SEO Trends Every Marketer Should Know in 2026

SEO Trends are changing rapidly as search engines become more sophisticated, user behaviour evolves, and artificial intelligence reshapes the way people discover information online. For marketers, understanding these changes is no longer optional. Instead, staying updated with the latest SEO Trends is essential for maintaining organic visibility, improving search performance, and building sustainable digital marketing strategies.

Search engine optimisation has moved far beyond simply adding keywords to web pages. Today, successful SEO requires a combination of search intent analysis, high-quality content, technical optimisation, user experience, structured data, authority building, and an understanding of how AI influences search. Therefore, marketers who understand these developments can make better strategic decisions and prepare their websites for the changing search landscape.

In this comprehensive guide, we will explore the most important SEO Trends every marketer should know in 2026. We will also examine how artificial intelligence, user intent, technical SEO, content quality, local search, video, structured data, and emerging search experiences are influencing modern SEO strategies.

Why SEO Trends Matter for Modern Marketers

Before discussing individual trends, it is important to understand why marketers should continuously monitor changes in SEO.

Search engines are designed to provide users with the most useful and relevant information possible. Consequently, their algorithms continue to evolve as technology improves and user expectations change.

A strategy that produced strong rankings several years ago may not deliver the same results today. For example, simply targeting a high-volume keyword is no longer enough. Instead, marketers must understand what users are trying to accomplish when they perform a search.

Moreover, search results are becoming increasingly competitive. Businesses now compete not only for traditional organic listings but also for featured snippets, local results, videos, images, shopping results, AI-generated answers, and other search features.

Therefore, keeping track of SEO Trends helps marketers:

Adapt their SEO strategies.
Understand changing search behaviour.
Improve organic visibility.
Create more useful content.
Increase qualified website traffic.
Improve user experience.
Build long-term search authority.
Prepare for AI-driven search experiences.

In short, SEO is no longer a one-time activity. It is an ongoing process that requires continuous learning, testing, measurement, and optimisation.

1. AI Is Transforming SEO

One of the most significant SEO Trends in 2026 is the growing influence of artificial intelligence.

AI is affecting almost every part of digital marketing. From keyword research and content analysis to search result generation and predictive insights, artificial intelligence is changing how marketers approach SEO.

Search engines increasingly use machine learning systems to understand language, context, relationships between concepts, and user intent.

As a result, marketers need to think beyond traditional keyword matching.

For example, when a user searches for:

“best digital marketing course for beginners”

the search engine does not simply look for pages containing that exact phrase. Instead, it attempts to understand whether the user wants course recommendations, curriculum details, duration, fees, practical training, certification, or career information.

Therefore, modern SEO strategies should focus on creating content that comprehensively addresses the user’s underlying needs.

AI Does Not Eliminate the Need for Human Expertise

Although AI tools can help marketers work faster, human expertise remains extremely important.

AI can assist with:

Topic research
Content outlines
Keyword clustering
Competitor analysis
Content optimisation
Data analysis
SEO audits
Content ideation

However, marketers still need to verify information, add original insights, understand audiences, and maintain editorial quality.

Consequently, the most effective approach is not AI versus humans. Instead, it is AI combined with human expertise.

2. Search Intent Is More Important Than Keyword Density

Another important SEO Trend is the increasing importance of search intent.

Search intent refers to the reason behind a user’s search query.

Generally, search intent can be divided into several categories:

Informational Intent

The user wants to learn something.

Examples:

What is SEO?
How does Google Search work?
What are SEO Trends?

Navigational Intent

The user wants to find a particular website or brand.

Examples:

HIDM digital marketing course
Google Ads login
YouTube

Commercial Investigation

The user is researching options before making a decision.

Examples:

Best digital marketing courses in Haryana
SEO course vs digital marketing course
Best SEO training institute

Transactional Intent

The user is ready to take an action.

Examples:

Buy SEO course
Enrol in digital marketing course
Hire SEO agency

Therefore, marketers should create content according to the intent behind a keyword rather than focusing only on search volume.

A page can contain a target keyword many times and still fail to rank if it does not satisfy search intent.

3. Helpful and People-First Content Remains Essential

Despite the rise of AI, high-quality human-focused content remains one of the most important SEO Trends.

Search engines aim to reward content that genuinely helps users.

