From keywords to conversations: how to make sure your brand messaging shows up in AI searches
AI-powered search tools like Claude.ai, ChatGPT, Perplexity, and Google's AI Overviews are changing how people look for information.
If you want your brand to show up in AI search outputs, you’re going to have to evolve your messaging strategy from keyword-focused optimisation to conversation-driven content.
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The way people search is fundamentally changing. How can your brand keep up?
Traditional SEO focused on baking keywords into content so that people looking for information containing these keywords will find it.
But as people adopt AI search tools more and more, keyword SEO is no longer enough. We use completely different language to ask AIs for information: natural, conversational queries.
The data backs this up. Over 50% of the global population uses voice search daily. Conversational searches use grammatical and syntactical patterns that closely resemble the way people talk. This makes for a much more natural search experience.
What do AI assisted searches look like compared with keyword searches?
Historically, most internet searches were based on keyword phrases like "Thai food Boston" or "long-haired dog breeds". However, conversational searches use patterns that closely resemble the way people talk:
Traditional search engine query: organic food senior dog
AI-powered query: "What's the healthiest organic dog food for a senior golden retriever with joint issues?"
See the difference? We’re chatting in a natural way with our AI tools, which often means going into more detail.
Traditional search engine query: dog nutrition and ingredients guide
AI-powered query: "How do I know if my dog is getting the right nutrients from their current food, and what should I look for on the label?"
Conversational search means asking questions or express needs in a more natural way.
The new rules of discoverability
You’ve probably seen an AI Overview when searching for something. AI Overviews are AI-generated summaries that now appear above search engine results on sites like Google.
And they are changing SEO.
These overviews mean your brand’s content needs to be discoverable not just by search engine crawlers, but by AI systems that find and summarise information to answer users’ queries.
From vague or keyword-stuffed titles to question-based headlines
Smart brands are transforming their headlines (especially at H2 level) to match how people actually search. Here are some examples:
Before: “Organic protein shake benefits”
After: "Why are Whizzbang protein shakes good for me?”
Consider rewriting your copy in your audience’s language - using exactly the wording they’re using in AI tool searches.
Before: "Preparation Instructions"
After: "How to prepare Whizzbang protein shakes"
Changing a clinical, generic heading to a contextualised how-to will improve AI discoverability.
See how this messaging moves from listing what you do to answering what your audience wants to know?
Conversation-led messaging addresses the reader directly, using ‘you’ rather than ‘we’. This is also proven to improve conversion rates.
5 critical takeaways for brand messaging in the AI era
1. Answer complete questions, not just keywords
Stuffing content with simplistic keywords that lack context isn’t cutting it anymore. Structure your content around the questions your audience actually asks, not just the keywords they might type.
2. Embrace conversational content
Write as if you're having a conversation with someone who knows a bit about your topic. Conversational AI tools use longer sentences and can process complex phrases.
3. Context is everything
Create messaging that acknowledges different scenarios and use cases rather than one-size-fits-all messaging. People come to your brand with different needs, budgets, and situations.
4. Authority through depth, not density
If this all feels overwhelming, prioritise becoming the definitive source on a handful of specific topics related to your brand that’s going to give you the best ROI. Better to be brilliant at answering one question than mediocre at answering ten.
5. FAQ sections are pure gold ✨
A frequently-asked questions section lets you answer loads of anticipated queries. You can write the question and answers to directly match how people query AI systems. Not sure what FAQs will boost your AI visibility? Ask an AI to review your site and make suggestions.
Should you optimise for SEO, AI, or humans?
The answer is: all three, but with humans at the centre.
Your brand’s objective is still to truly understanding what your audience needs, and to solve their problems better than the competition.
So write for humans first, and enhance your messaging with practices that will help you be found by the machines:
Primary focus: human intent and value
What questions keep your audience up at night?
What decisions are they trying to make?
How can you genuinely help them?
Secondary focus: AI discoverability
Structure content to answer complete questions
Use natural language patterns
Provide comprehensive, contextual information
Include related questions and scenarios
Supporting focus: traditional SEO
Maintain technical SEO fundamentals
Include relevant keywords naturally
Optimise for featured snippets
Build topical authority
Your messaging transformation checklist
Content audit questions:
Does each piece of content answer a complete question someone might ask an AI?
Can people understand our value proposition without prior context?
Are we addressing the "why" and "how" behind our claims?
Do our headings sound like questions real people ask?
Messaging framework updates:
Headlines: Transform keyword-stuffed titles to question-based headlines
Subheadings: Use natural language that mirrors how people think and speak
Body content: Write copy that acknowledges nuance and context
Calls-to-action: Frame next steps as natural progressions in the conversation.
Content formats that work well:
Comparison guides ("How X compares to Y for Z situation")
Decision frameworks ("How to choose between A and B")
Scenario-based content ("If you're dealing with X, here's what to do")
Problem-solution narratives ("Why traditional approaches to X fall short, and how to fix it")
TL;DR
Brands that will succeed in this new SEO+AI landscape are those that:
Speak human first, optimise second
Provide genuine expertise, not just keyword coverage
Answer real questions that people have
Build trust through transparency and depth
Ironically, AI tools are causing a return to what marketing should have always been: helpful, human, and genuinely valuable.
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Ready to transform your brand messaging for the AI era? The conversation starts with understanding what your audience really wants to know, not just what they might search for. Book a free 30 minute intro chat and let’s explore what your brand can do to befriend the AIs.