Visual search is transforming how people find and engage with local businesses. Instead of typing keywords, users can now snap a photo of a storefront, product, or sign to instantly access reviews, contact details, and purchase options. Key highlights:

  • 62% of millennials and Gen Z users prefer visual search over traditional methods.
  • 5-8% conversion rates for visual search compare to 2-3% for text-based searches.
  • 30% of local business discoveries are expected to come from visual search by 2027.
  • Mobile devices drive 91% of visual searches, with Google Lens handling 20 billion searches monthly.

For local businesses, this means optimizing images with detailed metadata, schema markup, and high-quality visuals is critical to staying visible. Visual search users often have higher intent to purchase, making this a must-watch trend for 2025 and beyond.

Visual search is changing the way people discover local businesses, and it’s all thanks to some impressive technology. Advances in artificial intelligence (AI) and mobile tech have made it possible for users to find nearby businesses simply by snapping a photo of a storefront, product, or landmark. Let’s take a closer look at how AI and mobile integration are driving these capabilities.

AI and Image Recognition Improvements

AI, particularly deep learning and neural networks, is the engine behind today’s highly accurate visual search systems. These technologies are designed to recognize complex patterns, shapes, and textures in images. For instance, attention mechanisms within AI systems allow them to focus on specific parts of an image – like a storefront sign, product label, or architectural detail – to identify businesses with remarkable precision. Google Lens alone handles an astonishing 8 billion visual searches each month.

What makes this even more powerful is the integration of natural language processing (NLP). NLP helps visual search systems combine visual cues with text-based queries. For example, if someone points their camera at a street scene and types "coffee shop near me", the system can process both the image and the text to deliver highly relevant results.

Computer vision technology has also reached a point where it can differentiate between subtle details. For example, visual search can now tell apart restaurant chains with similar logos or distinguish between retail stores in a crowded shopping district. This is made possible by convolutional neural networks (CNNs), which analyze images in layers to extract detailed information.

"For discoverability, it’s important that brands have many great images of products, with accurate and specific metadata." – Lou Wang, Co-founder of Google Lens and Senior Director at Google Search

Augmented reality (AR) is also adding a new dimension to visual search. Imagine pointing your phone at a restaurant and instantly seeing overlaid information like reviews, menu highlights, or even special offers. This blend of AR and visual search is creating interactive experiences that connect users with businesses in exciting ways.

Visual Search on Mobile Devices

It’s no surprise that visual search is primarily happening on mobile devices – 91% of visual searches take place on smartphones. Smartphones are the perfect tool for this, combining high-quality cameras, fast processors, and constant connectivity to deliver real-time results.

Mobile technology has transformed how visual search is designed and used. With a mobile-first approach, users can snap a photo of a storefront and instantly access details like contact information, reviews, and directions. This seamless connection between physical objects and digital content is what makes mobile visual search so effective.

"Visual search traffic has increased by 130% since 2023, with mobile devices accounting for over 85% of all visual searches." – Gombos Atila Robert, PhD

Speed and usability are critical for mobile visual search. Users expect fast results, and features like click-to-call and easy access to business information are essential. The numbers back this up: 76% of people who search for something nearby on their smartphone visit a business the same day, and 28% of those searches lead to a purchase. With over 60% of global web traffic coming from mobile devices, businesses need to optimize their visuals. High-resolution images with detailed metadata – captured from multiple angles – help AI systems deliver accurate and reliable results, making it easier for users to discover and connect with local businesses.

How Consumers Use Visual Search for Local Discovery

With advancements in AI and mobile technology, consumers are increasingly turning to visual search to find local services. Instead of typing phrases like "coffee shop near me", people now use their smartphone cameras to snap photos of storefronts or products. This shift highlights a growing preference for images over text in search behavior.

Visual search is rapidly gaining popularity, as noted by Debbie Weinstein, President for EMEA at Google. Currently, 40% of all searches include visual elements. By simplifying the process of finding exactly what users want, visual search is changing how people engage with local businesses.

Visual search is becoming a go-to tool for discovering local businesses. Imagine walking down a street, spotting an intriguing storefront, and using your phone’s camera to instantly access reviews, hours of operation, and contact information. This type of search is especially popular among younger users, who often prioritize convenience and aesthetic appeal when choosing businesses.

The mobile-first nature of visual search makes it perfect for spontaneous decisions. Whether it’s a restaurant with an inviting patio or a boutique with an eye-catching window display, visual search provides the details needed to decide whether to step inside.

Social media platforms are also playing a growing role in this trend. Nearly 24% of consumers now use social media to find local shops or services, relying heavily on visual content to discover restaurants, retail stores, and entertainment venues that align with their preferences.

The commercial intent behind these searches is striking. One in five Google Lens searches is tied to a purchase decision, showing that users aren’t just browsing – they’re actively looking to buy or visit.