Therefore, marketers should create content primarily for people rather than writing articles exclusively for search engines.

A strong piece of SEO content should:

Answer the user’s question.
Provide accurate information.
Offer practical insights.
Be easy to understand.
Demonstrate expertise.
Cover the topic comprehensively.
Avoid unnecessary repetition.
Provide genuine value.

For example, an article about becoming an SEO expert should not simply define SEO.

Instead, it should explain:

What SEO professionals do.
Which skills they need.
Which tools they should learn.
How much technical knowledge is required.
How beginners can gain practical experience.
What career opportunities exist.

As a result, comprehensive content can provide significantly more value than short articles created solely to target keywords.

4. Topical Authority Is Becoming More Important

Modern SEO increasingly rewards websites that demonstrate depth around specific subjects.

This is where topical authority becomes important.

Instead of publishing random articles across unrelated industries, businesses should build interconnected content around their core expertise.

For example, a digital marketing website could create a content cluster around SEO:

What is SEO?
How Search Engines Work
SEO Trends
Technical SEO
On-Page SEO
Off-Page SEO
Keyword Research
Local SEO
Google Search Console
SEO Tools
SEO Audits
SEO Career Guide

These articles can then be connected through internal links.

Consequently, search engines can better understand the website’s subject coverage.

Build Content Clusters

A strong content cluster normally includes:

Pillar Page → Supporting Articles → Internal Links → Related Topics

This structure helps users navigate the website while also creating stronger topical relationships between pages.

5. Technical SEO Continues to Matter

Content may attract visitors, but technical SEO ensures that search engines can effectively crawl, understand, and index a website.

Therefore, technical SEO remains a major part of modern SEO Trends.

Important technical factors include:

Crawlability
Indexability
XML sitemaps
Robots.txt
Canonical URLs
HTTPS
Mobile responsiveness
Website architecture
Page speed
Core Web Vitals
Structured data
JavaScript rendering
Internal linking

A technically weak website can struggle even when its content is excellent.

For example, if important pages are accidentally blocked from crawling, search engines may not discover or index them properly.

Therefore, marketers should regularly perform technical SEO audits.

6. User Experience and Core Web Vitals

User experience has become closely connected with SEO performance.

Visitors expect websites to load quickly, work smoothly, and provide a seamless experience across devices.

Google’s Core Web Vitals focus on important aspects of page experience, including:

Loading performance
Interactivity
Visual stability

Consequently, marketers should work closely with developers to improve website performance.

Simple improvements can include:

Compressing large images.
Reducing unnecessary scripts.
Improving server response time.
Using modern image formats.
Removing unnecessary plugins.
Implementing browser caching.
Improving mobile layouts.

However, SEO should not become a race to optimise technical scores while ignoring users.

The real objective is to create a website that is fast and useful.

7. Mobile SEO Remains Critical

Mobile devices continue to play a major role in online search.

Therefore, mobile optimisation remains one of the fundamental SEO Trends marketers must understand.

A mobile-friendly website should have:

Responsive design.
Readable typography.
Proper spacing.
Easy navigation.
Touch-friendly buttons.
Fast loading times.
Accessible menus.
Properly formatted content.

Moreover, marketers should test important landing pages on multiple screen sizes.

A page that looks excellent on desktop but performs poorly on mobile can lose potential visitors and conversions.

8. Semantic SEO Is Changing Keyword Optimisation

Traditional SEO often focused heavily on exact-match keywords.

However, modern search engines increasingly understand entities, context, synonyms, relationships, and natural language.

Therefore, semantic SEO is becoming increasingly important.

Suppose a website is targeting:

“Google Ads Manager”

A comprehensive article could naturally discuss related concepts such as:

Google Ads campaigns
Search campaigns
Keyword targeting
Quality Score
Ad relevance
Conversion tracking
Bidding strategies
Campaign optimisation
PPC advertising
Search advertising

This creates contextual depth without unnecessarily repeating the exact keyword.

As a result, marketers should focus on covering concepts naturally rather than manipulating keyword frequency.

9. Structured Data Helps Search Engines Understand Content

Structured data is another technical SEO area that marketers should understand.

Structured data provides additional information about a webpage in a machine-readable format.

