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  • What Is Multimodal Search? How Images and Video Are Changing SEO

Why search is shifting from keywords to visual understanding and what brands must adapt now

A split-screen graphic illustrating Multimodal search and the evolution of Visual search SEO. On the left, a person types on a backlit keyboard representing traditional SEO, while the right side displays a smartphone showing leather bags, showcasing Multimodal SEO and the shift to Search beyond keywords. The text "From Keywords to Context" emphasizes the future of search engines.


Table of Contents

Digital marketing has a habit of treating every new development as a crisis. But the transition from text-based search to multimodal search isn’t a sudden upheaval. It’s a gradual shift in human behaviour, one that reflects how people naturally see, explore, and understand the world.

For years, we’ve optimised for the keyboard. We researched what people type. Today, that’s only half the story. People are no longer just typing; they are pointing cameras, scanning objects, and watching 15-second clips to find answers. If your brand only exists in the world of the "blue link", you’re becoming invisible to a generation that searches with their eyes first.

From Keywords to Context

Traditional SEO taught us to treat words like currency. If you wanted to rank for "leather messenger bags", you would put that phrase in your title, your headers, and your alt-text.

Multimodal search changes the "why" behind the click. When a user opens Google Lens to snap a photo of a bag they saw at a café, Google isn't looking for a keyword match. Its "computer vision" is analysing the grain of the leather, the buckle style, and the brand logo.

In this environment, image quality is a ranking factor. It’s no longer enough to have a "good enough" stock photo with a keyword-rich alt tag. Search engines now understand the content of the image itself. If your product photos are blurry, poorly lit, or generic, you’re failing a technical requirement you didn’t even know existed. I’ve seen countless businesses spend thousands on copy while using low-res mobile shots of their products, effectively locking themselves out of the visual search market.

The Rise of the "Visual Asset"

We need to stop viewing images and videos as "supporting content" for a blog post. In 2026, they are the primary assets.

Consider how Google now treats video. It doesn’t just index a video as a whole; it indexes "Key Moments". If you’ve ever searched for "how to fix a leaky faucet" and Google served you a video that started exactly at the 2:14 mark where the wrench meets the pipe, you’ve experienced multimodal indexing.

  • Video is the new FAQ: short-form videos (Reels, Shorts, and TikTok) are appearing directly in search results.
  • Structure matters more than ever: using timestamps and clear transcripts isn't "extra credit"; it’s how you tell a search engine which specific problem your video solves.
  • Originality over everything: AI can now detect a stock photo in milliseconds. Original photography and unique video footage signal "Expertise" (the first 'E' in E-E-A-T) more effectively than any paragraph ever could.

Why Text-Only SEO is a Growing Risk

Relying solely on text-based SEO is like trying to describe a sunset to someone over the phone; it works, but it’s inefficient.

When search engines move towards "understanding" rather than "matching", they favour brands that provide a complete sensory map of their expertise. This doesn't mean you should abandon your blog or your keyword strategy. It means those words need to be anchored by a visual infrastructure.

At SubmitInMe, we’ve long advocated for a focus on visibility and structure over chasing the latest algorithm hack. The goal isn't to "trick" Google into seeing your image; it's to ensure your brand’s digital presence is structured so that when a user searches via voice, image, or video, your information is the most readable and reliable answer available.

A Grounded Path Forward

If this feels overwhelming, start with one practical shift: Stop treating your visual media as an afterthought.

Look at your most important pages. If you removed all the text, would a human (or an AI) still know exactly what you do? If the answer is no, it’s time to rethink your assets.

The future of search isn't about learning new "tricks"; it's about matching the way people naturally interact with the world. People use their eyes and ears. Your search strategy should do the same.

If you’re exploring how brands can stay visible as search moves beyond text, you can read more about our approach to Generative Engine Optimisation (GEO).

FAQs

What is multimodal search, in simple terms?
Multimodal search allows users to search using more than just text. It combines inputs like images, videos, voice, and written queries so search engines can understand intent based on how people naturally look for information.

Is multimodal or visual search replacing traditional SEO?
No. Text-based SEO still matters. What’s changing is that text alone is no longer sufficient for full visibility. Search engines now evaluate visual and audio signals alongside written content to understand context more accurately.

Do images and videos really affect search visibility?
Yes. High-quality, original images and well-structured videos can appear directly in image, video, and blended search results. Poor-quality or generic visuals reduce a page’s ability to be discovered through visual and multimodal search.

Is multimodal search relevant for small businesses?
Absolutely. Many multimodal searches have local or commercial intent. Businesses that invest in clear visuals, original media, and structured content improve their chances of being discovered without competing solely on heavily contested keywords.

 

Category :

SEO News

Tags :

Multimodal search, Visual search SEO, Multimodal SEO, Future of search engines, Search beyond keywords

About Rithick J V

Rithick J V Started as execution and going through everything that came my way in the name of learning, stepping into every metric in SEO....that’s me in simple .... more info about the author