Visual search is revolutionizing several industries, from retail to real estate. Businesses in these sectors are adapting to consumer preferences, leveraging visual search to enhance customer experiences and drive results.

Retail has seen some of the most dramatic changes. For instance, ASOS implemented a visual search feature in May 2025, allowing users to upload photos of clothing they admire. The system then matches these images to similar products in their inventory. This innovation led to a 29% increase in average order value and a 25% drop in returns. Additionally, over 85% of shoppers report trusting visual cues more than text when purchasing items like clothing or furniture.

Home improvement retailers are also benefiting. Lowe’s introduced a search bar in May 2025 that combines text, image, and barcode scanning, resulting in a 37% boost in mobile conversion rates. This tool is particularly useful for customers trying to match specific items or find compatible parts.

Healthcare providers are tapping into visual search to improve patient engagement. Organizations optimizing their visual search capabilities saw a 43% increase in appointment bookings for conditions that patients identified through images. This trend reflects the growing use of visual tools to identify symptoms or medical equipment needs.

Travel, hospitality, and real estate businesses are also reaping rewards. Many travelers base their decisions on visual appeal, so hotels, restaurants, and attractions that prioritize high-quality images often see more bookings and visits. In real estate, tagging property photos with terms like "open concept kitchen" or "waterfront property" helps match listings to visual searches.

Websites that integrate visual search functionality enjoy 27% higher conversion rates compared to those that don’t. Additionally, businesses featured in top-tier directories benefit from a 31% increase in visual search discovery and a 42% boost in brand recognition through visual search results.

As visual search continues to grow, local businesses that embrace this trend and optimize their visual content will position themselves to attract more customers and stand out in a competitive market.

Search Engine Updates and Visual Search Optimization

With the rapid advancements in AI and mobile technology, search engines have stepped up their game in 2025, rolling out updates designed to better interpret and rank visual content for local searches. This means businesses now need to rethink how they optimize images to stay visible when users search using visuals. These updates have reshaped the rules for structuring and optimizing images.

New Image Optimization Requirements

Search engines are no longer satisfied with just basic image optimizations like file names and alt text. Now, they expect more advanced techniques, such as using detailed markup and location-specific tags to ensure accurate visual search results.

To stand out, businesses need high-quality visuals paired with proper technical setups. This includes clear alt text, schema markup, and ensuring images load quickly and efficiently. Unique, location-specific images that reflect the character and offerings of a particular area are especially valuable, as they help search engines connect visuals to local queries.

Technical precision is also critical. For example, embedding images in HTML (rather than CSS) ensures they can be indexed by search engines. The results speak for themselves: one Massachusetts Resort and Spa saw an 871% jump in how often its images appeared in search results, along with a 101% boost in overall image impressions. Similarly, a hotel in Georgetown reported a 104% increase in image search appearances.

Businesses that invest in high-quality, relevant images – using the right file formats, tags, sitemaps, and structured data – are rewarded with greater visibility. Additionally, adopting next-generation image formats and implementing lazy loading helps maintain fast page speeds, a crucial factor for user experience and search rankings. Alongside these manual optimizations, AI tools have become a game-changer for fine-tuning visual content.

Using AI Tools for Visual Content

AI-driven tools are revolutionizing how businesses approach visual content, ensuring their images align perfectly with local customer search intent. Platforms like Google Vision AI and Adobe Sensei analyze images, identify objects, and provide optimization suggestions. These tools help search engines extract the relevant information needed to rank visuals effectively.

Benu Aggarwal, Founder and President of Milestone Inc., emphasizes the importance of visuals in SEO:

"Video and images are powerful tools for enhancing SEO and boosting online visibility. As LLMs become increasingly skilled at understanding and generating both text and visuals, you must prepare for more integrated visual-textual content creation and optimization strategies."

AI tools can even study successful images within your industry, pinpointing the visual elements that are most likely to match search intent. Regularly analyzing your visuals with these tools ensures you stay ahead of evolving algorithms and shifting customer expectations.

Yet, despite these advancements, a surprising 58% of businesses still haven’t claimed their Apple Maps listing, missing out on key opportunities for visual search visibility. In an increasingly competitive landscape, leveraging AI for image optimization isn’t just helpful – it’s essential for staying relevant across search engines and mapping platforms.

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Visual Search Compared to Voice and Text Search

Local discovery now spans across visual, voice, and text search, each offering distinct advantages for connecting with customers. By understanding how these methods compare, businesses can better decide where to focus their efforts for maximum impact. Let’s break down where each method shines.

Visual search stands out for its ability to drive instant engagement and conversions. Imagine someone snapping a photo of a restaurant they pass by or searching for a storefront they like – these users are often ready to take action. By skipping the need for typing, visual search allows people to upload images directly, making the process quick and seamless. It’s no surprise that visual search often delivers higher conversion rates compared to text.

