Visual search is revolutionizing how users discover content, shop, and interact with the digital world. In 2025, platforms like Google Lens and Pinterest Lens are leading this transformation, allowing users to search using images instead of text. Businesses that embrace visual SEO and design strategies are better positioned to capture new audiences and stay competitive.
This guide explores how to optimize your content and visuals for Google Lens, Pinterest, and other visual search engines—and how Rank Locally UK can help you lead the way.
What Is Visual Search?
Visual search allows users to search using images rather than keywords. By snapping a photo or uploading an image, users can find related content, products, or brands.
Popular visual search platforms in 2025:
Google Lens
Pinterest Lens
Amazon StyleSnap
Snapchat Scan
Bing Visual Search
With over 62% of Gen Z preferring image-based search to text, visual optimization is no longer a trend—it’s a must-have digital strategy.
Why Visual Search Matters in 2025
Faster discovery: Visual search eliminates the need for typing and guessing keywords.
High buyer intent: Visual search users are more likely to convert.
Mobile-first behavior: Smartphones are the primary medium for visual search.
If your images aren’t optimized, you risk missing out on one of the most rapidly growing user behaviors in digital marketing.
How Google Lens Works
Google Lens uses image recognition and AI to match visual input with indexed web content. When users snap a picture of a product, logo, or design, Lens returns results such as:
Similar products
Local stores
Business info
Product reviews
Web links
To rank in these results, you need optimized visuals, metadata, and mobile-friendly websites—all services offered by Rank Locally UK, a top-tier Website Development Company.
How Pinterest Lens Drives Traffic
Pinterest’s Lens technology lets users discover products based on style, color, and design. Visual searchers on Pinterest often have strong purchase intent, especially in fashion, home décor, and lifestyle.
Key strategies to rank on Pinterest Lens:
High-resolution images
Proper Pinterest tags and boards
Keyword-rich image names
Consistent branding
Schema markup for visuals
Combine this with expert support from a digital marketing agency like Rank Locally UK to maximize exposure.
How to Optimize for Visual Search in 2025
Here’s a step-by-step guide to visual search optimization:
1. Use High-Quality, Original Images
Low-quality stock images won’t cut it in 2025. Use authentic, branded visuals:
Product photos
Infographics
Lifestyle shots
Step-by-step image guides
For a professional look, partner with a website designing company to ensure pixel-perfect imagery.
2. Add Descriptive Alt Text
Alt text not only improves accessibility but also tells search engines what the image is about.
Good alt text:
“Red leather women’s handbag with gold strap”
Bad alt text:
“Image1234.jpg”
Rank Locally UK’s seo services include content audits that ensure all images are properly tagged and optimized.
3. Use Structured Data for Images
Use schema markup like:
ProductImageObjectOffer
These help Google identify and rank your images in Lens search. If this sounds complex, let a SEO expert from Rank Locally UK handle the technical setup.
4. Optimize Filenames and Image Sizes
Instead of “IMG0001.jpg,” name your files descriptively:
black-suede-boots.jpg
uploadfinalphoto3.jpg
Also, compress images to reduce loading times—a ranking factor in both SEO and Lens.
5. Leverage Pinterest-Specific Strategies
Pinterest is a visual-first discovery engine. To rank higher:
Create vertical Pins (2:3 ratio)
Use keywords in board titles and descriptions
Add relevant hashtags
Use overlays and text on images
Pin consistently
A digital marketing company like Rank Locally UK can manage your full Pinterest SEO strategy.
6. Build a Visual-Friendly Website
Google and Pinterest prioritize visuals that are embedded in fast, mobile-friendly sites. Rank Locally UK, a best web development company, delivers platforms with:
Responsive design
Clean image presentation
Fast loading speeds
Lazy loading for media
7. Optimize for Local Visual Search
Google Lens often shows local business results when users scan storefronts, menus, or signage.
Use local seo strategies:
Add image-rich Google Business listings
Upload photos tagged with geolocation
Include alt text like “London shoe repair shop exterior”
Rank Locally UK is a local seo company with deep expertise in visual local marketing.
8. Maintain Brand Consistency
Branded visuals—logos, product packaging, and custom fonts—help AI associate your imagery with your company. This reinforces recognition in visual search engines.
