What: Multisearch allows users to combine photos and keywords to optimize their shopping searches.

Why it is important: Competition is likely to increase as Google’s visual search function connects users to alternative products and may facilitate a rise in counterfeit products and dupes. SEO strategies will need to change as image search surpasses the reliance on keywords.

Google’s ‘Multisearch’ allows users to search for products by combining images with text keywords that can refine their search for products. Consumers no longer have to memorize product names or request information from influencers or pedestrians who are wearing garments they wish to purchase. Simply uploading a photograph or screenshot and typing preferred colours and retailers will allow consumers to optimize their shopping searches.

Google reported that 68% have taken a screenshot of a product they were interested in, and 70% of these then proceeded to purchase it. However, 66% reported a desire for finding more variations of colour or print.

Experts warn that consumers may become reliant on advanced search functions that prioritise the appearance of a product over the brand or quality of the material leading to an increased demand for fast fashion imitations.

Successful brands and retailers will be investing in product imagery and training merchandising teams in order to create robust and compelling product visuals for the different SKUs they sell.

Google’s Multisearch function alters SEO