Monthly Search Insights: April 2026

You may notice this report is now called “Search Insights” rather than “SEO Insights.” 

This change reflects how people now find businesses. 

While Google search is still important, more people are also using AI tools such as ChatGPT, Claude, Perplexity and Google Gemini to research, compare and choose suppliers. 

Over the past 18–24 months, we’ve been actively researching and adapting to these changes through our ongoing development work, including Artemis Intelligence®. As AI now plays a more visible role in how people search, we felt it was important the report reflects how search now actually works. 

The work we do already supports visibility across both traditional search engines and AI platforms. This updated name simply reflects the broader search landscape.

 

April search update 

April was a steadier month in search following the disruption we saw in March. 

Google’s March Core Update created a period of movement across many search results, which is normal after a major update of this kind. During April, that volatility began to settle, giving us a clearer picture of how websites have responded and where further improvements may be needed. 

The main takeaway is that Google continues to reward websites that are genuinely useful, trustworthy and easy to understand. This is not a new direction, but it is becoming increasingly important as search results continue to change. 

Your business does not just need to rank well. It needs to be understood, trusted and referenced by both search engines and AI platforms. 

 

The future of search: insights from Sundar Pichai 

In April, Alphabet and Google CEO Sundar Pichai spoke on the Cheeky Pint podcast about how search may continue to change through 2026 and into 2027. 

One of the key takeaways was that search is not moving in just one direction. Instead, different types of search experience are likely to sit alongside each other, depending on what the user needs. 

We can think of this in three simple layers. 

 1. Classic Search

This is the search experience most people are familiar with: typing a query into Google and clicking through to a website. 

This will continue to matter, especially for: 

• brand searches  

• local searches  

• product and service searches  

• people looking for a specific website  

• users who are ready to enquire, book or buy  

2. AI-led Search

This includes features such as AI Overviews and AI Mode. 

Here, Google does more of the research for the user. It can take a more detailed question, look across several sources and pull together a summarised answer. 

For businesses, this means it is becoming even more important that Google can clearly understand what you do, who you help and why your content can be trusted. 

 3. Agentic Search

This is the next stage, where search may start to take action on behalf of the user. 

For example, AI could help someone compare options, browse products, complete parts of a checkout, fill in a form or make a booking. 

This is still developing, but it gives us a clear view of where search is heading: from simply finding information to helping users complete tasks. 

 

What Google’s guidance tells us 

Google’s own Search Central guidance continues to point in the same direction: helpful, reliable, people-first content matters. 

That means content should be created for real users first, not just to target keywords. It should answer useful questions, show clear expertise and make it easy for both people and search engines to understand the business behind the website. 

This also supports visibility in AI-led search. AI systems need clear, credible and well-structured information to understand a business and decide when it may be useful to reference. 

 

What we are seeing 

Across the search landscape, there is a continued move towards results that answer questions more directly. This includes traditional organic rankings, AI Overviews in Google, and responses generated by AI platforms such as ChatGPT, Claude, Perplexity and Google Gemini. 

For businesses, this means visibility is no longer only about appearing in a list of blue links. The goal is increasingly to be recognised as a trusted source of information that search engines and AI platforms can understand, use and reference. 

This does not mean traditional SEO is becoming less important. In fact, the fundamentals matter more than ever. Clear website structure, useful content, strong trust signals, accurate business information and a good user experience all help search engines and AI systems understand who you are, what you do and why you should be trusted. 

Each AI platform works differently, but they all rely on clear, credible and well-structured information when forming answers and referencing businesses. 

 

Why this matters for your business 

People are changing how they search. 

Some still go straight to Google. Others ask ChatGPT, Perplexity or Gemini for recommendations, comparisons or explanations before they ever visit a website. In many cases, these tools influence which businesses people notice, trust and contact. 

That means your website and wider online presence need to make it easy for both people and AI systems to understand your business. 

The work we carry out each month is designed to support this. It helps position your business for visibility across traditional search engines and the newer AI-led search experiences that are now becoming part of everyday behaviour. 

 

What this means for the work we do 

Our focus remains practical: helping your business be visible, trusted and chosen by the right people. 

This includes: 

• making sure your website is technically sound and easy for search engines to crawl  

• improving the clarity and structure of your content  

• creating pages that answer real customer questions  

• strengthening trust signals such as reviews, case studies, expertise and useful information  

• keeping your business information consistent and accurate across the web  

• monitoring how changes in Google and AI-led search may affect your visibility  

These actions support both traditional SEO and AI search visibility. They help search engines and AI platforms understand your business more clearly and increase the chances of your content being used, referenced or surfaced when potential customers are looking for answers. 

 

The wider search landscape 

Google remains a hugely important part of how people find businesses, but it is no longer the whole picture. 

AI tools are becoming part of the research and decision-making process. People use them to ask questions, compare options, understand services and narrow down suppliers. This is especially relevant for businesses where trust, expertise and clarity matter. 

For small and medium-sized businesses, the opportunity is clear. The businesses that explain what they do clearly, demonstrate trust and provide genuinely useful information are more likely to perform well across both traditional search and AI-led discovery. 

 

What we are focusing on 

Our priority is to make sure your business is well positioned as search continues to change. 

That means continuing to improve the things that matter most: 

• clear and helpful content  

• strong technical foundations  

• trustworthy business signals  

• accurate and consistent information  

• good user experience  

• ongoing monitoring of search and AI developments  

This is not about chasing every new trend. It is about making sure your business has strong foundations and is visible in the places where potential customers are now searching. 

 

Summary 

Search is changing, but the goal remains the same: making sure your business is found, trusted and chosen by the right people. 

The work we do each month supports that goal across Google, traditional SEO and newer AI-led search platforms. 

At Artemis, we’ll continue to monitor these changes and make practical improvements that protect your visibility and support long-term performance.