Emily Carter is the Sr. Content Team Lead at WebFX, where she leads the creative team behind the company’s website, blog, and email campaigns. With an M.S. in Digital Marketing and 10+ years of experience, she’s written and reviewed hundreds of articles on marketing, SEO, and tech, helping businesses turn complex topics into actionable strategies. Her work appears across WebFX and its brands, including SEO.com, Nutshell, and TeamAI, and has been featured by Social Media Today, HuffPost, and more. Outside the office, she’s usually road-tripping, hiking, or planning her next national park adventure. @emcarter16
From AI-driven visibility to information gain and integrated tech stacks, digital marketing in 2026 is evolving fast. WebFX leaders weighed in on the biggest trends shaping success. Let’s step into the future of marketing!
Win visibility in AI Overviews, SERPs, local, and social.
SEO
Next-Search Optimization
Target follow-up queries after AI answers.
SEO
Mid-Funnel SEO Content
Focus on MOFU tied to purchase drivers.
SEO
Redefining Success in AI Search
Impressions up, clicks down — new KPIs matter most.
Content
Tracking AI Visibility
AI visibility tools show where and how your brand appears in LLM results.
Content
Scaling Content with AI & Human Insights
AI drafts + human expertise = real “information gain.”
Content
AI-Powered Production
Tools like VEO and Midjourney are now part of everyday workflows.
Video
Authenticity as the Differentiator
Human-centered storytelling stands out from AI-driven noise.
Video
Video Metadata as SEO Fuel
Titles, transcripts, and schema boost discoverability.
Video
SEO trends
Expert insights from
Jordan D.Sr. Search Results Lead
“We are witnessing a monumental shift in the search results. AI integration has influenced user behavior in a way that will never return to previous patterns, and we have to adapt accordingly by changing our approach to content and on-page optimization.”
In 2026, SEO strategies must blend traditional optimization with earning placements in AI Overviews and LLM results. At WebFX, we’ve dubbed this strategy OmniSEO™️, a new era of SEO that focuses on owning brand visibility across traditional and local search, AI search engines, social search, and more.
2. Next-search optimization
Zero-click searches demand a new mindset: Anticipate the next query. Instead of only answering top-of-funnel “what is” questions, SEOs should create content that captures likely follow-up searches, related services, and People Also Ask topics. This ensures visibility beyond AI Overviews.
3. Mid-funnel SEO content
With top-of-funnel content increasingly absorbed by AI answers, middle-of-the-funnel (MOFU) content has become the growth opportunity. Winning strategies will focus on persona-driven MOFU content that speaks to purchase drivers and user intent — reducing reliance on informational traffic and capturing higher-value clicks.
“For your content to stand out in 2026, you need to focus on information gain and add to the conversation with original research, team-led expert insights, and data visualization.”
4. Re-defining content success in the age of AI search
As AI Overviews and LLM-driven discovery grow, the traffic-first model of content success is shifting. Brands are seeing clicks decline while impressions rise, forcing marketers to evaluate new KPIs like AI visibility, citation frequency, and engagement impact beyond the SERPs.
5. Tracking brand visibility in AI platforms
Just as SEO tools helped marketers measure search performance, a new category of AI visibility platforms is emerging. These tools help brands understand how often (and how favorably) they appear in AI responses across models like ChatGPT, Gemini, and Perplexity, allowing for smarter content strategies and placement decisions.
6. Scaling AI content creation with human insights
AI-generated drafts are speeding up production, but they can’t replace unique expertise or original thought. In 2026, winning content blends AI efficiency with human review, data-backed insights, and creativity. Content that delivers true “information gain” — through research, first-hand experience, and visualization — will rise above generic AI copy.
“As with every other digital marketing strategy, AI continues to shape the way we create. Video is no exception. From influencing the tools we use to kicking off a movement for more authentic content, AI’s role in video marketing will continue to grow and evolve in 2026 and beyond.”
7. AI-powered video production
AI tools like Google VEO and Midjourney are becoming part of the everyday video workflow. From scriptwriting to editing to hyperreal visuals, AI is helping teams produce content faster, cheaper, and at higher quality, making it a core driver of video production in 2026.
8. Authenticity as the differentiator
As AI-driven content floods the feed, audiences crave authenticity more than ever. Brands that win with video will use it to educate, showcase expertise, and express values, not just push products. Relatable, human-centered storytelling is essential for standing out on platforms like YouTube, TikTok, and Instagram.
