Search is evolving fast in 2026 and on multiple different fronts; it’s a lot for businesses and marketers to keep up with while also delivering on core duties. 

So, to help you cut through the noise and keep pace, we’ve compiled the key digital marketing updates from Q1 2026 as digestible, bite-sized summaries. Read on for an essentials overview of the quarter in Search.

SEO 

• March 2026 Core Update (Mar 27–early Apr): Google’s first broad core update of the year. Signs pointing to improved detection of fresh content and unique perspectives. Rollout has now concluded. Read more
• March 2026 Spam Update (March 24-25): The first spam update of the year was subtle. It reinforced Google’s existing systems rather than adding to them. Read more
• Google Discover Update (Feb 2026): Focused on reducing clickbait and promoting original, locally relevant, expert-led content in Discover feeds. Read more
• AI opt-out controls progressing: Google confirmed development of controls allowing publishers to opt out of AI Overviews and AI Mode usage, marking a shift toward greater content ownership in AI search. Read more
• Search Live expands globally: Real-time, voice-led search (with camera input) rolls out wherever AI Mode is available, increasing zero-click behaviour but still leaving room for deeper research and commercial queries. Read more
• Markdown for bots: Cloudflare’s new HTML-to-markdown tool sparked debate. Focus remains on optimising your main page for both humans and AI, as there’s no evidence markdown improves visibility. Read more
• AI Overviews expand and evolve: Now appearing for ~50% of queries, citing sources beyond page-one rankings, while also reducing visibility and engagement for local listings (AI Local Packs). Read more
• Google Personal Intelligence expands (US): AI-driven search personalisation moves beyond paid tiers, signalling a future of highly individualised SERPs and measurement challenges. Read more
• Microsoft introduces AI content marketplace: New Publisher Content Marketplace allows publishers to license content for AI training and retrieval, creating potential new revenue streams. Read more
• Google downplays JavaScript SEO concerns: Updated guidance suggests JS rendering is no longer a barrier, though technical best practices remain important. Read more
• Search vs Gemini distinction remains: Google signals that Search and Gemini will coexist rather than merge, maintaining a multi-surface ecosystem. Read more

Paid Media

• AI voiceovers added to PMax video ads (opt-out): Google auto-generating voiceovers for silent video ads using existing assets, raising brand control and compliance considerations. Read more
• PMax video segmentation introduced: Advertisers can now isolate performance of video-served ads, offering clearer insight into video’s contribution within Performance Max campaigns. Read more
• Google Ads Editor 2.12 released: Major update bringing enhanced PMax and Demand Gen capabilities, including more video assets, vertical formats, campaign controls, and improved bulk management. Read more
• ChatGPT ads rollout begins: Ads now live in ChatGPT (US), using contextual placement beneath responses, signalling a new but still maturing ad channel. Read more
• ChatGPT ads infrastructure still maturing: Limited scalability due to lack of self-serve tools and robust reporting; Ads Manager reportedly in development. Read more
• Google expands AI-driven ad formats: New AI Mode ad placements and Direct Offers Ads integrate promotions directly into AI-led journeys. Read more
• PMax “precision steering” updates: New controls include first-party audience exclusions, improved budget forecasting, and deeper audience/placement reporting. Read more
• AI Max performance varies widely: Study shows inconsistent ROAS outcomes, reinforcing need for controlled, strategic deployment rather than full reliance. Read more
• Google removes parked domains from ad network: Low-quality placements eliminated from Search Partner Network, improving traffic quality. Read more
• Invalid click trends revealed: Data highlights variation across networks (higher on Display/Partners), reinforcing need for careful performance interpretation. Read more

Data & Analytics

• Personalised AI search will challenge measurement: Growth of AI-driven personalisation reduces reliability of traditional SEO tracking metrics and rankings. Read more
• AI visibility reporting begins to emerge: Bing’s reporting reflects early attempts to quantify presence in AI-generated search environments. Read more

