Website marketing in 2026 no longer works the way it used to.<\/p>\n
Traditionally, it meant promoting your site to attract visitors and turn them into customers.<\/p>\n
Your website is still central. But much of the customer journey now happens beyond it.<\/p>\n
Before someone visits your site, they\u2019ve often already checked AI tools, Reddit threads, and social media.<\/p>\n
Those sources influence how they see you.<\/p>\n
This means if you\u2019re not visible and credible there, many people won\u2019t reach your site.<\/p>\n But if people encounter you in those places, they arrive on your website with more context and trust.<\/p>\n That means better traffic with a higher intent to convert.<\/p>\n So, how do you reach people across a wider journey, and make your site work harder when they arrive?<\/p>\n Below are seven website marketing strategies that help you do that. Each one comes with action steps you can implement immediately.<\/p>\n (With related reading for each website marketing example when you\u2019re ready to go deeper.)<\/p>\n Over 65% of buyers now use AI to research options before visiting a website, according to Clutch Research<\/a>.<\/p>\n Which means by the time they arrive, many have already formed an opinion about your brand.<\/p>\n Your job is to make sure that opinion is accurate AND that your site backs it up.<\/p>\n You don\u2019t have to leave your online reputation to chance. You can influence how people talk about your brand online.<\/p>\n That starts with being clear on your brand messaging strategy.<\/strong><\/p>\n This is the documented language you want consistently associated with your business.<\/p>\n The words, claims, and positioning you want repeated.<\/p>\n At a minimum, it should define:<\/p>\n Here\u2019s Slack\u2019s old brand guidelines<\/a> to give you an idea.<\/p>\n It spells out brand elements such as the company\u2019s positioning, values, and the problem the product solves.<\/p>\n This creates a shared language for everyone in the company.<\/p>\n Yours doesn\u2019t need to be that extensive.<\/p>\n Start with the essentials above and build from there.<\/p>\n What really matters here is consistency.<\/strong><\/p>\n Everyone<\/strong> who speaks about your brand should have access to this document. From marketing and sales to leadership and partners.<\/p>\n They must use it whenever they write, present, post, pitch, or publish anything about your company.<\/p>\n That repetition ties your brand to the right category in people\u2019s minds.<\/p>\n It also reinforces that same association in large language models (LLMs).<\/p>\n Take ecommerce<\/a> brand, UnderFit.<\/p>\n One of their repeated benefits is that their undershirt stays tucked all day.<\/p>\n That exact phrasing appears consistently across their site and off it. In reviews, roundups, and community mentions.<\/p>\n And when I asked Google AI Mode about shirts that stay tucked all day, UnderFit appeared in the results.<\/p>\n Those repeated mentions everywhere made the benefit easy for the AI to associate with the brand.<\/p>\n Ready to build your brand messaging document?<\/strong><\/p>\n Start by finding out what AI is already saying about you so you can reinforce it or fix it.<\/strong><\/p>\n Open any LLM and ask the same questions your prospects are asking, such as:<\/p>\n What you\u2019ll see is your current AI narrative.<\/p>\n Now, evaluate it:<\/p>\n Once you know where you stand, you\u2019ll know what to address.<\/p>\n Showing up well across the internet is one part of the job.<\/p>\n But you must pair that with a website that\u2019s easy for humans and LLMs to interpret.<\/p>\n Start with solid website architecture.<\/strong><\/p>\n That means:<\/p>\n Like this:<\/p>\n (Learn more in our website architecture<\/a> guide.)<\/p>\n Beyond architecture, design each page so its purpose is obvious at a glance.<\/p>\n For example, use skimmable sections, tables where helpful, and clear headings.<\/p>\n At the code level, use semantic HTML.<\/p>\n (Or proper heading tags, lists, and section elements).<\/p>\n These structural signals define your content hierarchy.<\/p>\n They make it explicit to search engines and LLMs how your page is organized. And what each section represents.<\/p>\n Finally, continue following core on-page SEO best practices.<\/p>\n Strong user experience and properly implemented structured data<\/a> still matter.<\/p>\n These make it easier for search engines \u2014 and likely<\/em> AI systems \u2014 see what each page is about.<\/p>\n If you need a refresher, our definitive guide to On-Page SEO<\/a> covers everything in detail.<\/p>\n Proof assets are the evidence behind your claims, including:<\/p>\n They influence how people and AI systems judge your credibility.<\/p>\n The key is to publish strong proof that influences decisions in your niche, as this can vary.<\/p>\n For example, in SaaS, measurable case studies, uptime data, and security documentation often carry weight.<\/p>\n But in ecommerce, buyers look closely at product quality details, reviews, and return policies.<\/p>\n If you\u2019re unsure what proof matters, search your brand name on Google and review the People Also Ask results.<\/strong><\/p>\n Those questions reveal what buyers want clarified before they decide.<\/p>\n If you want a broader view, use tools like Semrush<\/a>.<\/p>\n You\u2019ll instantly see repeated questions and concerns at scale, which makes it easier to decide which proof assets to prioritize.