Conversational Search that turns questions into action

Conversational Search gives people a faster path from question to action. It can help you:

• Give visitors direct answers without sending them across multiple pages.
• Reduce uncertainty and guide people toward the right option or next step.
• Answer common questions before they become support requests.
• Learn what your audience wants from the questions they ask.
• Find content gaps and focus improvements where they’ll make the most difference.

A convincing conversation isn’t enough. The tool also needs trustworthy content, clear controls, and a practical way to improve.

Ask potential vendors:

• Which content can the experience use?
• How are answers prepared and tested?
• Does each answer cite its sources?
• Can we control its topics, tone, and default response?
• What happens when our content can’t support an answer?
• Can we test important questions before launch?
• How are questions and interaction data stored?
• Will it work with our current CMS, DXP, and site search?
• What data can we use to improve the experience?

If you need to search protected content, confirm that the proposed setup can support your permissions and security requirements.

Many chatbots rely on scripts, predefined intents or a separate knowledge base. That gives your team another source of information to maintain, and it can quickly fall out of step with your website.

Conversational Search works from the content your organization already manages. It provides cited answers grounded in approved topics and can run on its own or alongside your existing site search.

Squiz Content Intelligence also helps you find conflicts, gaps, and ambiguity in the source content. This means you can improve the information behind the answer instead of maintaining a separate set of chatbot responses.

Conversational Search gives people a direct, cited answer. A rich conversational experience can also bring relevant content, options, and a useful next step into the same interaction.

Depending on the implementation, this could include cards, images, videos, comparisons, maps, forms, or service pathways. Squiz DXP provides the approved components and controls, so the experience can help someone understand, decide, and act without piecing the journey together themselves.

Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) help make your content easier for search and AI platforms to find, understand, and use in generated answers.

The fundamentals are practical: publish authoritative information, structure it clearly, use consistent terminology, and resolve conflicting or incomplete details.

AEO and GEO complement traditional SEO, but they can’t guarantee that an external AI platform will rank, cite, or present your content. Focus on improving the content factors your organization can control.

Conversational Search builds trust into the answer before your audience asks the question.

1. It prepares the answer foundation in advance.
   Squiz Content Intelligence analyzes your monitored content and creates a structured question-and-answer foundation. It identifies conflicts, gaps and ambiguity that could weaken an answer, then shows your team what to improve.
2. It stays grounded in content you control.
   Your team approves the topics Conversational Search can use. When someone asks a question, it matches that question against the prepared foundation and creates a response from your approved content, not the open internet.
3. It makes the source clear.
   Answers include citations to the supporting content, so visitors can check the details or explore the source. You can also set the tone, level of detail, answer guidelines, and default response.
4. It improves as your content and audience needs change.
   Scheduled audits keep the answer foundation aligned with your monitored content. Interaction data shows what people ask, where answers fall short, and what your team should improve next.
   

This is detailed enough to support SEO and GEO without becoming repetitive. It also gives your own Conversational Search four clear, self-contained passages to retrieve.

Conversational Search is designed to keep answers grounded in your approved content, not information from the open internet.

If there isn’t an exact match, it can use closely related information from your content to give the visitor a useful response. If the available content can’t support an answer, your default response can explain the limitation or direct the visitor to another resource or service.

Answers include citations, so visitors can check the source when the details are financial, time-sensitive, or otherwise important.

You control the content and guidelines that shape the experience. You can:

• Approve the topics Conversational Search can use.
  
• Manage the source content behind its answers.
  
• Set its tone and level of detail.
  
• Add concise answer guidelines.
  
• Configure a default response.
  
• Test questions before publishing.
  
• Review and export interaction data.

The exact wording of an answer can vary, but your content, topics, and guidelines set clear boundaries for every response.

Conversational Search can be launched as a focused experience and expanded over time. You do not need to replace your CMS, rebuild your site search, or resolve every content issue before getting started.

1. Define the first audience and use case.
   Choose a focused, valuable area where direct answers can improve the user journey. Agree on the audience, websites, topics, content sources, and outcomes you want to support.
   
2. Establish the content foundation.
   Squiz Content Intelligence crawls your approved website content, organizes it into suggested topics, and assesses its AI readiness. Your team reviews and approves the topics and content that Conversational Search can use.
   
3. Prioritize the issues that affect answer quality.
   Content Intelligence identifies gaps, conflicts, ambiguity, and other weaknesses in the source content. You do not need to fix every issue before launch. Start with factual conflicts and high-impact problems that could produce an incorrect or incomplete answer.
   