Depending on the page type, structured data can describe information such as:

Articles
Products
Organisations
Events
Courses
FAQs
Reviews
Breadcrumbs

When implemented correctly and supported by search engines, structured data can help search engines better understand the content and eligibility for certain enhanced search features.

However, marketers should not add structured data simply for the purpose of manipulating rankings.

Instead, the markup should accurately represent the visible content on the page.

10. Video SEO Is Growing

Video has become an important part of modern search behaviour.

Users frequently search for information through platforms such as YouTube, while search engines may also surface video content within search results.

Therefore, video SEO should be part of a broader content strategy.

Marketers can optimise videos through:

Relevant titles.
Accurate descriptions.
Keyword-focused topics.
Clear thumbnails.
Chapters where appropriate.
Transcripts.
Relevant metadata.
Strong audience retention.
Useful and original content.

For example, instead of publishing only an article titled “What Is Technical SEO?”, a marketer could create:

A detailed blog.
A YouTube explanation.
Short-form videos.
An infographic.
A LinkedIn post.
An Instagram carousel.

This approach creates a multi-format content ecosystem.

11. Local SEO Remains Powerful for Businesses

For businesses serving specific geographical locations, local SEO continues to provide significant opportunities.

A local customer may search for:

Digital marketing institute near me
SEO course in Hisar
Best restaurant near me
AC repair in Hisar
Jewellery shop near me

Therefore, businesses should optimise their local search presence.

Important local SEO activities include:

Maintaining an accurate Google Business Profile.
Keeping business information consistent.
Collecting genuine customer reviews.
Creating location-relevant content.
Optimising service pages.
Building relevant local citations.
Maintaining accurate contact information.

Moreover, local SEO should focus on real customers rather than simply inserting city names repeatedly into pages.

12. E-E-A-T and Demonstrating Credibility

Trust has become increasingly important in modern search.

Google’s quality guidance uses the concept of E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

Although E-E-A-T itself is not a simple ranking factor that marketers can “optimise” directly, the principles provide useful guidance for creating credible content.

Businesses can demonstrate expertise by:

Providing author information.
Showing relevant experience.
Publishing original insights.
Citing reliable sources.
Maintaining accurate information.
Clearly identifying the organisation.
Providing transparent contact information.
Updating outdated content.

For example, a professional digital marketing training institute can strengthen its content by showcasing instructors, practical training, course curriculum, projects, and real-world learning experiences.

13. First-Hand Experience Adds More Value

One of the most useful SEO Trends for content marketers is the increasing importance of first-hand experience.

Users often want practical information rather than generic explanations.

For example, an article about Google Ads becomes more useful when it explains:

How campaigns are structured.
How keyword selection works.
How conversion tracking is configured.
How budgets are allocated.
How negative keywords are identified.
How performance is evaluated.
How campaigns are optimised.

Therefore, marketers should incorporate genuine examples, practical observations, case studies, screenshots where appropriate, and lessons learned from real projects.

This makes content more distinctive and useful.

14. Internal Linking Is Still an Underused SEO Strategy

Internal linking remains one of the simplest ways to improve website structure.

An internal link connects one page of a website to another page on the same website.

For example, an article about SEO Trends could naturally link to content about:

Technical SEO
Keyword research
Local SEO
Search intent
SEO tools
Content strategy

Internal linking helps users discover related content.

At the same time, it helps search engines understand relationships between pages.

Therefore, marketers should create internal links naturally and use descriptive anchor text.

15. Content Refreshing Is Becoming More Important

Publishing new content is not always the best solution.

Sometimes, updating existing content can generate better results.

Information changes over time. Statistics become outdated, tools receive new features, algorithms evolve, and industry practices change.

Therefore, marketers should periodically audit older content.

A content refresh may involve:

Updating statistics.
Removing outdated information.
Adding new sections.
Improving examples.
Updating screenshots.
Fixing broken links.
Improving internal links.
Improving readability.
Reviewing search intent.

Consequently, a well-maintained content library can remain useful for a longer period.

16. Zero-Click Searches Require a New Strategy

Search engines increasingly provide answers directly on the results page.

Users may find the information they need without clicking a website.

These searches are often referred to as zero-click searches.

Therefore, marketers should not evaluate SEO solely through organic clicks.

Instead, they should consider broader visibility indicators such as:

Search impressions.
Brand visibility.
Featured search features.
Branded searches.
Organic conversions.
Assisted conversions.
Search presence across different formats.

