Conversational Search Is Here. Take 9 Smart Steps to Future-proof SEO Content.

Girl with lightbulb on top of metal hat communicating with robot that also has lightbulb on top of his head - an illustration of conversational search and conversational AI
As search engines integrate conversational AI, the world of SEO content creation is likely to change. Like visionary sci-fi scribes of the past, today's SEO content writers must evolve their skills to thrive in this dawning age of conversational search, an intelligent human-computer interaction.

Science fiction writers foresee the inevitable, and although problems and catastrophes may be inevitable, solutions are not.

Once upon a time, in a world that feels further away than ever, I wasn’t a marketer. I wasn’t even an adult. Surviving happily without the Internet, cell phones, and e-readers, I always carried a small stack of novels in my backpack from classroom to classroom, hoping teachers would give us a little free time at the end of the period. If I didn’t have any friends in the class (and sometimes even if I did), I would read. Although my interests were—and remain—eclectic, sometimes a good science fiction tale by Ray Bradbury, Orson Scott Card, or Jules Verne would find its way into my cherished pile.

Now, in this breakthrough season for artificial intelligence, I am getting a sense of déjà vu, as if tools like ChatGBT and I are old acquaintances. It strikes me that AI, which businesses and corporations are now using to transform communication processes with extraordinary haste, has existed in the back of my mind since finishing my first book about futuristic robots.

Of course, the AI of 2023 has been and continues to be built on stolen stories. And, if you look at AI through the other end of the telescope, you can also observe how stories (specifically science fiction) created AI, paving the way through imaginative exploration of the possibilities and implications of intelligent machines.

Pirated books are being used as inputs for computer programs that are changing how we read, learn, and communicate. The future promised by AI is written with stolen words.

Isaac Asimov, a professor of biochemistry at Boston University and one of the most prolific sci-fi authors of the 20th century, wrote extensively about AI in his works of fiction and non-fiction. During his lifetime, Asimov authored or edited more than 500 books. This Asimov quote is particularly apropos (and, dare I say it, slightly hopeful) for our time: “Science fiction writers foresee the inevitable, and although problems and catastrophes may be inevitable, solutions are not.”1

Not only has sci-fi inspired AI pioneers and their technical innovations (think Star Trek holodeck and steady advances in virtual reality), but it has also made AI accessible and understandable. More importantly, science fiction stories have raised important ethical and moral questions about the creation and use of intelligent machines, promoting public discussion and debate about its implications.

So, if you feel like science fiction is becoming reality, you’re right, and it’s quickly making its way into search queries and search engine results. 

Screen capture of a conversation with the latest Bing ChatGBT bot, August 2023.

Conversational Search & Its Sci-fi Connection

At this point in history, you don’t have to stretch your imagination much to envision conversing with a search engine instead of typing keywords into a search bar. Conversational AI, a type of artificial intelligence that can simulate human conversation, enables that by leveraging natural language processing (NLP) and machine learning algorithms to understand user queries more comprehensively and imitate human interactions. As technology evolves, so does our interaction with it, and conversational AI exemplifies this paradigm shift.

AI-powered writing tools, among many others, have exploded this year. Microsoft jumped out in front through funding and integration of ChatGPT into its Edge browser, but Google isn’t far behind. (Note: my experiences with Bard haven’t been particularly fruitful so far, but I’m sure it will get better.) In an interview earlier this year with The Wall Street Journal, Google CEO Sundar Pichai said conversational AI will absolutely be part of Google in the near future.
To some extent, we can thank (or perhaps curse) sci-fi literature and films for inspiring this. Sci-fi, long regarded as a precursor to technological advancements, shaped our imaginations long before programmers and scientists made any tangible products. Authors like Asimov described worlds where humans spoke fluently with intelligent machines using natural language conversationally, laying the foundation for real-life developments such as Siri and Alexa—virtual assistants designed explicitly for interactive exchanges.

Sci-fi past and present also frequently portrays AI characters with human-like qualities, emotions, and flaws, undoubtedly inspiring creators of conversational AI to mirror human characteristics such as personality traits. Even as sci-fi continues to captivate our collective imagination, it also simultaneously fuels AI development, bringing ideas once confined to pages or screens to any and every device you use for personal and professional purposes.

Close Encounters with Conversational AI in Business

'Computer, Improve My Bottom Line.'

