The Future of SEO: Embracing Conversations Over Keywords

We recently had the chance to sit down with Jon Earnshaw, Co-Founder and Chief Product Evangelist at Pi Datametrics, to dive into one of the most pressing topics in the world of digital marketing: the future of search. Jon shared his expert insights on how businesses need to adapt, driven by advancements in AI and the rise of conversational search. In our conversation, he explained why traditional keyword strategies are becoming obsolete, and how companies can thrive in this new era of search by embracing deeper, more meaningful conversations with their audiences.

AI's Role in Search Evolution

Over the past few years, we’ve witnessed a fundamental shift in how people search for and consume information. No longer is search simply about typing in a few keywords and finding a blue link that answers a question. Today’s search has evolved into a journey—one rooted in exploration, discovery, and conversation. As Prabhakar Raghavan from Google explains, “Search is no longer just about keywords.” It’s about understanding intent, creating meaningful interactions, and delivering richer experiences to users.

This shift is being accelerated by the rise of AI and conversational search, which are rapidly changing how people engage with content. Jon Earnshaw, Chief Product Evangelist at Pi Datametrics, articulates this shift well: “SEO has evolved beyond a keyword game. It's now about fostering conversations and building meaningful connections between brands and their audiences.” The days of obsessing over "trophy keywords" are fading, replaced by a focus on conversations, long-tail queries, and meaningful content that resonates with users seeking highly specific information.

Google's AI Overviews are at the heart of this transformation. According to Earnshaw, AI-powered search "isn’t a mere feature; it is the future of search for Google." By integrating AI and machine learning, AI-powered search is shifting user behavior, encouraging users to interact with search engines in new, more natural ways. No longer are users relying on just a few high-traffic keywords. Instead, they are turning to long-tail searches and conversational interactions that enable deeper engagement with the information they seek.

Adapting SEO strategies for the Age of AI Search

Businesses that want to stay ahead must adapt their SEO strategies to this new reality. Traditional keyword-driven tactics, while still important, are becoming less effective. Earnshaw stresses that success now lies in “understanding the ongoing conversation, not just the initial search.” In this evolving landscape, businesses must track and analyze how users interact with content beyond the initial search result pages - into the SERP multiverse.

💡 Related blog post: Voice Search, Conversational Search and AI: How To Succeed In The SERP Multiverse. Read Now.

 

A New Era of Conversational Search

The emergence of large language model (LLM) search engines is fundamentally reshaping how people search for and consume information. Advanced AI platforms like SearchGPT, Gemini and Perplexity are at the forefront, allowing users to conduct highly nuanced, conversational searches and access rich, in-depth information, closer to intent, directly from the search interface. Unlike traditional, linear search experiences, LLM-powered engines enable users to engage in dynamic, back-and-forth interactions, exploring topics with greater depth and personalization.

As Jon Earnshaw notes, “The definition of search is expanding beyond traditional search engines.” In this new landscape, businesses must adapt by creating content that aligns with user intent and fuels these conversations. Success in the era of LLM search engines means going beyond simply answering questions—it's about actively participating in and shaping the ongoing dialogue users are having with AI.

A New Way to Measure SEO Success

As the SEO landscape shifts, so too must the way we measure success. The traditional metrics of organic performance, such as keyword rankings, are becoming less relevant. Instead, businesses need to focus on how well they engage in conversations with their audience. Metrics like "share of voice" will remain important, but they need to evolve to reflect the changing nature of SEO.

According to Earnshaw, “There’s a new currency of organic performance. It’s no longer keywords. It’s conversation.” SEO success is now about tracking how well a brand participates in and influences these conversations. Businesses that can build meaningful connections with their audience and become part of their journey of exploration and discovery will thrive.

Thriving in the New SEO Landscape

The shift towards conversational search and AI represents a significant challenge for many businesses, but it also presents a massive opportunity. Companies that adapt their content strategies to focus on intent, conversation, and user engagement will set themselves apart in this new SEO landscape.

The future of SEO isn’t about chasing high-volume keywords—it’s about understanding and participating in the broader conversations that define the user’s journey. As Earnshaw puts it, “The future of SEO lies in understanding the ongoing conversation, not just the initial search.” Businesses that embrace this shift and prioritize rich, valuable content will thrive, while those that cling to outdated keyword strategies risk becoming irrelevant.

In this era of conversational search, survival hinges on a shared journey of exploration and discovery with customers. Success will come to those who recognize that SEO is no longer just about visibility—it’s about meaningful engagement.

🎥 If you found value in this blog post, you might enjoy our recent webinar - What does generative AI mean for the future of search?