I’ve been wondering whether SEO has become noticeably harder for smaller websites over the past year or so.

It used to feel like getting the basics right — decent content, sensible page structure, good titles, technical SEO and some relevant links — could gradually move a site in the right direction.

Now it seems like there are a lot more things competing for visibility, especially AI-generated search results, featured snippets, large established websites and increasingly personalised results.

I’m particularly curious about how others are approaching this in 2026.

For example:

• Are you still focusing heavily on traditional keyword research?

• Has AI search changed the way you structure or write content?

• Do technical improvements still make a noticeable difference for smaller sites?

• Are backlinks becoming more or less important in your experience?

• What’s one SEO tactic that used to work well for you but doesn't seem as effective anymore?

Interested to hear what other web designers and developers are seeing with their own projects.

1. Are you still focusing heavily on traditional keyword research?

Nope, just focus on answering questions to problems people want to solve.

1. Has AI search changed the way you structure or write content?

Nope, getting Ai to write just produces drivel if unedited by a human.

1. Do technical improvements still make a noticeable difference for smaller sites?

Depends what "technical" improvements you mean.

1. Are backlinks becoming more or less important in your experience?

No idea, have never chased backlinks.

1. What’s one SEO tactic that used to work well for you but doesn't seem as effective anymore?

Not SEO but solving peoples problems with relevant information has always worked for me.

1. Are you still focusing heavily on traditional keyword research?

No and I never have

1. Has AI search changed the way you structure or write content?

No

1. Do technical improvements still make a noticeable difference for smaller sites?

Yes!

1. Are backlinks becoming more or less important in your experience?

They have never been important.

1. What’s one SEO tactic that used to work well for you but doesn't seem as effective anymore?

They all still work well.