Search has never been static. Over the years, we’ve seen algorithm updates like Panda, Penguin, and Hummingbird dismantle low-quality SEO practices, while mobile-first indexing, Core Web Vitals, and the Helpful Content Update rewarded user experience and genuine authority. Fast forward to today, and artificial intelligence, zero-click search, and privacy-first advertising are pushing digital marketers in Perth into another era of change.
As 2026 approaches, the question isn’t whether Google will evolve — it’s how big the shake-up will be. For marketers, this next phase isn’t just about adapting to one algorithm update; it’s about preparing for a completely new search ecosystem.
AI Becomes the Core of Search
Google’s Search Generative Experience (SGE), launched in 2023, changed the way users interact with search results. Instead of typing a query and sifting through links, people are now presented with AI-generated summaries, recommendations, and even buying suggestions directly within Google.
By 2026, this won’t be an experiment. It will be the default. Users will expect conversational, AI-driven answers to complex questions.
For marketers, this means:
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Content must be AI-ready. Google’s large language models don’t just look at keywords. They analyse context, relationships between entities, and structured data. Schema markup, FAQ sections, and semantically rich content will become essential.
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Expertise and authority matter more than ever. With generative AI under pressure to avoid misinformation, Google will lean on verified sources, established brands, and authoritative authors.
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Search visibility may replace traffic as the key KPI. Being referenced in an AI summary, even without a click, could be more valuable than ranking #1 on a traditional results page.
Example: a law firm might no longer get clicks for “What is no-win-no-fee?” but if Google’s AI quotes their expertise in the answer, brand trust skyrockets.
Zero-Click Searches Dominate
Zero-click searches — where users get their answers without leaving Google — already account for more than half of all queries. By 2026, expect this to grow as AI overviews, featured snippets, knowledge panels, Google Maps, and product carousels dominate results.
Implications for SEO:
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Website traffic will decline for generic queries. Simple fact-based searches (“What’s the capital of Spain?” or “How old is Taylor Swift?”) will rarely send visitors to a website.
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Brand mentions in SERPs will become currency. Optimising for visibility in featured snippets, local packs, and video results will carry more weight than raw traffic.
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KPIs will need to shift. Instead of obsessing over sessions, marketers must track impressions, brand recall, and conversions triggered by in-SERP interactions.
Example: A local café may see fewer clicks to its website, but more direct bookings if its Google Business Profile dominates the Maps pack.
Google as a Commerce Engine
Amazon has long been Google’s biggest competitor in product search, while TikTok is rising fast as a discovery platform. To keep its dominance, Google is turning its search engine into a commerce ecosystem. By 2026, it will be normal to browse, compare, and purchase products without leaving the search page.
Expect to see:
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One-click purchases via Google Pay.
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Shoppable YouTube videos embedded directly in SERPs.
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Live inventory data pulled from retailer feeds.
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More Performance Max campaign formats designed for ecommerce.
For retailers, this means:
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Product feeds in Google Merchant Centre must be accurate and optimised.
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Reviews, ratings, and rich product descriptions will directly influence ranking.
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Brands must integrate ecommerce with SEO and PPC rather than treating them separately.
Example: A fashion brand may find that its highest-converting “storefront” isn’t its website, but its product carousel inside Google.
Ranking Signals Beyond Links and Keywords
While advertising in Perth backlinks and keywords will remain foundational, Google’s ranking signals are moving into new territory. By 2026, SEO professionals should expect an even stronger focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
Emerging signals to watch:
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User engagement: Google can measure how deeply people interact with content. Scroll depth, dwell time, and content interactions may weigh heavily in rankings.
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Content authenticity: With the flood of AI-generated text, Google will likely prioritise authorship, citations, and first-hand expertise.
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Entity optimisation: Brands, products, and people will be recognised as entities in Google’s knowledge graph. Building a consistent digital footprint — from social media profiles to press mentions — will be vital.
Example: An article written by a credentialed nutritionist, cited across multiple industry publications, will likely outrank a generic AI-written health blog.
Privacy, Regulation, and the End of Third-Party Cookies
The countdown to a cookieless web is nearly over. By 2026, third-party cookies will be gone, reshaping how advertisers target users. With global privacy laws tightening, Google’s own Privacy Sandbox will set the tone for ad targeting.
For marketers, this means:
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First-party data is gold. Email lists, loyalty programs, and customer data platforms (CDPs) will be the backbone of marketing.
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Contextual targeting will return. Ads and organic strategies must focus on content relevance and user intent rather than behavioural tracking.
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Transparency builds visibility. Brands that openly communicate data practices will win both user trust and algorithmic favour.
Example: An online travel agency that relies on retargeting cookies will need to pivot toward newsletter subscribers and contextual campaigns to drive bookings.
Voice, Visual, and Multimodal Search
By 2026, searching with your voice, an image, or even a short video clip will be standard. Google Lens, voice assistants, and multimodal AI models are already making this shift possible.
How to prepare:
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Optimise for conversational queries, not just keywords. “Where’s the best Italian restaurant near me?” matters more than “Italian restaurant Perth.”
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Invest in high-quality images with descriptive alt text to surface in visual search.
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Experiment with short, useful video content that Google can feature directly in AI answers.
Example: A real estate agent who uploads high-quality property photos with detailed metadata will rank in visual search results when buyers upload similar images.
Rising Advertising Costs
As organic opportunities shrink, competition for paid placements will intensify. With fewer clicks available due to AI answers and zero-click results, cost-per-click (CPC) will likely rise across industries.
Impacts by sector:
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Finance and insurance: even higher CPCs, pushing organic SEO into priority.
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Real estate: local map pack optimisation will reduce dependence on costly ad slots.
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Healthcare: credibility and compliance will make organic authority essential.
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Tourism and hospitality: shoppable experiences in Google Travel and Maps will grow.
Example: A Perth hotel may find Google Hotel Ads becoming more expensive, but structured data and local SEO could drive free bookings through Maps and organic results.
Tools and Analytics in 2026
SEO tools will also evolve alongside Google’s changes. Marketers will need platforms that can measure more than just rankings and traffic.
Expect to rely on:
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Google Search Console for impressions and featured snippet tracking.
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Google Analytics 4 for event-based, cross-channel attribution.
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AI-powered SEO tools to analyse entity optimisation, brand mentions, and E-E-A-T signals.
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Custom dashboards blending organic, paid, and brand visibility metrics.
Example: Instead of just reporting “keyword rankings,” marketers will report on “entity authority,” brand mentions in AI answers, and voice/visual search visibility.
How Marketers Should Prepare Now
The 2026 shake-up isn’t just coming — it’s already underway. To prepare, marketers should:
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Audit existing content for AI readiness, adding schema, FAQs, and semantic structure.
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Expand first-party data collection strategies to reduce reliance on cookies.
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Diversify content into blogs, podcasts, short-form video, and visual search optimisation.
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Scenario-plan for reduced website traffic, focusing on impressions, leads, and brand recall.
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Build credibility by elevating expert voices and pursuing industry mentions.
Embrace the Shake-Up
The next Google shake-up in 2026 won’t be a single algorithm tweak. It will be the culmination of everything we’ve seen building since mobile-first search: AI-native answers, zero-click dominance, search-as-commerce, multimodal queries, and privacy-first marketing.
For SEO professionals, digital marketers, and business owners, the key to survival is agility. The winners will be the brands that treat Google’s changes not as threats but as opportunities to showcase expertise, strengthen authority, and connect with customers in new ways.
The lesson is clear: don’t wait until the update hits. The future of search is already here — and the time to adapt is now.