Conversational search is one of the greatest ways of converting searchers into buyers by leveraging AI to optimize every step of the buyer’s journey. The AI helps in understanding and predicting what the customer needs to increase conversion and customer satisfaction.
In 2020, Google Search rolled out new ways to get you to the information you want, using context from your recent activity. With a sophisticated use of machine learning and natural language processing, it’s now easier than before to get to a more specific, on-topic search, navigate a topic you’re interested in and find additional information relevant to that topic. Let’s check out how this improved conversational search can help bring about more conversions.
SEO, SEM & Conversational Search
Traditionally, a keyword-based search for something would overwhelm the shopper with thousands of results by virtue of SEO (Search Engine Optimisation) & SEM (Search Engine Marketing). However, the consumers now needed an increased level of assistance and personalisation throughout their shopping journey. Thus, comes the conversational search to everyone’s rescue. But how does it work?
Before we understand details on conversational search lets understand the ways to keyword research for SEO.
How Conversational Search Works
Conversational search whether input through traditional keyboard searches or voice driven, can intuitively guide consumers through an abundance of products and transitions the customer experience from a tedious and overwhelming journey to a personalised search experience. Consumers are three times more likely to engage in interactive experiences than static ones.
Based on the user’s recent search history, Google now understands the context of your current search and use the most common interpretation in ranking results. And in this process, provides the users with a helpful and more meaningful suggestion at the top of your search results page to help them find what they were actually looking for. These new language understanding capabilities can also identify when they’re exploring a topic and make that exploration easier. Well, the magic doesn’t just end there. This advanced understanding of context now further enables Google to surface more relevant follow-up search queries to help you take the next step in exploring a topic.
Wondering how to rank you website on Google Voice Search? Checkout our article on SEO in the age of Voice Search.
So what does the future hold?
As conversational search capabilities improve and virtual assistants become smarter, websites, and apps can have more intricate dialogue with users. Further, the improvement of conversational search could also lead users to become more reliant on their virtual assistants. So, rather than actively searching for specific products, users could begin to utilise the technology to better deduce what they actually want and need – thus leading to more engagement & ultimately more conversions.