Being a writer in 2026 is an interesting concept. You’re constantly battling algorithms, search intents, Google updates and, thanks to the rapid rise of tools like ChatGPT, trying to compete with robots.
And the robots are most definitely solidifying their space in the sector.
Rather than simply putting your earphones in and sitting down to write, the prior research is now more important than ever.
A well-written piece is no longer enough. It’s only part of the puzzle. Everything needs to be purposeful.
Learning to balance storytelling, SEO, and the tools of the modern writer is what keeps the job both rewarding and endlessly interesting.
When content works (and when it doesn’t)
There’s a fine line between content “working” and content “not working”.
In one sense, content these days that’s “working” is both an enjoyable read and something that gets plenty of clicks on Google.
Content that isn’t “working” can be defined as something that ends up on page five of Google. But it might still read well, and thus: the fine line.
“The key to good content is making sure your writers appear interested and informed”
Generally, authentic and original content with a unique voice full of expertise draws you in, keeps you engaged, and it stays with you.
In my opinion, the key to good content is making sure your writers appear interested and informed. If you find the subject boring, bland, or you’ve written it at 4:59pm with one eye on the clock, it comes through in every word you write.
I find that if I’m not writing with energy, I might as well not be writing at all because I’ll no doubt rewrite everything when I revisit it later.
However, for content to fulfil its needs in 2026, findings and data must be taken into consideration.Â
This is where SEO and content writing go hand in hand.
The importance of a writer’s research
Well-written content is only half the battle. If it isn’t discoverable or accessible online, it won’t be working towards your goals.
This is where SEO and user experience can be the make or break.
Highly competitive keywords, mismatched search intent, repetitive content and slow site speed can all set you up for failure. If SEO hasn’t been carefully considered, the content you’ve spent hours perfecting might only be read by you and the person proofreading it.
Some people think that SEO and content writing are the same thing, but it’s not that simple.
They require different skills altogether.
SEO requires strategic thinking and an analytical mind. You need to think about the big picture, about long-term goals, and make sure you find out exactly what readers will benefit from.
However, SEO is only one aspect of the prior research. Your writers also need to immerse themselves in a topic more broadly to understand it. From audience to terminology, there are so many elements to cover. If writers aren’t familiar with the subject they’re writing about, it always comes across and can impact the authority of a piece.
Balancing SEO and content writing
The writing side is more creative. You can tap into your storytelling side. And, cue the stereotype, it’s always a bonus when you sit down to write and it’s raining outside. As mentioned before, a genuine interest in writing shines through in the end product – whether it’s a blog, a site homepage or category content.
If that prior research has been carried out, you can ensure your writers’ creativity can be guided by what people are looking for online.
SEO is just as important after publishing, too. Once content is out there, its performance needs to be monitored closely for opportunities where optimisation or tweaks will ensure it continues delivering results.
And, especially when working in an agency, it’s a common requirement to do this across countless industries. You have to wear many hats.
One day you’re writing about the best ways to style poodles, and the next it’s a how-to article on looking after dams in Australia.
“Once content is live, it needs to be monitored closely for further opportunities to optimise or tweak.”
Other times, it’s high-end furniture in the morning and roofing in the afternoon. The research you do needs to be so thorough that you sound like the go-to for anyone looking for answers.
In theory, I’ve collected so much information on so many topics over the years that I’d like to say I’d be good at a pub quiz, but my track record isn’t great.
If you ever see me pitching in about the best kind of ride-on lawnmower, just know it comes from hours of research and blog writing, and not from first-hand experience!
Let’s talk about AI
Ah, AI. You can love it or hate it. But you can also feel conflicted. A category I find myself in.
On one side of the coin, yes, you can’t deny how helpful it is for some parts of life. If there’s something you need to find the answer to quickly, you can’t go wrong.
Looking for a recipe? You’ll get one in an instant.
Need to know a historical fact? Don’t waste your time scrolling through Google. And don’t even bother reading a book.
Want to know what you’ll look like in 30 years? Why leave it to your imagination?
So yes, it’s helpful and answers are found immediately. But as a writer, you can’t deny how much it takes away from the skills you’ve spent years learning.
And with that alongside some people’s mentality of “AI can just do it”, you can’t help but feel disheartened.
Jobs of the past required each piece of work to go through an AI checker to reassure the clients they were getting the service they were paying for.
At first, hours of frustration. You could spend six hours on a blog, only to have it flagged as 70% AI.
This required plenty of alterations, and after finishing a written piece, it’s not really high up on your to-do list. I was trying not to sound like a robot that had been programmed to sound like me…
But what did it teach me? After a while, I started to notice key patterns that the detector didn’t like.
And I had to change the way I approached my work and the writing habits and skills I’d been using for years. Because now, if your writing looks like AI, it could be working against you – even if it wasn’t actually created by an AI tool.
Once you know what not to do, you can’t help but notice it everywhere. I can spot an em dash a mile off. If you’re one of those people who uses it in your own writing, I would highly recommend that you stop unless you want to sound like ChatGPT.
And those American spellings creeping into your UK website? It speaks volumes.
Why human input still matters
In the midst of the world’s newfound love of AI, you might wonder if there are any writers who still love what they’re doing without relying on robots to do our work for us. Don’t worry, we still exist – and we’re perhaps more important than ever.
Combining SEO and writing involves swapping your mindset, and that’s not a bad thing. Keeping up with the constantly changing expectations and algorithms just keeps us on our toes.
AI can talk at you, but good writing speaks to you and leaves a lasting impression.
And yes, AI can be quick to provide you with plenty of information after crawling countless examples of existing content online. But writers can bring genuine insights and experience that AI can’t replicate. This originality is what makes genuine content engaging and trustworthy.
“AI can talk at you, but good writing speaks to you and leaves a lasting impression.”
Being a writer in 2026 involves combining SEO, traditional research, user experience, search intent, algorithm updates, and storytelling abilities. It’s about keeping your creativity without losing it in the world of data and analytics.Â
Working in agency setups since 2021 has given me my fair share of variety when it comes to topics and products from industries that I didn’t even know existed.
And yes, I probably know more about ponds in Australia than I ever thought I would, but it’s all in the name of content.
That’s the nature of the job… you never know what field you’ll be an expert in by the end of the week.