Voice search, on the other hand, has become a go-to tool for local discovery. With 58% of consumers using it to find local business information, voice search caters to conversational and specific queries, often including 30% more location-based terms than text searches. This makes it especially useful for finding nearby businesses or getting quick answers.

Text search remains the backbone of online discovery. While it may require more effort than speaking or snapping a photo, it offers unmatched precision and flexibility. For tasks like comparing options, conducting in-depth research, or exploring detailed information, text search is still the preferred method.

Local Search Method Comparison

Here’s a quick look at how these search methods differ:

Search Method Average Query Length Conversion Rate Primary User Intent Best Use Cases
Text Search 3–4 words 2–3% Research/Exploration General information, comparisons, detailed research
Voice Search 29 words – Quick answers, local queries "Near me" searches, hours/directions, multitasking
Visual Search N/A (image-based) 5–8% Immediate purchase/visit Product discovery, location identification, style matching

The data highlights some interesting trends. Voice search has reached an impressive 94% accuracy in understanding complex local queries, such as “best family restaurant open now near me with outdoor seating”. This accuracy has fueled a 58% year-over-year increase in local voice search usage.

At the same time, visual search captures details that text often misses – like the vibe of a place or unique architectural features that draw people in. The immediacy of visual search explains its higher conversion rates, as users tend to act quickly after identifying what they want.

Search engines are also adapting to these shifts. A growing number of local queries – 43%, to be exact – trigger AI-generated overviews, while 67% lead to zero-click answers. This means businesses need to optimize for featured snippets and direct answers, no matter which search method their customers prefer.

When it comes to speed, voice search is ideal for quick, on-the-go queries. Visual search is perfect when users can’t easily describe what they’re looking for, while text search remains the go-to for detailed research and comparisons.

Industry experts are taking note of this evolution. Crystal Carter, head of SEO Communication at Wix, observes:

"AI-powered search experiences, driven by models like ChatGPT and Google’s Gemini, are creating hyper-personalized, agentic interactions… Unlike traditional searches, users now benefit from extended context windows, allowing for deeper, more focused interactions that incorporate their specific needs and goals."

For local businesses, the takeaway is clear: each search method plays a unique role in the customer journey. Visual search is great for discovery, voice search handles immediate needs, and text search supports thorough research. By incorporating all three strategies, businesses can stay relevant at every stage of the customer experience.

Practical Steps for Local Businesses

Expanding on the earlier discussion about advanced image optimization, let’s explore how local businesses can turn visual appeal into real customer engagement. Adopting visual search trends early gives businesses a head start as this technology progresses. The secret lies in crafting the right content and refining the customer experience to align with how people search today.

Creating Visual Content and Choosing Tools

High-quality images are the foundation of visual search. They not only attract customers but also meet search engine requirements. To stand out in visual search results, ensure your images are sharp, well-lit, and high-resolution.

Here’s how to make your visuals work harder for you:

  • Use descriptive filenames, accurate alt text, and location-specific schema markup. For instance, a filename like "downtown-chicago-italian-restaurant-patio.jpg" clearly tells search engines what the image represents.
  • Balance quality and file size to ensure images load quickly across all devices. Compress files as needed and test how they display on various screen sizes.
  • Optimize videos by refining titles, descriptions, thumbnails, and adding transcripts to make them accessible and visible in search. On platforms like YouTube, strategic tags and organized playlists can further improve reach.

Your Google Business Profile is a must-have for local visual search optimization. Regularly update it with fresh photos, 360-degree images, and short videos showcasing your services or customer testimonials. This keeps your listing engaging and relevant.

AI-powered tools can assist in analyzing and optimizing images at scale, helping you identify which visuals perform best and where improvements can be made.

Social media platforms like Pinterest and Instagram are natural allies for visual content, especially for businesses in retail, dining, and hospitality. These platforms can drive significant traffic when visuals are optimized for their audiences.

Once your visuals are ready, the next step is weaving them into a seamless customer experience.

Creating outstanding visuals is just the beginning. How customers interact with your business through visual search is equally important. The goal? Make their journey from discovery to purchase as effortless as possible.

Big-name retailers like Target, IKEA, and ASOS have integrated visual search into mobile and AR apps, boosting customer engagement and conversions. The results are compelling: Forever 21 saw a 20% increase in average order value, while BooHoo achieved an 85% higher conversion rate among users of their Camera Search feature.

Visual search also shines in personalization. By analyzing the images customers upload, businesses can recommend items that align with their preferences, creating a tailored shopping experience.

For local businesses, visual search connects online and offline interactions. For instance, diners might spot a dish on social media and use visual search to locate your restaurant. Similarly, shoppers could snap a picture of a product elsewhere and find a similar item in your store.

