Marketers predict traditional SEO obsolete by 2026, survey finds

Research from SALESmanago indicates that 73% of eCommerce and retail marketers believe traditional SEO will become obsolete by 2026.

The survey, which questioned 150 marketers across the UK, Poland, and Italy, highlights the significant technology and consumer behaviour challenges currently faced by European eCommerce brands. The findings shed light on the disruption caused by shifting consumer preferences, an increasing array of online platforms, and evolving digital engagement rules.

A prominent theme identified by the research was the decreasing reliance on traditional SEO strategies. Nearly three-quarters of marketers surveyed said that they expect conventional SEO approaches to be irrelevant by the end of next year.

The influence of social media platforms, such as TikTok, is also noticeable in commerce trends. According to the report, 44% of marketers have observed growing demand for social commerce. To meet this shift, 35% of respondents indicated they are adopting AI-powered tools to enhance their response to the new landscape.

The study reveals wider concerns about the so-called "dark social" phenomenon, referring to online conversations and sharing that occur on private channels like WhatsApp and direct Instagram messages. Some 63% of the marketers surveyed said these private platforms are making it more difficult to measure and analyse web traffic, posing a fresh challenge to marketers attempting to track consumer journeys.

The report also found that just over half (51%) of marketers are experiencing heightened pressure to deliver greater levels of personalisation to customers, as expectations for tailored experiences rise.

Environmental consciousness is also having an influence on marketing strategies in the sector. Forty-one percent of respondents said that the demands of eco-conscious consumers have prompted them to rethink their approach to eCommerce marketing.

Brian Plackis-Cheng, Chief Executive Officer at SALESmanago, commented on the survey's findings: "Brands across Europe are rapidly realising that consumer journeys are no longer linear, and the fact that so many marketers are questioning the value of SEO speaks volumes. As consumers move to private platforms and engage in more unpredictable, cross-channel journeys, brands need real-time intelligence, over keywords, and personalisation over products."

To adapt to these emerging trends, marketers indicated various technology investment priorities. According to the survey, 47% are looking to implement Customer Data Platforms, while 38% prioritised social commerce integrations. In addition, 35% pointed to AI-powered tools as a key focus, and 34% highlighted investment in omnichannel marketing automation as important to their future strategy.

Plackis-Cheng added: "Marketers are under pressure to show ROI, despite growing blind spots like dark social. The winners will be those who unify their data, adopt AI with a clear segmentation strategy, leverage messaging channels like SMS and WhatsApp for targeted and personalised engagement, and deliver tailored experiences at scale."