Evolving Content Strategies for 2026: Insights for European SMBs

Trends and Impact 🚀 Generative systems such as ChatGPT, Gemini, Claude, and Perplexity are revolutionizing the early stages of the discovery process. "Visibility now isn’t just about who ranks. It’s about who gets referenced inside the models that guide those decisions." This shift in dynamics means that traditional metrics like impressions and click-through rates are becoming less telling. Instead, mentions, citations, and structured visibility signals are the new indicators of trust and pathways to revenue. As AI takes over more of the user journey, we must adapt to these transformative trends. Practical Steps 🛠️ To navigate this evolving landscape, businesses should focus on high-intent content such as pricing pages, calculators, and comparison content, which have shown significant growth. Despite the decline in engagement for top-of-funnel (TOFU) guides and tutorials, it's crucial to continue creating TOFU content. "You might need to make even more of it," as it plays a vital role in brand awareness. Users now complete more research within generative engines, arriving at websites later in their journey, already motivated and ready to act. Competitive Advantages 💡 In this new paradigm, being included in generative conversations can significantly impact your click-through rate further down the funnel. As Seer Interactive noted, organic clicks rose when a site was cited in AI Overviews. The conversion rate for users engaging with generative engines is notably higher compared to traditional organic search. To maintain a competitive edge, focus on mentions and citations. Ensure your bottom-of-funnel content is technically flawless and accessible to AI agents. As we approach 2026, being the trusted brand in generative answers will be your next battleground for visibility.