Visual search is reshaping how customers find you. Here's what you need to know.
Google Lens and visual search are fundamentally transforming how Australian customers discover local businesses. Instead of typing keywords, customers now point their phone camera at a product, landmark, or business sign—and Google instantly provides relevant local results. For Australian businesses, this shift means rethinking how visibility works beyond traditional SEO.
Google Lens is an AI-powered visual recognition tool built into Google Photos and the Google app. Users can photograph anything—a restaurant storefront, a piece of furniture, a business logo—and Google returns search results based on what's in the image.
The technology uses computer vision to identify objects, text, and locations, then matches them against Google's index of images, websites, and local business data. For Australian businesses, this means your physical appearance—signage, storefront design, product packaging—now directly impacts discoverability.
Traditional local SEO relies on keywords, reviews, and citations. Visual search bypasses text entirely. A customer in Melbourne might photograph a cafe's exterior and instantly see its Google Business Profile, reviews, opening hours, and directions—without ever typing a single word.
This shift is particularly significant for tradies, hospitality venues, retail stores, and any business with a recognisable physical presence.
According to Google's own data, visual search queries have grown exponentially. In Australia specifically, mobile image searches have increased by over 70% in the past two years. Younger demographics—Gen Z and millennials—favour visual search over traditional text-based queries.
For Australian retailers, restaurants, and service providers, this trend is impossible to ignore. Customers are literally pointing their cameras at your business instead of searching for it by name.
Hospitality: A tourist in Sydney photographs a laneway cafe's signage. Google Lens identifies it, displays the business profile, shows current wait times, and displays customer photos. The customer walks in without ever visiting the website.
Retail: A shopper in Brisbane sees a fashion item in a store window, snaps a photo with Google Lens, and discovers the brand's full product range, pricing, and nearby stockists—all from one image.
Tradies: A homeowner in Perth photographs a plumber's van parked in their street. Google Lens recognises the business, displays reviews, service areas, and contact details instantly.
Google Lens pulls data directly from Google Business Profiles. When someone photographs your storefront or logo, Google matches it against your profile data. This means your business information—hours, phone number, website, reviews—appears instantly.
If your Google Business Profile is incomplete or outdated, you're essentially invisible to visual search users. Conversely, a well-optimised profile becomes discoverable through multiple visual touchpoints.
When Google Lens recognises a business, it often displays the local pack (the three-business map snippet) directly in results. This gives visual search users immediate access to competitors, distances, and ratings—all without leaving the camera interface.
For Australian businesses, this means visual search can either drive traffic or send customers to your competitors depending on how visible you are.
Your Google Business Profile is the foundation of visual search visibility. Ensure it's complete and accurate:
Google's algorithm favours profiles with recent activity and high-quality imagery.
Visual search thrives on clear, recognisable imagery. Invest in:
Australian businesses like Boost Juice and Grill'd have succeeded partly because their storefronts are instantly recognisable to Google Lens—distinctive branding makes visual identification easier.
Google Lens doesn't just recognise physical objects—it also indexes images from websites. Optimise your site's images by:
The more distinctive your visual identity, the easier Google Lens recognises it. Consider:
Visual search and traditional local SEO aren't competing—they're complementary. A customer might discover you through visual search, then read reviews, check your website, and make a booking. Each touchpoint matters.
Australian businesses that excel at both visual and traditional local SEO capture customers at every stage of their journey.
To dominate visual search while maintaining strong traditional SEO:
Google is increasingly integrating augmented reality with visual search. Customers will soon be able to visualise products in their homes before purchasing—a game-changer for furniture retailers, home improvement stores, and interior designers across Australia.
Google is merging voice search with visual capabilities. Users will soon be able to photograph something while asking a question—combining visual and conversational search.
Google is expanding visual search to video content. Businesses creating video content—product demos, storefront tours, service walkthroughs—are gaining visibility through this emerging channel.
Neglecting Google Business Profile imagery: Many Australian businesses upload low-quality or outdated photos. Visual search depends on clear, current imagery.
Inconsistent branding: When your storefront looks different from your online imagery, Google Lens struggles to match them.
Ignoring alt text: Websites without proper image descriptions miss visual search opportunities.
Poor signage visibility: Dim lighting, cluttered storefronts, or illegible signs make visual recognition harder.
Visual search isn't a future trend—it's reshaping customer discovery right now. Australian businesses that optimise their visual presence across physical locations, Google Business Profiles, and websites will capture customers who prefer pointing their cameras over typing keywords.
The businesses that ignore this shift risk becoming invisible to a growing segment of customers. For tradies, retailers, hospitality venues, and service providers across Australia, visual search optimisation is no longer optional—it's essential.
Google Lens is an AI-powered visual recognition tool that lets customers photograph anything—your storefront, logo, or products—and instantly see relevant local results. It uses computer vision to identify objects and locations, then matches them against Google's index to display your business information, reviews, and directions without customers typing keywords.
Traditional SEO relies on keywords, reviews, and citations. Visual search bypasses text entirely—customers simply photograph your business sign or storefront to find you. This means your physical appearance, signage quality, and storefront design now directly impact how customers discover you online.
Mobile image searches in Australia have grown over 70% in two years, especially among Gen Z and millennials. Visual search is becoming the preferred discovery method. For retailers, restaurants, and tradies with recognisable physical presence, optimising for visual search is now essential for local customer discovery.
Ensure your Google Business Profile is complete and accurate. Invest in professional storefront photography, clear signage, and distinctive branding. High-quality product images and consistent visual identity across platforms help Google's AI recognise and rank your business in visual search results.
Tradies, hospitality venues, retail stores, and any business with strong physical presence benefit most. Cafes, restaurants, boutiques, salons, and service providers with recognisable storefronts see significant advantages as customers increasingly use visual search to discover local businesses.
No, visual search complements traditional SEO rather than replacing it. A comprehensive local strategy now includes both keyword optimisation and visual optimisation. Strong Google Business Profiles, quality imagery, and distinctive branding work together to maximise visibility across all search types.
Photograph your storefront, signage, logo, and key products or services. Ensure images are high-quality, well-lit, and clearly show your business identity. Submit professional photos to your Google Business Profile—these images directly influence how Google Lens recognises and displays your business to potential customers.
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