Google Search Console’s Multimodal Search Data: The SEO Playbook
If you’re serious about SEO in 2024, there’s no ignoring the new multimodal search data in Google Search Console. Google is pushing visual and image search harder than ever, and Search Console now lets you see exactly how your images and visual assets perform in Google Lens, Circle to Search and related visual experiences.
This shift isn’t just a side feature. It’s a sign that search isn’t only about blue links and keywords anymore. As someone who lives and breathes Search Console SEO, I’ll break down what’s changed, how to use these new reports, and why you need a visual SEO strategy now, not in two years when your competitors have already figured it out.
TL;DR
- Google Search Console now tracks multimodal search data, including Google Lens and Circle to Search.
- You can monitor how images and visual content drive search traffic, not just text-based queries.
- Optimizing images and visual assets is essential for real SEO visibility in 2024 and beyond.
- The new reports help you spot visual SEO opportunities and fix what’s holding back your image search performance.
Introduction to Google Search Console’s Multimodal Search Data
Google Search Console’s new multimodal search data gives SEOs real insights into visual and image-based queries, like those from Google Lens and Circle to Search. This helps you understand how visual content drives search traffic, so you can optimize images and assets for better search performance.
What is Multimodal Search?
Multimodal search means users can search with images, screenshots, text or even combinations, think highlighting part of an image or circling something on your phone. Google Lens and Circle to Search are live examples, letting people get answers without typing a single word.
Why Multimodal Search Matters for SEOs
I’ve seen too many B2B brands treat image SEO as an afterthought. That’s a mistake. When Google reports that billions of Lens searches happen monthly (official Google blog), you know this isn’t a niche feature anymore. If your site’s images aren’t discoverable or optimized, you’re invisible to a growing slice of searchers, even if your pages rank for text queries.
Core Features of Google Search Console for SEO Monitoring
Traditional Search Performance Metrics
Google Search Console has always been the home base for monitoring search traffic, clicks, impressions, CTR and rankings. The Performance report breaks down which queries drive visits, what pages perform best, and where you see growth or drops over time.
Indexing and Coverage Reports
Beyond performance, Search Console shows if your content is indexed, which pages have issues, and whether Google can crawl your site efficiently. Indexing status and coverage errors are still foundational, if Google can’t see your content, it won’t rank. This matters just as much for images as for pages.
Understanding the New Multimodal Search Reports
Visual Search Data Insights
The new multimodal section in Google Search Console now includes data from visual searches: image queries, Google Lens interactions, and Circle to Search actions. You’ll see impressions, clicks, and rankings for these search types alongside your traditional performance metrics.
Image Search Metrics Explained
Let’s get clear: Image search metrics aren’t just how many people view your images. They show which images appear for relevant queries, how users interact with them, and which visuals drive real site visits. You can spot which image types, file formats, or alt texts perform best and where your visuals are missing out.
| Metric | Traditional Search | Multimodal Search |
|---|---|---|
| Impressions | Page appears in SERP | Image displayed in Lens/Circle to Search/Image results |
| Clicks | User clicks organic result | User taps on visual result or lands on page via image search |
| CTR | Click-through rate for text results | Click-through rate for images/visuals in multimodal experiences |
Interpreting Google Lens SEO Data
This is where things get interesting. Search Console lets you see which images are picked up by Google Lens and drive visits or engagement. If your product images, infographics or screenshots aren’t optimized, you’ll see low impressions or CTR. When you start improving metadata, compressing images, and using structured data, you’ll notice a direct bump in those metrics, which I’ve confirmed with several B2B SaaS sites I work with.
SEO Strategies for Multimodal Search Optimization
Optimizing for Google Lens and Circle to Search
To rank in visual search, you need to think about images the way you think about copy. Google Lens SEO means your images must be clear, relevant, unique, and fully described. Circle to Search allows users to select any part of an image or screen for search, meaning your images need context and supporting text.
- Use descriptive file names (not image123.jpg, but ‘google-search-console-multimodal-report.jpg’).
- Add alt text that’s honest and keyword-relevant, don’t stuff, but do describe the image for both users and Google.
