals how the business plans to battle again in opposition to AI threats. The pondering is smart: AI can summarize current data, however it could’t replicate real-life expertise or authentic analysis. By specializing in E-E-A-T, groups construct defenses that AI can’t break via.
This explains why topical authority and content material structure additionally rank excessive at 33% of funding plans. Groups need to grow to be the go-to specialists of their fields.
Algorithm modifications stay the highest problem at 59%. Content material workflow issues come second at 32%. However groups aren’t ready round; they’re making ready via AI coaching (42% of corporations) and higher collaboration between departments (37%).
This strategic shift requires continued funding, which brings us to an encouraging discovering about budgets.
search engine marketing Budgets Keep Sturdy As a result of Outcomes Stay Stable
Regardless of AI issues and algorithm chaos, search engine marketing funding stays sturdy. Solely 43% of corporations lower any search engine marketing spending final 12 months. And 65% count on no cuts subsequent 12 months.
Why this confidence? The outcomes communicate for themselves. After we requested about outcomes, 60% reported extra natural visitors. One other 34% noticed extra leads and conversions. These outcomes clarify why corporations hold investing even because the panorama shifts.
Groups additionally focus extra on enterprise influence when measuring success. Natural visitors leads at 74%, whereas certified leads and gross sales rank second at 60%. Groups are shifting previous vainness metrics to show actual enterprise worth.
This mixture of confirmed outcomes and strategic adaptation explains the business’s resilience.
Constructing Your 2026 search engine marketing Technique
The information paints a transparent image: search engine marketing faces actual challenges from AI disruption and fixed algorithm modifications. Technical issues have an effect on 28% of groups, whereas 26% battle with management help.
However the business is responding strategically. About 42% of corporations are coaching employees on AI. One other 36% are instructing present finest practices. Groups that mix AI effectivity with human experience and E-E-A-T rules are positioning themselves to thrive.
Whether or not you see your self as an AI-Heavy Adopter, Authority Builder, or Hybrid Strategist, this report offers you the roadmap for 2026 planning. It contains insights from professionals managing search engine marketing in each main market.
Obtain the State of search engine marketing 2026 report now. Use it as your planning information for the 12 months forward. Get full evaluation of software adoption, scaling challenges, measurement strategies, and knowledgeable recommendation on dealing with the AI transition.
The business faces actual challenges. However the knowledge reveals a robust group that’s discovering methods to succeed.
Featured Picture: Paulo Bobita/Search Engine Journal