Cute little robot with customer service headphones onThe same creative minds that imagined friendly robots like C-3PO or menacing ones like HAL 9000 also envisioned AI assistants capable of natural, intuitive conversations. Today, technologies like chatbots and voice assistants are bringing that idea closer to reality. Businesses have taken note, recognizing conversational AI’s potential to transform customer service, marketing, and other operations requiring nuanced human communication skills.

Conversational AI is already playing an increasingly important part of today’s business tech for several reasons:

  1. People prefer natural Interactions and personalization. Conversational AI should enable more natural and intuitive interactions between humans and machines, as well tailoring responses to personal needs and preferences. This is particularly important as more people seek out more natural and efficient ways to interact with technology.
  2. We want improved customer service. The promise of conversational AI is better customer service by answering questions and resolving issues in real-time. Theoretically, this can improve customer satisfaction and reduce the workload of customer service representatives. Whether this happens or not remains to be seen.
  3. We are always striving for increased efficiency. Another promise of conversational AI is the automation of repetitive tasks and the streamlining of workflows, which can save time and reduce costs for businesses. As with past technological advances, the results may be quite different from the original intent.
  4. The need for tech accessibility is growing. Conversational AI has the potential to make technology more accessible to people with disabilities, such as those with visual or mobility impairments.

Companies are rushing to incorporate chatbots and voice assistants into their products, aiming to improve customer experience and streamline operations. However, the actual utility of conversational AI remains uncertain. While the technology offers clear potential benefits, successfully implementing it poses challenges.

Conversational systems today still lack the language comprehension and reasoning capabilities needed for sci-fi-like interactions. Many still frustrate users with repetitive questions, irrelevant suggestions, and inaccurate responses. Plus, efforts to make AI assistants more personable have raised concerns about emotional manipulation, and replacing human roles with automation threatens job security for many workers  While conversational AI will likely become more sophisticated and widely adopted over time, it is important to have realistic expectations about its current abilities.

How conversational AI will likely integrate with search engines

Search bar on space-like background with sentence that says "How are sci-fi stories and conversational AI connected?"As conversational AI comes of age, it is poised to mesh with another core technology: search engines. In fact, it already has. Early adopters as of today include Microsoft’s Bing, and Facebook’s WhatsApp, and several major science search engines. Google’s Bard isn’t far behind.

While search has become incredibly advanced, query interactions still leave much to be desired. Conversational AI may be the missing ingredient that makes search feel more natural, intuitive, and fruitful. By combining search algorithms with AI capable of understanding context and nuance, the technology could enable searches carried out through flowing dialogue. Users could find information and services by simply posing questions or describing needs, rather than typing keyword strings. Search engines equipped with conversational AI could grasp intent, ask clarifying questions, and provide personalized guidance.

This would offer users a lot of benefits, such as:

  • More natural and intuitive
  • Faster response times
  • Improved accuracy (this remains a huge problem, and I’ll be interested to see if AI hallucinations get more or less frequent)
  • Better personalization
  • Increased accessibility for those with disabilities

As with customer service applications, conversational search could greatly improve user experience (that’s the promise at least). However, it may also present challenges regarding privacy and data collection. As AI and NLP technologies continue to improve, conversational search is likely to become an increasingly important and powerful tool for finding information online. If executed thoughtfully (unfortunately, digital spaces are already riddled with thoughtless attempts), integrating conversational AI into search could move interactions with information technology another step closer to the visionary conversations with computers portrayed in science fiction.

9 Ways to Write SEO Content for Conversational Search

Sci-fi man made of gears with a hat on juxtaposed with a quote from marketer Jen Carroll: If you're not a solid writer to begin with, all the ChatGBTs of the world won't help you be one. AI-driven writing tools are powerful, but a weak writer using them will still create weak content.While conversational AI promises to transform search experiences, creating content that’s ready for this evolution requires strategic preparation. Just as sci-fi authors envisioned worlds where conversational computers were commonplace, content creators today must future-proof their work for this emerging landscape.

Traditionally, SEO has revolved around identifying relevant keywords and incorporating them strategically within website content. However, conversational AI prioritizes user intent over specific keyword matching. Instead of simply looking for exact keyword matches in web pages’ metadata or content structure alone, search engine algorithms will continue to evolve in their ability to take into account contextual relevance based on overall meaning. This brings brings new opportunities along with new demands. As AI handles more nuanced informational queries, content must evolve to be comprehensible to more than just keywords and algorithms.

