Conversational Search is the New Game

We’re excited to share our bi-weekly digest on how technology is reshaping business and the world around us. For instance, this week is about AI search. If you’d like to stay in the loop, click below to confirm your spot!

The Era of Conversational Search

The way people find information online is changing. For years, we typed a few words into Google, scanned a page full of links, and tried to figure out which ones answered our question. That approach is starting to shift as more people turn to AI tools that give them an answer directly.

Perhaps you’ve heard names like OpenAI, Gemini by Google, or Anthropic over the past year. These companies build the technology behind conversational search. Instead of typing a few keywords into a search bar, you now type a full question into something like ChatGPT and get a clear explanation.

Imagine you are trying to buy shampoo for your young daughter.

Search Engine: “best shampoo for kids”
AI Prompt: “I have a 3-year-old daughter, and I am looking for shampoo that is organic, non-irritating, tear-free, and under $10 per bottle. Provide 3 options and show me where I can buy them.”

The difference is obvious. Prompts on AI platforms tend to be longer because you can pack in all your details at once. You put in more upfront effort but get a better outcome.

The data supports the shift. Similarweb found that the average ChatGPT prompt is about 80 words, while a typical Google search is only around 3 words. Also, ChatGPT is used by over 700 million people each week.

Generative Engine Optimization (GEO)

As this shift happens, businesses need to understand what makes AI highlight one company over another. The rules are different from what you may be used to with traditional SEO. That is where Generative Engine Optimization, or GEO, comes in.

SEO has always focused on making your website appealing to Google. GEO focuses on making your content easy for AI tools like ChatGPT, Perplexity, and Gemini to read, summarize, and trust.

What You Should Do on Your Website

Think about how your customers ask questions
Using the shampoo example, a keyword like “best shampoo for kids” might help you rank on Google. It will not help you stand out in conversational search. AI tools respond best to content that mirrors real customer questions.

Frequently Asked Questions (FAQ)
Every business can create a list of questions and detailed answers. Write them in the same conversational tone your customers use.

“People Usually Ask” Sections
If you run an e-commerce company, add product-specific questions to individual product pages.

Blogs
Create blogs that focus on narrow, specific topics. Going back to the shampoo example, a blog comparing organic shampoos for toddlers would be a helpful niche topic.

Case Studies
If your company solves specific problems for clients, write about them. Case studies are powerful for users and for AI systems.

What You Should Do Everywhere Else Online

Your website matters, but so does your presence in digital communities. AI tools are trained in-part by platforms like Reddit and other review and discussion sites.

Reddit
Find subreddits that relate to your product or service. If users repeatedly mention your brand positively in relevant threads, AI tools notice it.

Publisher Partnerships
Major publishers like The New York Times and Condé Nast have publicly reported licensing deals with some large AI companies. This means their content influences the answers AI models generate.

What You Really Need to Know

The rise of conversational search is changing how customers discover information. Instead of browsing long results pages, people are asking specific questions and expecting clear, direct answers.

If you create helpful content, understand the natural phrasing your customers use, and participate in digital communities where authentic conversations occur, you give AI platforms more reasons to display your brand.