<\/p>\n There\u2019s something about video that text can\u2019t easily replicate.<\/p>\n It lets people feel like they know you. That familiarity becomes the foundation of trust in you and in your business.<\/p>\n By the time they visit your site, you\u2019re no longer a stranger.<\/p>\n That can make all the difference between cautious browsing and confident conversion.<\/p>\n Long-form usually means YouTube.<\/p>\n But it can also mean webinars, interviews, hosted training, and deep educational dives.<\/p>\n Here\u2019s how to approach it.<\/p>\n First, define what role YouTube plays in your business.<\/p>\n That shapes the kind of content you make, which matters far more than how you make it.<\/p>\n For most brands, the highest-value videos help buyers evaluate before they engage or buy.<\/p>\n That might include:<\/p>\n Like YNAB\u2019s YouTube channel.<\/p>\n Now if your goal is building authority, lean into educational content.<\/p>\n That\u2019s largely what we do at Backlinko\u2019s YouTube channel<\/a>.<\/p>\n We create tutorials and explainers to demonstrate expertise.<\/p>\n Compare that to an ecommerce brand like Vat19.<\/p>\n Their content is highly visual and product-focused. That\u2019s because their goal is to sell their products.<\/p>\n One important point:<\/strong><\/p>\n Don\u2019t leave YouTube in a silo.<\/p>\n Your videos should link back to your site and direct viewers to pages that align with the video topic.<\/p>\n You can do this by referencing the links in the video itself.<\/p>\n Or adding relevant links in the descriptions.<\/p>\n The way food channel Pick Up Limes does it.<\/p>\n Want to take action now?<\/strong><\/p>\n If you don\u2019t have a channel yet, start with competitor research.<\/p>\n Go Incognito and search for topics in your niche on YouTube.<\/p>\n There, analyze:<\/p>\n This gives you two things: signal and gap.<\/p>\n Signals show you what people care about.<\/p>\n Gaps show you where you can differentiate.<\/p>\n From there, you\u2019ll have a clearer picture of the kind of YouTube content that makes sense for your brand.<\/p>\n Plus, how it should support your website strategy.<\/p>\n And when you\u2019re ready to go deeper, we have YouTube guides<\/a> covering everything from channel positioning to keyword research and content planning.<\/p>\n Short-form videos build familiarity through repetition.<\/p>\n These are the clips on TikTok, Instagram Reels, YouTube Shorts, and LinkedIn.<\/p>\n Start with one platform.<\/p>\n Instagram Reels, YouTube Shorts, and TikTok are the most practical entry points.<\/p>\n All you need are your phone camera and the in-app editor.<\/p>\n Ignore the advanced setups for now.<\/p>\n In the beginning, momentum matters more than production.<\/p>\n Now the question in everyone\u2019s mind:<\/strong><\/p>\n What should I talk about?<\/p>\n Start by answering real customer questions.<\/p>\n Get them from sales calls, support emails, search queries, and recurring objections.<\/p>\n Or even better.<\/p>\n Jot down every question you hear about your product or service over the next week.<\/p>\n By the end of seven days, you\u2019ll have a list of topics to talk about.<\/p>\n Not just any topic. But valuable topics that your buyers are genuinely interested in.<\/p>\n Related reading:<\/strong> How to Create a Content Calendar<\/a><\/p>\n Google Discover is Google\u2019s personalized content feed. The cards you see when you open the Google app on your phone.<\/p>\n Curated by Google, it often feels more like editorially crafted content than a traditional search result.<\/p>\n It\u2019s worth optimizing for because it can send serious traffic spikes.<\/p>\n Like when Backlinko had two articles in Discover in a single month.<\/p>\n Google Discover shows content based on your interests and browsing behavior.<\/p>\n So the articles that appear usually match topics you\u2019ve recently searched for or engaged with.<\/p>\n For example, if you\u2019ve been searching for home workouts lately, Google might recommend an article like:<\/p>\n \u201cThe 15-Minute Routine That Replaced My Gym Membership\u201d<\/p>\n So, how do you get your content picked up?<\/p>\n The good news: As long as your page is indexed, it can appear in Discover.<\/p>\n But getting your content picked up usually comes down to a few specific criteria:<\/p>\n (From what I\u2019ve seen, Discover also tends to favor established sites with strong domain authority and publishing track records.)<\/p>\n To get started with Discover, add a dedicated \u201cDiscover lane\u201d to your content calendar.<\/strong><\/p>\n This is content for interest-based discovery.<\/p>\n These topics typically:<\/p>\n When writing for Discover, the content needs a clear angle with stakes.<\/p>\n It should also feel timely. Not necessarily breaking news, but connected to something current.<\/p>\n Like a new regulation hitting your industry, a brewing controversy, or a trend your audience is already tracking.<\/p>\n That sense of \u201cwhy this matters now\u201d aligns with how Discover picks content.<\/p>\n This doesn\u2019t have to mean creating content from scratch.<\/p>\n Often, this is about reframing.<\/p>\n Say you have content on \u201cEmail Marketing for Ecommerce.\u201d<\/p>\n You could reposition that into:<\/p>\n \u201cHow Apple\u2019s Privacy Updates Are Changing Email Marketing for Ecommerce.\u201d<\/p>\n Here\u2019s something you can do right now:<\/p>\n Open your recent posts and upcoming content calendar.<\/p>\n Pick one article and assess whether you can tie it to a recent change or development.<\/p>\n Then run it through the checklist below to evaluate its Discover potential.<\/p>\n![\"Website](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/website-marketing-in-2026.webp "\\"Website")