Platform Updates

• Meta introduces location-based ad fees (from July 1): New surcharges applied based on where ads are served (not advertiser location), adding ~2–5% on top of spend in affected jurisdictions - requiring updated budgeting and tighter geo-targeting controls. Read more
• ChatGPT reduces reliance on links (GPT-5.3 Instant): Answers becoming more self-contained, further reducing click-through opportunities from AI search. Read more
• Apple Maps ads launched (US & Canada): Apple enters the local ads space with paid placements in Maps, introducing a potential future competitor to Google Maps ads. Read more
• “Ask Maps” introduces AI to Maps experience: Signals broader shift toward AI-assisted navigation and discovery across Google’s ecosystem. Read more
• Agentic search features expand: Google and Microsoft introduce AI agents capable of assisting with shopping and transactions, signalling a shift toward action-based search experiences.
• Google Ads introduces multi-party approval (MPA): New security feature adds a second approval layer for sensitive account changes amid rising account hijacking concerns. Read more

Content Trends

• Shift toward “unique perspective” content: Core and Discover updates reinforce prioritisation of originality, expertise, and first-hand insight.
• Google targets self-serving listicles: Evidence suggests Google is downranking “best of” content that promotes the publisher’s own business, signalling a crackdown on manipulative AI visibility tactics. Read more
• AI-driven zero-click behaviours increasing: Features like Search Live, AI Overviews, and ChatGPT answers continue to absorb informational queries.
• AI content selection decoupling from rankings: AI systems increasingly favour clarity, structure, and authority over traditional ranking position. But this could change.
• Manipulative AI content tactics losing effectiveness: Crackdown on self-serving listicles highlights importance of sustainable, user-first strategies. Read more
• Rise of agent-ready content: Growth of AI agents increases importance of structured, machine-readable content that can be interpreted and actioned.

What we’re watching

• AI Overviews behaviour: The appearance frequency of Google’s AI Overviews, and how often they utilise page 1 vs sub-page 1 content is in flux, and even small changes can have a impact on organic performance.
• Search everywhere: We’re keeping track of where search actually happens. There’s a lot of talk about ChatGPT as the primary remodeler of search, but most clicks in the AI space likely come from Google’s artificial intelligence systems - and socials are also currently a highly popular mode of search.

TDMP insight - the “structured data for AI discoverability” debate

Recently, there has been a lot of debate around structured data (schema markup) in relation to content being cited in AI-generated search results. Some claim it’s an effective tactic; others lean strongly in the other direction.

At TDMP, we recommend the implementation of structured data as part of a broader strategy to support organic visibility in both traditional and AI-generated search results. However, we always make it clear that structured data (or any other method, for that matter) is not a silver bullet and cannot guarantee inclusion in AI search outputs.

The role of structured data is simply to make content clearer and easier for search engines and AI models to interpret; it does not serve as a direct ranking factor. It’s also tricky to measure the impact of structured data, as you won’t find any metrics dedicated to it in Search Console. This has no doubt fueled the debate to a certain extent.

Instead, performance trend comparisons and supporting indicators can help to highlight where structured data may be contributing to observed improvements, when assessed alongside other site and content changes.

Structured data case study

We guided the implementation of structured data across a B2B client’s key content groups to improve content clarity and support visibility in AI-generated search results.

Early indicators suggest that the markup may be helping AI systems interpret content more contextually, coinciding with observed improvements in visibility and click-through rates.

Results (Sep ’25 → Feb ’26):

• AI Overviews citations: +34% overall, with Blog +55% and Our Solutions +40%
• Google AI Mode audience volume: 3,200 → 14,100; mentions: 14 → 52
• Landing page views from AI sources: Blog +300%, Resources +31%, Our Solutions +15%

Interestingly, while the presence of key pages in AI search results increased, homepage citations declined substantially. Rather than indicating a negative outcome, this pattern suggests that AI systems may be matching pages more closely to specific query intent, reducing reliance on “catch-all” pages such as the client's homepage.

As a result, users arriving from AI-driven search will be more likely to land on contextually relevant pages, which can support stronger engagement and more efficient journeys through the site.

Signals from Q1 2026 - Where Search is headed

AI-powered personalisation is likely going to be the next disruptor in Search, driving more zero-click results and directing users to the most relevant content. Clarity, structure, and authority will increasingly be rewarded. More than ever, brands need to broaden their view of visibility and look beyond traditional rankings.

To ensure your content and campaigns stay ahead, contact TDMP for expert guidance and strategy.