Is AI making SEO easier or more competitive in 2026?

AI has made SEO easier to produce and much more competitive to win. If you only look at content creation, it feels easier. If you look at rankings, it’s clearly harder.

AI is just another tool, and although the internet is becoming saturated with AI-powered content, we should view it as such. Google is already deindexing websites that contained only AI-powered content, so we need to use it with caution.

the execution that's key, and that's where most people fall short. AI can definitely help with content creation, but it's the strategy and quality that sets you apart, not just churning out generic articles. What I've seen is that AI can help with research and outlines, but it's the human touch that adds the depth and nuance that Google's algorithms are looking for. The point about meeting Google's EEAT rule is crucial, as it's not just about creating content, but creating content that's authoritative, trustworthy, and relevant. In my experience, it's the sites that focus on providing real value that end up rising to the top, regardless of whether they're using AI or not. The game is definitely more crowded, but that just means you need to be more focused on creating high-quality content that resonates with your audience.

It’s nuanced.

AI is actually giving rise to an extension of SEO in the form of generative optimization opening
up a new window for traffic while at the same time further pushing down traditional search pages.

My dead internet theory take on this is that with so much AI slop, it's going to be easier for people
to stand out with a shaky camera or not a perfect picture compared to all their competitors using
generative AI to toss together projects quickly.

It's a wash, partly more difficult yet a lot more opportunity.