The objective is not simply to generate clicks.

Ultimately, the objective is to build visibility, credibility, and business outcomes.

17. Search Is Becoming More Multimodal

Modern users do not always search using typed text.

They may use:

Voice.
Images.
Video.
Camera-based search.
Conversational interfaces.

Consequently, SEO strategies need to become more adaptable.

For example, visual search can be particularly relevant to industries such as:

Fashion
Jewellery
Home décor
Food
Travel
Retail
Beauty

Marketers should therefore consider how their content appears across different search formats rather than focusing exclusively on traditional text results.

18. Brand Building and SEO Are Becoming Closely Connected

Another important SEO Trend is the relationship between brand authority and organic visibility.

People often search for brands they already recognise.

For example, users may search directly for:

Brand + service
Brand + reviews
Brand + course
Brand + location

Therefore, SEO should not operate independently from branding.

Marketers should build consistent brand visibility through:

Social media.
PR.
Content marketing.
Video.
Community engagement.
Expert contributions.
Digital partnerships.
High-quality website content.

As brand awareness increases, branded search demand can also increase.

19. SEO and Conversion Optimisation Must Work Together

Traffic alone does not guarantee business growth.

A website may receive thousands of visitors but generate very few leads if its landing pages are poorly designed.

Therefore, modern marketers should connect SEO with conversion rate optimisation.

A strong landing page should communicate:

What the business offers.
Who the service is for.
Why users should choose it.
What action they should take next.

Useful conversion elements include:

Clear calls to action.
Simple forms.
Strong value propositions.
Trust signals.
Testimonials.
Relevant case studies.
Easy navigation.

Consequently, SEO should be measured not only through rankings but also through meaningful business results.

20. Data-Driven SEO Is Becoming Essential

Successful SEO decisions should increasingly rely on data.

Marketers can use platforms and tools such as:

Google Search Console
Google Analytics
Google Trends
Keyword research tools
SEO auditing platforms
Page performance tools

Important metrics include:

Organic impressions.
Click-through rate.
Organic clicks.
Average search position.
Organic conversions.
Engagement metrics.
Landing-page performance.

However, marketers should avoid analysing individual metrics in isolation.

For example, a drop in clicks does not automatically mean that an SEO strategy has failed. Search demand, seasonality, SERP changes, competitors, and user behaviour can all influence performance.

Therefore, marketers should analyse trends within context.

21. SEO Professionals Need Cross-Functional Skills

Modern SEO is no longer limited to one specialised activity.

An SEO professional increasingly needs to understand multiple areas of digital marketing.

These include:

Content marketing.
Technical SEO.
Analytics.
Conversion optimisation.
Social media.
Paid advertising.
Website development.
AI tools.
User experience.

This does not mean every SEO professional must become an expert developer or designer.

However, understanding how these disciplines interact can significantly improve strategic decision-making.

For example, an SEO professional who understands Google Ads can better interpret search behaviour and conversion data.

Similarly, someone who understands content marketing can develop stronger topical strategies.

22. AI-Generated Content Requires Greater Quality Control

AI has made content production significantly faster.

However, publishing large volumes of automatically generated content without proper review can create quality problems.

Therefore, marketers should use AI responsibly.

A professional AI-assisted content workflow could include:

Research → Strategy → AI Assistance → Human Review → Fact Checking → Editing → SEO Optimisation → Publication → Performance Monitoring

This approach allows marketers to use AI for productivity while maintaining quality and originality.

AI should assist the marketer rather than replace strategic thinking.

23. How Marketers Can Prepare for Future SEO Trends

The world of SEO is evolving rapidly. Search engines are becoming smarter, user behaviour is changing, and AI-driven search experiences are transforming how people find information online. Therefore, marketers cannot rely only on old SEO techniques. Instead, they must adopt a continuous learning approach and regularly update their strategies.

Below are some practical steps that can help marketers stay ahead of future SEO trends.

Step 1: Monitor Search Behaviour

First, marketers should regularly analyse what their target audience is searching for. Since search intent changes over time, understanding customer needs becomes extremely important. Tools such as Google Search Console, Google Trends, and keyword research platforms can provide valuable insights.

