2026 is here. The foundational SEO concepts you (still) need to know
We take a step back to review the foundational news SEO concepts still critical for publishers. Plus: A look at WTF is SEO? plans for 2026!
Hello, and welcome back. Jessie and Shelby here, back from a restful extended newsletter break. We love this newsletter so much, but… we also love crochet, sewing, playing video games and sleeping in on Sundays. But all jokes aside, it’s nice to be back for another great year of Google shenanigans.
(We wrote this as the intro last year. We still like and do these things. Let’s continue the good vibes into another year!)
This week: As we head into 2026 full of AI uncertainty and volatile SERPs, we wanted to take a step back to remember the foundational concepts still critical for publishers and their growth. We also look ahead to some of the exciting plans WTF is SEO? has for this year (shameless promotion? Perhaps!).
🎉 Register now! Our winter 2026 community call will February 11 at 11:00 ET. for a session on AI and search. Be sure to ask a question!
🎉 Sign up now! Our winter paywall masterclass with Harry Clarkson-Bennett and Barry Adams will run in early March 2026!
#SPONSORED
NewzDash: 2026 News SEO Trends & Predictions: Insights From 20 Global Experts On What’s Next
2025 felt like the panic year. In 2026, the real work starts. Last year we worried about AI. This year we’re living it: fewer clicks, more zero-click experiences, and visibility now happens across multiple surfaces, not just rankings. Check out NewzDash’s list of news SEO predictions.
THE 101
Foundational concepts still important in 2026
The year 2025 ended with a lot of AI talk and theories. Industry experts and journalists have predicted that AI will gravely impact publisher search traffic. Press Gazette found that global publishers already reported losing up to a third of their traffic in 2025, and this trend is expected to continue in 2026, according to Chartbeat data.
This report also said most publishers who responded expect to put less effort into traditional Google Search. But despite referral channel headwinds, search — and specifically Google Search — is still a large portion of many publishers’ traffic. As Barry Adams said so eloquently on LinkedIn, moving away from search is a self-fulfilling prophecy, leaving other publishers to monopolize the space. “Put less effort in, and you’ll get less traffic out of it. And down and down the spiral goes.”
It’s still critical to produce quality content to help your readers live better and smarter. SEO foundational concepts are still crucial to the success of publishers in 2026.
Here are some of the important concepts to consider this year.
AI integration, not assimilation
What it is: AI is everywhere, including in journalism. Every C-suite and major stakeholder is asking how AI can be used, either to save time or make a flashy statement. AI usage by the general public has also increased. A Reuters Institute study found 90 per cent of respondents have heard of at least one of the most popular AI tools in the last year, up from 78 per cent in 2024. And, a large percentage of the public expect news outlets to use generative AI in a responsible manner.
Why it matters in 2026: Integrating AI in your workflow and features seems inevitable at this point, but needs to be done on a case-by-case basis. It should not take away from the integrity of your publication and its mission. Consider experimentation with responsible, ethical approaches. Always, always be transparent.
E.E.A.T
What it is: E.E.A.T — aka Experience, Expertise, Authoritativeness and Trustworthiness — is part of the guidelines used by Google’s human raters to evaluate if Search is providing helpful, relevant content in results.
Why it matters in 2026: This is how Google and people determine what to trust. Google doesn’t just rank individual pages — it ranks sites with authority and relevance signals across all URLs. Content that doesn’t strongly feature E.E.A.T is much less distinctive and useful to readers. In an AI-saturated landscape, E.E.A.T signals are key differentiators between the general “AI slop” and journalism readers will pay for.
Authors
What it is: Authors are real people. As part of a larger news SEO strategy, highlighting authors helps showcase E.E.A.T signals and topic authority — aka subject matter expertise.
Why it matters in 2026: Per our ONA presentation, a publisher’s people — and brand — are core pillars of distinctiveness. Many publications are leaning into reporters as a brand: Wired thinks of its writers as “platform personalities” while the homepage of The New York Times often prominently features short, vertical reporter-led video. People-first, unique, high-quality content builds loyalty and resilience beyond algorithms.
Reddit
What it is: A topic-based forum site where users share and comment on content, and upvote/downvote to determine what is popular. Google pays Reddit $60-million annually for data access to train LLMs and improved visibility of Reddit on search.
Why it matters in 2026: Not only is Reddit very visible in Google Search, but users are flocking to the platform to get first-hand advice and recommendations, while discussing the biggest news of the day. This growth means publishers should consider developing a strategy for Reddit.
YouTube
What it is: Video is becoming more visible in search and a direct engagement platform. Optimizing video content to rank higher on YouTube and Google Search is a critical strategy. Tactics include keyword research to optimize titles, thumbnails, descriptions and transcripts.
