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Insights9th Dec 2025

Myths and truths about SEO – what you should know for 2026

WPP Media Nordics

WPP Media Nordics

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We’re nearing the end of the year 2025, which provides us with a valuable opportunity to reflect on the significant shifts within the reality of SEO. The increasing integration of AI is altering how information is found and consumed, expanding the practice of SEO beyond its traditional technical roots. What was once primarily a function of keywords and backlinks is now a more nuanced discipline where brand authority and content quality are essential. 

To enter the year 2026 well-informed and up to date, our three Nordic specialists have gathered four myths and truths about modern SEO:

Myth #1: “SEO is all about getting clicks.” 

Truth: SEO performance is now affected by visibility, not just clicks. With AI Overviews and zero-click answers served directly on the results page, value is created when your brand is presented as a trusted source for information. This exposure builds authority and brand recognition, which in return will affect your ROI positively. 

What this means for you: Your SEO metrics must now extend beyond clicks to measure visibility and brand sentiment in AI results, as this authority is directly built by your broader branding and PR efforts. 

Myth #2: Myth: "Google reads our content 1:1, exactly as written"  

Truth:  While keywords remain a factor in how Google indexes the web, the focus for AI-generated answers has shifted. The new AI Overviews are designed to understand a user's intent. The AI will synthesize information from various sources to provide a direct, helpful answer. Consequently, content is now being prioritized based on how well it solves a user's problem, making clear and valuable information more important than ever. 

What this means for you: Clarity, and how you explain something becomes just as important as keywords and specific phrases you use.  

Myth #3: “We no longer need websites if AI provides the answers.” 

Truth: Your website remains the authoritative source for your brand's information. 

While AI models aggregate information from many sources, your own website is the one place where you have complete control over the narrative. It serves as your digital foundation, ensuring the information about your brand is accurate and up to date for both users and AI.  

What this means for you: Your website should be treated as a central hub for high-quality content that establishes your brand's authority. 

Myth #4: “AI eliminates the need for SEO.” 

Truth: SEO is still critical, but it is evolving into Generative Engine Optimization (GEO). 

This new approach, which can be thought of as GEO (Generative Engine Optimization), builds upon established SEO principles and expands them. The goal is to ensure your content is not only discoverable but is also selected as a primary source for AI-generated answers. 

What this means for you: Focus on creating timely, well-structured content that addresses current trends, as this real-time relevance is key to being prioritized by AI. This content strategy must be supported by strong technical SEO, such as using schema markup, to ensure machines can easily understand and trust your information. 

What’s next? 

The shift in SEO towards a more integrated, creative, and brand-focused discipline is clear. It requires a broader view of what contributes to search visibility and a commitment to producing genuinely valuable and trustworthy content, aligning with Google's E-E-A-T principles. By adapting to these changes, businesses can position themselves for continued relevance in an AI-driven world. 

Are you interested in more organic traffic, higher ranking in the SERP, and more visibility on AI Overview? Reach out to your local specialist today: