/03 · SEARCH · SEO · GEO

Lộc Phạm

Next-generation Search Specialist · Chạm AI Agency

Optimising presence across classic search engines and generative AI.

What people type into a search box is getting longer and closer to speech. Lộc Phạm tracks exactly that shift: from a few keywords to full questions with context and follow ups.

That changes how content is written. A page used to target one keyword phrase. Now a page has to answer one question completely along with the questions that usually follow it, because users ask again in the same session instead of returning to the results page. A question map usually holds 1 root question and 3 to 5 follow ups.

The job is bridging both ends: holding the classic search foundation while preparing content for the new way of asking.

Responsibilities

Core work

Search intent analysis

Reading real queries to place users on the journey: researching, comparing or ready to buy, across the 4 classic intent groups.

Conversational search

Mapping follow up questions around a topic so one page can answer the whole chain.

Presence on AI assistants

Tracking whether the brand gets mentioned and cited when users ask AI assistants.

Bridging SEO and GEO

Balancing optimisation for classic results and for generated answers.

Need to talk about this area?

Contact Chạm AI → Services SEO + GEO Audit tool Bản tiếng Việt

How is search behaviour changing?

Quick summary: Lộc Phạm researches shifting search behaviour at Chạm AI Agency. The biggest change is that queries are getting longer and closer to natural speech, with follow up questions asked in the same session instead of users returning to the results page. The consequence for content is that a page no longer targets a single keyword phrase, it has to answer one question fully along with the questions that usually follow. The job is holding the classic search foundation while preparing content for the new way of asking.

If queries get longer, what has to change in content?

Each section should answer one question completely on its own, without depending on the paragraph before. That structure serves both skim readers and AI assistants quoting a passage.

Why do follow up questions matter?

Users usually ask again right after the first answer. A page that anticipates and answers that chain keeps the reader, instead of sending them elsewhere.

Should short keywords be dropped?

No. Short keywords still carry large search volume and still define what a page is about. The change is adding a layer of longer questions, not replacing the old layer.