The way consumers conduct online searches is undergoing a significant transformation. The popularization of virtual assistants – such as Alexa, Siri, and Google Assistant – combined with the growth of image-based searches, requires brands to rethink traditional SEO (Search Engine Optimization) strategies. What was once centered on generic keywords and text optimized for reading now needs to consider voice commands, visual searches, and interactions mediated by artificial intelligence.
According to the consultancy Earthweb, about 20.5% of the global population already uses voice search, with 27% of these interactions taking place on mobile devices. In the United States, this behavior is even more established: the number of voice assistant users is projected to reach 153.5 million by 2025. Additionally, data from DemandSage shows that 58% of consumers use voice commands to find information about local businesses, a statistic that reinforces the importance of adapting content for this search format.
“Voice search was limited ten years ago, but today it is part of the routine for a large portion of consumers,” says Felipe Jordan, SEO and CRO manager at Adtail, a full-service digital marketing agency operating across Latin America. “Adapting websites and content for this reality is no longer a future trend—it’s a current necessity.”
According to the expert, the technical optimization of websites needs to consider elements that facilitate reading by virtual assistant bots, such as the smart use of structured data and the creation of direct answers to users’ frequently asked questions. “These practices help content appear in what are called non-traditional SERP features, such as voice results or Google Images highlights,” explains Felipe.
In the case of image searches, the challenge is to make visual content discoverable as well. “Well-crafted audio descriptions and alt texts are essential, both for accessibility and search engine performance,” emphasizes the expert. He notes that even with the advancement of new search methods, generic keywords remain relevant, especially on platforms like Google and TikTok.
Artificial intelligence plays an increasingly central role in this scenario. “Google has redesigned its search results layout to provide more objective answers, as a way to compete with generative AI. This has changed the game,” says Felipe. “To secure these spots, content must be authoritative, clear, and finely optimized.”
He points out that a common mistake among businesses is sticking to outdated SEO practices without updating their website structure or product and blog content. “Many still produce content as if we were in 2020. They ignore basic optimizations while investing in advanced techniques that don’t deliver results due to this weak foundation.”
Looking ahead, Felipe believes artificial intelligence will primarily dominate top-of-funnel searches, while the consideration stages are likely to shift to platforms with high user-generated content engagement, such as TikTok. As for conversions—the bottom of the funnel—they will increasingly occur on marketplaces, not necessarily on brands’ own e-commerce sites.
“Optimizing just the corporate website will no longer be enough. Brands that know how to position their products on marketplaces will have a real competitive advantage,” he concludes.