Although I don’t have crystal-ball clarity regarding how conversational AI will change SEO and content marketing, I can make some educated recommendations designed to help you future-proof the content you’re creating now. I believe the coming age of conversational discovery will necessitate content that satisfies user intent through strategic messaging and holistic writing for comprehension. To thrive in this new era, you should optimize content while anticipating the paradigm shift underway. 

Below are nine ways a skilled SEO copywriter can do that. But before I discuss them, let me throw out one caveat: If you’re not a solid writer to begin with, all the ChatGBTs of the world won’t help you be one. AI-driven writing tools are powerful, but a weak writer using them will still create weak content. 

These technologies may assist writers by translating brief prompts into lengthier drafts. However, the overall quality still depends heavily on the human creator’s abilities. If your initial prompt is disorganized or unclear, AI-generated copy will reflect it. Likewise, overlooking the need to edit, refine, and add depth to those machine-produced passages will result in low-quality content. No conversational tool can fix fundamental weaknesses in style, structure, strategy, or creativity. The human touch remains essential.

In short, conversational AI is not a substitute for solid writing skills—it can only enhance content when it’s built on an effective framework. Now that I got that off my chest, let’s look at how optimized content could evolve for conversational search

1. Address user intent rather than just targeting specific keywords

Long-form content has long been an SEO trend, but soon it could become an SEO necessity. As conversational AI advances, targeting only specific keywords may eventually become less effective compared to content that holistically satisfies searcher intent. SEO copywriting, then, should shift focus toward crafting comprehensive, in-depth pages that provide all the information a user could want on a given topic. Rather than populating pages with disjointed tidbits centered around keywords, content should be organized and flowing narratives that fully address the searcher’s underlying needs. 

bullseye graphic illustrating user intent as a key focus for SEO copywriting for conversational searchTo ensure conversational AI can interpret content meaning from multiple angles, consider including:

  • Elaborated explanations
  • Clarifying examples
  • Varied phrasing of concepts without being repetitive

Side note: the last bullet point spotlights a huge issue with current AI writing technology. It can be irritatingly repetitive. 

Also, avoid thin content that skims the surface just to squeeze in keywords. Instead, create substantive resources that fulfill the searcher’s true purpose. Although this isn’t new SEO advice by any means, many companies still create keyword-stuffed pages that offer scant value. Algorithms that incorporate conversational AI will quickly bypass content that fails to be engaging. 

2. Use natural language and a conversational tone

As conversational AI becomes more prevalent, content should adopt a more natural, conversational style. Explain topics as if you’re speaking with users directly. Using natural language that flows smoothly makes content easier for AI to comprehend and for users to absorb. Some ways to quickly and easily do that: 

  • Incorporate casual asides, varied sentence structure, and relatable explanations. 
  • Use second person when it makes sense.
  • Vary your tone from informal to formal depending on context while limiting jargon and academic language.
  • Insert conversational hooks to engage readers, such as culturally relevant references.
  • Include clarifying examples, scenarios, FAQs, and multimedia to aid comprehension.
closed loop writing graphic illustrating natural language as a key focus for SEO copywriting for conversational searchWord to the wise: none of the large language model-based chatbots I’ve tried (ChatGBT, Claude 2, Bard, WriteKit, WriteSonic, and others) are able to do all of these things well at this point. 

Other hallmarks of weak writing to avoid:
  • Becoming too informal. There’s a fine line between conversational and unprofessional. Content should maintain an appropriate level of authority.
  • Overusing slang or trendy references. These can become quickly dated or isolate readers unfamiliar with them.
  • Getting sidetracked with tangents. Conversational asides should enhance, not distract from core information.
  • Crossing into rambling. Content should still remain focused and well-structured.
  • Losing objectivity. Conversational style can inject opinion and subjectivity if not careful.
  • Overusing gimmicks. Rhetorical questions, second-person POV, etc., lose impact if overdone.
  • Sacrificing clarity. Conversational tone should aid clarity, not muddle explanations.
  • Dumbing down content. Conversational style doesn’t mean oversimplifying complex concepts.
  • Alienating serious audiences. Highly formal readers may find conversational tone too casual.
The key is striking the right balance: be conversational without compromising professionalism, accuracy, or depth. 

