Going Beyond Keywords: How Voice and Visual Search are Changing the Face of SEO
Introduction
Not long ago, digital marketers chiefly lived and died with keywords. We looked at what search volumes were, we matched exact phrases, and we were competing for page rankings. Today, though, the game has changed. We are no longer relying on keywords; with voice assistants, visual recognition, and AI-based search protocols, people are finding information far beyond typing words into Google.
Search is more natural, more visual, and more personalised than ever. And in order to remain visible, marketers now have to adapt. Let’s take a look at how SEO is changing with voice search and visual search, and what you can do to remain ahead.
Table of Content
1. The Growth of Voice-based Search
Voice-based search has become a part of our daily lives. Whether someone is asking Alexa to play a music playlist or they are telling Google Assistant to find the closest café, we all find ourselves speaking more and typing less.
With this change comes a way to interpret your intent in a search engine. People don’t speak how they type. You can type “best pizza near me” but when speaking you might say “hey Siri, where can I find good pizza around me?” That may change how search engines interpret your keywords.
To change your SEO strategy:
- Think of natural, conversation-based questions
- Have an FAQ section that answers common voice asking questions asked
- Make sure your site is both mobile-friendly and fast, as voice searches are primarily happening on smartphones.
You can think of voice search as a digital conversation. The more your copy sounds like a person would talk, the better it will work for you.
2. The Growth of Visual Search
While voice search affects how we ask, the growth of visual search affects what we ask. Tools like Google Lens and Pinterest Lens allow users to upload an image and allege similar products, designs or locations in a fraction of the time.
Imagine seeing a cool pair of sneakers on the street, taking a quick picture and doing a quick search and finding somewhere to buy them in seconds. That’s visual search in a nutshell.
For a business, this presents a huge opportunity. E-commerce brands, specifically fashion, travel and lifestyle brands, can reach audiences the moment they are inspired.
If you want to optimise your site for visual search, there are specific practices to include:
– File clear, original images that are high-quality.
– Include alt-text descriptors that explain what is in the photo.
– Meaningfully name your file (e.g., white-running-shoes-nike.jpg) and caption.
– Use structured data markup to signal search engines (and the internet) what your visual is.
Visual search is still being developed, but already it has begun to set expectations for the future of discovery – where seeing equals searching.
3. Focus on Intention vs Keywords
Search algorithms, now more sophisticated than before, assess the intent and context rather than just the precise words used, with AI systems like Google ranking system or algorithms, named RankBrain and BERT, because when someone searches for “how to make my laptop faster”, Google understands users are searching for performance tips rather than laptop sales. The algorithm does not care about what they say; it cares about the desire to know what to say.
That is a big reason modern search engine optimization is about topics and not terms.
Here’s how to align with the intention-based search:
- Create thorough content that covers the entirety of the topic.
- Use related phrases and synonyms naturally throughout the piece.
- Structure your articles with clear, organized points and internal linking with purpose.
So rather than chasing a single keyword, to build trust through helpful, detailed information. Understanding and solving real problems.
4. Artificial Intelligence in Modern Search
Artificial intelligence (AI) is not just affecting marketing; it is affecting how users search altogether. For example, Google has piloted its new Search Generative Experience (SGE) while AI assistants such as ChatGPT are showing users new ways to gain information.
Users will now often see a summary or answer without navigating away from the search page. This means now the goal of search results is not just to grab the ranking but be referenced in the AI summary.
If you want to increase your chances of appearing:
– Writing pointed, factual content that can be organised and easy to follow for users and algorithms.
– Using headings and bullet points so your text is able to be easily interpreted by algorithms.
– Keeping your tone human, clear, and educational.
In this AI-created world, clarity and credibility will beat keyword density every day.
5. Getting Ready for a Multi-Modal Future
Voice and visual integration are not independent trends, but are intertwined. Soon, the user experience will promote searching through spoken word, pictures, and text in one seamless experience.
For example:
“Show me dresses like this but in red.”
This is voice and visual in one search. We called a multi-modal search, and this is what the user experience promises to be.
So for brands, preparing for this shift means:
– Creating your content in multiple formats (think text, video, imagery).
– Keeping messaging and visuals consistent across channels.
– Using AI-powered SEO tools to find out how audiences are searching your content.
Getting ready for this shift means thinking “beyond” a single medium. The more ways a user can discover your brand, the more robust your digital footprint in your users journey.
6. Next Steps for Marketers
SEO is no longer “how do I game this algorithm,” but “how do I understand people”. The best user experience comes from the balance of understanding human psychology with thoughtful building of your SEO performance.
As you prepare for 2025 SEO, keep in mind:
- Writing which is friendly and conversational
- Images that are optimized for visual search
- Intent and semantic SEO
- A fast, mobile responsive experience
- Content that is structured and readable by AI
If your content answers questions in a subtle way and captivates their attention visually, it won’t be long until the search engines reward your efforts with appearances in keywords.
To understand how non-text search methods are impacting SEO and user experience, read our guide on how voice and visual search are transforming digital interactions.
Conclusion
Consumer search behaviour is evolving quickly, and Marketers can’t allow themselves to be lazy.
Voice and visual search aren’t just supplemental—they’re changing the way we discover and share information.
The future of SEO belongs to brands willing to think beyond keywords and connect to relevance, context, and experience.
