How to Optimize Your Website for Google Lens Searches

Key Takeaways

• Prioritize image visibility. Ensure product images are on core web pages (not hidden in the background) and use high-quality, mobile-optimized visuals.
• Optimize image metadata. Use descriptive file names, use detailed alt tags, and incorporate images into schema markup for better Google Lens indexing.
• Leverage structured data. Implement schema to provide Google with more context about your products, helping them appear more accurately in visual search results.

Welcome to the future, where your camera isn’t just for taking selfies — it’s also for shopping, solving, and searching! And as a marketer, you need to make sure your products are ready to be discovered by Google Lens, the visual search tool that’s changing the way people interact with your website. 

Not sure what Google Lens is? Think of it as Shazam for the internet — but instead of identifying songs, it identifies everything. From scanning a pair of shoes someone’s wearing on Instagram to Googling a piece of furniture spotted in a video, Google Lens gives consumers an easy way to track down the exact products they’re interested in. 

Here’s the kicker: If you’re not optimizing for Google Lens, you’re missing out on a massive opportunity. So how do we make sure your products are popping up in those visual search results?  

While Google Lens specifically looks at the image itself to identify the contents of the image and do the search, there are more optimizations that can provide Google Lens with initial context and guide the search more effectively. 

With that in mind, let’s dive into some practical tips to rank your products using Google Lens. 

Google Lens can’t read minds (yet) — it can only “read” what it can see. So make sure your product images are on the core pages of your website. This means no hiding images in background elements or decorative slideshows that Google might gloss over. It also means not overlapping images, covering images with extra text, or other such tactics that might disrupt the image and make it more difficult for Google Lens to accurately understand and place it. 

You also want your product images to be in HTML image tags, not buried deep in CSS or JavaScript. Why? Because Google Lens — and Google search crawlers in general — prioritize images they can easily find and categorize. 

Quick tip: Place your key product images right where they belong — on the main product page in visible locations that scream: “Look at me! I’m important!” 

If you’re still naming your image files something like “IMG_1532.jpg,” we need to have a little chat. 

The file name matters — a lot.  

Google Lens relies on signals to figure out what the image is, and part of that signal comes from your file name. Be specific and descriptive. Instead of “IMG_1532.jpg,” name it “black-carry-on-luggage-adjustable-handle.jpg.” This way, you’re not just serving up a random photo; you’re providing Google Lens with the context it needs to understand the contents of the image. 

Google Lens might have some serious visual superpowers, but it still needs a little help to understand what’s happening in your images. This is where alt tags come in. The alt tag describes the content of an image and helps with SEO (and accessibility!). But beyond that, Google uses the alt text to better understand what your image represents. 

Your alt text should be detailed and specific. Instead of “suitcase,” use “black hard-shell carry-on suitcase with adjustable handle.” It’s all about giving Google Lens the best chance to match your product with what someone is searching for. 

Now, if you really want to level up, it’s time to get friendly with schema markup. Schema is a form of structured data that helps search engines understand the content on your page. Adding images into your schema can provide Google with more context about what your product is and how it’s categorized. 

For example, if you’re selling that carry-on suitcase, using schema markup can help Google understand that the image is linked to a specific product with a name, price, and features. Essentially, it’s like giving Google Lens a cheat sheet for identifying your product in a visual search. So do yourself a favor and don’t skip schema. 

Pixelated, blurry images are a big no-no. Google Lens thrives on high-quality visuals, so make sure your images are crisp, clear, and visually appealing. Users are more likely to pay attention to and engage with high-quality images, and Google is more likely to rank them in both regular and Lens searches. 

Let’s not forget the fact that Google Lens is mostly used on mobile devices. So if your site isn’t optimized for mobile, you’re shooting yourself in the foot. Make sure your website is responsive and that images load quickly on smaller screens without compromising quality. Google prioritizes mobile-first indexing, and your visual search results will reflect that. 

You can actually guide users to use Google Lens by leveraging visual-heavy content across your site and social media. Post about new products on Instagram, on TikTok, or even on your website with clear, high-res images so that when users are tempted to “Lens it,” your product is ready to steal the spotlight.

Visual search is only going to get bigger, and Google Lens is leading the charge. As a marketer, staying ahead of this trend by optimizing your images is non-negotiable. From properly naming your files to leveraging schema markup and alt tags, these tactical steps can help you ensure your products are easily discoverable via Google Lens. 

So go ahead — give your product images the Google Lens treatment and watch your SEO rankings take flight.