To improve matching accuracy, provide multiple images of each product or service from different angles. This increases the chances of a successful match when customers use visual search.

You can also combine visual search with AR and voice commands to enhance engagement. Imagine customers using visual search to identify a product, AR to see how it fits in their space, and voice commands to finalize their purchase.

The impact of visual search is undeniable. Studies show it can lead to checkout twice as fast as text-based search, with 61% of shoppers saying it improved their in-store experience. Optimizing for visual search isn’t just about helping customers discover your business – it’s about capturing them when they’re ready to buy.

Start with the basics: create high-quality, optimized images. As your business grows, you can gradually introduce advanced features like AR integration or personalized recommendations, tailoring your approach to your budget and goals.

Conclusion

Visual search is reshaping how businesses connect with customers. With 62% of consumers favoring it over text-based queries and the market expected to hit $13 billion by 2025, those who embrace this technology early are poised to gain a strong competitive edge.

The impact of visual search on consumer behavior is undeniable. A staggering 73% of shoppers are more inclined to purchase when they can use visual search to find products that match their needs. High-quality images can boost engagement rates by 60%, while schema markup has been shown to increase click-through rates for e-commerce sites by 30%. These stats illustrate how advancements in technology are driving measurable business results.

The rapid evolution of visual search shows no signs of slowing down. By 2025, 30% of major e-commerce brands are expected to integrate visual search into their platforms. Additionally, image and video search are set to compete directly with traditional text search in terms of popularity.

"Visual Search Optimization is a fundamental shift in how we search. Ignoring VSO is a missed opportunity. It’s about crafting a seamless purchase journey initiated by a single image."

  • Lomit Patel, Marketing and Growth Leader

For local businesses, the potential is especially promising. With 66% of shoppers planning to shop locally, visual search bridges the gap between online discovery and offline purchases. Whether customers are seeking a nearby restaurant, retail store, or service provider, engaging visual content helps them make quicker, more confident decisions.

The path to success starts with taking action now. Begin by optimizing your images with descriptive filenames and alt text, and ensure your Google Business Profile is up-to-date. From there, explore advanced tools like augmented reality and AI-powered analytics to further enhance your strategy.

"Visual search optimization isn’t just about rethinking how we approach marketing."

  • Julie Weishaar, Visual Digital Marketing Specialist

This shift demands immediate strategic adjustments to fully capitalize on the opportunities visual search presents.

Businesses that make visual search a cornerstone of their strategy will thrive in the years ahead. As discussed, this technology not only boosts engagement but also seamlessly connects online discovery with offline purchasing. With over 60% of consumers prioritizing visual information over text when shopping online, adapting your approach to meet this demand is no longer optional – it’s essential.

The future of local search is undeniably visual.

FAQs

How can local businesses optimize their images for visual search to improve visibility and engagement?

To get the most out of visual search in 2025, local businesses should prioritize using high-quality, relevant images that resonate with their audience and reflect their services. Start by giving your image files descriptive names, adding detailed alt text, and including captions – these small steps make it easier for search engines to understand and rank your visuals.

Take it a step further with schema markup and by creating an image sitemap. Both help search engines efficiently crawl and index your images, improving their chances of showing up in search results. Don’t forget to make your images mobile-friendly and compress them properly to keep loading times fast without sacrificing quality. Together, these practices can help increase your visibility and engagement in local visual searches.

What new technologies are improving visual search, and how do they make finding local products and services easier?

In 2025, tools like AI-powered image recognition and context-aware algorithms are reshaping how we experience visual search. These advancements don’t just stop at identifying objects – they dive deeper, recognizing elements like style, mood, and even personal aesthetic preferences. The result? Search results that feel more precise and tailored than ever before.

When it comes to discovering local options, these technologies make life easier. By simply snapping or uploading a photo, users can instantly locate nearby products, services, or places that match what they’re looking for. This not only saves time but also personalizes the experience, changing the way people connect with their local surroundings.

How does visual search differ from voice and text search in user intent and conversions, and how can businesses take advantage of these differences?

Visual search is a powerful tool for reaching users who are ready to buy. By spotlighting specific products or images, it naturally aligns with high purchase intent. This means that when businesses use high-quality images, provide detailed product descriptions, and ensure accurate metadata, they often see higher conversion rates.

Voice search, on the other hand, caters more to users looking for information or navigation help. These searches are usually conversational and involve long-tail queries. While voice search might not always lead to instant purchases, it’s great for building stronger connections with users by answering their questions or directing them effectively.

To get the most out of both, businesses should focus on visual search by creating clear, eye-catching content and voice search by using natural language keywords and question-based content. By tailoring strategies to match user intent at different points in their journey, you can drive both engagement and conversions.

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