Search is no longer limited to typing keywords into a search box. People can now search using photos, screenshots, cameras, and visual elements they discover online. This shift is changing how customers discover products, research businesses, compare options, and make purchasing decisions.
One of the technologies driving this change is Google Lens visual search.
Google has continued expanding visual and multimodal search experiences. In September 2026, Google introduced new Search Console reporting for web multimodal search, covering searches involving Lens, Circle to Search, image uploads to Google Search, and Chrome’s “Search this image” feature. This gives website owners more visibility into how their content performs when people search visually.
For marketers and businesses, this means visual content is becoming an increasingly important part of the customer journey.
What Is Google Lens Visual Search?
Google Lens allows users to search for information using images rather than relying only on written search queries.
For example, someone might see a pair of shoes they like and take a photo. Instead of trying to describe the shoes with keywords, they can use Lens to identify visually similar products and explore additional information.
Google has also expanded Lens and visual search capabilities for shopping, including product information, reviews, prices, and places to buy.
This changes the starting point of a search.
Instead of:
Need → Think of keywords → Search → Browse results
the journey can become:
See → Search visually → Discover → Compare → Visit → Purchase
Why Visual Search Matters for Businesses
Visual search creates another way for customers to discover products and content.
A person may encounter a product in:
- A social media post
- A YouTube video
- A website
- A physical store
- A photograph
- A magazine or advertisement
- Another online image
Instead of manually searching for the product name, they may use an image-based search.
This is particularly relevant for visually driven industries such as fashion, furniture, beauty, retail, travel, food, home décor, and consumer products.
Google reported in 2024 that Lens was being used for nearly 20 billion visual searches each month and that 20% of those searches were shopping-related.
1. Visual Search Can Change the Discovery Stage
The customer journey often begins with awareness.
A customer sees something interesting but may not know what it is called.
For example, someone might see a particular type of handbag in a social media video. Previously, they might have tried to describe it through a text search.
With visual search, the image itself can become the search query.
This gives businesses an opportunity to make their visual assets more discoverable.
High-quality product photography, relevant images, descriptive information, and well-structured webpages can all contribute to a stronger visual presence.
2. Customers Can Move From Inspiration to Research Faster
Visual search can reduce the gap between seeing something and researching it.
Imagine a customer sees a furniture design they like. They can use visual search to explore similar products, styles, and information.
Google has also introduced visual exploration features that allow users to refine searches using images and additional words.
This means the customer journey can become more interactive.
A customer may start with:
“I like this.”
Then move toward:
“What is this?”
followed by:
“Where can I buy something similar?”
and finally:
“Which option is right for me?”
3. Visual Search Can Support Product Comparison
Customers rarely make purchasing decisions based on discovery alone.
They often compare:
- Price
- Reviews
- Features
- Design
- Availability
- Alternatives
- Retailers
Google’s Lens shopping experience has been designed to bring product information together, including prices, reviews, deals, and places to buy.
For businesses, this reinforces the importance of keeping product information accurate and accessible online.
4. Images Are Becoming Part of SEO
Traditional SEO has often focused heavily on text, keywords, pages, and links.
Visual search adds another dimension.
Businesses should pay attention to the quality and context of their images.
Important practices include:
- Use high-quality original images
- Write descriptive image alt text
- Use relevant image file names
- Provide useful surrounding content
- Keep product information accurate
- Use structured data where appropriate
- Make images accessible and easy to understand
- Optimize images for website performance
SEO is not simply about adding keywords to an image.
The image, webpage, product information, and overall context should work together.
5. Local Businesses Can Benefit From Visual Discovery
Visual search is not limited to large e-commerce businesses.
Local businesses can also use strong visual content to strengthen their online presence.
Restaurants can showcase dishes. Hotels can showcase rooms. Salons can showcase hairstyles. Retail stores can display products. Interior designers can display completed projects.
For a local business, visually appealing content can create another path between discovery and a website visit or physical visit.
Businesses should make sure their location, contact details, products, services, and other important information are clearly available online.
6. Social Media Can Become Part of the Search Journey
Customers increasingly discover products and ideas through visual platforms.
A person might see a product in a short-form video or social media post and then search for it separately.
Google’s visual search experiences can help users explore things they encounter across the web and on screens. Google has also expanded Circle to Search so users can search objects within images and scenes.
This means marketers should think beyond individual platforms.
A social media post may create awareness, while search helps the customer research the product.
7. Visual Search Makes Product Content More Important
Businesses should consider how their products appear visually online.
A product page should ideally provide:
- Clear product images
- Multiple product views
- Accurate product names
- Descriptions
- Specifications
- Pricing information
- Availability
- Reviews where applicable
When customers discover a product visually, they still need enough information to make a decision.
Good visual content should therefore connect naturally with useful product information.
8. Search Console Can Help Marketers Understand Visual Search
One of the most important recent developments for SEO professionals is Google’s introduction of multimodal search reporting in Search Console.
As of September 24, 2026, Google says the new reporting can provide insights into how websites perform in multimodal searches, including Lens, Circle to Search on Android, image uploads, and “Search this image.”
This gives website owners another way to understand how people discover their content.
Instead of looking only at traditional search performance, marketers can increasingly consider how visual discovery contributes to website visibility.
9. Optimize for People, Not Just Search Engines
While visual SEO is becoming more important, businesses should avoid optimizing images purely for algorithms.
The main objective should remain the customer.
Ask:
- Does this image clearly show the product?
- Does it help customers understand the service?
- Is the surrounding content useful?
- Can customers easily find more information?
- Is the page easy to use on mobile?
- Can customers easily contact or purchase from the business?
A useful customer experience can support both visibility and conversions.
10. The Customer Journey Is Becoming Multimodal
The biggest change is that customers no longer have to communicate their needs only through words.
They can use:
Text + Images + Voice + Camera + AI
Google’s current search experiences increasingly combine these different forms of input. Google has also described Lens and other visual capabilities as part of a broader shift toward multimodal search.
For marketers, this means the traditional keyword-only approach is becoming less complete.
Visual assets, product information, website content, structured data, and user experience all have a role to play.
Conclusion
Google Lens visual search is changing how customers move from discovery to research and, in some cases, toward purchase. Instead of typing a product name or description, users can start with something they see and use an image to explore it.
For businesses, this creates new opportunities to make products, services, and content discoverable through visual experiences.
As Google continues developing multimodal search and provides new reporting for visual search activity, marketers should start treating images as an important part of their broader SEO strategy.
The future of search is increasingly visual, interactive, and multimodal. Businesses that create useful visual content and connect those visuals with accurate, helpful information can be better prepared for the way customers are discovering things online.