For years, SEO has focused on ranking text-based queries on Google’s traditional search engine results pages. But the way people search is evolving—and fast. Today, users are speaking to smart speakers, snapping photos with Google Lens, and relying on image-based search results more than ever before.
Voice and visual search are no longer futuristic technologies—they’re mainstream. And businesses that fail to adapt their SEO strategies for these formats risk missing out on a significant source of organic traffic. In this blog, we’ll explore how these emerging search behaviors are changing the SEO landscape, what businesses can do to stay visible, and why optimising for voice and visual search should be a priority in 2025.
Why Voice and Visual Search Matter in 2025
According to Statista, over 8.4 billion digital voice assistants are expected to be in use globally by the end of 2025. Smart speakers like Google Nest, Amazon Echo, and Apple’s Siri are now part of daily life for millions, used for everything from setting reminders to finding nearby services.
On the visual side, Google Lens processes over 12 billion visual searches per month. Users are increasingly turning to cameras to identify products, translate text, and discover businesses based on images—not keywords. Pinterest and TikTok are also driving more image and video-based discovery, reshaping the customer journey from the very first touchpoint.
This shift isn’t just technological—it’s behavioral. Users want faster, more intuitive ways to get information. And that means your SEO strategy must now go beyond the screen and keyboard.
Voice Search SEO: How to Optimise for the Spoken Word
Voice searches tend to be more conversational, longer, and question-based compared to typed queries. People are more likely to say, “Where’s the best pizza near me open now?” than to type “pizza restaurant Sydney open.”
Here’s how to optimise for voice search:
- Target Long-Tail and Conversational Keywords:
Think about how real people speak. Use tools like Answer the Public or Google’s “People Also Ask” to find natural language questions related to your product or service. - Optimise for Featured Snippets:
Voice assistants often pull answers directly from featured snippets (also called “position zero” results). Write concise, informative answers to common questions and format content using headers, bullet points, and FAQs. - Improve Local SEO:
“Near me” searches are heavily tied to voice. Make sure your Google Business Profile is fully optimised, your business hours are current, and local keywords are naturally integrated into your content. - Ensure Mobile Friendliness and Page Speed:
Voice searches are typically done on mobile. Your site must be mobile-optimised and load quickly—especially for users on the go.
Visual Search SEO: Optimising for Google Lens and Image-Based Queries
Visual search allows users to search using images instead of words. Google Lens, Pinterest Lens, and other tools scan images for information, objects, text, and context to deliver results.
Here’s how to optimise for visual search:
- Use High-Quality, Original Images:
Stock photos won’t cut it. Use real, descriptive photos of your products, services, locations, and team. Ensure they’re high-resolution and mobile-friendly. - Add Descriptive File Names and Alt Text:
Every image should have a filename that accurately describes the image (e.g., “red-wool-knit-scarf.jpg” instead of “IMG_1045.jpg”) and include keyword-rich alt text to help Google understand its context. - Leverage Structured Data (Schema Markup):
Use schema for products, reviews, and local business information. This makes it easier for search engines to associate your images with the right content. - Create Image-Rich Content:
Include galleries, infographics, and visual explainers that help users engage with your content visually. For ecommerce or home service brands, showing before-and-after images or installation steps can increase visibility in image search.
How Voice and Visual Search Drive Real Results
These aren’t just SEO checkboxes—they’re revenue drivers. Take Wildbunch Florist as an example. By optimising location pages with high-quality images, alt tags, and customer review snippets, they significantly increased local visibility across suburbs. Meanwhile, FAQ-rich content helped them appear in more voice-based search results around flower delivery, leading to a 69.7% increase in online orders.
Another example is Dreamlife, a wedding photography brand that embedded optimised visual content—including behind-the-scenes videos and high-resolution galleries—across their service pages. This boosted their engagement metrics and made their site more discoverable for visual searchers planning weddings in specific locations.
SEO Tips for Voice and Visual Search Success
Here’s a checklist to help you capture more hidden traffic from voice and visual search:
Voice Search SEO Checklist
- Use natural, conversational keywords
- Add FAQs to landing pages and blogs
- Optimise for featured snippets (clear, structured answers)
- Enhance local SEO and Google Business Profile
- Make sure your site is mobile-optimised and fast
Visual Search SEO Checklist
- Use original, high-quality images
- Add descriptive file names and keyword-rich alt text
- Implement schema markup for products and services
- Build content that includes infographics, visual guides, and image galleries
- Ensure images are responsive and load fast on all devices
The Future Is Multi-Modal: Don’t Miss the Hidden Traffic
In today’s competitive digital landscape, you can’t afford to ignore the new ways people are searching. Whether it’s a user asking a smart speaker for a local electrician, or snapping a photo of a product to find similar options online, voice and visual search are here to stay.
Brands that invest in optimising for these formats will not only gain a first-mover advantage but will also provide a better experience for modern consumers who expect speed, relevance, and ease.
Ready to capture this hidden traffic and future-proof your SEO?
Let Digital Presence help you get discovered—whether it’s typed, spoken, or snapped.
Visit www.digitalpresence.com.au to learn more or get in touch today.
