{"id":41642,"date":"2026-01-06T17:04:59","date_gmt":"2026-01-06T16:04:59","guid":{"rendered":"https:\/\/csw.agency\/?p=41642"},"modified":"2026-01-19T12:15:56","modified_gmt":"2026-01-19T11:15:56","slug":"2025-2026","status":"publish","type":"post","link":"https:\/\/csw.agency\/en\/2025-2026\/","title":{"rendered":"Compensate for the decline in clicks: Content, data, trust"},"content":{"rendered":"

In 2025, Google has expanded the search function with AI Overviews<\/a> and AI Mode<\/a> in which answers appear more frequently before the classic hits. Google describes in Search Central how this AI<\/a>-features work from the perspective of website operators.\u00a0 <\/span><\/p>\n

At the same time, paid marketing became more strongly characterized by platform logic: Performance Max received new Control options<\/a> and more transparency in reporting. What counts for 2026 is whether you turn it into repeatable processes that fit the typical disciplines: SEO\/SEA\/social, web engineering & UI\/UX, hosting\/security, AI workflows and brand development.<\/p>\n

2025: AI search and ad automation become operationally noticeable<\/h2>\n

Google has expanded AI Overviews and AI Mode as a new search experience presented<\/a>; official product information and operator documentation are available. Pew Research<\/a> has quantified the effect on click behavior: In visits with AI summary, classic results in 8%<\/strong> of cases to one click, without AI summary in 15%<\/strong>.<\/p>\n

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This changes priorities in SEO: In addition to rankings, it is more important whether content is structured in such a way that it can be used in response areas. correctly quoted<\/strong> and linked<\/strong> become. In the paid area, Google 2025 has communicated additional controls and deeper search insights for Performance Max, including campaign-wide Negative keywords<\/em> and better search term and topic evaluations.\u00a0 <\/span><\/p>\n

This fits in with a trend that became visible in many accounts in 2025: Control is less about micromanaging individual placements and more about Goals<\/strong>, Signals<\/strong>, Creatives<\/strong> and Exclusions<\/strong>. If you set up performance marketing as a KPI-driven process, you can use this platform logic - from SEO\/SEA to social ads, as is also bundled in typical \u201eKPI-driven performance marketing\u201c setups.<\/p>\n

2026: Search becomes answer space - and source links become more important<\/h2>\n

The key question for 2026 is: How does a brand remain visible when users consume answers directly on the search page? To this end, Google is working on more and better visible Source links<\/a> in AI mode.<\/p>\n

For your content planning, this means: content needs passages that answer a question. in a few sentences<\/strong> answer precisely, plus Receipts<\/strong>, Actuality<\/strong> and clear Responsibility<\/strong> (author\/date). The operator documentation emphasizes the view from the website perspective and provides Guard rails<\/a> for inclusion.<\/p>\n

2026 will also be a year in which publisher interests and platform interests collide more strongly. The EU has adopted a Investigation<\/a> on Google's use of publisher content for AI features; this increases the pressure on transparency and attribution. For brand communication, this practically means that a solid brand presence (positioning, consistent messages, visual guidelines) has a direct impact on recognition in search, social and review environments - and is therefore not just a \u201edesign issue\u201c, but a Performance theme<\/strong>.<\/p>\n

Performance marketing becomes input engineering<\/h2>\n

In 2026, whoever feeds automation cleanly will win: Clean conversion definitions<\/strong>, a resilient event model,<\/strong> Consistent product data<\/strong> and a Creative system<\/strong> with variants that test<\/strong> let. Google describes channel performance reporting for Performance Max as a way to better understand results across inventories.\u00a0 <\/span><\/p>\n

This is the operational bridge between SEA\/shopping, social ads, retargeting and funnel setups that typically converge in performance marketing packages.\u00a0 <\/span><\/p>\n