Keyword stuffing and exact-match anchor text, while still yielding *some* results as of December 2025, will significantly decrease in effectiveness in 2026 due to Google’s continued refinement of its AI-powered ranking systems, particularly its understanding of semantic search and user intent.

Google’s RankBrain, currently a component of its core algorithm, uses machine learning to better interpret search queries and content relevance. In December 2025, Google’s systems increasingly favour content that demonstrates topical authority – comprehensive coverage of a subject – rather than simply repeating keywords. The Helpful Content Update, rolled out to Australia in early 2023, continues to be refined, penalising content created primarily for search engines. Furthermore, Google’s Link Spam Update, which targets manipulative link schemes, now includes more sophisticated detection of unnatural anchor text patterns. Tools like Google Search Console provide Australian businesses with data on covered keywords and potential manual actions, but cannot prevent algorithmic changes. While some SEO platforms like Semrush and Ahrefs offer keyword research and backlink analysis features, their effectiveness in predicting these shifts is limited. Google has announced further AI integration for 2027, suggesting this trend will accelerate.

Essentially, Google’s systems are evolving to prioritise content that genuinely answers user questions and demonstrates expertise, moving away from reliance on simple keyword matching.