Moreover, marketers should identify emerging topics, seasonal trends, and frequently asked questions. As a result, businesses can create content that directly matches user expectations and attracts more qualified traffic.

Step 2: Analyse Search Results

Next, marketers should carefully study the search engine results pages (SERPs). Different keywords often show different types of content, such as blog posts, videos, featured snippets, product pages, or AI-generated answers.

Therefore, analysing top-ranking content helps marketers understand what Google considers valuable for specific queries. In addition, this process reveals content formats, structures, and optimisation techniques that can improve rankings.

Step 3: Study Competitors

Competitor analysis is another important part of future SEO planning. By studying successful competitors, marketers can identify content gaps, keyword opportunities, and backlink strategies.

Furthermore, competitor research helps businesses discover topics that have not been covered effectively. Consequently, marketers can create unique and high-quality content that offers more value to users.

Step 4: Improve Existing Content

SEO is not only about publishing new content. Equally important is updating existing pages that are losing visibility. Search engines prefer fresh, accurate, and relevant information.

For example, marketers should update statistics, add new insights, improve internal linking, and enhance readability. As a result, older content can regain rankings and continue generating organic traffic.

Step 5: Strengthen Technical SEO

Technical SEO will remain a critical factor in future search success. Therefore, marketers should regularly audit website performance, crawlability, indexing, mobile usability, and site architecture.

Additionally, improving Core Web Vitals, page speed, structured data, and website security can create a better user experience. Consequently, search engines can crawl and understand the website more effectively.

Step 6: Build Topical Authority

Modern SEO is moving beyond individual keywords. Instead, search engines now evaluate the overall expertise of a website within a specific topic.

Therefore, marketers should create comprehensive content clusters around their core business subjects. For instance, a digital marketing website can publish related content about SEO, Google Ads, social media marketing, content marketing, and AI tools. As a result, the website can establish strong topical authority and improve long-term rankings.

Step 7: Experiment With Multiple Content Formats

User preferences continue to evolve. Some users prefer blogs, while others engage more with videos, images, infographics, podcasts, or social media content.

Therefore, marketers should diversify their content strategy. Moreover, using multiple content formats increases visibility across different platforms and search features. Consequently, businesses can reach a wider audience and improve engagement.

Step 8: Measure Business Outcomes

Finally, marketers should focus on business results rather than rankings alone. Although keyword positions are important, metrics such as leads, conversions, revenue, and customer acquisition provide a clearer picture of SEO success.

Therefore, businesses should connect SEO performance with measurable outcomes. By doing so, marketers can make data-driven decisions and invest in strategies that generate real business growth.

In conclusion, future SEO success depends on adaptability, continuous learning, and user-focused strategies. Marketers who monitor trends, improve content, strengthen technical SEO, and prioritise business outcomes will be better prepared for the changing search landscape.

SEO Trends Checklist for Marketers

Before considering your SEO strategy complete, review the following checklist:

Content

Is the content genuinely useful?
Does it satisfy search intent?
Does it provide original insights?
Is it factually accurate?
Is outdated information removed?

Technical SEO

Can search engines crawl important pages?
Are important pages indexable?
Is the website mobile-friendly?
Are Core Web Vitals being monitored?
Is the site using HTTPS?

On-Page SEO

Is the target keyword used naturally?
Are headings properly structured?
Are internal links relevant?
Are images optimised?
Are title tags and meta descriptions compelling?

Authority

Does the website demonstrate expertise?
Is the business information transparent?
Are credible sources used?
Does the content demonstrate experience?

Measurement

Are organic clicks increasing?
Are impressions increasing?
Are relevant keywords gaining visibility?
Are organic leads improving?
Is SEO contributing to business growth?

Why Learning SEO Trends Matters for Digital Marketing Careers

For students and aspiring digital marketers, understanding SEO Trends can provide a strong foundation for building a long-term career.

However, learning SEO only through theoretical definitions is not enough.

Modern employers increasingly value practical skills.

A learner should understand how to:

Conduct keyword research.
Analyse search intent.
Perform website audits.
Optimise web pages.
Build content strategies.
Use Google Search Console.
Analyse SEO performance.
Create content briefs.
Understand technical SEO.
Work with AI tools.
Connect SEO with broader digital marketing campaigns.

Therefore, practical training can make the learning process significantly more effective.

