Search Console Adds Multimodal Filter for Image Traffic

What Happened

Google Search Console recently rolled out a new multimodal filter in its Performance report, allowing site owners to see how traffic generated from image‑based searches—such as Google Lens, Chrome’s “Search this image,” and Android’s Circle to Search—impacts their visibility. The update, announced on the Search Central blog, is now available worldwide and is automatically applied to any site that receives traffic from these image‑search methods.

Key Details

• Where to find it: In the Performance report under the “Web” search type, select the new “Multimodal” filter. The report now splits Web traffic into “Text‑based” and “Multimodal.”
• What data is shown:

- Impressions, clicks, click‑through rate (CTR), and average position.

- No query data is available, because image searches rarely contain text.

• Coverage: The filter tracks traffic from:

- Google Lens (camera or app).

- Circle to Search on Android.

- Image uploads to Google Search.

- Chrome right‑click “Search this image.”

• Generative AI reporting: Google will also roll this multimodal view into the new AI performance report, which counts impressions rather than clicks.
• Audience: Only sites that actually receive image‑search traffic will see the multimodal metrics; if your site has none, the filter will be blank.

What It Means For Your Business

1. **See the Power of Visual Discovery**

If customers are finding your store or product by snapping a photo or clicking “Search this image,” you’re missing a key channel. The multimodal filter tells you exactly how many people are arriving through these methods, what pages they land on, and how they behave.

2. **Optimize Your Image SEO**

• Image metadata: Ensure alt text, file names, and structured data are clear and descriptive.
• High‑quality visuals: Use sharp, relevant images that match what users are likely to search for.
• Rich results: Implement schema for products, local businesses, and recipes to appear in image carousels.

3. **Improve Local Visibility**

Local businesses often benefit from image searches—think “best coffee shop near me” or “Italian restaurant in downtown.” By tracking multimodal traffic, you can:

• Identify which locations are showing up in image results.
• Adjust your Google My Business photos and portfolio.
• Tailor content to match the visual queries your audience uses.

4. **Align With AI‑Driven Search**

AI tools such as ChatGPT, Gemini, and Perplexity increasingly rely on image‑based data to answer user questions. If your images are discoverable, those AI agents are more likely to cite your content. The multimodal filter is the first step to ensuring your visuals are indexed and ranked.

5. **Actionable Next Steps**

1. Audit your current image assets—size, alt tags, structured data.

2. Set up the multimodal filter in Search Console and monitor trends over the next 30 days.

3. Adjust your content strategy: add new images, update old ones, and promote them on social media.

4. Use the data to inform paid media campaigns—e.g., Google Ads image campaigns can target high‑performing visual queries.

6. **Get More Visibility with the Webinar**

To dive deeper, register for the upcoming webinar “Get Your Locations Recommended by Google AI.” The session covers practical tactics for boosting your presence in AI‑driven image search and includes real‑world case studies from local brands.

Bottom Line

The multimodal filter is a game‑changer for local and small businesses that want to stay ahead of the evolving search landscape. By turning on this feature, you unlock a new layer of data that tells you how images are driving traffic and citations—information that can be directly translated into higher rankings, more foot traffic, and increased revenue.