Google recently introduced a new search feature called Multisearch. Using Google Lens, users can search with both images and text, in an effort to replicate how we think in real life. Users can search with an image instead of typing into a search box, and then narrow down their search with text. For example, you could insert an image of a blouse, then ask to see similar blouses in different colors or with varying sleeve lengths. Alternatively, you could ask to see the pattern on the blouse you uploaded on different products like pants, rugs, or bedding.

Google Lens was first released in 2017, but Multisearch introduces the ability to filter your search with text. Google’s technology is able to identify the qualities of the image you upload and understand what you’re asking for. Unsurprisingly, Multisearch works best for online shopping. If users don’t know the name of a pattern on a shirt or a specific style of furniture, they can simply upload an image and narrow their search down with text. However, Google Search product manager, Belinda Zeng believes that Multisearch will be useful for other things like identifying plants to learn how to care for them or looking up tutorials. 

Making Multisearch a household name will not be a simple task. The feature is currently only available on Google’s iOS and Android apps. In the Google app, the option is difficult to find and not very intuitive to use. Another challenge Google faces is making image based search feel functional and less like a fun novelty. This software’s ability to not only understand images but also be able to refine search results with text takes a substantial amount of machine learning and reflects the trend of personalization and an emphasis on visuals in technology.

If Multisearch has staying power, it could change the way people search online and lead to other bigger advancements, like searching through augmented/virtual reality. Although the feature is currently in beta testing, Multisearch is something we should expect to see incorporated into online shopping. It’s too early for marketers to know the effects it has on SEO, but be prepared to adapt and adjust your strategy. Digital marketers have traditionally centered their SEO around keywords, but Google’s introduction of images is sure to shake things up and give marketers an opportunity to change the way shoppers find brands, products, and more.

Are you ready to ignite your Google Search strategy? Contact the SparkShoppe team today!