4. Test answers before launch.
   Use the Conversational Search preview in Content Intelligence to ask realistic questions and assess how well each topic performs. This helps you validate the content foundation and focus improvements where they will make the greatest difference.
   
5. Configure and launch the experience.
   Connect Conversational Search to the approved topics and configure its tone, level of detail, answer guidelines, and default response. Complete the technical implementation and user testing, then launch it as a dedicated conversational experience or alongside your existing site search.
   
6. Monitor, improve, and expand.
   Review audience questions, generated answers, blocked responses, and sentiment to understand what people need and where your content falls short. Scheduled rescans keep the answer foundation aligned with new, changed, and deleted content. Once the first use case is performing well, repeat the process for additional topics.

This approach provides a manageable path to launch while creating an ongoing cycle of content improvement based on real audience demand.

No. Conversational Search works independently of keyword search. You can use it:

• As a standalone conversational experience.
  
• Alongside Squiz Keyword Search.
  
• Alongside a third-party search product.
  
• In a hybrid experience with answers and ranked results on the same page.

You can keep a search experience that already works and add Conversational Search around the audience needs that matter most.

Pricing depends on how many questions you expect, how much content you want to audit and which Squiz products you already use.

Conversational Search is priced by question volume. Squiz Content Intelligence is priced by the volume of content audits. Standard standalone or hybrid implementation is included, while custom experiences and new Keyword Search implementations may need separate scoping.

Your team will also need time to review content findings, make priority improvements and test the experience before launch.

Talk to our team for pricing based on your content, expected use, and technical environment.

Squiz brings content quality, conversational answers, enterprise search and digital experience together. This gives you more than a chat interface. You get a practical way to prepare trustworthy answers, control the experience and improve it using real audience needs.

1. Build trust before the question is asked: Squiz Content Intelligence analyzes your monitored content and creates a structured question-and-answer foundation for Conversational Search. It identifies conflicts, gaps, and ambiguity that could weaken answers, so your team can fix the issues that matter most before launch.
2. Keep answers grounded in content you control: Your team approves the topics Conversational Search can use and sets the answer guidelines, tone, level of detail, and default response. Answers draw from your approved content rather than the open internet.
3. Give visitors sources they can check: Conversational Search includes citations to the content supporting each answer. Visitors can verify important details or continue exploring the original source.
4. Improve the content behind the experience: Content Intelligence gives your team prioritized guidance on what to improve. Its AI Readiness and Accessibility Auditors help you find content issues that affect answer quality, machine understanding, and accessibility.
5. Build on decades of enterprise search experience: Squiz Funnelback Search is designed for complex digital estates and large volumes of content. Conversational Search can run on its own, alongside Squiz Keyword Search or alongside a third-party search product.
6. Launch without replacing your existing technology: Conversational Search works with Squiz DXP and third-party CMS or DXP environments. You can start with a focused audience need, test it privately and expand into more topics once you’ve proved its value.
7. Learn from real audience questions: Review and export questions, generated answers, blocked responses and sentiment. These signals show what people need, where your content falls short and what to improve next.
8. Turn answers into richer experiences: Through Squiz DXP, you can extend a cited answer with relevant content, options, approved components and next steps. Depending on the implementation, this could include cards, comparisons, media, forms or service pathways.
9. Protect customer data: Squiz processes AI requests through its private AI infrastructure within the applicable regional environment. Customer content, prompts, and questions are isolated and aren’t used to train public or external AI models.

Squiz manages the underlying models, so your team doesn’t need to select, license, or integrate one.

We choose the technology based on grounding, performance, security, and regional processing requirements. Model selection isn’t currently configurable by customers.

Squiz processes AI requests through private AI infrastructure within the applicable regional environment. Your content, prompts, and questions aren’t used to train public or external AI models.

Yes. Squiz Professional Services can lead the implementation or work with your internal team and existing partner.

The right approach depends on your technology, internal capacity, content readiness, and the experience you want to create. Squiz can help define the scope, configure the experience, support testing, and prepare it for launch.

Custom components, integrations, or a new Keyword Search implementation may need additional scoping.

Yes. The Squiz Help Center provides technical documentation for Squiz Funnelback Search and Conversational Search.

The product continues to evolve, so confirm the current requirements and recommended approach with the Squiz team when planning a new implementation or migration.