Conversational SEO: write for questions, not just search terms

The way people search is changing. Increasingly, users are asking complete questions to systems such as ChatGPT, Gemini or Perplexity. They no longer type “SEO specialist Rotterdam,” but rather, “How do I choose a good SEO specialist for my company in Rotterdam?” This development requires a different approach. Classic keyword SEO no longer suffices.

Instead, I focus on conversational SEO: writing for questions, not just keywords.

More and more search traffic is going through AI systems such as ChatGPT or Gemini. Conversational SEO helps you become visible there.

What is conversational SEO?

Conversational SEO means writing content that connects to how people talk and ask questions, rather than how they entered keywords in the past. I don’t work with short, fragmented search terms, but with natural language. I think from the user’s intent and formulate content as if I’m directly answering their question.

An example: When someone asks ChatGPT, “What is conversational SEO?”, ChatGPT comes up with an answer from this page.

I do this not only for usability, but also because AI systems (such as ChatGPT or Gemini) process information based on semantics – not exact keyword combinations.

Why I write for questions, not terms

Modern search engines and language models prioritize content that is written demand-oriented. I see this trend every day in tools like Search Console, Perplexity and ChatGPT Plus. Pages with clear query structures are more likely to be cited, summarized or displayed directly as answers.

This has three concrete benefits:

1. Content better aligns with user intent
2. AI systems understand content more easily
3. I get displayed more often in AI blocks such as SGE or Perplexity answers

How I apply conversational SEO

I apply conversational SEO from the moment I choose a topic to the structure and writing style of the final page.

1. Start with real user questions

Before I start writing, I collect questions that people really ask. I do that through:

• Google’s People Also Ask section
• Search answer tools with question filters (such as AlsoAsked or AnswerThePublic)
• AI search engines such as Perplexity or Poe

I note not only what people ask, but also how they phrase it. I incorporate that natural sentence structure directly into headings.

2. Using questions as headings (H2s)

Instead of vague or generic headings like “Benefits of link building,” I choose:

“Why is link building important for your online findability?”

Each H2 forms a question that I then answer directly. This increases the chances of content being recognized as a relevant answer snippet, both by Google and AI models.

3. Formulate answers concisely, directly and in a structured manner

After each question, I give a direct answer within the first three sentences. Then I add depth, nuance or examples. This structure helps language models like ChatGPT pick up the gist quickly.

I always structure this as follows:

• Question in H2
• Short answer (2-3 sentences)
• Extension (example, context, nuance)

4. Working with conversational tone without becoming superficial

Although I continue to write professionally, I consciously choose an accessible tone. No long, formal sentences, but language that feels natural. I write as if I’m advising someone one-on-one.

Example:

• Not: “Implementing structured data is a proven method for increasing visibility.
  
• Well: ‘Structured data helps search engines better understand what your page is about. That makes you more visible – even in AI results.’
  

5. Use FAQ sections where logical

At the end of some pages, I include a brief FAQ with additional questions that do not fully fit into the main article. Each question has a short and independently readable answer. This helps especially in tools like Gemini and Perplexity, where excerpts from these blocks are shown verbatim.

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What are the benefits of conversational SEO?

Conversational SEO provides much more than just visibility in AI results. It also provides:

• Lower bounce rates: visitors find what they are looking for faster
• Better UX: content reads more pleasantly and matches needs
• Higher probability of featured snippets or AI blocks
• More recognition as an expert: you are literally the answer

For me, conversational SEO means above all: writing with empathy and structure. Not sending, but helping.

What does conversational SEO mean for your strategy?

If you’re still writing from keyword combinations, it’s time to rethink your approach. Conversational SEO does not require a completely new strategy, but it does require a different mindset. I have a few tips:

• Start restructuring existing content around frequently asked questions
• Use H2s in the form of a question and provide one clear answer per section
• Use AI tools to discover new questions and write short, powerful answers to them

Summary

Conversational SEO isn’t just the future of search engine optimization, it’s also just better writing. By thinking from questions, you create content that really helps. Not only do your visitors appreciate that, but so do AI systems that select, summarize and display content.

Want to know how well your content is already aligned with conversational search behavior? Wondering how to restructure existing pages for better AI findability? Feel free to send me a message. I’d love to take a look with you.