Conversational search refers to a mode of information retrieval in which users interact with a search system through natural-language dialogue rather than by submitting isolated keyword queries. Each turn in the conversation can refine, extend, or redirect the previous query, and the system maintains context across turns so that pronouns and references resolve correctly. Early conversational search features appeared in voice assistants such as Google Assistant and Amazon Alexa, but the launch of ChatGPT in November 2022 and the subsequent integration of large language models into Bing, Google, and Perplexity accelerated adoption significantly. Conversational search changes SEO in several ways: queries tend to be longer and more question-like, the system synthesises a single answer rather than returning a list of links, and brand visibility depends on being cited within AI-generated responses rather than ranked at a specific position. Content optimised for conversational search typically addresses follow-up questions and covers a topic comprehensively enough to remain relevant across multiple dialogue turns.