Utilizing Multimodal Content to Improve SEO and LLM Visibility

Why Multimodal Content Is the Future of SEO.

Search engines and AI models are no longer text-only. Platforms like Google Gemini, ChatGPT, and Perplexity now process and understand multiple content types—text, images, video, and even audio—to deliver richer, more context-aware answers. That shift means websites that blend these formats strategically are more likely to show up in both traditional search results and AI-powered recommendations.

For tour operators and activity providers, this is an especially big opportunity. People don’t just want to read about experiences—they want to see, hear, and feel them before booking. Multimodal content bridges that gap, turning a static website into an immersive sales tool.

TL;DR - Key Takeaways

Multimodal content means combining text, images, video, and audio for deeper engagement.
Google and AI models use this data to understand your brand context and authority.
Adding transcripts, captions, and schema improves visibility in search and AI engines.
Tour and activity providers can stand out by using visual storytelling with strong metadata.
Results: more visibility, longer engagement, and higher conversions.

What Multimodal Content Means in SEO Today

Multimodal content is any combination of media formats—text, video, image, or audio—that conveys information in multiple ways. In the past, SEO focused almost entirely on written content and keyword optimization. But as Google and AI models evolved, they began analyzing context from visuals and sound.

For example:

Google Image Search reads alt text, captions, and EXIF data.
YouTube and TikTok transcriptions are crawled by search engines.
ChatGPT and Gemini use image labels and audio cues to determine brand relevance.

These signals now influence your visibility beyond traditional ranking factors like backlinks and on-page keywords.

How AI Search Engines Interpret Multimodal Signals

AI models like ChatGPT, Claude, and Gemini “see” content differently from Google’s web crawler. Instead of relying solely on HTML or text, they interpret meaning from a mix of semantic, contextual, and emotional data.

Content Type	How AI Interprets It	Optimization Tips
Images	Uses alt text, captions, filenames, and EXIF data to understand subject and context	Describe the image naturally (e.g., kayakers paddling down the French Broad River in Asheville)
Video	Reads titles, transcripts, and thumbnails for topic and sentiment	Add keyword-rich captions, accurate timestamps, and video schema
Audio/Podcasts	Parses transcripts and metadata	Publish full transcripts and use descriptive episode summaries
Text	Core input for context and relevance	Structure clearly with headers, lists, and schema to help AI understand hierarchy

The more structured and labeled your content is, the easier it is for both Google and AI models to surface it accurately when users ask related questions.

Why This Matters for Tour and Activity Providers

Tour operators and activity providers already have a goldmine of visual material—photos of adventures, scenic videos, and customer testimonials. The problem isn’t creating content; it’s connecting it. When that visual and audio material isn’t optimized or integrated with written context, AI models can’t fully understand or recommend it.

Consider these examples:

Example 1: A kayak tour company uploads a beautiful YouTube video titled “Summer Adventures”. Without captions or schema, Google doesn't know how to categorize it and AI can’t recognize what or where it is. Add a transcript, geotags, and an embedded video on your tour page, and suddenly it becomes visible in both Google and AI search.
Example 2: A walking tour adds an interactive map with voice narration and transcripts. ChatGPT might reference that as an authoritative source when travelers ask, “What are the best historic walking tours in Savannah?”

When done right, multimodal optimization turns your media library into an SEO engine.

Practical Ways to Optimize Multimodal Content for SEO and AI

1. Optimize Visuals for Search Context

Rename images descriptively (e.g., aspen-hiking-tour-colorado.jpg).
Add alt text that describes the scene naturally.
Use structured data (image schema) so search engines know what each visual represents.
Include captions under key photos—people actually read them.

2. Embed and Transcribe Videos

Always upload a text transcript or enable captions.
Embed the video on your website with relevant written content nearby.
Use VideoObject schema to help Google display it in search results.
Host short, informative clips—tutorials, FAQs, behind-the-scenes tours—that answer real questions.

3. Don’t Forget Audio

Podcasts, interviews, and even voiceovers can increase reach if they’re discoverable.

Publish episode summaries and transcripts.
Add Podcast schema to link episodes with your brand or service.
Include time markers for key topics (“00:45 — How to prepare for your first rafting trip”).

4. Use Interactive Content to Encourage Engagement

AI models favor pages where users spend more time engaging.

Add interactive maps, itinerary builders, or image sliders.
Use quizzes (“Which tour fits your travel style?”) or virtual walkthroughs.
Each interactive element creates new context clues AI can use to understand your expertise.

5. Structure for AI Summarization

LLMs prefer pages that are easy to parse.

Use H2/H3 headings that mirror search queries (“How to Choose the Right Hiking Tour”).
Include bullet lists and tables for clarity.
Keep sentences concise and specific.

When AI summarizes your content (as ChatGPT or Perplexity often do), it pulls structured insights—so make sure every section has a clear takeaway.

Tracking Performance of Multimodal SEO

Success in multimodal SEO goes beyond keyword rankings. Look at:

Metric	Why It Matters	How to Measure
Engagement Time	Signals content relevance and quality	Google Analytics or GA4 engagement metrics
SERP Features	Measures visibility in image, video, and FAQ results	Google Search Console’s rich result tracking
AI Mentions	Indicates inclusion in LLM summaries or citations	Track brand mentions in ChatGPT/Perplexity queries
Conversion Lift	Measures impact on bookings and inquiries	Compare pre/post multimedia content updates

Tour operators can also test how well their visuals and videos are performing by monitoring click-throughs from Google Images or YouTube analytics.

Future Trends: How AI Is Changing Search Visibility

The future of SEO is context-driven, not keyword-driven. AI engines use multimodal data to answer complex questions like, “What’s the best family-friendly zipline tour near Asheville?”—even if the operator never used that exact phrase.

Emerging developments:

Generative Search: Google SGE and Gemini summarize multimodal results—images, text, video—into one blended answer.
Audio and Voice Search Growth: More than 60% of travelers use voice search to plan trips. Optimized transcripts improve discoverability.
AI Image Understanding: Models now recognize landmarks and branding elements visually, meaning consistent visual identity aids ranking.

Tour and activity providers who build a connected multimodal strategy—not just random content uploads—will rise above competitors still relying on text-only tactics.

Frequently Asked Questions

1. What is multimodal SEO?
It’s the practice of optimizing all content types (text, image, video, and audio) so search engines and AI models can understand and rank them accurately.

2. Does video really help SEO?
Yes. Videos improve time-on-page, backlinks, and click-through rates. Adding schema and transcripts helps search engines read them better.

3. How do I optimize images for AI visibility?
Use descriptive filenames, alt text, captions, and structured data. Avoid uploading images without context or metadata.

4. What’s the difference between SEO and LLM optimization?
Traditional SEO helps Google rank your pages; LLM optimization helps AI models (like ChatGPT or Gemini) interpret and recommend your brand in answers.

5. What’s the easiest way for small businesses to start?
Begin with transcripts, image alt text, and schema markup. Then expand to videos and interactive experiences once your foundation is solid.

Final Takeaway

Multimodal content isn’t optional anymore—it’s how Google and AI understand, rank, and recommend your business. By optimizing every format (text, visuals, and sound) with context-rich metadata and clear structure, businesses—especially tour and activity providers—can dramatically increase visibility and direct bookings.

Start by first by learning SEO. Once you've got a good grasp, then move on to updating your visuals, adding transcripts, and connecting your media with strong written content. The result? A site that not only ranks in Google but also shows up when travelers ask AI assistants what to book next.