3. Adopt best practices in content organization

Well-organized writing has always been in vogue, and many SEO copywriters have already discovered the search and user engagement value in structuring content for quick skimming. As conversational search evolves, using standard content organization techniques will likely become essential:

  1. pyramid of boxes graphic illustrating content organization as a key focus for SEO copywriting for conversational searchH tags are among your best friends. They act as signposts, not only breaking up large chunks of text for readers, but also providing valuable cues to search engines. When you employ keyword-rich headings, you amplify the chances of ranking higher in both traditional and voice search. In addition, clear outline-style organization aids AI in correctly interpreting the content flow and logical connections.

  2. Use concise highlight lists for core concepts. While body text should maintain narrative coherence, supplemental use of concise highlight lists and section headings makes absorbing the core concepts efficient. Formatting for skimmability caters to diverse user preferences for both focused browsing and in-depth reading. Plus, the list format is particularly effective for voice search, as it allows voice-activated devices to summarize points or answer specific questions efficiently.

  3. Incorporate schema markup (structured data). Acting like a “digital label,” schema markup can enhance rich snippets, help you optimize for voice search, clarify content context and relationships, and improve local SEO.

4. Strike a balance between text- and voice-search optimization

Optimizing for voice search certainly isn’t new. However, understanding and optimizing for the nuances between text and voice search will likely grow in importance, thanks to conversational search. When optimizing solely for text, writers tend to focus on keyword-rich narratives, but spoken queries require adaptations for on-the-go listening.

Voice searches often differ from text-based queries in several ways. They tend to be:

  • Longer
  • More conversational
  • Usually framed as questions

While someone might type “weather Cleveland Ohio” in a text-based search, they’re more likely to ask, “What’s the weather like in Cleveland today?” when using voice search. Knowing this can guide your keyword strategy in fresh ways.

search icon with voice recording icon graphic illustrating text and voice optimization as a key focus for SEO copywriting for conversational searchWhen trying to walk that line between text and voice optimization, strive for:

  1. A few carefully chosen, full-conversational questions that also incorporate long-tail keywords. 
  2. Text that sounds natural when read aloud.
  3. Occasional highlight lists and clear section organization, as mentioned above, for rapid skimming and delivery of bite-sized information.

Regularly check how your content is performing for voice queries, and don’t hesitate to make adjustments as needed. Tools like GA4 can offer insights into how people are accessing your content, allowing you to adapt your strategy accordingly.

In essence, voice search optimization builds on existing best practices but filters them through the lens of spoken queries. The principles of clear, comprehensive writing become even more critical. As conversational AI expands, creating content tuned to both text-based and voice-based searching will give it flexibility to engage users across modes.

5. Focus more on quality and utility than keyword density

Understanding your audience is the cornerstone of marketing and public relations, but in the age of conversational search, it’s crucial to meet users where they are. This involves understanding the intent behind searches, not just the keywords used, and requires research and a deeper perspective. 

user in the center graphic illustrating purposeful content and utility as a key focus for SEO copywriting for conversational searchWhile conversational AI is making algorithms even more sophisticated, users are also becoming more discerning. Make sure your content is built around a customer-centric messaging framework and genuinely serves a purpose for readers and for your business—whether that’s to inform, persuade, entertain, teach, or problem solve. Dig into audience challenges and their tasks to accomplish and create content that satisfies those core needs. Engage readers naturally to keep them on the page longer. 

Consider using real-world examples, case studies, or testimonials to substantiate your content. Not only does this add depth and credibility, but it also helps readers understand the practical applications of your information and meets their needs more effectively.

In essence, utility is both a user satisfaction and an SEO strategy. When content solves problems and meets needs, the quality of engagement often increases. That, in turn, is a positive signal for search engines, which can result in higher rankings and more qualified website traffic. 

6. Monitor search query trends for shifts in user intent and focus

If you’ve ever invested in SEO, then you know staying static has never been good for ROI. However, to stay competitive today—not only because of conversational search, but also due to the sheer volume of online content—it’s imperative to monitor search query trends for shifts in user intent and focus areas.

If you want information at your fingertips, then a subscription to a tool like SEMRush or Ahrefs will be your best bet. These tools provide comprehensive datasets and aggregation to help you identify what users are searching for, how these queries are evolving, and what your competitors are up to. By dissecting this data, you can unearth new topic clusters, emerging questions, or even seasonal trends that your content should address.

monitor showing data graphic illustrating monitoring search trends as a key focus for SEO copywriting for conversational searchUnfortunately, SEMRush and Ahrefs can be cost prohibitive. Monitoring search query trends and keeping an eye on your competitors without paid tools is harder but still possible when you manually track information. Many of the following free, tried-and-true tools and methods have been around for years:

  • Google Trends – This free tool from Google provides high-level insight into search volume patterns. You can compare trends for terms/topics and segmented by region, time period, etc. The data is more limited than paid platforms but offers a useful starting point.

