How conversational searches change your search strategy

Sara Kleinberg / May 2018 / Search, Consumer Insights

As technology becomes more intuitive, people are changing the way they interact with it. In search, we are seeing that people are beginning to use more conversational search queries, which allow them to ask more pointed, specific, and personally relevant questions about the products and services they’re interested in. This not only enables people to cut through the clutter, getting them answers quickly and efficiently, but it also gives them the confidence that they’re getting exactly what they need.

We’ve written before about a rise in searches for needs specific to an individual, or “for me” searches. What we’re describing here is searching with natural language in a manner reminiscent of asking for advice. Much like when they talk to a person, people are starting to use “I” in their searches.

In the past two years:

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It’s not just a matter of “can I” or “should I.” Two years ago, people were more inclined to use simple, utilitarian search queries to find what they were looking for, typically typing in the service or product and little else. Today, in addition to those utilitarian searches, we are seeing search questions that are becoming more specific and conversational. And this is happening across a variety of categories.

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  1. Finance: From “bank account” and “open bank account online” to “what do I need to open a bank account?”
  2. Personal Care: From “best shampoo” and “[shampoo brand]” to “what shampoo should I use?”
  3. Auto: From “car brands” to “which car should I buy?”
  4. Real Estate: From “mortgage calculator” and “mortgage rates” to “can I get approved for a mortgage?”

What does it mean for marketers? Whether a person’s intent is obvious or masked behind something that seems more like seeking advice, create responses that meet nuanced customer needs.

When ‘I have to have it’ clashes with reality, shoppers turn to search