Work with a web design company to create assets that are both beautiful and algorithm-friendly.
9. Encourage User-Generated Content
Visual platforms favor authentic user imagery. Promote user reviews with photos, tagged posts, or shared unboxings.
Online reputation matters too—especially when Lens returns Google Reviews. Rank Locally UK provides online reputation services to manage and enhance this presence.
10. Track Visual Search Performance
Visual SEO requires unique KPIs:
Image impressions and CTR
Pinterest Lens referrals
Google Lens traffic (via Search Console and analytics)
An experienced top SEO company will provide detailed reports to optimize campaigns over time.
Rank Locally UK: Your Partner for Visual SEO in 2025
Rank Locally UK offers end-to-end visual optimization services designed for the modern search landscape. Here’s how we can help:
SEO Services
From alt text to structured data, our seo agency ensures your images are fully optimized.
Local SEO Services
As a best local seo company, we help your business show up when nearby users search visually.
Website Development Services
Our web development agency builds fast, image-optimized, mobile-first websites that rank well across Google and Pinterest.
Digital Marketing Services
We’re a best digital marketing company providing full-funnel campaigns, including Pinterest and visual content strategies.
Online Reputation Services
Protect your brand’s visuals and reviews with best reputation management services that support Lens and Pinterest rankings.
Industries Benefiting Most from Visual Search
Fashion – Pinterest and Lens are go-to tools for outfit discovery.
Home Décor – Users search with photos of furniture, paint colors, and layouts.
Food & Beverage – Restaurant menus and dishes are commonly scanned.
Retail & eCommerce – Product photos fuel impulse buying via Lens.
Travel & Hospitality – Landmark and hotel photos drive bookings.
If you're in these industries, Rank Locally UK offers ecommerce website development and tailored digital strategies to dominate visual discovery platforms.
Visual Search in Action: Case Studies
Case Study 1: Home Decor Brand Gets Pinterest Buzz
A lifestyle company worked with Rank Locally UK to revamp their Pins. Result: 120% increase in Pinterest Lens traffic and 3x online sales in 90 days.
Case Study 2: Boutique Retailer Captures Google Lens Results
By using structured data and unique product images, a fashion retailer achieved featured visual placement in Google Lens queries.
Future of Visual Search: What to Expect
Looking ahead, visual search will become even more seamless and AI-driven:
AR integration in mobile apps
Voice + visual search combos
Real-time product comparisons
AI-generated visual SEO recommendations
Hyper-personalized visual suggestions
Stay ahead with Rank Locally UK—your visual-first seo company and technology partner.
15 FAQs on "Visual Search in 2025: Optimizing for Google Lens and Pinterest"
1. What is visual search?
Visual search lets users find information using images instead of text.
2. How does Google Lens work?
It uses AI to analyze images and return related results from the web, stores, and local businesses.
3. Why is visual search important for SEO?
It enhances discoverability, especially for products and services shown in photos.
4. What industries benefit most from visual search?
Fashion, food, retail, home décor, and travel are the biggest winners.
5. How do I optimize my images for Google Lens?
Use high-quality images, alt text, and structured data like schema.
6. What is Pinterest Lens?
It allows Pinterest users to find pins and products based on an image they upload.
7. Can Rank Locally UK help with visual search optimization?
Yes, they offer full services across SEO, digital marketing, and web development.
8. What is alt text, and why is it important?
Alt text describes images to search engines, helping them appear in visual results.
9. What is image schema?
It’s structured data that provides extra information about images to search engines.
10. Is Pinterest SEO different from Google SEO?
Yes—Pinterest uses visual discovery and social signals, requiring platform-specific strategies.
11. Can I track traffic from visual search?
Yes, using tools like Google Analytics, Search Console, and Pinterest Analytics.
12. Do I need a web developer for visual SEO?
Often yes—a web development company ensures your site supports image optimization.
13. Can local businesses benefit from visual search?
Absolutely. Google Lens often shows images of nearby businesses and storefronts.
14. What types of content rank well in visual search?
Product photos, how-to guides, lifestyle imagery, and UGC perform best.
15. Where do I start with visual SEO?
Reach out to Rank Locally UK to build a tailored strategy for your brand.