Take these steps to stay ahead of the curve on conversational search
The rise of conversational search provides rich opportunities for brands, says Jason Hartley at PMG. Here’s how to make sure the bots talk about you.
Search used to be a transaction, now it’s a conversation / Joseph Ben via Unsplash
Search is one of the most transformative innovations of the digital age, simplifying access to the internet and enabling brands to deliver highly relevant content to potential consumers. However, it falters when users only have a vague idea of what they want, need multiple things, or struggle to articulate what they’re after. This, in turn, creates challenges for marketers trying to leverage strong intent signals during the critical consideration phase.
Generative AI has changed that. Tools like ChatGPT, Google’s Gemini, and Perplexity are transforming search from static queries and lists of links into dynamic, interactive exchanges. Instead of simply retrieving results, AI-powered systems now engage in back-and-forth conversations, delivering tailored, contextually relevant answers.
Want to go deeper? Ask The Drum
Back and forth
These tools allow users to ask complex, intent-driven questions in natural language rather than relying on rigid keywords and refine results in real time. For example, a query like “best road running shoes” might prompt the AI to ask: “Do you prefer extra cushioning or a lightweight design?” Or: “What’s your budget?” This transforms search into a dynamic dialogue with a knowledgeable assistant.
For brands and marketers, this provides an extraordinary opportunity to engage audiences in entirely new ways. Unlike traditional search, in which brands compete for slivers of attention, conversational search enables them to deliver value directly within the search experience. While this disrupts traditional models by reducing insights into user behavior – since users often won’t need to visit sites – it also opens the door for brands to position themselves as trusted advisors. By delivering tailored, interactive responses, brands can forge deeper connections and stand out in crowded markets.
Measuring the impact of conversational search requires rethinking the role it plays in your overall strategy. It begins with understanding how your target audience engages with conversational search. While keywords remain important for guiding content creation, ranking for them won’t be the primary measure of success. Instead, content must address relevant topics and provide immediate value, often directly within the search engine or AI system, without relying on users to click through to a website.
For marketers, this means reimagining how content is structured, delivered, and evaluated. Successful brands will optimize content not only for traditional SEO but also for AI systems that prioritize clear, actionable, and multimodal information. By doing so, brands can embed themselves in the conversation, meeting audiences where they are rather than waiting for them to visit a website.
Advertisement
Opportunities and challenges
This shift also introduces challenges, particularly in measurement and organizational design. Similar to the early days of mobile, investment often lags behind consumer behavior, risking delays in prioritizing conversational search. Brands that succeed will tackle these challenges proactively, aligning teams and strategies to capitalize on the opportunities conversational search presents.
To thrive in this evolving landscape, marketers must focus on three critical areas. Firstly, they must build conversational content. Create content that directly addresses nuanced questions with clear, actionable answers. FAQs, how-to guides, and detailed explanations perform especially well in conversational systems. Structure content using schema markup and natural language to ensure it’s easily understood and prioritized by AI platforms.
Secondly, work to expand your presence. Test how your content performs on platforms like ChatGPT, Gemini, and Perplexity, and refine it based on insights. Understand where these platforms source their information, how it’s displayed, and who their users are. Use this knowledge to maximize visibility and ensure your brand shows up in the right places and formats.
Thirdly, rethink metrics. Traditional metrics like click-through rates and organic rankings lose relevance when AI provides answers directly. Collaborate with analytics teams to develop new KPIs, such as tracking brand mentions in AI-generated responses and evaluating the quality of those mentions. Use SEO and SEM data to identify high-priority topics and track presence across platforms.
Advertisement
Search continues
The rise of conversational search isn’t just a technological trend – it marks a fundamental shift in how consumers seek information and interact with brands. By embracing this evolution, marketers can build meaningful connections while continuing to pursue traditional search objectives. With content and data integrations, this technology offers a new level of utility, enabling brands to provide value to customers rather than simply targeting them with ads in a new format.
Success lies in creating conversational content, expanding visibility across platforms, and rethinking metrics to fully capture the impact of this dynamic new layer. Brands that lead with innovation and agility won’t just adapt – they’ll thrive in this new frontier.
Content by The Drum Network member:
PMG (formerly RocketMill)
PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success,...