  • Search engine autocomplete – Observing autocomplete suggestions as you type queries, particularly in an incognito window, can provide some visibility into popular search themes and question formats. (This is also an excellent way to get ideas for optimizing videos when you use YouTube’s internal search engine.)

  • Search forums – You can gain qualitative insights into trending interests and issues by reviewing discussions on platforms like Reddit, Quora, and specialized forums. Look for recurring themes and questions.

  • Google Alerts – Setting up news alerts for your focus topics or competitors can reveal trending interests based on related media coverage over time.

  • Social listening – Monitoring hashtags, influencer content, and discussions on social media can surface trending conversations and consumer interests.

  • SERP analysis – Manually comparing search engine results pages in an incognito window over time for target keywords can uncover new prominent domains, content formats, or themes.

  • Industry tracking – Regularly reviewing industry reports, academic studies, and expert perspectives can provide additional context on market and consumer trends.

Staying continually tuned into search patterns allows tailoring content that answers rising questions and aligns with conversational AI’s capabilities. With an ear to the ground, you can hopefully foresee intent, as opposed to reacting after the fact.

If you notice shifts in search query trends, it’s not just an opportunity to create new content; it’s also a signal to update your existing pieces. For example, if a previously secondary keyword starts gaining traction, consider updating older articles to reflect this new focus, both in content and metadata.

7. Prioritize personalization and localization

In hyper-local digital environments, personalization and localization are paramount. The age of conversational search amplifies this trend by making interactions more intuitive and context-specific. When SEO content is both personalized and localized, it aligns more closely with individual user intent and regional nuances, enhancing its value and relevance.

local icon graphic illustrating personalization and localization as a key focus for SEO copywriting for conversational searchSome of the best ways to create content that’s both personalized and localized include:

  • Mine analytics data for insights. Even with increased privacy policies, analytics tools can help you gain insights into the demographics and behavior of your website visitors. By analyzing this data, you can segment your audience and tailor your content to address specific needs or interests, thereby improving user engagement and satisfaction.

  • Implement geo-targeting and dynamic content adaptation. Consider creating dynamic content in conjunction with a tool or platform that can help you adapt based on the user’s behavior, location, or other personalized parameters. This technique can deliver a unique experience to each visitor.

  • Use local SEO best practices. Localization is not just about language but also about catering to regional search queries and local trends. Claim and optimize your Google Business Profile listing. Use schema markup for rich context about your services, operating hours, location, and more. Incorporate area cultural insights, as well as localized keywords, into your meta descriptions, titles, and content. These techniques can help you rank higher in location-specific search queries, both in text-based and voice search.

  • Personalize CTAs and recommendations. Tailor your calls-to-action (CTAs) based on the user’s stage in the buyer’s journey or based on their past behavior. Similarly, offer personalized content recommendations to keep users engaged and guide them through your content ecosystem.

8. Create a balanced mix of long-form and short-form content

Conversational search requires a diversity of content types and formats tailored to users’ different needs and contexts. A multifaceted content strategy should incorporate both long-form and short-form content, allowing you to cater to different user needs—from quick, direct answers to comprehensive deep dives. Capitalize on both formats effectively.

Long-form content, typically consisting of 1,500 words or more, serves multiple purposes, including depth and authority, SEO benefits, and content diversification. Short-form content typically encompasses articles or posts that are around 500-800 words. These pieces are more suited for users looking for quick answers or a brief overview of a topic, delivering an opportunity for quick consumption, shareability, and snippet potential.

balanced seesaw graphic illustrating a mix of short- and long-form content as a key focus for SEO copywriting for conversational searchCreate a balanced strategy through:

  1. Audience Segmentation. Understand your audience’s needs and preferences through analytics and user feedback. Use this information to guide the ratio of long-form to short-form content you produce.

  2. Topic Selection. Certain topics naturally lend themselves to longer exploration, while others can be adequately covered in a shorter format. Choose your content length based on the complexity and scope of the subject matter.

