SEO for conversational and multimodal search: how to adapt strategies for voice, image, and AI.

The era of multimodal search and AI assistants.

In digital marketing, the last few days have confirmed: the season for multimodal search is open. SEO tools are being rethought beyond text, embracing voice, image, video, and generative AI as pillars of a new user experience. At the epicenter of these changes, assistants like Alexa, Siri, Google Assistant, and even ChatGPT are accelerating the migration of consumers to more conversational, intuitive, and multimodal interfaces. The entry of major brands into the world of voice search (with mobile campaigns and experiences) has gained prominence at growth and martech events, bringing a clear agenda: more natural and accessible content, personalized to the context, and designed for multiple journeys and channels.[1][2][3][4][6][7]

Emerging technologies and recent case studies

The advancement of the Google MUM model and the use of structured data have become central themes in recent conference panels, while Brazilian brands have demonstrated up to a 30% increase in traffic with voice-optimized FAQ pages. Topic clusters, text integration with relevant images, and short videos in answer format (“how to”, “what is”, “step by step”) are being used to dominate results in AI Overviews and rich answers in SERPs. International case studies have provided examples of e-commerce sites using video snippets with transcripts, allowing for better indexing by intelligent search engines. Tools such as SEMrush and Ahrefs have added features dedicated to detecting multimodal queries and analyzing conversational intent.[3][5][7]

Main trends of the moment

Between November 21st and 25th, market discussions converged on several points: the mobile experience is imperative, with zero friction and instant loading; content needs to be accessible (voice, image, alternative text); and multimodal optimization surpasses the mere repetition of keywords — semantic context reigns. The expectation is for an explosion of voice searches (tending to exceed 50% in a few years), integration of visual search/augmented reality, and AI interfaces dominating responses. Brands that invest in clusters, structured data, and fluid content, combining text, image, and video under a conversational script, will be prepared to dominate the new SEO — where the user navigates and interacts in their own way, through the channel and format they prefer.[1][2][3][4][5][6][7][9]