9. Video metadata as SEO fuel
Search engines and LLMs rely on context to surface video content. In 2026, video metadata is a key competitive edge. Structured data, detailed descriptions, captions, transcripts, and timestamps ensure videos are indexed correctly and discovered by both traditional search engines and AI-driven platforms.
PMax and AI Max depend on CRM and customer data to fuel smarter bidding and targeting.
PPC
Intent Over Keywords
AI interprets context and behavior, matching ads to buyers beyond exact terms.
PPC
Video Assets Drive PPC Performance
Video is now essential for strong PMax ad strength and reach.
PPC
AI at Every Stage of Paid Social
AI powers strategy, creative, and optimization across the full paid social cycle.
Social Advertising
Audience-Specific Social Ad Creatives
Machine learning audiences make visuals and copy the new targeting lever.
Social Advertising
First-Party Data & Revenue Reporting
Privacy rules demand tying first-party data directly to revenue for smarter optimization.
Social Advertising
PPC trends
Expert insights from
Rebekah L.Sr. Paid Search Results Lead
“As Google’s shifting focus from specific keywords to the user’s search intent, it’s increasingly important that we’re providing Google with strong signals (first-party data, landing pages, etc.) to better inform paid ad campaigns.”
10. First-party data powers AI campaigns
With Google pushing broad match and keywordless strategies, like Performance Max (PMax) and AI Max campaigns, advertisers can no longer rely on hyper-granular keyword targeting. First-party data, from CRM integrations to customer lists, is now the fuel that trains AI-driven bidding and targeting strategies, making it essential for staying competitive.
11. Intent over keywords
The shift from keyword to intent-based targeting is accelerating. Google’s AI models interpret context, behavior, and signals to match ads with high-propensity buyers, even when their queries don’t include your target keywords. Winning in 2026 means building paid campaigns around audience intent, not just search terms.
12. Video assets drive PPC performance
Video assets, once nice-to-have, are near-essential to achieve high ad strength ratings in PMax campaigns. With performance gaps widening between advertisers who use video and those who don’t, investing in scalable video creative is essential for ad reach and efficiency.
“AI will be involved at all levels of paid social in 2026. From campaign strategy to the creative building process, AI will be key for efficient and effective paid social advertising.”
13. AI at every stage of paid social
From campaign strategy to creative production and performance analysis — AI is now built into the entire paid social cycle. As more AI features are integrated directly into ad platforms, marketers who lean into AI efficiency and precision will gain a performance advantage.
14. Audience-specific social ad creatives
With many platforms leaning into machine learning audiences, your ad creative designs become the new targeting. Capturing the attention of your target audience will be essential, using specific language in ad copy and eye-catching visuals in creative designs that speak directly to the interests of your audience.
15. First-party data and revenue reporting
First-party data remains the backbone of paid social with stricter privacy regulations continuing into 2026. But the focus is shifting beyond building audiences — it’s about tying campaigns directly to revenue impact. Integrating first-party data with revenue reporting enables smarter optimizations and a clearer view of ROI.
AI anticipates user intent, preloading pages and suggesting next steps for smoother navigation.
Web Design
Designing for Cognitive Inclusion
Accessibility expands to cognitive needs with motion controls and reduced load for neurodiverse users.
Web Design
Conversational Interfaces Redefine Navigation
Chat- and voice-first design guide users naturally to answers, products, or support.
Web Design
Data Continuity is Non-Negotiable
CDPs unify cross-channel interactions to give a full journey view for optimization.
CRO
Visual Storytelling Sets the Standard
AI design tools raise expectations for polished graphics, motion, and clear visual metaphors.
CRO
Generative AI Reshapes Pre-Click Behavior
Visitors arrive warmer and higher intent from AI, requiring every page to convert.
CRO
Web design trends
Expert insights from
Jesslyn F.Lead Web & Product Designer
“AI-driven web design will take center stage in 2026, resulting in more personalized, adaptive, and conversational experiences. At the same time, it becomes increasingly important to ensure these experiences remain intuitive and accessible to users of all abilities through cognitive-inclusive design.”