Learn SEO and Digital Marketing at HIDM (Hisar Institute of Digital Marketing)

For students who want to build practical digital marketing skills, HIDM (Hisar Institute of Digital Marketing) offers an AI-integrated Digital Marketing Course designed to provide structured learning across important areas of modern digital marketing.

The course covers key areas such as:

Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
Google Ads
Meta Ads
Social Media Marketing
AI tools for digital marketing
Content marketing
Practical campaign concepts

Moreover, HIDM focuses on practical and career-oriented learning rather than limiting students to theoretical concepts.

The digital marketing ecosystem changes continuously. Consequently, students need exposure to current tools, strategies, AI applications, and evolving SEO Trends.

HIDM also focuses on helping learners understand how these technologies and strategies work in real digital marketing environments.

AI-Integrated Learning

Artificial intelligence is becoming increasingly important in SEO and digital marketing.

Therefore, learning how to use AI tools for research, content planning, analysis, optimisation, and marketing workflows can provide an additional advantage.

At HIDM, the AI-integrated approach helps students understand how AI can support modern digital marketing activities while maintaining strategic and human oversight.

Practical Learning Approach

Digital marketing cannot be mastered simply by memorising definitions.

Instead, learners need opportunities to understand campaigns, websites, content, analytics, advertising platforms, and real-world marketing scenarios.

Therefore, practical exposure can help students connect concepts with actual marketing workflows.

Why Choose HIDM for Digital Marketing Learning?

Students often compare different learning options before choosing a digital marketing institute.

However, the right choice should not depend only on course duration or certification.

Instead, students should evaluate:

Course curriculum.
Practical exposure.
Trainer expertise.
Current industry tools.
AI integration.
Doubt support.
Project-based learning.
Career guidance.
Industry relevance.

HIDM focuses on these areas through its AI-integrated Digital Marketing Course.

Furthermore, students can learn multiple areas of digital marketing within one structured learning environment.

This is particularly useful for beginners, graduates, students, and professionals who want to build a broader digital marketing skill set.

FOMO: SEO Is Changing — Are You Keeping Up?

The biggest mistake a digital marketer can make today is assuming that the SEO strategy that worked yesterday will automatically work tomorrow.

SEO Trends are evolving. AI is changing search. User behaviour is changing. Search experiences are becoming more conversational and multimodal.

If you keep learning, experimenting, and adapting, you can stay ahead of the competition.

However, if you stop updating your skills, the gap between your knowledge and the industry can grow quickly.

Don’t wait for SEO to change before you start learning it. Learn how search is changing today.

Start building practical digital marketing skills with HIDM’s AI-Integrated Digital Marketing Course and understand the latest SEO Trends, AI tools, Google Ads, Meta Ads, SEO, and other essential digital marketing skills under structured guidance.

Your digital marketing career should not depend on outdated strategies. It should be built around skills that evolve with the industry.

Conclusion

The future of SEO is not based on one single tactic.

Instead, successful SEO will depend on how effectively marketers combine high-quality content, search intent, technical optimisation, user experience, topical authority, AI, structured data, first-hand expertise, local visibility, analytics, and conversion optimisation.

The most important SEO Trends discussed in this guide show that search engine optimisation is becoming increasingly sophisticated.

AI is changing how information is created and discovered. Search engines are becoming better at understanding context and intent. Users are interacting with search through text, voice, images, video, and conversational interfaces. At the same time, businesses need to focus more strongly on credibility, experience, technical performance, and genuine user value.

Therefore, marketers should not treat SEO as a one-time task.

Instead, SEO should be treated as a continuous process of:

Research → Strategy → Content → Optimisation → Measurement → Testing → Improvement

For aspiring digital marketers, this also means that continuous learning is essential.

Learning the fundamentals is important. However, staying updated with the latest SEO Trends is what helps professionals remain relevant in a rapidly changing industry.

If you want to build a career in digital marketing, now is the right time to develop practical skills, understand AI-powered marketing workflows, learn SEO, and gain experience with platforms such as Google Ads and Meta Ads.

HIDM’s AI-Integrated Digital Marketing Course can help learners build a structured foundation in these areas while keeping their learning aligned with the evolving digital marketing industry.

The search landscape will continue to change.

The marketers who learn, adapt, and experiment will be better prepared for what comes next.