Always on the lookout for new features to improve the performance of its search engine and the relevance of its search results, Google gave us a new feature on April 7, 2022. You may have heard of Google Lens, the image recognition created by the American giant. This tool, as innovative as it is, has been perfected in order to go even further, by combining images and text, let’s see all this in detail.
Reminder: What is Google Lens?
Before discussing its new feature Multisearchlet us recall what corresponds to Google Lens.
It is an application, launched by Google in 2017 and which allows you to perform visual searches. Concretely, this tool uses the photo lens of your smartphone to provide you with a significant amount of information. Obviously, to achieve this, the application works with powerful artificial intelligence technology, which improves over the long term thanks to machine learning.
The first thing that comes to mind, and which interests us here, is of course the search by image, but that’s not the only feature of Google Lens. Indeed, it is also possible to do visual translation, to register a new contact just by taking a photo of his business card, to copy a text taken in photo, etc…
To sum up, Google Lens is a very powerful visual analysis tool powered by artificial intelligence (AI).
Specify your visual queries with a written query thanks to Multisearch
What should we remember from the latest Google announcements about Google Lens?
Since April 7, Google has integrated, in beta in the United States, a new feature to its search and visual analysis tool: Google Lens. This aims to complete the visual search process by integrating a textual query complementary.
Concretely, this means that in addition to the image from which users will search, they will be able to add an additional indicationto specify what they are looking for, and therefore obtain a result that is more relevant and closer to their search intent.
How does multiple search work?
The operation is quite simple and intuitive. Just open its Google Lens application, then choose an image in the classic way, as for normal use of the tool. Thus, it is possible to take a photo or to select one from its gallery (a screenshot for example).
Then swipe up to view search results / visual matches with the image. At this point, it is possible to press a button ” Add to your search or “add to your search” at the top of the screen. It is here that we will be able add terms to refine the search visual.
The example that Google uses to demonstrate this feature to us is a dress. Let’s say our user sees a dress they like in a photo. He will therefore put this image in Google Lens to find where he can buy it. If the color of this dress does not suit him and he would prefer it in green, for example, he will only have to add “green” as a complementary term. It’s as simple as that.
One can easily imagine the benefits of this feature in many use cases for Internet users. Google also gives us other examples of use. If users are looking for a coffee table that matches their living room, they simply attach the keyword “coffee table” to their living room photo on Google Lens. The last example provided is a photo of a plant combined with “care instructions” for how to care for it.
What is the long-term impact?
For users, one can imagine an impact largely positive. This feature can allow Internet users to have increasingly relevant search results, especially with regard to e-commerce. In addition, we know that Google Lens works on a principle of machine learning, so we can easily anticipate progress over the months and years to come.
For SEO professionals and more generally of the web, this is a new element that will be taken into account (if the beta is conclusive and the tool becomes more democratic). It is difficult to know the impact that Google Lens has on online stores, so it is not easy to decide on the future of this feature and therefore its impact on strategies. What is certain is that this could pave the way for new optimizations to be implemented on the images to be highlighted by the tool.