Google has added a new Multimodal search filter to Google Search Console. The update separates visual search activity from traditional text-based web search.

What Is Web: Multimodal Feature in Google Search Console?

Web: Multimodal reports search traffic generated when users start their search with visual input instead of typing a query.

This includes searches made through Google Lens, Circle to Search on Android, uploaded images and image-based searches in Chrome.

For example, a user can use their smartphone camera to identify a product or object and continue the search through Google. Search Console now includes this activity under the Multimodal search type.

Where to Find Multimodal Search Data

Go to:

Google Search Console → Performance → Search Results → Search Type → Web: Multimodal

The report provides data for:

  • Clicks

  • Impressions

  • CTR

  • Position

  • Device

  • Country

  • Page

Why It Matters for Ecommerce

Multimodal search provides a separate view of visual discovery for ecommerce websites.

SEO teams can identify which product pages, category pages and other URLs receive traffic from multimodal searches.

This creates a direct comparison between:

Text Search vs Multimodal Search

What Should SEOs Analyse?

1. Top URLs

Identify pages receiving the most multimodal impressions and clicks.

2. Device

Compare mobile and desktop performance.

3. Country

Review performance across different countries and markets.

4. Page Type

Group URLs into:

  • Product pages

  • Category pages

  • Brand pages

  • Blog posts

  • Guides

5. User Behaviour

Compare Search Console data with GA4 to review engagement, conversions and purchases.

Check the Pages Behind the Data

When a page shows different performance in multimodal search, review:

  • Image coverage

  • Image context

  • Product information

  • Structured data

  • Merchant Center data

  • Page structure

  • Content relevance

Do not attribute the difference to images alone. Compare the search population, competing URLs and device mix before making SEO changes.

Build a Multimodal SEO Baseline

Use the same date range for text and multimodal search and compare:

Search Type → URL → Page Type → Device → Country → Clicks → Impressions → CTR → GA4 Behaviour

Continue tracking the data over several weeks to identify consistent patterns.

Final Takeaway

Google Search Console’s new Web: Multimodal filter provides a separate view of visual search performance.

For ecommerce websites, SEO teams now have a clearer way to compare visual discovery with traditional text search and understand which pages receive visibility from each search type.

The process is simple: separate the data, build a baseline and analyse the pages behind the results.