Why it matters in 2026: YouTube is the world’s second most-visited website and rarely loses visibility (it’s owned by Google). This means it’s no longer a secondary focus area for SEOs, but “core search infrastructure,” according to Greg Jarboe. YouTube videos appear across Google Search, Discover, shorts-specific SERP features and AI Overviews (it’s cited in almost 30% of AIOs).
Major live moments — and lots of them
What it is: The Winter Olympics, 2026 World Cup, wars, elections and weather events — and everything in between — are all part of a relentless news cycle this year. Live coverage is synonymous with that.
Why it matters in 2026: These major moments will fill 2026 and readers need up-to-date information — fluid, changing information that a lot of LLMs cannot be trained on, or get extremely wrong. Publishers have a ton of opportunity through live journalism, whether that is blogs, Q&As, video coverage to create connections with the audience. Lean into the “live”-ness of SEO.
WHAT TO EXPECT
WTF is SEO?’s plans for 2026
As WTF is SEO? approaches year five (!!), we’re grateful for all the wonderful opportunities we’ve been given: building community, meeting and learning from so many in the industry, conferences and, ultimately, our current jobs.
In the years ahead, we promise to continue to deliver newsletters that (hopefully) inform and provide real value to the news SEO and audience community. It’s our hope that this space is helpful in wading the never-ending volatile waters of audience engagement.
In addition to that, we’re also keen to expand:
Masterclass webinars: Building on our past workshops with Barry Adams on internal linking and Google Search Console, we’re pleased to offer a course on paywalls in March 2026. Tell us what you want to learn now!
Community calls: We have a community call in the calendar for February 11, 2026 all about AI and search. We will continue to provide quarterly opportunities for WTF is SEO? subscribers to chat and learn from our peers.
Advertisements and sponsorship: We offer title sponsorship for each newsletter (with a 20% discount for four or more bookings). This year, we’re expanding the word count to 500 characters and offering new placements for this sponsorship. More information on our advertising hub.
Presentation and speaking engagements: We couldn’t be more thrilled to be heading to Chicago in March for ONA 2026! We will be speaking on how to run a successful side hustle — without losing your mind! We’re also partnering with Magazine Association of BC and Alberta Magazine Publishers Association to discuss combatting AI in search in February.
Collaborations: We’re always excited about new collaborations. Have an idea? Hit us up!
If you’re interested in anything above, or just wanna chat, reach out to hello@seoforjournalism.com to set up a call with Jessie and Shelby!
The bottom line: Anything can happen in 2026, but the foundational concepts remain. Be nimble, experiment and remember: the reader comes first.
#SPONSORED - The Classifieds
Looking to start 2026 off right? Get your company in front of more than 13,500 writers, editors and digital marketers working in news and publishing. Sponsor the WTF is SEO? newsletter!
RECOMMENDED READING
Google news and updates
🤖 Google: Apple and Google have entered into a multi-year deal on using Gemini.
🤖 Google: An easier way to explore Search trends with Gemini.
Even more recommended reading
👎 Lily Ray: Winners and losers in Google’s December 2025 Core Update.
🚦 Kevin Indig: The great decoupling: Traffic and pipeline no longer move together.
🔬 Harry Clarkson-Bennett: How to analyze Google Discover (hint: view it through an entity-focused lense).
🤔 Abner Li: The Google Gemini app rolls out an “Answer now” button to skip “in-depth thinking.”
📽️ Dominic Ponsford: Google now prioritizing YouTube and X over publishers on Discover.
📊 Steven Wilson-Beales: SEO has changed. These are the new metrics publishers should focus on.
👁️🗨️ Jean-Christophe Chouinard: Clicks, impressions and positions from AI Mode in Google Search Console.
🔮 Gianluca Fiorelli and John Shehata: What comes next for news SEO and publishers?
What did you think of this week’s newsletter?
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Catch up: Last week’s newsletter
Have something you’d like us to discuss? Send us a note on Twitter (Jessie or Shelby) or to our email: seoforjournalism@gmail.com.
Written by Jessie Willms and Shelby Blackley
Authors - and just showcasing real people in general - are becoming more important IMO. I don't mind people who use AI (I do it myself), but I do want to know who's behind a company or brand.
Really solid breakdown of why foundational SEO still matters when everyones freaking out about AI. The distinction betwen AI integration vs assimilation is something I been thinking about a lot lately at work. Publishers dunno need to chase every shiny AI feature, but thye need to figure out where it actually serves readers without diluting what makes their content distinct in the first place.