April 2022: Google multisearch combines photos and words in one search
Covers April 2022. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: Google launched multisearch in April 2022. It let people search in Google Lens using a photo and some text at the same time, for instance a picture of a dress with the word green added. It marked the point where search started to become multimodal, a direction that now sits behind AI Mode and visual shopping.
Picture a homeowner who snaps a leaking radiator valve and wants to know what it is called, or someone who photographs a garden wall they like and wants a similar one built. Visual search makes those journeys possible, so the images on your website start to do real work.
What changed in April 2022?
The feature first appeared as a US beta inside the Google app, aimed mainly at shopping to begin with. A later addition, a near me option, let people look for things available locally.
Why was it relevant to UK businesses?
The businesses best placed to show up in visual searches were those with clear photos, structured data and accurate Merchant Center feeds, whether they were shops or local service firms. Pictures turned into a way for customers to find you, not just something to fill the page.
What to do about it now
- Use sharp, well-lit photos, ideally on plain backgrounds for products, and your own photos of finished jobs.
- Give every image a descriptive file name and alt text.
- Check that your Merchant Center feed and product markup are complete and correct.
Frequently asked questions
What is Google Lens?
It is Google’s visual search tool. Point it at something, or give it a photo, and it identifies objects, text and products.
How should I prepare images for visual search?
Use clear, original photos with descriptive alt text, make sure they load quickly and add product structured data where it applies.
Sources and further reading
Want help with this? Our AI search and GEO service gets your pages and images ready for visual and AI search. Get in touch.
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