In a conversational search environment, that single-page victory can not be the end result because the user has more questions, and if your marketing approach doesn’t answer them, the AI will simply pull those answers from someone else. Even worse, if you force the user to hit the ‘back’ button to find the next part of the answer, you have told the algorithm that your site is incomplete.

Think of this flow like a hardware store rather than a library. If a customer asks a store assistant for a specific drill bit, a bad experience is simply pointing them to the correct aisle. A solution is to ask what they are drilling into (in my upcoming book, Customer Intelligence, I refer to this as the WHY), because if they are working with concrete, the standard bit they requested will fail. The customer asked a question, but the actual need was for something else. That is only uncovered with further questions and then answers. That is the principle we need to apply to SEO today, where the initial query is just the opening line of a much longer dialogue.