- Use structured data like ImageObject schema to help Google interpret your visuals.
- Place images near relevant copy, so Google gets the context when surfaces in search.
- Optimize image size and format for fast loading, WebP is my current go-to for quality and speed.
Enhancing Visual Content for Better Search Performance
Beyond technical fixes, focus on visual quality and relevance. The better your visuals match real user needs, the more likely you’ll get surfaced in Lens and Circle to Search. I’ve seen engagement jump after swapping out generic stock photos for original graphics or annotated screenshots, especially in B2B case studies and guides.
Want more on this? My post on SEO & AI Search Optimisation breaks down modern search engine expectations for all content types, not just text.
Practical Steps to Use Multimodal Data in Search Console
Accessing and Navigating Multimodal Reports
To access these reports, open Google Search Console and look for new filters in the Performance section. You’ll see options for Search type: Web, Image, Video and “Visual Search”. Select Visual Search to drill into how image-based queries perform. You can break down by queries, pages, countries and devices just like with other reports.
- Log in to Google Search Console.
- Go to Performance and select Visual Search or Image Search in the filter dropdown.
- Review impressions, clicks, and CTR for your visual content.
- Identify top-performing images and those with low CTR or impressions.
Actionable Recommendations Based on Data
Here’s how I typically act on this data for clients:
- Update alt text for underperforming images to include relevant keywords and context.
- Replace low-quality or generic images with custom illustrations or product photos.
- Add structured data where missing, especially for product or how-to visuals.
- Test different image formats for faster load and better rendering on mobile.
- Check which images appear in Google Lens and Circle to Search, then double down on what works.
Need a framework to measure success? My guide on how to measure SEO performance when Google doesn’t send the click covers what metrics to track in the zero-click and visual search era.
Key Takeaways for Visual and Multimodal Search SEO
- Google Search Console now provides detailed insights into visual and image-based search performance.
- Visual SEO isn’t optional, image optimization drives real traffic from Google Lens and Circle to Search.
- Good alt text, structured data and image quality directly impact visibility in these newer search channels.
- Regularly reviewing the multimodal reports will surface SEO opportunities your competitors probably miss.
Frequently Asked Questions
What is multimodal search in Google Search Console?
Multimodal search in Google Search Console refers to data from non-text-based searches, such as image, visual or Google Lens queries. This helps you see how your visual content performs in Google search and identify ways to boost image-driven traffic.
How can I use Google Lens SEO data in Search Console?
Google Lens SEO data in Search Console shows which images are surfaced through Lens and visual search. Use this data to spot top-performing visuals, update alt text, and improve image quality or structure to increase impressions and clicks from visual queries.
What is Circle to Search and how does it affect SEO?
Circle to Search lets users select a part of their screen (like circling an image) to trigger a Google search. It expands visual search opportunities and means your images, graphics and screenshots can be surfaced in context, not just in image results. SEO now needs a strong visual strategy.
How does visual search data impact my website’s performance?
Visual search data highlights how much traffic your images drive. By optimizing images and tracking their performance, you can uncover new SEO wins, boost engagement, and gain visitors from channels that aren’t just traditional web search.
How do I access multimodal search reports in Google Search Console?
In Google Search Console, head to the Performance section and use the ‘Search type’ filter to select Visual Search or Image Search. This lets you see impressions, clicks, CTR and more for your site’s visual content.
Can Google Search Console help optimize image search rankings?
Yes. Search Console’s image and visual reports show how your images perform, making it easier to improve alt text, structured data, and quality. This data is essential for climbing the rankings in both classic image search and newer visual experiences.
What are the best practices for SEO with multimodal search data?
Use descriptive, keyword-relevant alt text, structured data, and clear file names. Regularly review Search Console’s multimodal reports to spot and fix underperforming images. Always prioritize image quality and context on your pages.
Ready to Make Visual SEO Work for You?
Google Search Console’s multimodal data isn’t just a shiny new feature, it’s the future of search visibility. If you want practical help building a visual SEO strategy that delivers results, check out my AI automation services or reach out for a consult. Let’s put your images and content in front of more real buyers. And if you want to swap ideas or stories, connect with me on LinkedIn any time.
