Search engine optimisation has evolved dramatically over the past few years. Algorithm updates, AI-generated content, and shifting user behaviour have changed what works — and what gets you penalised. Here are five strategies that are genuinely delivering results right now.

1. Focus on Search Intent, Not Just Keywords

Google has become remarkably good at understanding what a user actually wants when they type a query. Targeting the right keyword is only half the battle — your content needs to match the intent behind it. Ask yourself: is the user looking to buy, to learn, or to compare? Structure your page accordingly.

2. Build Topical Authority

Rather than chasing individual keywords, build clusters of content around a central topic. A pillar page covers the broad subject while supporting posts dive deep into sub-topics. This signals to search engines that your site is a genuine authority in the space.

3. Prioritise Core Web Vitals

Page experience signals — including loading speed, interactivity, and visual stability — are direct ranking factors. Use Google Search Console and PageSpeed Insights to identify and fix issues. A fast, stable site will always outperform a slow one, all else being equal.

4. Earn High-Quality Backlinks

Links remain one of the strongest ranking signals. Focus on earning them through original research, data-driven content, and digital PR rather than buying or trading them. One link from a reputable industry publication is worth more than a hundred low-quality directory listings.

5. Optimise for Featured Snippets and AI Overviews

With AI-generated summaries appearing at the top of many search results, structuring your content with clear headings, concise answers, and structured data gives you a better chance of being cited. Use FAQ sections and bullet-pointed answers to target these positions.

SEO in 2026 rewards those who create genuinely useful content for real users. Get that right, and the rankings follow.