Monthly Search Insights: May 2026

May was another important month in search, with Google continuing to show how it is refining both traditional search results and newer AI-led search experiences.

This month, there were three key developments worth highlighting:

• Google’s May Core Update began rolling out
• Google published new guidance on optimising for generative AI in Search
• Google I/O gave a clearer view of how AI-led research is becoming part of the search journey

The overall message is clear. SEO is not becoming less important. If anything, the foundations matter more.

Businesses need clear service pages, helpful content, strong technical structure, consistent business information, local relevance, reviews and evidence of trust. These are the signals that help Google, AI search features and other AI platforms understand, trust and potentially reference a business.

 

Google’s May Core Update

Google began rolling out its May 2026 Core Update towards the end of the month.

Core updates are broad changes to Google’s ranking systems. They are not usually aimed at one specific issue, website type or tactic. Instead, they are part of Google’s ongoing work to reassess which pages deserve to rank well across search results.

In practice, this means Google is looking more closely at whether a page genuinely answers the searcher’s need, whether the content feels reliable, and whether the website provides a good overall experience.

We have seen some ranking movement during the rollout, which is expected during a core update. At this stage, nothing appears unusually concerning, but we will continue to monitor performance as the update settles.

This update is another reminder that Google is moving towards content that is useful, credible and worth showing, rather than pages that simply cover a topic.

What this means for your business

Some websites may see short-term movement in rankings, traffic or keyword positions while the update continues to roll out.

That does not always mean something is wrong. Core updates can cause temporary fluctuations before results settle.

The important thing is to avoid reacting too quickly to isolated changes. A single ranking movement does not always indicate a wider issue. What matters more is whether there are meaningful patterns across important pages, services or search terms.

The direction remains consistent. Websites that provide clear, useful and trustworthy information are in a stronger position than those relying on thin, duplicated or generic content.

What we are doing to support this

In response to the update, we are continuing to monitor rankings, traffic levels and any changes that may need further review.

Where we do see movement, we are looking for meaningful patterns rather than reacting to isolated changes.

Our focus remains on improving the areas that support long-term search performance, including content quality, technical foundations, page structure, search intent alignment and overall website usefulness.

The aim is to make sure your website remains in the strongest possible position as Google continues to refine how it assesses content quality and relevance.

Google’s AI Search Guidance Highlights the Importance of Non-Commodity Content

Google has published guidance on how websites can perform well in generative AI features within Search, including AI Overviews and AI Mode.

One of the clearest takeaways is the growing importance of valuable, non-commodity content.

This means content that goes beyond generic information and provides genuine insight, first-hand experience, expert opinion or practical value.

A commodity article might be:

“7 Tips for Improving Your SEO”

A stronger non-commodity version would be:

“The SEO Issues We Most Commonly Find on SME Websites, and Which Ones Actually Affect Enquiries”

The second version is stronger because it suggests real experience. It also gives the reader a clearer reason to trust the advice.

This closely reflects the approach we have already been advising clients to take. Strong content should not simply answer a keyword. It should help a real person make a better decision, while also giving Google and AI systems clearer reasons to understand, trust and reference the business behind it.

For SMEs, this is especially important. Many businesses already have valuable expertise, but it is often hidden in sales conversations, customer emails, reviews, case studies and day-to-day experience.

Turning that knowledge into useful website content can help improve visibility across traditional search, AI Overviews, AI Mode and AI-led platforms such as ChatGPT, Claude, Perplexity and Gemini.

What this means for your business

AI-led search does not make SEO less important. It raises the standard.

For your business to be found and represented accurately, search engines and AI systems need to clearly understand who you are, what you do, where you operate, who you help and why you can be trusted.

That understanding is built through strong SEO foundations. This includes clear service pages, helpful content, good technical structure, internal linking, reviews, local signals, consistent business information and evidence of expertise.

Your website now needs to do more than rank for individual keywords. It needs to clearly answer the questions potential customers are asking, support comparison and decision-making, and give search engines and AI systems the confidence to reference your business.

The businesses most likely to benefit are the ones that can show real expertise, answer genuine customer questions and provide information that is specific, useful and worth trusting.

What we are doing to support this

This reflects the direction we have already been advising clients to take.

To support this shift, we are helping clients identify the real expertise already inside the business. That might come from sales conversations, customer questions, reviews, case studies or day-to-day experience.

We can then turn that knowledge into useful, experience-led website content.

We are also strengthening the technical foundations, so key pages are clearly structured, crawlable and easy for Google and AI systems to understand.

For local and ecommerce businesses, this also means making sure key details such as services, locations, opening hours, products and availability are accurate, complete and easy to interpret.

We have explored this in more detail in our separate guide to non-commodity content, including what it means, why it matters and how businesses can start creating stronger, more useful content.

Google I/O: Search Moves Closer to AI-Led Research

Google I/O took place in May and gave a clearer view of where search is heading.

A key theme was the move towards more AI-led search experiences, where users can ask broader questions, compare information, research options and continue the conversation through AI Mode.

Rather than carrying out several separate searches, a potential customer may ask one detailed question and use AI-generated summaries and follow-up questions to narrow down their options.

For businesses, this reinforces the importance of being visible, clear and trusted across the full research journey. Customers may compare services, check reviews, look for evidence of expertise and shortlist suppliers before they ever visit a website.

What this means for your business

Search is becoming more layered. Traditional SEO remains the foundation, but AI-led search is changing how people research, compare and choose businesses.

This does not mean SEO matters less. In many ways, it means the basics matter more.

For your business to appear in traditional Google results, AI Overviews, AI Mode and other AI platforms, search engines and language models need to clearly understand who you are, what you do, where you operate, who you help and why you can be trusted.

That understanding is built through strong SEO foundations: clear service pages, helpful content, good technical structure, internal linking, reviews, local signals, consistent business information and evidence of expertise.

The visible difference is that a potential customer may not simply search, click a few websites and decide. They might ask an AI tool to compare companies, summarise reviews or recommend a shortlist before they ever visit your site.

That means your business needs to be clear and consistent across the full search journey, from your website and reviews to your services, locations and key selling points.

What we are doing to support this

At Artemis, our focus remains practical and commercial: improving your visibility in traditional search while also strengthening the signals that help AI systems understand, trust and potentially reference your business.

We are continuing to build on the SEO work already in place by improving visibility across the wider search journey.

That means making sure key business information is clear, accurate and easy for search engines and AI systems to understand.

This includes strengthening service pages, improving FAQs, reviewing local and ecommerce details, improving internal structure and creating content that answers the questions real customers are asking.

The aim is to help your business appear in the right searches, be understood correctly, and be more likely to be considered or recommended when potential customers are researching their options.

Final Thoughts

May’s search updates show that Google is continuing to raise the standard, with greater focus on useful content, real expertise and AI-led search journeys.

At Artemis, we are continuing to support your business through these changes, helping you stay visible, trusted and competitive as search evolves.

If you have any questions or want to explore opportunities in more detail, please get in touch with your account manager.