SEO for Conversational Queries: Modern Keyword Research
Learning Objectives
By the end of this chapter, you'll:
- Understand how search has shifted from short keywords to conversational queries
- Learn to use AI tools and techniques for better keyword research
- Develop strategies to target AI-generated answers and improve site visibility
- Create a targeted content plan that addresses specific user intents
Introduction
SEO has changed dramatically. People no longer just type "best laptops" into Google. Instead, they ask "What are the best laptops to buy in 2025?" or "Which laptop should I get for graphic design work?"
This shift towards conversational queries has been driven by voice search and AI technologies. When someone speaks to Siri or asks ChatGPT a question, they use natural language. This affects how search engines work and what content they prioritise.
Understanding conversational queries helps you create content that matches how people actually search. It also increases your chances of appearing in AI-generated answers, which are becoming more prominent in search results.
Lessons
Lesson 1: Understanding the Shift to Conversational Queries
Traditional SEO focused on short, precise keywords. You'd optimise for "pizza delivery London" or "digital marketing agency." This approach still works, but it's no longer enough.
Conversational queries are longer and more specific. They mirror how people speak and think. Instead of "pizza delivery London," someone might search for "Where can I order pizza for delivery in London tonight?"
This shift happened because:
- Voice search became mainstream through smartphones and smart speakers
- AI tools like ChatGPT changed how people expect to interact with technology
- Search engines got better at understanding natural language
Why conversational queries work better:
- They capture specific user intent
- They face less competition than broad keywords
- They lead to higher conversion rates
- They align with how AI systems process information
Lesson 2: Tools for Identifying Conversational Queries
Step 1: Use Google's built-in features
Google's "People Also Ask" section shows you real questions people search for. Type your main keyword into Google and scroll down to find this section. Each question you click reveals more related questions.
Google's autocomplete function also helps. Start typing a question beginning with "how," "what," "where," "when," or "why," followed by your keyword. Google will suggest complete questions based on real searches.
Step 2: Leverage AI platforms
Ask ChatGPT, Claude, or Bard to generate questions your target audience might ask. Be specific about your industry and audience. For example: "What questions might small business owners ask about social media marketing?"
Step 3: Analyse competitor content
Look at the FAQ sections and blog post titles of successful competitors. These often contain valuable conversational queries you can adapt for your own content.
Step 4: Listen to real conversations
Monitor social media comments, customer support queries, and online forums related to your industry. Note how people phrase their questions naturally.
Lesson 3: Optimising Content for AI-Generated Answers
AI systems prefer content that directly answers specific questions. Here's how to optimise for them:
Structure your content clearly
Use headings that mirror the questions people ask. Instead of "Product Features," use "What features does this product have?"
Provide direct answers
Place your main answer within the first 50 words of each section. AI systems often pull from the beginning of content sections.
Use natural language
Write as if you're answering a friend's question. Avoid overly technical jargon or marketing speak.
Be comprehensive but concise
AI systems favour detailed responses, but they need to be well-organised. Use bullet points, numbered lists, and clear paragraph breaks.
Include context
Don't just answer the question. Explain why the answer matters or what the person should do next.
Practice
Choose a topic relevant to your business. Create five conversational questions a potential customer might ask about this topic.
For each question:
- Use Google's autocomplete to see similar queries
- Check the "People Also Ask" section for related questions
- Ask an AI tool to suggest variations of your question
- Note which questions appear most frequently across these sources
Then, pick one question and write a 150-word answer optimised for AI systems. Remember to be direct, clear, and helpful.
FAQs
How do I start adapting my keywords to conversational queries?
Begin by identifying common questions from your customer interactions. Use Google's "People Also Ask" feature and AI tools to expand your list. Focus on questions that align with your business goals and expertise.
Why are conversational queries becoming important in SEO?
They match how people naturally speak and search, especially with voice search growing. They also help you target specific user intents, leading to better engagement and higher conversion rates.
Which tools work best for generating conversational queries?
Google's autocomplete and "People Also Ask" features are excellent starting points. AI tools like ChatGPT can generate relevant questions, while social media monitoring helps you understand real customer language.
How do I know if my content is optimised for AI-generated answers?
Test your content by asking AI tools the same questions you're trying to answer. If they can easily extract clear, helpful information from your content, you're on the right track.
Should I abandon traditional keywords completely?
No. Use conversational queries alongside traditional keywords. Many people still search using short phrases, so a mixed approach works best.
Jargon Buster
Conversational Queries: Natural language questions used in search queries, such as "How do I optimise my website for mobile users?"
Long-tail Keywords: Longer, more specific phrases that capture user intent more precisely, typically 3-5 words or more
AI-generated Answers: Direct responses from AI systems in search results to user queries, often appearing as featured snippets or chatbot responses
Voice Search: Spoken queries made through devices like smartphones, smart speakers, or voice assistants
User Intent: The underlying goal or purpose behind a search query, such as wanting to buy something, learn something, or find a specific website
Wrap-up
Conversational queries represent the future of SEO. By understanding how people naturally ask questions and optimising your content accordingly, you can improve both user experience and search performance.
Start by identifying the questions your audience actually asks. Use the tools and techniques covered in this chapter to build a comprehensive list. Then, create content that directly answers these questions in a clear, helpful way.
Remember that this is an ongoing process. Search behaviour continues to evolve, and new AI tools emerge regularly. Stay curious, keep testing, and adapt your approach based on what works for your specific audience.
The businesses that succeed in modern SEO will be those that focus on being genuinely helpful rather than just technically optimised. Conversational queries help you achieve both goals simultaneously.
Ready to put this into practice? Start by choosing one important topic for your business and work through the exercise above. The insights you gain will guide your content strategy for months to come.