Published: July 28, 2025 | Based on Google Search Central APAC 2025 Data
Google’s latest data from Search Central APAC 2025 has revealed a fundamental transformation in search behavior driven by Google’s multi-modal search advancements, forcing the SEO industry to completely rethink optimization strategies beyond traditional text-based approaches.
📊 The Numbers That Changed Everything
Verified data from Google Search Central APAC 2025: 
- Google Lens usage surged 65% year-over-year with over 100 billion searches recorded in 2025
- 1 in 5 Lens searches now carry commercial intent – marking visual search as a major revenue channel
- 10% of Gen Z search journeys begin with Circle to Search or other AI-powered experiences rather than typing
- Searches containing 5+ words are growing 1.5X faster than shorter, traditional keyword queries
Mike Jittivanich, Google’s Director of Marketing for South East Asia, emphasized the significance: “Past success no longer guarantees future success in search.”
🔍 What “Multiple Modalities” Actually Means
Google engineers revealed that “optimizing for multiple modalities” means preparing content for three distinct search behaviors:
🗣️ Voice Search Optimization
Google’s guidance includes:
- Creating content that answers natural questions
- Using conversational language patterns
- Targeting longer, spoken-style queries
- Including location-based conversational phrases
Example transformation:
- Traditional target: “best pizza NYC”
- Voice-optimized: “Where can I find the best pizza in New York City?”
👁️ Visual Search Optimization
Key requirements revealed:
- Detailed, descriptive alt text for all images
- High-quality, clear visual content
- Text overlays that are easily readable
- Structured data markup for visual elements
Example improvement:
- Basic alt text: “pizza image”
- Visual-optimized: “Wood-fired margherita pizza with fresh basil and buffalo mozzarella on marble serving board”
💬 Conversational Search Optimization
Google’s recommendations:
- Longer, comprehensive content formats
- Question-and-answer structures
- Natural dialogue patterns
- Step-by-step explanatory content
🎯 Industry Response and Analysis
Early Adoption Patterns
While specific performance metrics aren’t yet available, industry observations suggest:
- E-commerce companies are prioritizing product image optimization
- Local businesses are rapidly implementing voice search strategies
- Content publishers are restructuring articles for conversational formats
- SEO agencies are scrambling to develop multi-modal expertise
Technology Platform Updates
Major SEO tools are responding:
- Search Console may add multi-modal performance tracking
- Image optimization tools seeing increased demand
- Voice keyword research becoming a priority
- Alt text analysis tools gaining prominence
🤖 Connection to AI Search Features
Cherry Prommawin from Google explained that AI Overviews and AI Mode rely on the same infrastructure as traditional search, but favor content that serves multiple search behaviors.
Key insight: There’s no separate optimization needed for AI features – excellence in multi-modal optimization naturally makes content eligible for AI-powered search results.
📱 The Gen Z Factor
The data reveals Gen Z as the fastest-growing search demographic, with distinctly different search patterns:
- Higher likelihood of using visual search methods
- Preference for conversational queries over keyword-based searches
- Mobile-first approach to information discovery
- Expectation of immediate, comprehensive answers
⚡ Immediate Implementation Priorities
Based on Google’s guidance, SEO professionals should focus on:
Week 1-2: Content Audit
- Review existing alt text for descriptive quality
- Identify opportunities for FAQ-style content
- Assess conversational content gaps
Week 3-4: Implementation
- Rewrite image descriptions with detailed context
- Add question-based content sections
- Optimize for longer, natural language queries
Ongoing: Monitoring and Adaptation
- Track performance across different search types
- Monitor Google Search Console for new insights
- Stay updated on additional guidance from Google
🔮 Industry Implications
Short-term (Next 3-6 Months):
- Increased demand for multi-modal SEO expertise
- Higher competition for voice and visual search optimization
- Tool development focused on non-text search analysis
Long-term (6-12 Months):
- Potential algorithm updates favoring multi-modal content
- New performance metrics for measuring search success
- Industry standard shifts toward comprehensive optimization
💡 Expert Recommendations
Gary Illyes emphasized that traditional SEO fundamentals remain crucial – multi-modal optimization builds upon, rather than replaces, existing best practices.
Practical advice from Google engineers:
- Start with content quality before technical optimization
- Focus on user intent across all search types
- Maintain SEO fundamentals while adding multi-modal elements
- Test and measure performance across different search behaviors
🎯 Bottom Line for SEO Professionals
The data clearly shows that search behavior is diversifying beyond traditional text queries. While the full impact remains to be measured, early preparation for multi-modal optimization appears to be a strategic necessity rather than an optional enhancement.
Action items based on Google’s guidance:
- Audit current content for multi-modal readiness
- Prioritize image optimization with detailed descriptions
- Develop conversational content formats
- Monitor performance across different search types
The transformation is happening now – the question isn’t whether to adapt, but how quickly and effectively organizations can implement comprehensive multi-modal strategies.
This report is based on verified data and official statements from Google Search Central APAC 2025. Analysis and industry implications represent informed projections based on available information.
Sources:
- Google Search Central APAC 2025 official coverage
- Search Engine Journal conference reports
- Google engineer presentations and statements
