How to prepare a global brand for the era of conversational search 

Conversational search is a change in the way users interact with search engines. Instead of typing simple keywords into Google, such as “first running shoes,” you can turn to ChatGPT or other LLM models and describe the surface you plan to run on, your size, and then ask for comparisons of recommended models with ready-made links to purchase. The whole change is that instead of typing in dry keywords, the user has a conversation with the AI model, just as if they were talking to another person. 

LLM models are designed to understand context and intent, even in complex statements, which is why using them in conversation is very attractive from the user’s perspective.

As a result of the popularity of LLM models, organic traffic is spreading across more channels than before. Although Google still dominates the search world with a share of around 90%, some queries also go to AI assistants (ChatGPT, Gemini, Perplexity, Copilot, and others).

Google has also developed a completely new search engine mode, AI Mode, where we will no longer see the familiar “blue links,” but only answers 100% prepared by AI based on data from the web. This mode also allows for conversation, as in other AI models. Although AI Mode is not yet available in Poland, it will undoubtedly appear soon and cause quite a stir in the world of search.

Source: digitalguider.com

For global brands, conversational search is not only a challenge in terms of SEO – it is a question of presence in the consumer’s consciousness, in a completely new place in the customer journey. Users are increasingly likely to encounter a brand for the first time when talking to an AI model, when asking for recommendations for services or products. That is why it should be crucial for every brand to build visibility in AI, because simply being on Google’s list of links is no longer enough.

In SEO, different rules apply – positions could be secured through appropriate and regular website optimization or investment in link building. In conversational search, the brand’s goal is to appear in the AI response, and this requires a well-thought-out AISO strategy, which is governed by different rules than standard SEO.

Learn more: What is the difference between regular SEO and AISO?

For CMOs, this completely changes the issue of KPIs. Just as in SEO, the question was usually, “Where do we rank for keywords that are important to us?”. With AISO, the question is “Does AI recommend us when a user asks about services/products in our industry?”

1. Create content that AI “likes” – this refers to all content that can be based on natural user questions, e.g., “Is it worth…?” “Who is it for…?”, “The best choice for market X”, “Ranking of the best x”, “Comparison of top products in category x.” Include this type of content in your content plan, and you will increase your chances of being quoted by AI.
2. Complete product and market data – make sure that your website includes all data about the products you offer, such as availability, regions, prices, specifications, variants, and other relevant parameters. The more precise your offer is, the greater the chance that AI will use it to prepare a response.
3. Expert and comparative materials – publish industry reports, guides, product tests, which can also be in video form. AI often uses such formats, and any expert content authored by a given brand will be treated as a positive signal in terms of authority.
4. FAQs and structured data (schema) – frequently asked questions and answers as a format fit perfectly into the AI content processing and generation system, so it is definitely worth including such elements in the most essential content on the brand’s website. Schema, on the other hand, is a technical guide for AI, thanks to which specific sections of the website are well marked and understood by LLM models. Learn more: Structured data and AI Search.
5. Global linguistic consistency – for brands that communicate with customers in multiple language versions of their website, it will be important to maintain consistency in their messages. The tone of voice should be consistent so that AI has a uniform image of the brand.

AI mainly points to credible, recognizable, and cited brands in its responses. That is why it will be so important to build brand authority, which will also bring benefits in terms of traditional SEO.

What elements are worth taking care of?

• A strong profile of inbound links to the website, obtained from prestigious sources.
• Brand mentions in global media.
• The presence of brand experts in podcasts, industry conferences, publications, and reports.
• A consistent digital footprint in multiple languages, ensuring visibility in the media in different markets.

Using the example of three giants, we will look at how they ensure their visibility in AI.

Nike – invests in contextual content around sports and healthy lifestyles, which means that AI assistants often cite Nike as the category leader in their responses. In this case, the right content strategy provides solid support for other digital activities.

Source: ChatGPT

IKEA – creates extensive FAQ sections on category and product pages, publishes numerous guides and “how-to” content in many languages. This makes AI eager to refer to its solutions when asked about home design, as it can count on a rich and well-structured knowledge base.

BMW – the brand is intensively building its global authority through innovation and numerous technical data about its cars, published directly on the web. Thanks to this, AI has access to up-to-date and very detailed information about models and technologies used.

Tech giants are already switching to conversational search models. Google is testing AI Overviews and the aforementioned AI Mode, while Bing is switching to Copilot. ChatGPT and Perplexity are often becoming the first point of contact for users.

What does this mean in practice?

For the user, it shortens the path to receiving the expected information – instead of 10 links, they get one ready-made answer, so there is often no need to visit other pages.

For brands, this means having to fight for AI visibility – either the brand appears in the answer, or it does not exist in the user’s consciousness. Global brands must teach AI that they are leaders in their industry; otherwise, their competitors will appear in the answers.

Conversational search is not just an addition to SEO as we knew it. We have seen many changes in the world of search in recent years: voice search, image search, and zero-click results. However, conversational search is a real revolution and the future of digital search as a whole, setting the direction for the entire industry to follow.

What does this mean for global brands?

• The need to ensure AI visibility, i.e., the presence of the brand in AI-generated responses. This can be achieved through AISO activities, starting with an AI visibility audit to determine the current status of the brand in AI results.
• Building Brand Authority so that the brand has global credibility and recognition on the web, but in a new form that artificial intelligence models can cite.
• Trust Signals, i.e., all data and content around the brand that builds trust: from social media, through ePR, rankings, lists, awards, statements with links, opinions, company results, and personal branding of people from the company.

The sooner you start taking care of the above elements, the greater your advantage over your competitors will be. AI learns from historical data, so those who fall behind in the race will have a considerable problem catching up with the leaders. Make sure you are the one being chased, not the one chasing.