Visual search is no longer in the future; it’s happening now and redefining how users discover products, ideas, and brands online. With tools such as Google Lens and Pinterest Lens, users can point their camera at something or upload an image and discover visually similar products, tutorials, or inspiration.
For brands and creators, visual search is very clear – optimizing visuals is just as vital as optimizing text. If your images do not have visual search preparation, you will lose an increasing user base who prefers to find discovery with images, not text.
This article will discuss why visual optimization is important, as well as how to get your products or visuals ready for platforms like Google Lens or Pinterest Lens.
What is meant by visual search?
A technology that allows users to search for items while using images instead of words. Visual search allows users to click a picture of an object, or use an existing image, to search for visually similar items on the web. Visual search is a technology that uses machine learning and artificial intelligence to identify objects in images and provide users with accurate search results.
Why Visual Search is Important For Marketers
Recently has grown increasingly popular among consumers and it is imperative that marketers recognize the capabilities of this phenomenon. Here are some reasons why it is important for marketers:
- Higher Engagement: Visual content is a more powerful medium than text content, and visual search technology enables users to interact with your content more immersively.
- Better Customer Experience: Technology enhances the user’s ability to quickly and easily locate what they want, improving the customer experience and sale potential.
- Competitive Advantage: Technology is a relatively new endeavor, so any business that can effectively optimize its content to work for visual search will gain a competitive advantage.
How Google Lens Works
Google Lens, built into the Google app and found on devices based on Android, allows users to snap a photo or upload one. When the image is submitted, Lens identifies objects and provides product links or begins to suggest related searches. For businesses, appearing in Lens means an additional way to show up with no user needing to type in a single keyword.
How does Pinterest Lens work?
Pinterest Lens works similarly, but puts a heavy emphasis on inspiration and shopping. So the user snaps a picture of a chair, for example, and Pinterest Lens will give the user similar chairs, ideas for interior design, or links to buy. Pinterest Lens is a powerful tool for e-commerce, DIY, and lifestyle brands.
How to Optimize Visuals for Google Lens & Pinterest Lens
Visual search is on the rise, and Google Lens and Pinterest Lens are changing the way users find content. Follow these steps to make your visuals more easily searchable:
- Use High-Quality Images
It’s worth investing in high-quality, clear photos that are well-lit with a clear subject. For example, if you are showcasing your sneakers, show them against a clear background with various angles.
- Rename Your Image Files
You should change the generic image name IMG_1234.jpg to something like white-running-shoes-nike.jpg.
- Optimize Alt Text & Captions
Always remember that your content Alt text should be short, descriptive, and simple (for example, “Modern white kitchen with marble countertops”). Don’t forget the captions can offer valuable additional context.
- Use Schema Markup
If possible, add product schema in your links with the price, reviews, and availability since this will increase your product visibility in the Lens results as well.
- Add On-Page Context
Don’t forget to surround your visuals with relevant content. A pasta dish looks better in a pasta recipe blog than a random food blog.
- Utilize Vertical Formats
According to Pinterest, vertical is preferred, as they show a 2:3 ratio. Anything you can do to add simple text overlays will encourage clicks and engagement.
- Limit Your Branding
Don’t think about a large watermark, but use a logo in the corner so the image is still defensible if trying to claim recognition.
- Encourage Engagement
Pin, share, and save will all positively influence search. The more engagement on your image, the better chance you have to be indexed in Google Lens or Pinterest Lens.
The Future of Visual Search
By the year 2026, visual search is expected to have a major impact on how we shop and discover content. As AI tools improve, including Google Lens and Pinterest Lens, those companies that start optimizing for visual searches now will have a much greater competitive advantage in the future.
At this time, brands and marketers have recognized that visual search is important. whether they be a fashion retailer, a travel blogger, or anyone using visuals to help engage with their audience.
Similar to SEO, where having the right technical and strategic knowledge can transfer over to your audience discovering you in a text search, visual SEO is all about image-based discovery in a visual search context.
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Conclusion
Visual search is changing the way users will engage with content online. Google Lens and Pinterest Lens are making it more and more tangible for individuals to find products, ideas and content with simply a camera click (enabling visual searches).
Brands and marketers now need to focus on optimizing their visuals for high-resolution images, descriptive metadata, structured data and contextual placements, so they remain competitive.
By positioning solid strategies with these search technology platforms, not only can you improve visibility, but you can meet users where they are currently, visually searching.
