What is conversational search?

Conversational search is a relatively new concept within search engine optimisation (SEO) that is gaining popularity. It revolves around optimising content and search functionalities for natural, dialogue-like interaction between humans and machines. This type of search is becoming increasingly important as voice-activated assistants such as Google Assistant, Siri and Alexa gain ground. In this article, we discuss the importance of conversational search, why it is interesting for SEO and how to optimise your content to succeed in it.

The change in searches

Traditional searches were often based on short search terms, also known as 'keywords'. These search terms were usually fragmentary and not always grammatically correct. For example, users would type "restaurant Amsterdam cheap" instead of "What are good and cheap restaurants in Amsterdam?". As search engines became more sophisticated, they began to understand search queries better, including the context and intent behind a query.

However, with the rise of voice-activated search, the way people search has changed dramatically. People are asking questions to their devices as they would to a person. This has led to the need to understand search in the form of a conversation, hence the term 'conversational search'.

What makes conversational search different?

Conversational search differs from traditional search in several ways. First, the language is more natural and less structured. People often use complete sentences, ask questions and expect immediate answers. Instead of searching for "best smartphone 2024", a user is more likely to ask "What is the best smartphone I can buy in 2024?".

Second, conversational search focuses on user context and intent. Search engines are able to take previous interactions into account to personalise the search experience. If a user has previously searched for "restaurants in Amsterdam", the next question "Which one has a terrace?" can easily be interpreted as a follow-up to the previous search.

Why is conversational search important for SEO?

Conversational search is a gamechanger within the SEO world. With the increase in voice search, it becomes important for companies to optimise their content to match the way people actually talk and ask questions. This means that it is no longer enough to just focus on keywords; context and semantic search optimisation are now just as important.

For SEO agencies, this presents new opportunities and challenges. On the one hand, it offers opportunities to create content specifically targeting long search terms and demand-oriented content. On the other hand, it requires deeper analysis of user behaviour and search intent. To be successful, SEO strategies must continue to evolve to take into account these changing search habits.

How do you optimise content for conversational search?

To optimise content for conversational search, there are several strategies you can employ:

1. Anticipate questions: Create content that answers frequently asked questions within your niche. This can be in the form of an FAQ section, but also through extensive blog posts that address specific questions.
2. Use natural language: Write as you would speak. Conversational search is all about mimicking natural conversations, so your content should reflect this. Avoid overusing technical terms and opt for a clear and accessible writing style.
3. Focus on search intent: Understand what your target audience really wants to know and respond accordingly. Using 'Why', 'How' and 'What' questions in your content can help connect with conversational searches.
4. Implement structured data: Use structured data to help search engines better understand and present your content in search results. This can improve the visibility and findability of your content, especially for voice search.
5. Optimise for local searches: Many conversational searches have a local focus, such as "Where is the nearest bakery?". Make sure your business is well represented in local search results by applying local SEO strategies.

The role of AI and machine learning in conversational search

Artificial Intelligence (AI) and machine learning are playing an important role in the development of conversational search. These technologies help search engines understand complex, natural language and analyse the context of a conversation. Models such as Google's BERT and OpenAI's GPT have had a huge impact on the way search engines process human language.

SEO specialists need to keep an eye on these technologies and adapt their strategies to the opportunities offered by AI. This means onder other using AI-driven tools to analyse and optimise content for better results in conversational search.

What does this mean for the future of SEO?

The rise of conversational search is having a lasting impact on how SEO is approached. Instead of just optimising for keywords, the focus is shifting to optimising full sentences and queries. This requires a different approach to content creation and search optimisation.

Conversational search is not a trend that will soon disappear; it is the future of search, and those who invest in this evolution now will reap the benefits in the long run.

By shifting their focus to conversational search, companies can not only improve their visibility in search engines, but also provide a more personalised and user-friendly experience to their customers. It is an exciting time for SEO, with innovation and adaptation at its core.

To improve your online findability, a thorough SEO audit important. With this, we identify areas for improvement, such as in the area of technical SEO. Take today contact us and find out how we can optimise your website for better performance.