Visual Search Optimisation in 2025: A Complete Guide for Businesses
Search is no longer limited to typing words into a box. Today, users can point their camera at an object and instantly get product details, translation, or purchase options. This growing SEO trend, known as visual search, is transforming digital marketing and SEO strategies. For businesses, optimising for visual discovery means more visibility, faster conversions, and stronger connections with image-first audiences. Let’s explore what visual search is, why it matters, and how you can make your website ready for this next phase of search. What Exactly Is Visual Search? Visual search lets people use images to find information online. Instead of typing “white trainers with blue stripes,” you can snap a photo of the shoes and let AI find the exact or similar products. This technology relies on computer vision, machine learning, and AI recognition to identify objects, read text, and return results in seconds. For users, it’s faster and more intuitive. For businesses, it’s a powerful new way to be discovered. Key Players in the Visual Search Space Since computing and extracting information from images are still relatively new technology, it’s fitting that only the big corporations are ahead of the curve in terms of innovation and implementation. Google Lens The most widely used visual search tool. Integrated into Android devices, Chrome, and Google Photos, it’s capable of: Google reports that Lens processes nearly 20 billion visual searches each month, making it the leader in this field. Bing Visual Search Microsoft’s offering works similarly but is especially popular among desktop users. A standout feature: the ability to click on objects inside an image to shop for related products. Pinterest Lens Designed for discovery, Pinterest’s tool shines in lifestyle categories like fashion, home décor, and food inspiration. Users can snap or upload a photo to get stylistically similar pins, making it ideal for trend-focused industries. Why Brands Should Care About Visual Search Visual search isn’t just a shiny new feature, it’s reshaping consumer behaviour and purchase journeys. 1. Users Prefer Visuals Image-first generations are moving away from long text queries and toward visual discovery on platforms like Instagram, TikTok, and Pinterest. 2. Shorter Path to Purchase Spot it, snap it, shop it. Visual search reduces friction between interest and conversion, giving eCommerce brands a huge advantage. 3. Voice and Visual Working Together Just as businesses had to optimise for voice search, now they must adapt for images. Increasingly, users will mix both. For example, speaking a query and refining it with a photo. How to Optimise Your Site for Visual Search Now that you gain a deeper understanding of visual search, let’s move on to how exactly you can utilise this new technology into your website. 1. High-Quality, Context-Rich Images Example: An online fashion retailer should photograph a coat flat, on a hanger, and being worn outdoors. This variety improves recognition across different user photos. 2. Smart Filenames and Alt Text 3. Image Sitemaps for Discoverability Example: A travel blog’s sitemap might include “View of Prague Castle at sunset, photographed from Charles Bridge” to maximise contextual accuracy. 4. Schema Markup for Structured Data 5. Technical Performance Optimisation 6. Expand Beyond Google Visual discovery happens on multiple platforms: Example: A skincare brand pinning styled product shots like “Morning Skincare Routine for Dry Skin” can rank in both Pinterest Lens and Google Images. The Future of Visual Search The next stage of visual discovery will merge with AI and augmented reality: Businesses that adapt now will have a head start in capturing tomorrow’s search audience. Take Action Now Visual search is no longer optional, it’s a growing expectation. By preparing your images, metadata, and platforms today, you’ll gain visibility where users are already searching. At Perth Digital, we help brands transform SEO strategies for the future of search. Want to make visual search part of your growth plan? Get in touch with us today!
