Adapting SEO for Conversational Search

In this week’s Soaring Above Search, we’re adapting SEO for conversational search.

Particularly in light of new search engines emerging.

Language Learning Models (LLMs) are revolutionising search:

• ChatGPT
• Perplexity
• DeepSeek

People are turning to these new platforms to ask questions.

And they aren’t just typing a few ‘key’ words in.

They’re asking full, detailed and conversational questions to receive the answers they need.

As LLMs gain more and more popularity, we need to be asking how we can optimise to respond to these questions and appear at the top of their search results.

What are these new AI “search” questions?

When people search through LLMs, they aren’t using simple keywords as often.

Instead they’re asking:

1/ Full questions

Users are asking full questions instead of using simple keywords.

Instead of “best headphones”, users ask: “what are the best over-ear wireless headphones under $200 with great noise cancellation?”

We need to focus on full questions, not just keywords or even long-tail keywords.

2/ Detailed questions

Search queries now go beyond broad queries and focus on deep, detailed questions.?

Instead of asking, "What’s the best laptop?" a user may ask, "What is the best laptop for programming with a long battery life under $1,000?"

3/ Conversational questions

Search queries are now longer, more detailed, and conversational.

We can call these conversational keywords—search terms that mimic how a human would naturally ask a question in a real conversation.

We need to be optimising through conversational content with natural and organic language.

Why is conversational search gaining momentum?

1/ Personalisation

The human element of AI responses makes interaction feel more natural.

Admittedly, AI still has a long way to go before it fulfills that human touch element.

Although it is already developing the ability to personalise and tailor responses, adding elements that reflect human attributes and feel more relatable.

You can even provide ChatGPT with a ‘humanised writing instruction template’.

It memorises templates and styles, removing some of the robotic tones of typical AI responses.

2/ Specificity

When asking Google an in-depth question, you won’t receive a direct answer, just a place (website) where you can potentially find an answer to that question.

When asking LLMs an in-depth question, AI-generated answers are getting better and better at addressing every element of the question asked.

Still, answers aren’t perfect, and we have to heed potential inaccuracies when consulting LLMs.

3/ Efficiency

Conversational search is convenient.?

It offers instant, real-time answers.?

And reduces the need for users to click through multiple links and sift through content to find what they need.

Another HUGE advantage of conversational AI is its ability to automate repetitive tasks and optimize workflows, leading to time savings and cost reductions for businesses.

What are the strategies to optimise SEO for conversational search?

1/ Follow-up questions

When someone asks a question, they often follow up with more questions as the conversation evolves.

Follow-up questions are common, creating a conversational search loop.

By anticipating what users might ask next, you can build content that addresses these potential queries, including these potential follow-up questions in your content to match user behavior.

LLMs such as Perplexity provide related questions at the end of their answers.

2/ Question clusters

Group related questions into clusters (similar to topical keyword clusters).

Creating question clusters maps out content that addresses a variety of related queries.?

And helps improve the topical authority of your content.?

By clustering similar questions and subtopics, you can ensure that your content answers users from multiple angles, ensuring you address both the original question and potential follow-ups.

3/ Question variants

Cover different ways users might phrase the same question (question variants).

People tend to phrase questions in different ways, depending on their needs or writing style.?

Provide detailed, unique answers that add extra value beyond what competitors offer.

Identifying and incorporating question variants into your content ensures it resonates with a wider audience. Your content will be more likely to show up in different conversational search queries.

Think of SEO as answering conversations, not just optimising for keywords.

As LLMs evolves, SEO will shift from a focus on keywords to more conversational content.

We start to optimise for how people ask questions, not just what they type.

• Focus on user intent in your content
• Use conversational, natural language
• Prioritise personalisation and localisation
• Look out for new trends and pattern shifts
• Create quality, useful content that’s share-able
• Producing varied content: length, forms and channels

We want to start meaningful dialogues with our audience.

To feel relatable through conversational content that resonates, inspires or educates.

After more SEO content of this nature?

Check out my website or the StudioHawk blog for all your SEO know-hows.?

Know someone who would be interested? Forward this email their way.