SEO 101 Ep 519: Reviewing Past SEO Predictions and New Ones for 2026

Podcast: SEO 101
Hosts: Ross Dunn & Scott Van Achte
Date: January 9, 2026

Episode Overview

In this milestone episode, Ross Dunn and Scott Van Achte kick off 2026 by dissecting their SEO predictions from the past year, grading how those panned out, then boldly forecasting what’s next in the rapidly evolving world of SEO—especially as AI continues to reshape search and content. The episode is an honest, engaging trip through what changed in 2025 (some expected, some not), and what trends, worries, and opportunities are on the horizon for 2026.

Key Discussion Points & Insights

1. December 2025 Google Core Update & 2026 Search Volatility

• [02:06] Scott updates listeners about the December 2025 core update, which wrapped up on December 29. While many saw disruptions, clients who follow best practices were minimally impacted.
  • “If you're following best practices, core updates don't usually have a major impact.” — Scott [02:15]
• Heavy January 2026 volatility is likely ongoing, but there are no official new updates—just speculation, with noticeable complaints about reduced AdSense revenues possibly linked to zero-click searches.

2. A Cautionary Transcription Tale

• [03:29] Scott shares a humorous look at an old episode transcript mangled by early AI transcription tools.
  • “If you're using voice or data, anything that's been transcribed, don't just post it anywhere without looking at it.” — Scott [03:37]

3. Reviewing 2025 Predictions — How Did They Do?

Ross’s 2025 Predictions

• Google & AI:

  • Expected Google to leap ahead in AI tech—he admits, “They were way behind until ChatGPT forced their hand.” AI product launches exploded in 2025.

• AI in Everyday Life:

  • Predicted 50-60% of North Americans would’ve tried AI in 2025—spot on (US: 61%, Canada: 51%). Globally usage is still lagging.

• AI Agents:

  • Correctly foresaw AI agents becoming more common: “62% of organizations are at least experimenting with AI agents.” [08:08]

• Public Trying and Using AI:

  • Both hosts note many people try AI tools but don’t stick long-term; “I know a lot of people will dive in… and then abandon.” — Scott [09:12]

• Unknown Use of AI:

  • Noted that people may use AI without realizing it, citing phone-ordering anecdotes.

• Scams with Voice Emulation:

  • Ross warns voice emulation scams will rise and urges families to set up code words for emergencies. [11:00-12:38]

• AI Sandboxes and Personal Knowledge Bases:

  • Predicted AI sandboxes and memory will be mainstream in SEO/tech. ChatGPT rolled out “Projects” and memory in October 2025. [12:53]

• ChatGPT/AI Search & Monetization:

  • The ChatGPT Search feature went public (without login) early 2025, but ads still lag—contrary to his monetization assumption.
  • “OpenAI’s CEO Sam Altman has expressed caution... to maintain user trust.” — Ross [15:41]

• Search Market Share:

  • Bing rose to 7.5% in the US (not quite 10%), ChatGPT’s share unclear but “huge.”

• AI Overviews in Google:

  • AI Overviews spiked to 25% of search results mid-2025, then scaled back to ~16% by November. [17:19]

• DOJ/Google breakup not happening:

  • Cited judge’s reasoning—AI and competition from LLMs change the market context (quote at [18:21]).

• Ongoing Local Spam Issues:

  • Google still hasn’t solved local spam, despite predictions “every year.”

• AI’s Environmental Cost:

  • Large-scale AI energy/resource issues growing—utility costs, data centers, and nuclear deals now in headlines.

Scott’s 2025 Predictions

• Continued rapid integration of AI into SEO tools like SEMrush, Screaming Frog. Much of the advanced power is “hidden” for regular users.
• Massive boom in AI content creation, but quality lagging—AI “slop” now a recognized term.
• Automation and site running on autopilot with AI is happening, even if not recommended:
  • “There are a lot of websites out there that are just doing their own thing. You know, AI is just running the site, posting new content with limited human interaction, which you shouldn't be doing…” — Scott [23:26]
• AI-generated “slop” is lampooned by John Oliver and others; quality control still a must.
• More AI-powered audits & competitive analysis tools are succeeding, but most users only scratch the surface of their capabilities.
• The classic “10 blue links” on Google are disappearing, replaced by more scattered, interactive layouts featuring overviews, ads, and media.
• AI impact on informational queries: Zero-click searches and diminished referral traffic for informational articles continue to rise:
  • “The informational queries are really the ones that got hit the most.” — Scott [30:36]

4. Looking Ahead: 2026 SEO & Search Predictions

Scott’s 2026 Predictions

• ChatGPT Market Share Will Decline:
  • “Perplexity and Gemini… are going to increase and start cutting into ChatGPT’s market share.” [32:14]
• AI to Appear in More Google Properties:
  • Enhanced AI in Google Search Console, Analytics, YouTube Studio, Looker Studio—not just in Search itself. [34:49]
• LLMs.txt Adoption:
  • Prediction that more websites will add LLMs.txt files; won’t hurt to prepare, but not urgent. Google is already experimenting.
• Instant (AI-Driven) Checkout Will Grow:
  • By end of 2026, buying products directly from search or AI agents will become mainstream, especially through Shopify and Google’s “agentic checkout.” [37:58–39:28]
• AI Overviews to Be Personalized:
  • Google’s overviews will adapt to user context—e.g., promoting businesses accessible via a user’s preferred mode of transport. Local results will also see increased personalization.
• Monetization of LLMs and Overviews:
  • Expect to see subtle paid links/ads in conversational and generative AI search and overviews, initially labeled (or not) as “suggested.”
• Annoying New Acronyms:
  • Wishes AI-SEO/ GEO/whatever “acronym soup” will fade and folks just say “SEO,” but expects that confusion to linger.

