Have you ever seen someone wear a cute bag on the tram and been tempted to ask the stranger where they got it?
Or loved the couch you sat on at some office waiting room or boutique hotel, but knew the staff weren’t going to have a clue where it came from?
Fret not. With Google Lens, this could be a thing of the past.
Google Lens, which was introduced in May 2017 has been rolled out within Google’s image search results. And we’ve got to admit, it has made Google Image Search a whole lot more impressive.
In simple terms, Google describes the Lens as “Search what you see – explore what’s around you in an entirely new way”.
For example, by pointing the camera at a logo, Lens can tell you the name, rating and other information related to the business, like price and which friends have checked in there.
Still don’t quite get how it works? Check out how it can be used below.
Pretty cool, right?
Google Lens can also collect contact info, look up books, music, or movies, or even find out about points of interest and landmarks around you.
Just imagine how easy Google Lens will make it for people to find and buy the things they see in their everyday lives; around town, in the office, at local pubs and restaurants, and more.
The possibilities are endless.
But what impact does Google Lens have on marketing?
The biggest effect we think Google Lens will have is in the online shopping space.
If you or a client are selling a retail product online, this is a great opportunity to take advantage of the Image search to sell more. With Google Lens, users will be able to find similar looking objects along with buying links and reviews. This means you will need to make sure that not only your images are optimised for your own products, but also for other similar search terms.
Users could use this tool to find cheaper alternatives to products they have seen in a shop window or print magazine. While convenient and cost-effective as a customer, marketers also need to consider the downfalls this may have. For the most part thought, retailers that optimise their websites efficiently are likely to see an increase of online traffic as Google Lens starts to take off.
Restaurants and cafes are also likely to be affected by the rise of Google Lens. With the ability to point to a restaurant store front, and bring up their ratings, it is crucial to have your online ratings and reviews updated. If you haven’t already, you should start thinking about how you can incentivise customers to leave a stellar review of your brand.
As the saying goes, a photo is worth a thousand words. Lens in Google Images will give website owners and marketers a new way to be discovered through visual search, just like they are discovered on traditional search. With its wider accessibility and ease of use, visual search products such as Google Lens will likely find a place alongside voice search as a replacement to text-query search.
Another new change that will likely follow is a change in Google’s image ranking algorithm. It’ll start to consider image location, size and prominence, and the authority of the hosting site more. This means you’ll need to ensure that your website is trustworthy and has good, high quality content – so potential clients or customers can easily find you through this Image search.
Think about your metadata
As it becomes a more important and useful search tool, optimising images on your website and your product images are more crucial than ever before. To optimise your images, make sure that your metadata is detailed and accurate. Use descriptive alt tags, captions and surrounding text content on your images. The devil is in the detail.
What does your image file say about you?
Google Lens and Image Search will also consider file data when showing results to users. Make sure to name each image file with an accurate description, and pay attention to your image dimensions, size, date/time taken and geo coordinates. Consider these things before you upload your images and Google will reward you for your efforts.
Need help actually doing this? Easy Yoke is here to help.