How to Optimise Image Content for Search in 2025

With all the research that I do for my SEO School members, it’s been becoming increasingly obvious that search is undergoing a transformation, and in 2025 optimising image content for search will be crucial for businesses aiming to enhance their visibility in Google product grids, Google Business Profiles, and other platforms.

This guide focuses on strategies tailored for Google Merchant Centre and related services, ensuring images are effectively optimised for search engines.

Understanding the Role of Images in Search

Images play a vital role in search results, especially for e-commerce businesses and local businesses with Google Business Profiles.

 In Google’s product grids, high-quality images can significantly influence click-through rates and conversions. Similarly, in Google Business Profiles, images can attract customers and provide valuable insights into a business’s offerings. Visual content enhances user engagement, making search results more appealing and informative.

For ecommerce brands, this means your product images and videos are often the first impression customers have of your offerings. But it’s not just about aesthetics; how you optimise these assets determines whether your products appear in search results at all.

How Image Content Presents in the SERPs

Throughout the last year there has been a significant shift in the way Google presents images in the SERP results when looking at All results. Using the transactional keyword ‘Scottish Sweets for Christmas’ as an example, no longer are we just seeing Shopping Ads and product and category pages, but we now also see images from ‘sources across the web’

Clicking on each of these images will often, but not always, show you an explanation of what that particular sweet is, often from Wikipedia and then three other sites to either buy or find out more about the sweet from.

Organic search results are still there and in this case, three out of the ten are dominated by Saltire Candy.

Scrolling further down, you will see Google’s product grids. Interesting to note here that out of the 24 products being shown on the page, even though the organic results are dominated by Saltire Candy, none of their images are being pulled through into the grid.  Not enough research has been carried out on this yet, but my initial thoughts are that there is no correlation between organic results and product grids.

The distribution of products in this grid largely belongs to Amazon, with a majority of 9 products. Only one of which is pulling through a review. Quirky Chocolate has 2 products and the rest have one each and are spread across The Scot Box, Joe’s Sweetie Barn, Ocado, Scottish Food & More, The Wee Scottish Shop, Treasure Island Sweets, Waitrose, Tesco, Confectious, Dunelm and Redbrain. Only 1 other review pulling through from Confectious which seems odd to me and something I’ll be keeping an eye on.

Optimising for Google’s Product Grids and Visual Search

Google’s product grids are a game-changer for ecommerce. These visually rich search results allow users to compare products at a glance, making it easier to find exactly what they need. To ensure your products appear here:

1. Use High-Quality Images: Invest in professional photography or clear, well-lit shots.
2. Optimise File Names and Alt Text: Instead of generic filenames like “IMG1234.jpg,” use descriptive names like “traditional-scottish-sweet.jpg.” Pair this with keyword-rich alt text to describe your product for both users and search engines.
3. Leverage Structured Data: Add schema markup to your product pages to help Google understand and display your content accurately.
4. File Size and Load Time: Optimising file size is crucial for fast loading times. Large image files can slow down page speed, negatively impacting user experience and search rankings. Compress images without compromising quality tools like TinyPNG. Also speak to your developer about implementing lazy loading, where images load only when they are visible on the screen as this can also improve page performance.
5. Integrate with Google Merchant Centre: For e-commerce businesses, integrating optimised images into Google Merchant Centre is crucial. Ensure your images meet Google’s requirements for product images, including size, format and background. Align image content with product data to enhance visibility in product grids and improve shopping ad performance.

Enhancing Visibility with Google Business Profiles

Google Business Profiles aren’t just for brick-and-mortar stores anymore—they’re a powerful tool for showcasing your products. To maximise exposure:

1. Include Product Photos: Upload clear, engaging images that highlight your products’ features.
2. Use the Products Section: Take advantage of this feature to list key items directly on your profile.
3. Encourage Visual Reviews: Reviews with user-uploaded images build trust and improve your profile’s appeal.
4. Sign up to Google Merchant Center: To get your products and business to show up across Google, including Google Business Profile.

Practical Tips to Boost Visual SEO

Success with visual content hinges on optimisation. Here are key strategies to implement:

1. Alt Text: Always describe your images with relevant, keyword-focused alt text. This is not only good for SEO but also improves accessibility.
2. Metadata: Include essential metadata for all your visuals. Captions, descriptions, and geotags (when applicable) enhance visibility in search.
3. Video Content: Videos are becoming increasingly important. Ensure they’re mobile-friendly, include subtitles, and are optimised with relevant keywords in titles and descriptions.
4. Structured Data: Implement rich snippets to enhance your search listings with additional details like product reviews, pricing, and availability.
5. Align with User Intent Understanding user intent is essential for effective image optimisation. Consider what users are searching for and tailor your images accordingly. For example, if users are searching for “red running shoes,” ensure your images clearly showcase red running shoes from different angles. Aligning images with user intent improves search relevance and user engagement.
6. Utilise Short-Form and Interactive Content Incorporate short-form videos or GIFs to showcase product features or services dynamically. Interactive content, such as 360-degree product views or image carousels, can enhance user engagement and provide a more immersive experience. These elements can improve dwell time and signal value to search engines.
7. Leveraging Social Media and Visual Platforms
8. Utilise social media platforms like Pinterest and Instagram to promote your visual content and drive traffic to your Google Business Profile or product pages. Encourage user-generated content featuring your products or services. These platforms can boost visibility and contribute to building brand awareness. Keep an eye on search results moving into the following year, Google is starting to pull more social posts into the SERPs

Visual Search in 2025: What’s Next?

As search continues to evolve, staying on top of trends like product grids and visual search is crucial. By optimising your videos and images, you can position your business to thrive in a more visual web. Ecommerce brands, in particular, stand to gain significantly by implementing these strategies.

Advancements in AI and visual search will continue to shape image SEO. Expect increased emphasis on user experience, mobile-first indexing, and the use of structured data for images. Stay informed about emerging technologies like Google Lens and adapt your strategies to remain competitive in the evolving search landscape.

Conclusion

In 2025, image optimisation will be more critical than ever for businesses to succeed in search. By prioritising high-quality visuals, descriptive alt text, optimised file sizes, and AI-powered visual search strategies, you can enhance your visibility and drive engagement. Continuously refine your strategies, stay updated with the latest trends, and leverage the power of images to achieve your business goals.

In the SEO School we work with ecommerce businesses, striving to increase their chances of getting their products shown across Google. By embracing the power of visuals, optimising strategically, and connecting with your audience in ways that were never possible before it’s an exciting time to be optimising your site.