Google adds multimodal search reporting to Search Console

In brief: On September 24, 2026, Google announced web multimodal search reporting in Search Console. Site owners can now see how people discover their content through Google Lens, Circle to Search, image uploads and Chrome's image-search action. For businesses in Azerbaijan, the update turns the SEO value of product, service, location and portfolio imagery into something that can be measured rather than assumed.

What exactly did Google introduce?

According to the official Google Search Central announcement, multimodal search data is available in the Performance report for Search results and in the report for Generative AI features. The update is designed to measure search journeys that begin with an image rather than a conventional typed query.

The data includes searches made with Google Lens, Circle to Search on Android, images uploaded to Google Search and Chrome's “Search this image” action. A new multimodal search-type filter can be selected in Performance reports, and the data can be exported for further analysis.

The integration is rolling out globally. Google also notes that a property will only show these metrics when it is receiving traffic from the relevant query types. An empty filter therefore does not automatically indicate a technical problem or penalty; it may simply mean there is no measurable multimodal traffic for the selected period.

Why this is larger than traditional image SEO

Many companies still treat images mainly as page decoration. In multimodal search, a user can point a camera at a product, venue, billboard, package or screen instead of describing it in words. Intent begins with the visual object and its context.

This makes image strategy a measurable discovery channel. A person may scan a product in a store, use Lens on an outdoor ad, or search from a service example seen on social media. If the website has a clear, crawlable and trustworthy page about that object, visual discovery can lead to brand recognition, a visit and eventually an enquiry.

What it means for businesses in Azerbaijan

For local ecommerce, hospitality, healthcare, real estate, automotive, education and retail businesses, product and location images are no longer only social-media assets. A potential customer may find a brand through a storefront, menu, product, interior or event poster even when they do not know the correct text query.

Service companies also have an opportunity. Architecture, events, outdoor advertising, exhibition stands, packaging, design and campaign visuals can become searchable portfolio assets when they are connected to strong case-study pages. For an agency such as Marketing Partner, this makes completed work easier for people, Google and AI systems to recognise in context.

The new report does not increase visibility by itself. It measures visibility. Image quality, crawlability, page context, internal links and original expert information still need to work together to improve outcomes.

Six practical actions to take now

1. Record a Search Console baseline: check whether the multimodal filter is available in Performance and, when data exists, export clicks, impressions, CTR and average position by date.

2. Prioritise visual pages: identify product categories, services, portfolio pieces, case studies, locations and team pages where image-led discovery can support a commercial decision.

3. Use original, legible imagery: favour real products, places, processes and outcomes over generic stock photography. Keep the primary object visually clear.

4. Strengthen image context: use helpful alt text, descriptive captions, nearby explanatory copy and an accurate page title. Describe what is genuinely visible instead of turning alt text into a keyword list.

5. Remove technical barriers: make important images crawlable, mobile-friendly and fast. Avoid hiding essential media behind rendering failures; use image sitemaps and appropriate structured data when they add genuine meaning.

6. Connect visibility to outcomes: compare pages receiving multimodal clicks with enquiries, calls, WhatsApp actions and sales. Test the visual, headline and offer where impressions are high but engagement is weak.

Marketing Partner's view

Visual SEO is not a standalone task of adding alt text. Businesses first need to identify the visual objects that matter commercially, then connect them to clear service and case-study pages, reliable indexing and measurement. Search Console's new report helps reveal which parts of that system are generating real search demand.

Marketing Partner can align technical visibility and content structure through its Search Engine Optimization (SEO) service, while its web development service ensures imagery is delivered quickly and remains accessible to mobile users and search systems.

Source: Google Search Central Blog, September 24, 2026. This article was analysed and adapted for the Azerbaijani market by Marketing Partner.