If blue links are no longer the main event, how do we make sure our brands are still found?

In this end-of-year episode, we take a step back to reflect on how SEO has shifted through 2025 and, more importantly, where it’s heading in 2026. As we’re already building strategies for clients, we wanted to share what we’re seeing, what’s changing, and where we believe businesses should focus their efforts next.

I sit down with Andy Toon, Head of Search here at Monday Clicks, to unpack the evolving search landscape - from Google’s AI Overviews and AI Mode, to LLMs like ChatGPT, and the growing role of social platforms as search engines in their own right. Together, we explore what this fragmentation means for marketers, business owners and leadership teams planning for the year ahead.

What We Explore

How Search Really Changed in 2025: We reflect on a year where organic search became more crowded than ever, with ads, shopping results, AI summaries and visual content often pushing traditional rankings further down the page.

Why Brand Matters More Than Ever: We share why strong brand signals, PR and visibility across channels are becoming essential trust indicators in both traditional and AI-driven search environments.

Content in an AI-Saturated World: We discuss why “more content” isn’t the same as “better content”, how human insight and research create differentiation, and where AI tools genuinely help versus where they dilute value.

Our 3 Priority Areas for 2026: If budgets are tight, we outline where we believe businesses should focus:

- Technical foundations (including schema)

- Persona-led content strategies

- Brand-building through PR and standout campaigns

As we wrap up, one message is clear: SEO in 2026 isn’t about chasing the latest shiny platform. It’s about strengthening the fundamentals, understanding where your audience actually searches, and showing up consistently across a far more complex landscape.