In this episode of SEOs Getting Coffeehosts Sean and Emina are joined by Gabrio Inari, founder and CEO of Rock SEO, to dive deep into one of the most important topics in search right now: conversational search.
With over 15 years of experience in organic search, Gabrio brings both technical knowledge and a fresh perspective to the table. The episode explores how conversational interfaces are changing search behaviour, why traditional SEO strategies are no longer enough, and what businesses should be doing to stay visible.
If you’re still thinking in keywords, it’s time to start thinking in conversations.
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Conversational Search and the Evolution of SEO | SEOs Getting Coffee Ep.38
What Is Conversational Search?
Conversational search is not just about chatbots. As Gabrio explains, it refers to how people now interact with content across multiple platforms, using natural language, full-sentence queries, and expecting direct, contextual responses.
Tools like ChatGPT, Gemini, and Google’s AI Overviews are reshaping how we access information. But Gabrio is quick to point out that these interfaces are only the surface. What matters is how brands get discovered in these channels, and that means a very different content strategy.
SEO Is No Longer Just About Google
Many businesses still have what Gabrio calls a “Google-only content strategy.” But that simply does not work in a search environment dominated by AI tools, voice search, and personalised assistants.
He recommends rethinking content from the ground up:
- Understand the questions your audience is asking
- Align content to those conversational patterns
- Reduce generic AI-written content and focus on clarity and value
Diversify beyond Google by tapping into voice, chat, and social platforms
Why It’s Time to Declutter Your Content
A key part of preparing for conversational search is cutting down the noise. The flood of AI-generated content over the last few years has led to a bloated and less useful web. Now is the time to:
- Audit and remove low-quality or redundant content
- Reframe pages to answer specific questions
- Focus on unique insights, not generic text
According to Gabrio, content editors have a real opportunity to improve quality and relevance, and see the results in visibility.
How People Are Searching Has Changed
People are no longer typing “best spa London”. They’re asking full questions like: “Where can I find a spa near Battersea Tube with a nice walk nearby?”
That’s not just a longer keyword. It’s a different intent, and a different format entirely. Children and older users alike are increasingly using voice and full-sentence search. Brands must evolve with that behaviour or risk falling out of the conversation entirely.
Getting Started with Conversational SEO
Gabrio shared some practical steps for businesses that want to adapt:
1. Review Structured Data
Ensure structured data is clean, well-implemented, and not relying solely on JavaScript. This helps AI tools understand your content, but it must be readable in the raw HTML to be effective.
2. Improve Your FAQs
Start by optimising frequently asked questions. They’re ideal for capturing natural language queries and can help surface your site in conversational tools.
3. Test, Track, and Iterate
Use Google Search Console to monitor for changes in impressions. Build case studies internally to demonstrate the impact and refine your approach.
Mistakes to Avoid
The biggest mistake? Expecting immediate ROI.
Conversational SEO is still early. Businesses that jump in now are building a long-term competitive advantage, not a quick win. Gabrio encourages thinking about it as an investment in resilience, especially given how volatile Google traffic has become.
Brand Visibility in a Conversational World
Click-through rates are dropping. With more answers delivered directly in AI tools, users often don’t reach websites at all. That’s why visibility in these spaces is becoming less about search and more about brand.
If your business isn’t recognisable or consistent in messaging, it’s unlikely to be recommended in tools like ChatGPT or Gemini. Gabrio emphasises the need to:
- Build genuine brand authority
- Monitor how your brand is perceived in reviews and social conversations
- Use tools like Reddit and sentiment analysis to gauge public opinion
Even for smaller brands, learning from competitors and investing in clear messaging can make a measurable difference.
Common Challenges
There’s still a major education gap. Users don’t always know these tools exist or how to use them. Businesses need to guide them, through messaging, CTAs, or onsite prompts.
Internally, marketing teams need to shift from traffic volume to brand relevance. And they need to accept that SEO is no longer a channel you “sprinkle” onto content. It’s baked into how you build, speak, and connect.
Room 404: What Gabrio Would Banish
Every episode ends with Room 404, where guests get to banish something frustrating. Gabrio’s choice? The use of AI for job applications, from both sides. Automated CV submissions, interviews run through AI prompts, and robotic hiring practices are eroding trust and value.
His plea: bring back human applications. The irony isn’t lost on him, given his focus on AI, but some things should remain personal.
Final Thoughts
Conversational search is not a trend. It’s a shift in how people access information, and it’s redefining the role of SEO in business. The takeaway from this episode is clear: SEOs need to think beyond rankings and start thinking in conversations.
Whether you’re a brand leader, content manager, or agency, now is the time to start adapting.
For more insights and in-depth conversations on the latest in SEO and digital marketing strategies, stay stuned for upcoming episodes of “SEOs Getting Coffee.” Subscribe to our channel for regular updates and expert opinions.