<\/source><\/picture><\/figure>\n1. Position Your Website for AI + Human Discovery<\/h2>\n
![\"Clutch](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/clutch-ai-survey.webp "\\"Clutch")
<\/source><\/picture><\/figure>\nEngineer How the Internet Describes Your Brand<\/h3>\n
\n
![\"Slack](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/slack-brand-guidelines.webp "\\"Slack")
<\/source><\/picture><\/figure>\n![\"Underfit](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/underfit-no-untucking-collage.webp "\\"Underfit")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-ai-mode-underfit-mention.webp "\\"Google")
<\/source><\/picture><\/figure>\n\n
![\"ChatGPT](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/chatgpt-what-is-huel.webp "\\"ChatGPT")
<\/source><\/picture><\/figure>\n\n
Structure Your Website for Easy Reading and Parsing<\/h3>\n
\n
![\"Example](\"https:\/\/api.backlinko.com\/app\/uploads\/2019\/02\/example-blog-with-flat-architecture.webp "\\"Example")
<\/source><\/picture><\/figure>\n![\"H1\"](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/10\/h1.webp "\\"H1\\"")
<\/source><\/picture><\/figure>\n![\"Non-sematic](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/10\/non-sematic-and-sematic-html.webp "\\"Non-sematic")
<\/source><\/picture><\/figure>\n![\"Detailed](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/10\/detailed-seo-extension-able-carry-schema.webp "\\"Detailed")
<\/source><\/picture><\/figure>\nPublish and Surface Proof Assets<\/h3>\n
\n
![\"Types](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/people-also-asked-hexclad.webp "\\"Types")
<\/picture><\/figure>\n<\/source><\/picture><\/figure>\n![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/keyword-magic-tool-everlane.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n2. Use Videos to Build Trust<\/h2>\n
Establish Credibility Through Long-Form Videos<\/h3>\n
\n
![\"YouTube](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/youtube-ynab.webp "\\"YouTube")
<\/source><\/picture><\/figure>\n![\"YouTube](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/youtube-backlinko.webp "\\"YouTube")
<\/source><\/picture><\/figure>\n![\"YouTube](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/youtube-vat19.webp "\\"YouTube")
<\/source><\/picture><\/figure>\n![\"YouTube](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/youtube-pick-up-limes-recipe-link.webp "\\"YouTube")
<\/source><\/picture><\/figure>\n\n
![\"YouTube](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/youtube-search-ai-search-optimization.webp "\\"YouTube")
<\/source><\/picture><\/figure>\nReinforce Familiarity with Short Form Videos<\/h3>\n
![\"Short](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/short-form-videos.webp "\\"Short")
<\/source><\/picture><\/figure>\n3. Capture Google Discover Traffic<\/h2>\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discover.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"GSC](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/gsc-backlinko-performance-discover.webp "\\"GSC")
<\/source><\/picture><\/figure>\nCreate Google Discover-Focused Content<\/h3>\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/02\/google-discover.webp "\\"Google")
<\/source><\/picture><\/figure>\n\n
\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discover-news-article.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Reframing](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/reframing-for-google-discover.png\" "\\"Reframing")
<\/picture><\/figure>\n
![\"Reframing](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discover-feed.webp "\\"Reframing")
<\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discover-thumbnail-images.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discover-forbes-article.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/google-discovery-news-type.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/06\/google-serp-how-to-get-more-subscribers-on-youtube.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Reduce](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/reduce-friction-and-anxiety.webp "\\"Reduce")
<\/source><\/picture><\/figure>\n![\"Klarna](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/klarna-homepage.webp "\\"Klarna")
<\/source><\/picture><\/figure>\n![\"Behavioral](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/behavioral-targeting.webp "\\"Behavioral")
<\/source><\/picture><\/figure>\n![\"Currys](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/currys-discount-code.webp "\\"Currys")
<\/source><\/picture><\/figure>\n![\"Examples](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/faces-behind-the-brand.webp "\\"Examples")
<\/picture><\/figure>\n![\"Leigh](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/leigh-backlinko-content.webp "\\"Leigh")
<\/source><\/picture><\/figure>\n![\"LinkedIn](\"https:\/\/api.backlinko.com\/app\/uploads\/2026\/05\/linkedin-rita-cidre.webp "\\"LinkedIn")
<\/source><\/picture><\/figure>\n