Staying Visible in 2026 – Why SEO Isn’t What It Used to Be

The search landscape is changing faster than ever. In our recent webinar, Bryony Rose, Director of Enterprise Revenue at Yext, joined Adam Preston, Head of SEO at Summit, and Carl Hutchinson, Strategy & Performance Director at Summit & Productcaster, to explore what visibility means in an AI-driven world.

Traditional SEO metrics like rankings, clicks, sessions are no longer enough. With AI-powered search engines, zero click results, and multi-platform discovery, brands need a new playbook.

Here’s what we covered:

• AI is rewriting the rules of search: Users now expect answers, not just links. AI agents can even complete purchases directly.

• Traffic is shrinking but intent is higher: Fewer visits don’t mean less revenue; the remaining users are more likely to convert.

• Structured data is king: AI relies on clean, machine readable feeds your product feed is now your primary “homepage.”

• The discovery economy is here: 25-50% of queries will shift to AI Answer Engines, with most citations coming from brand controlled sources.

The bottom line? SEO in 2026 is about more than clicks, it’s about being discoverable, trusted, and AI-ready.

Ready to future proof your visibility strategy? Download our full whitepaper