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Google Lens:  Introduction to Google Lens & Tips to Optimize it for SEO

Google Lens and its significance in SEO 

The constant evolution of technology is making an important contribution to the innovation of user-friendly features. Google has been in use for almost a decade. The services it provides today are at their all-time-best level. It’s getting more convenient and dynamic day by day. 

Our android’s superpower to identify a flower, look up a book, or give us information about a restaurant is certainly impressive. But ever wondered how this magic wand operates? 

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Google’s latest visual recognition technology, Google Lens, was launched in late 2017 and is one of the prominent tools responsible for this superpower. They have a great impact on image SEO and directly affect the ranking of a page. 

What is Google Lens? 

Enabling users to surf the internet through cameras has been a major accomplishment for Google in recent years. "Search what you see" that’s how Google Lens describes itself. It is a visual recognition technology to scan and act according to the objects it captures through your phone’s camera. The lens isn't an independent app; it's part of Google Photos and Google Assistant and has contributed a lot in the field of search engines by offering a range of activities. It combines Google’s computer vision and artificial intelligence to provide users with the best answers to their queries in any form. 

Google Lens

Google Lens and SEO 

Google Lens offers us information on-the-spot via text pictures that have been processed and generated. Its computer vision and augmented reality techniques give us intelligent responses. One of the "core issues" with search engines is that, while they are getting better at understanding written language, they still lack the proper means for deciphering pictures completely. We've always had alt text as a resource for SEO, and not much else. Acknowledging this flaw and relying on advancements in technology, Google decided to build a system based on Artificial Intelligence that can also recognize what an image represents. Google Lens technology transforms your camera from just a passive tool for capturing the world around you to an interactive experience that allows you to identify the context of the images you're taking. Finding information hasn't always been simple. Lens simplifies the procedure into three easy steps: point, shoot and search. For example, you can get solutions to questions from your textbook simply by clicking on the pictures. In another case, when purchasing something, it provides a variety of product options. It is quite different from Google Images’ reverse search because it uses more complex AI. Many principles that help in developing SEO images are also applied while preparing the Google Lens. Google lens prominently focuses on evaluating the content of the image. 

The impact of Google Lens on SEO

For years, we've seen how text search queries are losing ground day by day, google lens has radically changed the way digital marketing and SEO work in 2021. The fact that phones have cameras as one of their inherent functions is because voice and visual searches are replacing everything. 

Consider a situation where a person thought a certain commercial to be uninteresting, but the book presented in the background attracted his attention. Before 2017, he would have had a hard time finding a product. As a result, he will be forced to translate it into keywords. It would be extremely tough to locate it by searching for "a book in the background of an advertisement." Not because it's a longtail, but because no one in their right mind would optimize a page for it. 

Luckily, Google Lens has taken care of the problem. For the time being, it will be a matter of a few clicks, and the person will obtain all relevant information promptly.  

How to get your products to appear on Google Lens? 

There are some basic rules that we must cover if we want to have our website ready to rank by searches in Lens. 

  • Image Size 
    For most websites, the images should be of a smaller size. Large and slow-loading images hinder the performance of SEO and make the website inaccessible to the crawls. 
  • Brand Logo 
    Your logo must appear on all products, signage, and other materials. If you have a physical or retail store, make sure to include photographs of it on your website, along with your branding. This is very crucial for local SEO. The greater the number of photographs we have, the greater the chances of matching with what users are seeking. To enhance your chances of being included in search results, you should use as many images as feasible. 
  • Alt text and HTML Tags 
    Search engines look for keywords in picture file names, therefore alt tags are critical. As a result, the more keywords we have (alt tags for images, text around photos, anchor text in image links), the greater our chances of being found on search engines are. Google Webmaster Tools is a must-have tool for finding the correct keywords to optimize. 
  • Adding and labeling keywords to the image  
    The use of keywords and descriptive language in captions, ALT text, and file names play an important role in providing text alternatives to search engines. As search engines check for keywords in the picture file names, the use of apt keywords results in greater chances of being reachable to the audience. 
  • Optimizing the EXIF data (Exchangeable Image File Format) 
    All images have added in-depth or metadata information, like the time and date of the image taken and the type of camera being used. Once a photo has been captured using Google Lens, optimizing the EXIF data will allow Google to retrieve more relevant search results. 


In the upcoming time, people will come to your websites directly through channels like Google Lens as we are all beyond the keyboard and mouse era. With so many vision-based tools, customers are expected to begin adopting visual search as their primary method of product research. As a result, the sooner you begin optimizing your website and images, the sooner your website will get ranked and you will begin to see sales from Google Lens searches. Businesses can use Google Lens, which adds a visual component to search, to promote their products and services.