Summary – ADS 2026 Focus
Agile Digital Strategy (ADS) is refining its service offering from 2026 onwards to focus exclusively on Search Engine Optimisation (including AI Optimisation), Pay-Per-Click advertising, and Marketing Consulting.
Due to evolving search behaviour, the rapid growth of AI-driven platforms, and new EU accessibility regulations, ADS will no longer offer website design, hosting, or maintenance services.
This strategic shift allows ADS to specialise in high-impact search marketing and consulting services that drive measurable business growth in a rapidly changing digital landscape.
Agile Digital Strategy: Our 2026 Focus and the Future of Our Services
As we move into a new phase for Agile Digital Strategy (ADS), we wanted to take the opportunity to share some important updates about the direction of our services and the strategic focus we are adopting for 2026 and beyond.
The digital marketing landscape has evolved rapidly over the past year. The acceleration of artificial intelligence, changes in search behaviour, and increasing regulatory requirements across Europe are all reshaping how businesses connect with customers online. To ensure we continue delivering real, measurable growth for our clients, ADS is refining its offering to focus on the areas where we can deliver the greatest long-term value.
Our 2026 Focus: SEO, AI Optimisation, PPC & Marketing Consulting
From 2026 onwards, Agile Digital Strategy will focus exclusively on three core service areas:
- Search Engine Optimisation (SEO) – including AI Optimisation (AIO)
- Pay-Per-Click Advertising (PPC)
- Marketing Consulting
This strategic shift reflects both market changes and our own experience of what is driving results for clients today.
Search behaviour has changed significantly. Traditional keyword-based search is now being supplemented — and in some cases replaced — by AI-driven search tools, generative search results, and conversational interfaces. People are no longer just typing short queries into Google; they are asking detailed questions, using voice search, and relying on AI tools to summarise information and recommend solutions.
To remain visible in this environment, businesses must go beyond traditional SEO. This is where AI Optimisation (AIO) comes in. AIO focuses on structuring content, technical signals, and brand authority in a way that ensures your business is discoverable within AI-generated answers, featured summaries, and emerging search platforms.
Alongside organic growth, PPC advertising continues to play a vital role in driving high-intent traffic and immediate results. Well-managed Google Ads campaigns allow businesses to appear exactly when potential customers are actively searching for their services or products. Our focus on PPC is firmly rooted in performance — data-driven campaign structures, continuous testing, conversion optimisation, and transparent reporting.
Finally, Marketing Consulting will form a key part of our offering. This will be available either as a once-off strategic engagement or ongoing consulting support for internal teams or marketing projects.
Many businesses do not necessarily need more tactics — they need clarity. Consulting allows us to provide strategic direction, channel prioritisation, performance reviews, and practical roadmaps without locking clients into long-term operational services they may not require.
Insights from BrightonSEO and Industry Trends
Our recent visit to BrightonSEO in the UK, one of the leading international conferences for SEO and PPC professionals, reinforced just how profound the impact of AI has become.
Across the industry, agencies and in-house teams are seeing major shifts in website traffic patterns, conversion behaviour, content performance, and attribution models.
Some websites have experienced significant drops in organic traffic, while others have seen unexpected growth due to AI-driven visibility. In many cases, businesses that rely solely on outdated SEO tactics are losing ground, while those embracing AI-aware strategies are gaining competitive advantage.
The takeaway is clear: focused, modern search marketing is no longer optional — it is essential.
Changes to Website-Related Services
Alongside shifts in marketing technology, regulatory changes have also influenced our service model.
Due to recent EU accessibility regulations, all websites built or relaunched must now be WCAG 2.1 compliant. This is an important and positive development for digital accessibility, ensuring websites are usable for people with disabilities. However, it also significantly increases the technical complexity, testing requirements, and overall cost of website development in Ireland.
Many providers have responded by outsourcing website builds abroad to reduce costs. While this may seem attractive on the surface, it introduces potential risks around GDPR compliance and data security, especially for websites that process personal information through contact forms, booking systems, or online payments.
After careful consideration, Agile Digital Strategy has decided that website design is no longer aligned with our core expertise or strategic direction.
Website Service Changes:
- ADS will no longer offer website design services.
- Website support, website maintenance, and hosting services will be phased out by the end of 2026, as existing contracts conclude.
This decision allows us to concentrate fully on what we do best — driving traffic, visibility, leads, and revenue through search and strategic marketing.
Looking Ahead
By dedicating our resources and expertise to SEO, AI Optimisation, PPC, and Marketing Consulting, we are positioning ADS to deliver even greater value to our clients in a rapidly changing digital environment.
This focus allows us to stay ahead of evolving search technologies, provide deeper strategic insight, maintain high performance standards, and deliver clearer reporting and accountability.
Most importantly, it ensures that every service we offer directly contributes to business growth.
We believe this direction reflects the future of digital marketing — one where visibility is shaped by AI, competition is driven by data, and success depends on strategic clarity rather than scattered tactics.
Thank You
We would like to sincerely thank all of our clients and partners for their continued trust in Agile Digital Strategy. Your success remains our priority, and these changes are designed to ensure we can continue supporting you with relevance, expertise, and measurable performance.
If you have any questions about our 2026 Focus changes or would like to discuss how our services fit into your marketing plans, please don’t hesitate to get in touch with our team.
