The January 2026 SEO Update by Yoast is part of our monthly webinar series covering the latest developments in search and AI. In each session, we review the most important news from the past month and explore what it means for your search strategy. Hosted by Carolyn Shelby and Alex Moss, this month’s update looks at key industry shifts and practical takeaways for staying competitive. Below is a recap of the topics discussed and what they mean for your strategy.
Here’s the recap video on YouTube
Watch the full recap on YouTube to hear Carolyn and Alex dive deeper into these topics, answer audience questions, and provide additional examples of how these changes could affect your work.
SEO and AI news from January 2026
SEO is shifting from rankings to selection
Microsoft’s recent guide on AEO (Agentic Engine Optimization) and GEO (Generative Engine Optimization) highlights a major change: the goal isn’t just to rank, but to be chosen by AI and users. Tools like Gemini and ChatGPT don’t just match keywords; they evaluate brand authority, structured data, and real-world mentions. If your content isn’t clear, well-organized, or trustworthy, AI may overlook it, even if it performs well in traditional search. To stay competitive, focus on structured data, fast-loading pages, and strong brand signals.
Agentic commerce is on the rise
Google’s Universal Commerce Protocol (UCP) is an open-source framework designed to help AI handle purchases. This means AI won’t just recommend products, but could also buy them for users. For businesses, optimizing for AI “selection” is now as important as ranking. If you sell products, prioritize product schema, fast load times, and a strong brand presence to ensure AI picks you.
Google’s core updates continue to reshape publishing
The December 2025 core update hit news publishers hard, particularly those relying on prediction-based content (like “2026 Oscar predictions”). Google is favoring original, authoritative reporting over speculative or AI-generated content. If you’re in publishing, EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) remains critical.
YouTube is a growing force in AI search
Gemini is now pulling YouTube videos into its responses, even for non-video queries. If you’re not repurposing content for YouTube, you’re missing an opportunity. Optimize video titles, descriptions, and transcripts so AI can find and cite your work.
New tools are changing how we work
Anthropic’s Claude CoWork can organize files and automate tasks, while open-source tools like Moltbot (formerly Clawdbot) let you run AI agents locally. These tools aren’t just novelties, but signs of how quickly AI is integrating into workflows. For SEO, staying adaptable and testing new tools will be key.
Yoast is helping AI work for everyone
Yoast is building on Microsoft’s NLWeb framework to help AI systems better understand web content. The goal is to ensure small publishers and businesses aren’t left behind as AI-driven discovery grows. If you’re using WordPress, Yoast SEO’s existing tools—like schema markup and readability checks—already support this effort. We’ve also added Gemini and Perplexity to our AI Brand Insights tool, so you can track how AI models perceive your brand.
What to focus on in 2026
- Structure your content so AI can parse it easily (schema markup helps)
- Build brand authority across channels—social media, PR, email, and YouTube all send signals AI notices
- Understand agentic commerce if you sell products. Fast, well-structured pages will help AI “select” you
- Avoid AI-generated slop. AI can help draft content, but human insight and expertise are irreplaceable
Sign up for the next SEO Update by Yoast
The next SEO Update by Yoast is on February 24, 2026, at 4 PM CET (10 AM EST). Sign up to join the live discussion or get the recording. Don’t miss it!