  3. Cross-Promotion. Use short-form content to tease or introduce long-form pieces. Conversely, you can break down long-form content into smaller articles or infographics for easier consumption.

  4. Adaptation for Different Channels. Consider repurposing long-form content into shorter blog posts, videos, or infographics for social media platforms. Likewise, a series of short-form articles could be compiled into an in-depth guide or eBook.

Conversational AI benefits from absorbing information across varied formats and lengths, enabling it to build wider comprehension of topics and language patterns. A strategic blend of long-form and short-form content also caters to different searcher needs, providing the right fit for any search intent, from cursory to comprehensive.

9. Consider making conversational AI your own

One significant trend in conversational AI is the increasing importance of enabling conversational interactions within the content itself, moving from a monologue to a dialogue with users. This means using interactive elements to let users get answers, clarify information, and dive deeper through back-and-forth exchanges.

lightbulb in a hand graphic illustrating the consideration of adding ai interactions within content as a key focus for SEO copywriting for conversational searchConversational interactions on the rise include chatbots, FAQ schemas, interactive calculators, smart forms, interactive galleries, and polls and quizzes. However, much of this technology remains in its infancy. It can be polarizing and risks annoying users if poorly executed. Keep these caveats in mind adding conversational AI to your website or app:

  • Overdone interactivity frustrates more than engages. Things like overly eager chatbots and excessive conversational prompts may come across as gimmicky or distracting if overused when users just want information.

  • Poor implementation leaves bad impressions. Many early conversational elements like chatbots and voice UIs have used limited AI, resulting in clunky, ineffective interactions that sour user perceptions.

  • Not all sectors adopt trends evenly. Conversational content likely resonates more with tech-savvy user bases than traditional industries like finance and manufacturing. Adoption lags for older demographics, as well.

  • Conversational AI adds development overhead. Designing truly conversational experiences requires more upfront investment in AI, UX design, conversation mapping, etc. Many companies lack the resources.

  • New tech often raises data privacy concerns. Some users understandably mistrust elements like chatbots that collect personal interaction data, especially on sensitive topics.

  • You set yourself up for branding risks. Overly casual/conversational tone risks damaging perceptions of prestige and authority for some brands. The approach must suit brand voice.

  • Expectation setting is key. Clear messaging helps avoid confusing users with cutting-edge elements before norms settle. Gradual onboarding prevents jarring experiences.

In the right contexts, conversational content done thoughtfully can deeply engage users. But for many companies, a cautious, selective adoption strategy may indeed be wise in these early stages. Moderation and savvy execution is key.

Ground Control to SEO Wordsmiths

Prepare for the conversational search odyssey

In the early 1980s, watching the hit show Knight Rider with my dad every week was something I looked forward to. Long before I picked up Asimov’s I, Robot, I absorbed the promise of intuitive and rewarding interactions between man and machine through affable exchanges between Michael Knight and his AI-powered partner KITT. As Michael says while prepping for a drive:

“KITT, what’s the fastest route to the police station from here?”

KITT responds without missing a beat: “Given current traffic patterns, I recommend taking the I-40 expressway to exit 215, Michael. We should arrive at the police station in approximately 15 minutes.”

“Good work, partner. Let’s burn rubber and get over there,” Knight says, the conversation flowing naturally as if between trusted friends.

Conversations like that are now possible for people everywhere. The implications for SEO (and so many other things) may be transformative. The content paradigms of yesterday continue to give way to more organic, interactive, and user-centric strategies. By embracing them, we’re not just optimizing for algorithms, but also establishing meaningful dialogues with our audiences. Like the clever authors who first imagined friendly robots and computers that talk, today’s writers must prepare for a potentially revolutionary paradigm shift.

Conversational search demands content written not for algorithms, but for the natural exchanges and nuanced needs of human users. By focusing on conversational tone, comprehensive utility, diverse formats, and direct interactions, you give your content the best chance to succeed with conversational search and the searchers who use it.

The principles that enrich conversations between people will increasingly enrich discoveries between users and machines. For marketing professionals, the wise way forward is embracing this change through crafting content made for sharing ideas, not just keywords. By laying foundations of quality and intent, content creators and the businesses they work for will hopefully prosper in this new age of discovery. Time will tell. 

1Isaac Asimov Source (h/t Wikiquote): “How Easy to See the Future”, Natural History magazine (April 1975); later published in Asimov on Science Fiction (1981).