With Google introducing conversational search features like the Search Generative Experience (SGE) and the upcoming SearchGPT, the SEO game is evolving.
This shift is creating new opportunities for businesses to engage users through dynamic, conversational content that connects with searchers in a whole new way. In an AI-driven search landscape, traditional SEO tactics are still essential, but now it’s all about adapting to how people actually talk and think when they search online.
Here’s a look at why conversational search and SearchGPT are reshaping search—and five moves you can make right now to keep your business in the conversation.
What’s New with Conversational Search?
Conversational search flips the traditional search model on its head. Instead of just matching keywords to results, Google’s AI now looks at entire phrases, topics, and the context of a question to generate responses in a way that feels more like a conversation than a list of links. SGE is already live, giving users contextual answers to searches, and SearchGPT, set to launch soon, will take this further by using AI to provide richer, more conversational responses.
For businesses, this means that appearing in these search results requires a focus on content that’s less about raw keywords and more about truly understanding what users are asking and why.
5 Steps to Boost Your SEO for Conversational Search
Here’s how to ensure your site is ready for these AI-powered, conversational search experiences.
1. Create Content That Speaks Directly to Your Audience
Today’s SEO is all about authenticity and relevance. Think beyond keywords and focus on addressing common questions and concerns as if you were talking with a customer face-to-face. For example, instead of an article titled “Top Plumbers in Brisbane,” consider “How to Choose the Right Plumber for Your Brisbane Home.” Answer questions, offer tips, and make sure your content speaks naturally to the needs of your audience. The more conversational your content feels, the better it aligns with the new way search engines are understanding queries.
2. Embrace Contextual Keywords and Semantic Search
AI-powered search tools like SearchGPT are all about context. To adapt, make sure you’re optimizing for related phrases and variations around your main topic. If you’re in real estate, for instance, keywords like “best neighborhoods for first-time homebuyers” or “how to finance a new home” help you show up in relevant searches beyond just “homes for sale.”
Using a mix of keywords around a topic increases your chances of showing up in responses tailored to how people actually phrase their questions.
3. Structure Your Content for Quick AI Access
When AI looks at your content, it needs clear, organized answers it can pull into conversational replies. Break up your content with headings, bullet points, lists, and FAQs to make your points clear and easy to find. Think about structuring your pages like a conversation with clients: clear sections that answer specific questions, so AI can pull relevant info and answer searchers quickly.
If you’re writing about financial advice, for instance, organize sections like “How to Create a Monthly Budget,” “Common Budgeting Mistakes,” and “Best Apps for Budget Tracking” to give AI clear places to pull answers.
4. Enhance Your Site with Rich Media and Structured Data
Visuals like images, videos, and infographics help your content engage users, but they also provide more for AI to work with. Adding structured data (schema markup) around things like your business’s location, services, and ratings helps search engines better understand and surface your content in conversational search results.
For example, if you’re a local restaurant, include images of your dishes and structured data about your menu, hours, and location, which AI can pull directly into response previews.
5. Prioritize E-A-T (Expertise, Authoritativeness, Trustworthiness)
Google’s AI favors credible sources, so it’s essential to build authority by focusing on E-A-T (Expertise, Authoritativeness, and Trustworthiness). Have content that’s accurate, backed by reputable sources, and written by professionals in your field. Include author bios and credentials if relevant, and build trust by linking to credible external sources when it adds value to your content.
For example, if you’re in health services, include well-sourced articles by qualified experts to ensure your content aligns with the AI’s credibility filters.
Moving Forward with AI-Driven SEO
The future of SEO is all about being human—creating authentic, helpful, and engaging content that speaks directly to your audience. As Google’s conversational AI tools continue to evolve, so should your SEO strategies. By focusing on relevance, clear communication, and structured data, your business can stay on top and keep reaching the right people in this new era of search.
Ready to take your SEO to the next level? At Get Locally Connected, we specialize in helping local businesses make meaningful connections with their communities. Reach out to see how we can help you navigate the changes in SEO and keep your business in the conversation.