How to Optimise Your Website Images for Google Lens
Google Lens is changing the way people interact with images online. Whether you’re a web designer, an artist, a local business, or a content creator — getting your images seen by Google Lens can drive traffic, visibility, and even conversions. In this guide, we’ll show you how to optimise your images for Google Lens — even if you’re not selling physical products.
If your website has images, Google Lens can find them. If those images are poorly named or irrelevant, Google Lens will still find them—just not for the reasons you want.
At Nua Web Design Ireland, we’ve been building SEO-focused websites for over 25 years. We know that image optimisation isn’t just for page speed or screen readers anymore. With tools like Google Lens scanning your images directly, your site could end up ranking for the wrong search—think someone photographing a stock image and Google linking them to your page instead of a competitor’s.
Here’s what to know, and what to do.
What Is Google Lens?
Google Lens lets users take a photo of something and search Google using that image. It’s like Google Search, but visual. The tool uses machine learning to recognise what’s in an image—text, faces, objects, landmarks—and returns similar results. If your site has a picture of a product, a logo, or even a generic coffee mug, Google can match it.
It’s integrated into Android devices, the Google app, and even desktop Chrome browsers.
When someone points their camera at a landmark, artwork, business sign, or product, Lens tries to identify it and show relevant results pulled from the web
If your images aren’t optimised, Google may:
- Mislabel them
- Pull them out of context
- Show them in unrelated searches
- Fail to show them at all
Why Should You Optimise for Google Lens?
Because people are no longer just typing — they’re pointing, scanning, and tapping.
Google Lens can surface your content in contexts where traditional search won’t, including:
- Product discovery
- Travel and landmarks
- Menus, posters, art, and design
- Logos, signage, and branding
- Recipes, furniture, and infographics
Who Benefits From Lens Visibility?
- Local businesses (restaurants, pubs, shops)
- Artists and photographers
- Ecommerce websites
- Event organisers
- Web designers and SEOs
What Makes an Image “Optimised” for Google Lens?
Google Lens doesn’t look at images the way people do. It reads shapes, colours, and patterns. But that’s not all. It also reads filenames, surrounding text, and embedded metadata. Here’s how you can get it right.
Use Descriptive Filenames
Instead of uploading IMG_4932.jpg, rename it to something specific like white-ceramic-coffee-mug.jpg.
This tells Google what the image is before it even looks at it. Keep it short, use hyphens, and avoid stuffing in extra keywords.
Add Accurate Alt Text
Alt text is what screen readers use for the visually impaired. It also helps search engines figure out what the image shows.
Heres an example <img
src="raheny-pub-mural.jpg" alt="Street art mural on
the wall of a pub in Raheny, Dublin">
Keep it simple and relevant. If it’s not a product, just describe what’s clearly visible in the photo. No guesswork.
Write Clear Surrounding Content
Google doesn’t just look at the image—it reads the page around it too. Make sure your headings, paragraphs, and image captions match what the photo shows. If your page is about red shoes, the image shouldn’t show a black boot.
Avoid Stock Photos Where Possible
Stock photos are reused all over the internet. Google knows this.
If two websites use the same image, the site with better context and metadata will likely rank higher—or appear in Lens results first. Worse, you might end up helping someone else’s rankings.
Use your own images when you can. If you’re selling products, take your own photos. Yes, it’s extra work. No, it’s not optional anymore.
Optimise Image Size and Format
Large images slow your site down, and Google still cares about page speed.
Use:
- .webp format for compression and speed (not mandatory, but gives a better suer experience)
- Sizes under 150KB where possible
- Lazy loading to delay offscreen images
Fast sites stay visible. Slow ones drop out of Lens and search.
Include the Image in Contextual, Indexable Pages
Don’t just upload images to a media folder — place them on a well-written, crawlable web page with:
- Headers (e.g.
<h2>Street Art in Raheny</h2>) - Text descriptions and keywords
- Structured layout
Google needs the surrounding context to associate your image correctly.
Add Images to Your Sitemap
Include image URLs in your XML sitemap and submit it in Google Search Console. This helps Google discover and prioritise them.
Use EXIF Metadata (Optional for Photographers)
If you’re uploading original photography, add EXIF data like GPS coordinates, tags, and device info. Google sometimes uses this for geo-locational relevance.
Embed Structured Data
Structured data (like Schema.org) helps Google understand what an image represents. For example, a product image can be tagged with product name, price, brand, and review score.
This helps Lens return more relevant results.
You don’t need to be a coder—if you’re on Shopify, WordPress, or Wix, there are plugins and apps to handle this. If you’re stuck, we handle it for our clients. Easy.
Earn Backlinks to Image Pages
If your image appears in a blog post, directory, or local guide, it builds trust and relevance — which increases the chance of Google Lens showing your image as a match.
How To Test If Your Image Is in Google Lens
You can manually check:
- Go to Chrome
- Right-click your image > “Search Image with Google Lens”
- If your image — or a visually similar one — shows up, you’re in!
On mobile, just open the Google app or use the Lens camera.
Where Are Google Lens Images Listed?
Google Lens doesn’t have a public gallery like Google Images. It shows results in:
- Chrome pop-ups (desktop)
- Google Lens app or Google app (mobile)
- Android camera (if Lens-enabled)
But the underlying image content is pulled from Google Images and structured data, so optimising for Google Image Search and rich results feeds directly into Lens.
Google Lens is being used more and more. Especially by younger users. People are literally pointing their phones at products in shops and finding the same item cheaper online.
If your image is the one Google shows, you win.
If it’s not—even though you’re selling it—you lose the click, and probably the sale.
Quick Checklist
Here’s what to do right now:
- Rename your image files with clear, descriptive names
- Write useful alt text (no keyword stuffing)
- Match your images to your written content
- Use original photos wherever possible
- Compress images for fast loading
- Add structured data if applicable
Google Lens isn’t just for products — it’s a massive visual discovery engine. With the rise of AI-driven search, optimising your images today can set you apart tomorrow.
If you’re a local business in Ireland, an artist with a portfolio, or a content creator looking to boost visibility — make sure your images are ready for Lens.
Need Help?
We build websites that actually rank. If you’re unsure about your image setup, we’ll review it. No guesswork. No fluff. Just straight answers. Whether you’re selling mugs or managing a national brand, it’s worth getting this part right.
Nua Web Design Ireland
