A global study of 371 professionals from 52 countries, conducted by SearchEngineJournal shows[1] how search teams are reshaping their work for the coming year. The report points to three clear themes: the weight placed on original content, the rise of AI tools, and the growing focus on authority signals.
Original Content Still Matters Most
Sixty-six percent of respondents said original content delivered the strongest impact in 2025. Content updates ranked next at 42.6 percent, with technical improvements close at 42.3 percent. More than four in ten professionals said creating original content takes the most time of any task.
To manage that workload, most teams plan to mix human writing with AI support. This hybrid model is now the majority approach, reflecting a desire to save time without losing quality.
Three Models of Practice
The survey shows three paths forming. About 22 percent use automation heavily, aiming for scale. Forty-nine percent focus on authority building, investing in expertise and credibility. A larger share, 58 percent, operate in the middle, using AI to help but keeping humans in control of final content.
Tools Shift Toward Integration
Analytics and reporting tools are still most common, used by 56 percent. Cross-functional platforms follow at 51.2 percent. AI writing assistants now sit at 42.3 percent, the same as technical SEO tools, confirming their place in standard workflows.
Concerns remain. Seventy-seven percent of professionals believe AI-generated answers in search could reduce website clicks. That figure makes it the top worry about the future of search visibility.
Authority Building as Defense
Nearly half of the respondents plan to increase investment in authority signals, often called E-E-A-T (experience, expertise, authoritativeness, and trustworthiness). Thirty-three percent also want to improve topical authority and site structure. These choices reflect an attempt to build assets AI cannot easily replace.
Main Challenges
Algorithm changes continue to disrupt work, with 59 percent calling them their biggest challenge. Workflow problems follow at 32 percent, and technical barriers affect 28 percent. In response, 42 percent of companies are training teams on AI use, while 36 percent are focusing on updated best practices. Collaboration across departments shows the lowest impact today at 9 percent, though 37 percent expect to increase it in 2026.
Budgets Remain Steady
Despite shifts in technology and search engines, investment in SEO remains stable. Only 43 percent cut spending last year. Looking ahead, 65 percent expect no reductions.
The confidence comes from results. Sixty percent of professionals reported growth in organic traffic. Another 34 percent saw more leads and conversions. Teams also said they are tracking outcomes that matter to the business. Organic traffic led at 74 percent, while qualified leads and sales followed at 60 percent.
Planning for 2026
The survey shows an industry adjusting rather than retreating. Professionals are leaning on AI for efficiency, reinforcing authority to protect long-term visibility, and continuing to secure budgets by tying outcomes to measurable business value. Whether through automation, human expertise, or hybrid workflows, SEO teams are preparing for another year of disruption while staying focused on proven results.
Notes: This post was edited/created using GenAI tools.
Read next: Adaptability Over Knowledge: Google AI Chief Stresses Continuous Learning for Fast-Changing AI Era[2]
References
- ^ SearchEngineJournal shows (www.searchenginejournal.com)
- ^ Adaptability Over Knowledge: Google AI Chief Stresses Continuous Learning for Fast-Changing AI Era (www.digitalinformationworld.com)