Keeping up with digital marketing trends can feel impossible. While search algorithms evolve, advertising platforms introduce new features and consumer behaviour changes, it’s difficult to know which updates matter.
We’ve broken down the latest digital marketing developments, and more importantly, what they mean to your business. From AI-powered search to local SEO, here’s everything you need to know for July 2026.
Google updates
Google’s July updates feature faster Gemini model integrations, expanded multi modal tools and enhancements to its popular ‘AI Overview’. The way we search is changing, from a simple link retrieval to interactive, agentic experiences designed to handle the complex queries consumers ask AI search engines.
What this means for your business
Google’s shift towards AI-powered, interactive search means users are getting answers directly on the results page. Zero-click search is rising in popularity, with users finding what they need on overviews and not clicking any links. This means it’s no longer important to rank highly on Google, but to rank on AI search engines too. Want AI overview to mention you? Write in a way it can understand. This means structured, authoritative, and genuinely useful, unique content AI will pick up on.
Additionally, with multi modal search on the rise, you need to incorporate high-quality visuals, video, and varied content formats to stay competitive in the changing landscape.
Local Search is at an all-time high
Local search is currently at an all-time high, with 46% of all Google searches having local intent. This means questions with “near me” or specific locations at the end. Google Business Profiles with local content is also becoming more prioritised, playing a bigger role in visibility than people once thought.
What this means for your business
This means that to stay competitive, your content and digital presence need to reflect strong local intent. Meaning optimising your website with location-specific keywords and creating content tailored to your local area. Unsure how to do so? Get in touch with our team to discuss how!
Rising costs in paid ads
In July, the price of paid adverts increased due to competition intensifying across most industries. Industry research shows increasing cost-per-click, particularly in sectors such as finance, legal, and e-commerce.
Meta introduced a 2% location fee starting last month on ads delivered in the UK, and similar location fees took place abroad, hitting 3% in France, Italy, and Spain, and 5% in Austria and Turkey.
What this means for your business
As paid advertising becomes more expensive and competitive, businesses need to think beyond relying solely on paid advertising to generate visibility. Although paid ad campaigns can still be an effective way to reach targeted audiences, rising costs put pressure on budgets.
Investing in organic marketing channels, such as SEO, content marketing, and building a strong online presence, can help reduce the reliance on paid ad traffic over time. Unlike paid ads where visibility stops once you stop paying, organic strategies can help generate traffic, awareness, and leads long after initial work is complete.
Final thoughts
Digital marketing is changing more than ever, but the foundations remain the same: businesses need to stay visible, useful, and easy for customers to find. Whether you’re adapting to AI-powered search or trying to strengthen your local presence, finding smart ways to maximise impact is key.
Need a hand adapting your strategy? We can help you improve your SEO, content, paid advertising and online visibility with strategies built for long-term growth.
