AI search and AEO
Conversational search
Conversational search is searching by asking full, natural questions and follow-ups, as people do with ChatGPT or Google's AI Mode, instead of typing short keywords.
What changes
Queries get longer and more specific: not "CRM software" but "which CRM suits a 20-person B2B team that sells on LinkedIn". Each follow-up narrows the answer, so content needs to cover specific situations, not just broad topics.
How to adapt your content
- Write for situations: industries, team sizes, use cases.
- Answer the follow-up questions buyers ask next.
- Use natural question headings and direct answers.
- Compare options honestly, since many conversations end in a comparison.
Frequently asked questions
Yes. Keywords show demand and topics; conversational search changes how you answer them, with more context and specificity.
Use People Also Ask, sales call notes, support tickets and Search Console queries that are full sentences.