February 27

How to Use Google Lens for Digital Marketing

Online marketing


Google Lens looked like a failed experiment that the Alphabet company would quietly kill. It did not do much and took up valuable storage space. But now Google Lens is one of the most versatile tools on any Android device. Using their phone camera, users can do everything from scanning QR codes and shopping to translating texts in any foreign language.

This is why companies are now looking at ways in which they can harness the marketing potential of Google Lens. And you should do the same. As we will show, optimising your products for Google Lens is not difficult at all, but part of the usual SEO best practices.

How Widespread Is Google Lens?

First of all, let us explain just how widespread Google Lens is. For the beginning, it is available for Google Image searches on both the desktop and mobile platforms. Secondly, according to statistical data, there are 3.3 billion Android users in the world. This gives the open source mobile OS created by Google a market share of 71.64%.

Going local, Statista estimates Android holds 53.6% of the market share in Australia. This means that more than half of the Australian smartphone owners have access to Google Lens.

What Can People Do with Google Lens?

We hinted at a few capabilities of Google Lens in the beginning of this article. However, now it is time to go in detail. You need to know what Google Lens can do in order to understand its marketing potential, right?

Thus, here are the most recent capabilities of this AI powered camera tool:

1. Learn What Objects Are

Is that a fancy hat or a purse? With Google Lens you will not make an embarrassing mistake. Just point the camera at the item, and you will find out what it is. At the present, the tool is capable of identifying almost any natural or manmade item.

For example, if you point the camera at a flower, you will get its common and scientific name, as well as its indigenous area.

2. Get Instant Translations

People who travel abroad will not have any problem understanding signs and notices in the native language. When they activate Google Lens and point the camera, Google identifies the language automatically and provides a translation in the user’s language.

This is extremely helpful when looking for products sold on foreign online stores.

3. Find Products Online

Years ago, if you liked someone’s shoes or purse, you had to approach them and ask them where they bought the item from. You could get an honest answer or a rebuke. No need for socially awkward situation with Google Lens.

You can discreetly take a photo of the shoes and purse, and Google Lens shows you a series of very close matches that you can buy online.

4. Scan QR Codes

Until recently, Android users had to install a special app for scanning QR codes. This would take up storage space while doing just one thing. Now users can free up space and use Google Lens as QR code reader.

How Can You Make Your Products Show Up on Google Lens

The best way of using Google Lens for marketing is optimising your product pages so that they show up in user searches. If your product is a good match for an item someone saw and liked, the chances are that they will buy it from your store.

Here are some helpful tips to follow:

1. Use Clear and Descriptive Image Titles and ALT Text

When you upload images on your site and you have the YOAST SEO plugin, you will see several text fields. These are:

  • Title
  • ALT Text
  • Caption
  • Description.

Ideally, you should fill in all of them – each text will be unique – but you must at least set a title and ALT text for the photos. In order to help Google Lens identify the item in the photo and make a match, make sure that the description is detailed.

For instance, a pair of shoes should have a description such as: “women’s red leather shoes with high heels, peep toe, and strap”. It feels that it is super detailed, but this is exactly what Google Lens needs.

2. Choose Relevant Keywords for Product Descriptions

You should pay more attention than ever to the keywords you use in product descriptions, photo titles and ALT texts. They must be extremely relevant to the product. This is the only way of getting your products matched with user searches.

The AI behind Google Lens relies on the same elements that Google uses in showing relevant search results on its SERPs.

3. Use High Quality Photos

Google Lens is not relying only on words, but also on the images themselves. Thus, you must invest in high quality and detailed photos for your products. They should showcase the product from every angle, allowing the AI behind Google Lens to recognise the item and match it to the image a user captured with their phone camera.

4. Optimise Product Pages for Mobile Browsing

Last, but not least, Google Lens is mostly used by mobile phone users. If they find a good match and land on a site that is not optimised for mobile browsing, they will go back and look for another recommendation.


AI is increasingly used by Google in its tools and products. Google Lens is just one of the ways in which users can harness the power of AI to search for information and products.

For businesses, Google Lens is a very useful marketing tool. As we explained in this article, you do not have to do anything special beyond applying the best practices in SEO and digital marketing for product pages and photos.

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