Google Circle to Search: optimising your content for visual search queries
- eKim Commerce
- Feb 11
- 3 min read
User search behaviour is continuing to evolve. Google Circle to Search is gaining traction as a tool for users to explore the web visually. Currently there are 100M devices equiped with Circle to Search technology, and Google plans to rollout the feature on another 100M by the end of the year, providing business a new opportunity to attract traffic by optimizing their content to cater to visual and AI-driven searches. This eCommerce blog investigates how SME businesses can optimise for Circle to Search traffic.
What is Google Circle to Search?
Circle to Search is a feature built in Andoid phones that allows users to visually search for information by circling content in images they view or uploading to Google Lens. By simply circling an object in an image or a video, users can search for similar items, get more information, and even shop for products.
Circle to Search bridges the gap between visual inspiration and actionable results. With its integration into Google Lens and widespread use on smartphones, this tool is quickly becoming a go-to for eCommerce and visual content discovery.
What are the benefits of Google Circle to Search?
Convenience: Users can search without typing, drawing circles directly on images to find relevant products or information.
Speed: The process is faster and more intuitive than text-based queries.
Enhanced Search Capabilities: Users can combine Circle to Search with traditional text queries to refine results. For example, they might circle a product and add a text search for "best prices near me."
For businesses, this means visibility in an entirely new type of search experience.
How to prepare your SME businesses content for Circle to Search Queries?
Step 1: Understand How Queries Generate Visual Results
Visual and video content are key drivers for Circle to Search visibility. SME businesses can optimise their content for Circle to Search queries by:
SEO Tools: Use platforms like SEMRush to identify keywords driving image and video search results.
YouTube Research: Analyze related searches, autocomplete suggestions, and top-performing video keywords.
Google Keyword Planner: Uncover terms that relate directly to your products and optimize visual content around them.
Traffic Analysis: Evaluate the search terms bringing traffic to your website, ensuring they align with your visual content strategy.
Conduct Keyword Research for Visual Content
Identify what potential customers might search for when looking for products like yours. Use these insights to enhance your metadata, descriptions, and alt text for images and videos.
Step 2: Optimize for Circle to Search as an eCommerce Brand
Optimizing Visual Content
High-Quality Images: Ensure all images are high-resolution and showcase your products effectively. Conduct audits to identify gaps and create additional photos or videos as needed.
Engaging Media: Use videos, such as product demonstrations or tutorials, to bring your content to life. Use Google Keyword Planner to identify terms that relate directly to your products and optimize visual content around the - notable 'tutorials', 'demonstrations' and 'secondary uses'.
Metadata: Include keywords, descriptions, and alt tags to help Google understand and rank your visual content.
Optimizing Your Website
Content Audits: Regularly review your website to identify opportunities for improving visual content.
Answer Engine Optimisation: Create content that answers questions directly to appear in Google snippets and AI overviews.
Mobile Optimisation: Ensure fast load times, responsive design, and user-friendly navigation for mobile users.
Enhancing Product Listings
Add detailed descriptions, high-quality images, and relevant keywords to shopping platform listings.
Personalise product pages using insights from popular search queries.
Using Google Shopping Ads
Focus ad investments on key products likely to appear in Circle to Search results.
Ensure your product feed is optimise - several images, keyword rich titles & descriptions and populated features.
Run targeted campaigns to maximize visibility and drive conversions.
Leveraging Multi-Search and AI Insights
Complex Query Optimization: Address multi-search capabilities by answering both visual and text-based questions about your products.
AI Insights: Create comprehensive, authoritative content to ensure your business is featured in Google's AI-powered overviews.
Will Circle to Search grow?
There have been a few failed dawns in adopting tech into search behaviour - notably voice search which was slower to take off than anticipated. However, the with its rapid adoption across devices and the convenience it offers users, Google Circle to Search is already reshaping how users discover content. Brands that prioritise visual content, optimize for AI-driven queries, and adapt their eCommerce strategies will stay ahead in this increasingly competitive space.
By following these steps, your business can harness Circle to Search to drive traffic, increase engagement, and ultimately boost sales.
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