SEO research

SEO statistics for 2026

Updated June 2026 · Every figure is attributed to a named source with a link.

Search still drives brand discovery in 2026 — about 33% of internet users find new brands through search engines — but the channel is splitting in two: 92% of marketers now optimize for both traditional and AI-powered search, and ~30% report lower traditional search traffic as buyers turn to AI tools. Below are key SEO statistics for 2026, each attributed to a named source.

Search & discovery

~33%

of internet users aged 16+ discover new brands through search engines.

Source: DataReportal, Digital 2025

93.9%

global mobile search market share is held by Google.

Source: StatCounter, 2025

SEO & AI search

92%

of marketers report optimizing for both traditional and AI-powered search.

Source: HubSpot State of Marketing Report 2026

41%

of marketers are updating their SEO strategy in response to search changes.

Source: HubSpot State of Marketing Report 2026

~30%

of marketers reported decreased traditional search traffic as consumers shift to AI tools.

Source: HubSpot State of Marketing Report 2026

~24%

are updating their SEO strategy for generative AI search (GEO / answer-engine optimization).

Source: HubSpot State of Marketing Report 2026

Looking for more? See our marketing statistics hub or the full 2026 marketing statistics roundup.

SEO statistics for 2026 — FAQs

Is SEO still worth it in 2026?

Yes. About 33% of internet users aged 16+ still discover new brands through search engines (DataReportal), and 92% of marketers report optimizing for both traditional and AI-powered search (HubSpot State of Marketing Report 2026). The channel is evolving toward AI search, not disappearing — which is why SEO now pairs with Generative Engine Optimization (GEO).

How is AI changing SEO in 2026?

Per HubSpot's State of Marketing Report 2026, roughly 30% of marketers reported decreased traditional search traffic as consumers turn to AI tools, and about 24% are already updating their SEO strategy for generative AI search — the practice known as GEO or answer-engine optimization. The goal shifts from only ranking links to becoming the source AI engines cite.

What share of search does Google still hold?

Google held roughly 93.9% of the global mobile search market in 2025 (StatCounter), so classic search optimization remains essential even as AI search grows alongside it.

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