As well as helping to interpret what the changes mean for the future, our SEO team have successfully navigated the ever-changing organic waters for our clients, and we are proud to point to continued year-on-year organic traffic growth and heightened AI Overview visibility across the websites that we support. We have worked in collaboration with our clients to plan and deliver content that is geared towards driving visibility in AI Overviews, which is going to be a key focus of SEO efforts during 2026 and beyond.

Our PPC team have also seen the impact of AI, with paid search ad auction dynamics becoming ever more competitive. The team have worked to optimise existing campaigns to manage costs and return on investment, as well as increasing the proportion of budget towards Performance Max and non-Google digital platforms in striving to maximise the impact of our clients' ad spend.

The Analytics team have helped our clients track and measure the impact of LLM powered generative AI engines on website traffic, with the creation of customised GA4 reporting and AI channel attribution. As market share for AI engines continues to grow, having a means of tracking and measuring the contribution that these sources make to website visits and content consumption enables our clients to stay ahead of the curve in understanding where their audience are discovering their content and in turn how to best meet their needs.

What's next?

As we look forward to next year, we're focussing on how we can help enhance our clients' sustainability credentials through active content maintenance and management. We're auditing websites to ensure that all maintained content serves a purpose in adding value to both the organisation and target audience, whilst culling out of date or rarely consumed content. As well as this, we're actively optimising images and video to reduce data transfer and storage wherever possible, with the aim of reducing the carbon footprint of the website without compromising on user experience.