16. Predictive UX shapes seamless journeys
Websites are moving from reactive to proactive. Predictive UX uses AI to anticipate user intent — preloading likely next pages, recommending actions, and streamlining pathways. The result: Faster, more intuitive experiences that feel one step ahead of the user.
17. Designing for cognitive inclusion
Accessibility now extends beyond visual and physical considerations. In 2026, web design prioritizes cognitive-inclusive practices — reducing cognitive load, offering motion controls, and tailoring interactions for users with dyslexia, ADHD, autism, and other neurodiverse needs. Designing with the brain in mind creates digital experiences that are truly inclusive.
18. Conversational interfaces redefine navigation
Chat-first and voice-first interfaces are reshaping how users interact with websites. Instead of menus and dropdowns, conversational assistants guide users directly to answers, products, or support. This trend transforms websites into adaptive, dialogue-driven platforms that mirror how people naturally communicate.
“The biggest shift in CRO for 2026 is moving beyond isolated page or channel optimizations to treating the entire customer experience as a journey to be refined for revenue impact. Companies that win will be those that integrate CRO with content, design, and analytics to create seamless, trust-building experiences.”
19. Data continuity is non-negotiable
Complex, multi-channel user journeys demand more than siloed analytics. In 2026, Customer Data Platforms (CDPs) take center stage, stitching together interactions across paid, organic, email, and offline touchpoints. CRO now depends on telling a complete story with data to uncover friction points and optimize the full journey.
20. Visual storytelling sets the standard
AI design tools like Canva AI and Midjourney have raised expectations for visual polish. Users conditioned by AI-fed feeds now expect clean graphics, motion design, and clear visual metaphors that simplify complexity. CRO isn’t just about intuitive design anymore — it’s about pairing friction-free UX with visuals that build trust and drive action.
21. Generative AI reshapes pre-click behavior
Today, many users arrive on brand sites more informed than ever thanks to generative AI. LLMs handle TOFU queries, meaning visitors who click through are warmer, higher-intent, and primed to convert. This trend requires optimizing for AI-driven entry points and treating every page (not just landing pages) as a conversion opportunity.
Give subscribers more control with preference centers, frequency options, and personalization to build trust.
Email
AI-Driven Personalization at Scale
Predictive send times and AI recommendations deliver hyper-relevant experiences at list-wide scale.
Email
Inbox Interactivity
Polls, surveys, and micro-quizzes turn static promos into engaging, value-driven experiences.
Email
From Lead Storage to Lead Creation
CRMs evolve into engines that enrich, score, and generate qualified leads.
CRM
AI-Powered Productivity in CRMs
Automation handles data entry, call logging, and notes so reps can focus on selling.
CRM
Omnichannel Communication Hubs
CRMs unify conversations across email, chat, WhatsApp, and social into a single customer view.
CRM
Email marketing trends
Expert insights from
Emily S.Email Coach & Operations Lead
“Email marketing in 2026 is about trust, relevance, and interaction. From giving subscribers more control through preference centers to scaling personalization with AI, the brands that win will deliver inbox experiences that feel both useful and engaging, not just another sales pitch.”
22. Consent and preference management
Consent remains non-negotiable, but 2026 is about going a step further and giving subscribers more control. Preference centers, frequency options, and topic personalization not only improve deliverability but also build long-term trust in a privacy-focused landscape.
23. AI-driven personalization at scale
AI is raising the bar for what feels like a “personal” email. From predictive send-time optimization to AI-generated product recommendations, subscribers now expect hyper-relevant emails. The difference in 2026 is that AI allows brands to scale this personalization across entire lists without sacrificing quality.
24. Inbox interactivity
Emails are shifting from static promos to two-way experiences. Embedded polls, surveys, and micro-quizzes not only boost engagement but also deliver educational or value-driven content that subscribers actually look forward to — a clear break from purely promotional blasts.
“Customer and lead communication has moved well beyond the ‘sales call’ and the ‘sales email.’ Teams are using WhatsApp, social media, chatbots, and more to communicate with leads. Find them a CRM that can handle all the communication channels and automate the data entry, call logging and summarizing (hint – it’s Nutshell).”
25. From lead storage to lead creation
CRMs are evolving from passive databases into proactive growth engines. Instead of just managing contacts, modern CRMs help generate and qualify leads through AI-driven enrichment, scoring, and pipeline acceleration — shifting their role from record-keeping to revenue-driving.
26. AI-powered productivity in CRMs
Data entry, call logging, and meeting notes used to be time drains. In 2026, AI automates these repetitive tasks, saving reps hours each week. The result: More accurate records, faster follow-up, and sales teams free to focus on conversations that close deals.
27. Omnichannel communication hubs
Phone calls and email alone can’t keep up with today’s buyers. CRMs now serve as omnichannel hubs, unifying communication across WhatsApp, chatbots, social platforms, and more. This integration ensures no conversation is missed and provides a full-funnel view of customer engagement.
Google and Meta expect first-party data flows (Enhanced Conversions, Conversions API) as baseline for optimization.
Tech & Tools
Smarter Data Collection & Enrichment
Companies enrich first-party data with firmographics, behavior, and predictive scoring for stronger personalization.
Tech & Tools
Data-Driven Growth Requires Tight Integrations
Clean pipelines across CRMs, ad platforms, and reporting tools compound ROI, while disconnected systems lag behind.
Tech & Tools
Beyond Clicks: TOFU Metrics Take Priority
Zero-click and dark traffic push marketers to value impressions, visibility, and share of voice.
Automation & Reporting
Conversion APIs Become Table Stakes
Syncing CRM & sales data into ad platforms drives smarter targeting and ROI.
Automation & Reporting
Reputation as a Ranking Signal
Reviews, PR, and social proof now factor into AI search — automation helps track and act on these signals in real time.
Automation & Reporting
Tech and tool trends
Expert insights from
Ryan M.Sr. Marketing Consultant
“The biggest trend going into 2026 is better data. Companies that invest in first-party data pipelines, enrich that data with deeper insights, and keep their tools tightly integrated will unlock more efficient, compounding growth than those still relying on disconnected systems.”
28. First-party data integrations
Ad platforms like Google and Meta now expect first-party data flows to power campaign optimization. Tools such as Google Ads Enhanced Conversions and Facebook Conversions API are becoming baseline, allowing marketers to feed platforms richer customer signals for more accurate targeting and performance measurement.
29. Smarter data collection and enrichment
Collecting first-party data is only step one. In 2026, leading companies are enriching that data with firmographics, behavioral insights, and predictive scoring. Platforms like RevenueCloudFX enable teams to turn raw lead data into actionable intelligence that fuels personalization and higher conversion rates.
Growth in 2026 depends on the ability to sync data seamlessly across CRMs, ad platforms, analytics tools, and reporting systems. Companies with clean pipelines and tight integrations will see compounding ROI, while those lagging on data maturity risk inefficiency and missed opportunities.
Nolan B.Head of Innovation – DataTech & Specialty Services
“Build a good reputation and show up where your audience is. Pair that with a data-first strategy and you’ll win. Marketing, sales, and support all go hand in hand. If you do all three well, you’ll position yourself well in the era of AI search and zero-click marketing.”
31. Beyond clicks: TOFU metrics take priority
Last-click attribution can’t capture today’s buyer journey. With AI Overviews, zero-click searches, and dark traffic shaping decisions before a click, marketers must broaden their view of success. In 2026, top-of-funnel metrics like impressions, visibility, and share of voice become critical to valuing the channels that drive real influence.
32. Conversion APIs become table stakes
Syncing CRM and sales data back into ad platforms is no longer optional. It’s a baseline requirement. Conversion APIs empower smarter budget allocation by showing platforms which leads and sales are most valuable, driving stronger targeting and ROI across campaigns.
33. Reputation as a ranking signal
AI search doesn’t just surface your site — it surfaces your reputation. Online reviews, earned media, and social proof are now key signals, and the smartest marketers are pulling this data into dashboards and reporting flows. In 2026, automation makes it possible to track, measure, and act on reputation metrics in real time, turning trust and credibility into measurable drivers of both visibility and conversions.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
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Emily Carter is the Sr. Content Team Lead at WebFX, where she leads the creative team behind the company’s website, blog, and email campaigns. With an M.S. in Digital Marketing and 10+ years of experience, she’s written and reviewed hundreds of articles on marketing, SEO, and tech, helping businesses turn complex topics into actionable strategies. Her work appears across WebFX and its brands, including SEO.com, Nutshell, and TeamAI, and has been featured by Social Media Today, HuffPost, and more. Outside the office, she’s usually road-tripping, hiking, or planning her next national park adventure.@emcarter16