Ross’s 2026 Predictions

• AI Ethics Statements Will Proliferate:
  • Companies will increasingly display clear AI ethics statements (StepForth included) to clarify what’s human vs. machine work.
  • “More companies will be posting AI ethics statements… People need to know what they’re paying for and what kind of result they’ll get.” — Ross [44:05]
• Human Content Becomes a Selling Point:
  • Growing backlash against AI “slop” will lead to brands stressing human authorship, possibly with “written by human” seals. [45:01]
• Search Console Opacity:
  • Google won’t let webmasters separately analyze AI Overview data; Ross suspects deliberate obfuscation to hide something. [49:15]
• Authentic Brand Storytelling Wins:
  • The true differentiator for SEO/brands will be honest, human brand storytelling in the sea of AI-generated content.
  • “Authentic brand storytelling becomes the mainstay of successful businesses.” — Ross [50:00]
• AI SEO Tools Will Shake Up the Industry:
  • Tools like WAIKAY (WAIKAY.com) that incorporate AI tracking and insights will become highly valued/takeover targets. [52:00]
• Local SEO ‘Enhanced’ by AI—But Not Always for the Best:
  • AI will worsen misinformation about local businesses, with little recourse unless there’s public outcry. [53:15]
• SMB SEO Moves to Consulting, Not Execution:
  • SMEs will try to DIY SEO with AI, but Ross predicts SEOs will increasingly act as consultants—“handholding” to help filter good/bad AI advice. [54:24–55:18]
• SEOs Will Overhaul Website Architecture for E-E-A-T Signals:
  • Increasingly, SEO involves reengineering sites for clear expertise and authority: “Tons of work to be done in 2026 for 99% of companies.” [56:22]
• AI Agents Become Ubiquitous:
  • Average people will use/recognize AI agents as they become a normal part of life and business. [57:49]
• Regulation & Ethics Lag:
  • Hopes for a global pause to let regulation/ethics catch up, but expects more high-profile walkouts from AI companies due to disregard for safeguards.

Notable Quotes & Memorable Moments

• On ongoing AI content issues:

  • “Automation of AI content will become more widespread, though quality is a concern.” — Scott [23:14]
  • “AI slop… that’s actually made it into one of the words of the year.” — Ross [24:03]

• On protecting against AI scams:

  • “I really feel my heart breaks for senior citizens because they’re going to be taken to the laundry. It’s going to be frightening… Something I read suggested that you have some sort of a code word that you use with your parents.” — Ross [12:01]

• On Google's lack of transparency:

  • “They’ve had a long time to make it possible for us to break this down [AI Overviews] and they still have not done it. So I don’t believe they’re going to do it. I hope they do. I just don’t believe they will.” — Ross [49:15]

• On the future of SEO roles:

  • “SEOs… will be offering more handholding to medium businesses rather than hands-on SEO.” — Ross [54:24]
  • “There aren’t infinite number ones.” — Scott [56:22]

Important Timestamps

| Timestamp | Segment | |-----------|----------------------------------------------| | 02:06 | Recap of December 2025 core update | | 03:29 | Hilarious old transcript mistakes | | 05:35 | Start of past predictions review | | 08:08 | AI agents in the workplace | | 15:41 | ChatGPT/AI Search expansion (and flaws) | | 17:19 | AI Overviews & Google’s changing SERP space | | 23:26 | AI content quality & proliferation (“slop”) | | 30:36 | Zero-click searches, informational traffic | | 32:11 | First new prediction for 2026 | | 37:58 | Instant checkout & e-commerce via AI | | 44:05 | Rise of AI ethics statements & transparency | | 45:01 | Push for “human-created” content verification| | 49:15 | Frustration with Google Search Console data | | 50:00 | Brand storytelling as SEO's new foundation | | 53:15 | Local SEO: AI misinformation risks | | 54:24 | Small business SEO: shift to consulting | | 56:22 | EEAT and structural SEO focus moving forward | | 57:49 | AI Agents enter daily life |

Takeaways:

• AI's impact on SEO is accelerating, but with real tradeoffs: Content “slop” is everywhere, misinformation/fake content abounds, but advanced toolsets, new market share battles, and business model changes offer big opportunities for those who “do it right.”
• Transparency, quality, and authority are key: Both for ranking and for brand trust, companies must prove expertise and authenticity, not just create more “content.”
• Ethics, regulation, and human connection matter: From scams to deceptive content to the looming regulatory gap, the hosts urge vigilance—and see a market emerging for overtly “human” products and services.

For listeners craving the details behind current SEO turbulence, future-proof strategies, and an unvarnished look at AI’s disruption, this episode is essential—and loaded with practical wisdom, wry anecdotes, and actionable predictions.