Google search in 2026 — how AI is changing the way people find you

If you have noticed declining organic traffic despite good rankings, you are not alone. AI Overviews — Google's generative answer box appearing above organic results — now captures a significant share of clicks on informational queries. For some site categories, click-through rates have dropped by up to 30% compared with the same period in 2024.

There is a flip side, though. Being featured in an AI Overview typically generates more branded traffic, because the user sees your name and clicks to verify. Zero-click results do not necessarily mean zero conversions — it depends on whether you are building recognition or selling directly through search.

Local search is relatively protected. 'Web agency Belgrade', 'website development Novi Sad', 'SEO optimisation Serbia' — AI Overviews rarely displace the Google Business Profile and local organic results here. Local businesses with a clean GBP, regular reviews, and consistent NAP are finding that their local rankings have held.

Structured data has become visibly important. Schema.org markup for FAQ, HowTo, Product, Review — all of this feeds Google's AI with structured answers and increases the chance of being cited. Having the content is no longer enough; it needs to be semantically marked up so the machine can cite it confidently.

The practical conclusion: invest in longer, specific articles that answer a concrete query better than short texts. Optimise for brand — so someone finds you in an AI result, then searches for you directly. Local SEO is worth more than ever.

For an SEO strategy adapted to this environment, see our SEO optimisation service or book a consultation — we will walk you through what is actually happening with your site in Google Search Console.