Conversational Search: Are You Losing Customers?

Conversational search is changing how we interact with technology. But are you making mistakes that are costing you customers and conversions? What if the way you think people search is completely wrong?

It was a Tuesday morning when I got the call. Maria, the owner of “Maria’s Midtown Diner” near the intersection of Peachtree and 14th Street in Atlanta, was frantic. “My online orders are down 50%!” she wailed. “I don’t understand it! We haven’t changed anything!”

Maria’s diner, a beloved institution known for its peach cobbler and Southern hospitality, had built a thriving online ordering system over the past few years. They used a combination of a basic website and a third-party delivery app. But suddenly, the orders had plummeted. She suspected a glitch with the app, but they assured her everything was fine on their end. That’s when she called me.

My firm specializes in helping local businesses adapt to the latest search technology. The first thing I did was ask Maria about the kinds of search queries customers used to find her diner. “Oh, you know,” she said, ” ‘diner near me,’ ‘best breakfast in Midtown,’ things like that.”

Here’s the problem: those keywords, while still relevant, are increasingly being replaced by more natural, conversational queries. People aren’t just typing keywords anymore; they’re asking questions. They’re using voice search on their phones and smart speakers. They’re saying things like, “Hey Siri, where can I get some good peach cobbler around here?”

That’s where Maria was missing the boat. Her website and online listings were optimized for traditional keyword searches, not for conversational search. Her content didn’t answer specific questions in a clear, concise way.

One of the biggest mistakes businesses make is failing to understand the nuances of conversational search. They assume that people will continue to search the same way they always have. But the rise of voice assistants and AI-powered search engines has changed the game. A study by Statista estimates that the number of digital voice assistants in use worldwide will reach 8.4 billion by the end of 2024. That’s a lot of people talking to their devices!

So, what are some common mistakes to avoid?

Mistake #1: Ignoring Long-Tail Keywords

Long-tail keywords are longer, more specific phrases that people use when they’re further along in the buying process. Instead of “diner,” someone might search “diner open late near Georgia Tech with outdoor seating.” These queries are often phrased as questions. Are you answering those questions on your website?

Maria’s website, for example, didn’t mention its late-night hours prominently. Nor did it highlight its outdoor seating area. It was all buried in the menu section. We needed to make that information more accessible to conversational search.

Here’s what nobody tells you: Google’s algorithm is getting increasingly sophisticated at understanding the intent behind a search query. It’s not just looking for keywords; it’s trying to understand what the user is really asking. That means you need to create content that anticipates those questions and provides clear, concise answers.

Mistake #2: Neglecting Question-Based Keywords

People often phrase their conversational search queries as questions. “What’s the best diner in Midtown?” “Where can I get breakfast near Piedmont Park?” If your content doesn’t directly address these questions, you’re missing out on a huge opportunity to rank higher in search results.

We audited Maria’s website and found that it lacked a dedicated FAQ section. It also didn’t have any content that specifically answered common questions about the diner. We added a page titled “Frequently Asked Questions” that addressed things like parking availability, menu options, and catering services.

Pro tip: Use a tool like Ahrefs or Semrush to research question-based keywords related to your business. These tools can help you identify the questions people are actually asking online.

Mistake #3: Poor Website Structure and Readability

Conversational search relies on algorithms that can quickly scan and understand your content. If your website is poorly structured or difficult to read, those algorithms will have a hard time extracting the information they need. That means your website is less likely to appear in search results.

Maria’s website was visually appealing, but it was a mess from a structural standpoint. The content was crammed into long paragraphs, and there was a lack of clear headings and subheadings. We restructured the website to make it more readable and easier to navigate. We broke up the text into shorter paragraphs, added headings and subheadings, and used bullet points to highlight key information.

Think about how a voice assistant “reads” your website. It’s not going to sit there and read every word. It’s going to quickly scan the page for relevant information. Make it easy for the assistant (and your customers) to find what they’re looking for. For more on this, see our article about content structure.

Mistake #4: Ignoring Featured Snippets

Featured snippets are those short excerpts of text that appear at the top of Google’s search results. They’re often used to answer questions directly. Optimizing your content for featured snippets is a great way to improve your visibility in conversational search.

We identified several opportunities to optimize Maria’s website for featured snippets. For example, we rewrote the section about her peach cobbler to directly answer the question, “What makes Maria’s peach cobbler so special?” We highlighted the fact that it’s made with fresh Georgia peaches and a secret family recipe.

To increase your chances of landing a featured snippet, make sure your content:

• Directly answers the question in the first paragraph.
• Is concise and easy to understand.
• Uses clear headings and subheadings.
• Provides valuable information.

Mistake #5: Not Claiming and Optimizing Your Google Business Profile

Your Google Business Profile is your online storefront. It’s the first thing people see when they search for your business on Google. Claiming and optimizing your profile is essential for conversational search.

We discovered that Maria hadn’t fully optimized her Google Business Profile. She hadn’t added photos, updated her hours of operation, or responded to customer reviews. We helped her claim her profile, add high-quality photos, update her business hours, and respond to customer reviews. We also made sure that her profile included relevant keywords, such as “diner,” “breakfast,” and “peach cobbler.” To make sure customers see it, optimize your business profile.

Here’s a limitation: Even the most optimized Google Business Profile is only as good as the information you provide. Make sure your information is accurate and up-to-date. Respond to customer reviews promptly and professionally. And don’t forget to add photos!

Within a few weeks of implementing these changes, Maria’s online orders started to rebound. Within a month, they were back to their previous levels. And Maria, once stressed and worried, was back to serving up her famous peach cobbler with a smile.

The key takeaway from Maria’s story is that conversational search is not just a fad; it’s the future of search. By understanding the nuances of conversational search and avoiding these common mistakes, you can ensure that your business is visible to the millions of people who are using voice search and AI-powered search engines every day. This is just one piece of the puzzle when it comes to improving digital discoverability. You can also explore how AI can boost your cafe or other local business.

Don’t get left behind as search evolves. Take one small step today – identify three common questions your customers ask and create content that directly answers those questions. You might be surprised at the results.