It’s THAT time of the year again. That time where you start thinking about the next year and planning. Personally, I love this part. Here are the key shifts to consider when building your 2026 strategy.
Answer Engine Optimization (AEO) is not replacing traditional SEO but it is important to start focusing on it. People are now asking questions directly to AI tools like ChatGPT, Perplexity, and Google's AI overviews instead of clicking through search results. Your content needs to provide clear, direct answers that these engines can pull from. But don’t drop your traditional SEO, keep working on that too! In some areas the two play together.
Authenticity wins. After years of polished, corporate content, audiences are craving real human connection. They want to see the people behind your brand, hear genuine stories, and engage in two-way conversations. The brands that feel most human will stand out.
The marketing funnel has changed. Your customers aren't following a neat path from awareness to purchase anymore. They're researching on TikTok, asking colleagues in Slack channels, reading Reddit threads, and bouncing between platforms in unpredictable ways. You need to meet them wherever they are.
Let your data guide you. Instead of chasing every new trend, look at what's actually working for your business. Which platforms drive real engagement? What content gets shared? Where do conversions happen? Double down on your winners rather than spreading yourself thin.
This week's action steps: Block out time this week to audit all your marketing channels. List each platform you're currently using, check the last 90 days of performance data, and mark each as "keep and grow," "maintain," or "consider dropping." This simple exercise will show you exactly where to focus your 2026 efforts.
PS. Feel free to email me with any questions on this. Happy planning!