Why Copywriting Is the New Superpower in 2026

Why Copywriting Is the New Superpower in 2026

Andrew Holland’s piece for Search Engine Land argues that copywriting has regained strategic importance as AI reshapes search and content consumption. Holland writes that “Copywriting is once again becoming the most important skill in digital marketing,” and warns that the kind of low-value, information-first content that dominated much of the web has been exposed by AI as replaceable. This article unpacks Holland’s key points, adds context from industry reporting on Google’s AI Overviews, and outlines practical steps marketers and website owners should take now.

The shift from volume to persuasion

Holland’s central observation is straightforward: AI did not kill copywriting; it revealed how much of what passed for online “copy” was actually generic informational publishing. Large language models excel at synthesis, summarization, and pattern-matching — precisely the tasks that powered mass, low-judgment content. That content was designed to intercept search demand, not to persuade. As Holland explains, real persuasion requires “a defined audience, a clearly articulated problem, a credible solution, [and] a deliberate attempt to influence choice.”

Why this matters for search visibility

The mechanics of search are changing. Holland describes a transition from classic search engine optimization (visibility by keywords and links) toward what he calls Generative Engine Optimization (GEO): being available to AI-driven recommenders that start with a user problem and select solutions. If an LLM can’t quickly determine who you serve and what problem you solve, it won’t recommend you — regardless of backlinks or keyword density. That raises the bar for clarity, positioning, and persuasive messaging.

Evidence from Google’s tests

Industry reporting confirms Google is tuning how much AI-generated summarization it shows. As Robby Stein, Vice President of Product at Google Search, told Search Engine Journal, “The system actually learns where they’re helpful and will only show them if users have engaged with that and find them useful.” In other words, presence in AI Overviews is not a default; it must earn engagement. That dynamic reinforces Holland’s point: content must engage both human readers and AI signals to remain useful.

What marketers should do next

The strategic response is not to produce more content, but to produce sharper content. Holland recommends treating web pages as sales letters — focused, evidence-backed, and written for a defined audience. Practical steps include:

• Audit top-of-funnel pages and remove or consolidate low-value informational pages that no longer drive conversions.
• Reframe key pages around specific problems and buyer contexts; use headlines and opening paragraphs that make the problem and solution explicit.
• Introduce strong social proof and evidence: case studies, outcomes, and concise data points that support claims.
• Map pages to buyer intent rather than keywords alone, and ensure each page has a clear commercial interaction goal (form submits, consultations, demos).
• Use AI tools to draft and iterate, but apply human editing to ensure persuasion, personality, and positioning are explicit.

Measuring success differently

Holland argues the North Star for measurement should shift from sessions to commercial interaction. Instead of celebrating raw traffic, focus on clicks to revenue-driving pages, lead quality, conversion rates, and brand demand. Signals to watch include rises in branded searches, direct traffic to product or service pages, and sales conversations that reference AI recommendations. These are directional indicators that your positioning is registering even when informational traffic drops.

Implications for agencies and content teams

For agencies that historically sold “content at scale,” the imperative is strategic capability. Teams must combine copywriting talent, positioning strategy, and analytics to demonstrate the business impact of clearer messaging. That means fewer, higher-quality deliverables and closer alignment with sales outcomes. For in-house teams, hiring priorities should tilt toward experienced copywriters and strategists who can translate product value into crisp, problem-focused language.

Practical example: reworking a service page

Instead of a service page titled “SEO services” with a laundry list of features, create a problem-led structure: “SEO for B2B SaaS companies with underperforming demos — how to double trial-to-paid conversion in 90 days.” Lead with the problem, explain the mechanics of the solution, show outcomes, and end with a clear call to action. That page speaks directly to a LLM attempting to match a user problem to a supplier and will be more likely to surface in AI-driven recommendations.

Final thoughts

AI and generative search are realigning incentives away from volume and toward meaningful action. As Andrew Holland puts it in Search Engine Land, “AI didn’t kill copywriting” — what died was low-grade, rank-first content. The brands and sites that invest in positioning and persuasive copy will gain visibility and commercial traction even as informational traffic contracts. And as Robby Stein’s comment suggests, Google’s systems reward usefulness and engagement: create content that earns those signals.

Read the original Search Engine Land article: Why copywriting is the new superpower in 2026 by Andrew Holland.

Additional reporting on Google AI Overviews: Google: AI Overviews Show Less When Users Don’t Engage (Search Engine Journal — Robby Stein quotes).