Content strategists are always keeping their fingers on the pulse of search engines when it comes to major changes. Now Bing has updated its software for mobile app usage. Those utilising the iPhone search application from Bing will now be able to use an image-based search. This will mean they can use a picture on their phone, or one from the internet to run a search.

The latest feature comes by way of Bing’s version 6.5.1 update for the iOS. Using any image, individuals can conduct a search that will return ‘similar images from the web’. Microsoft explained that this could be useful for a number of means. Firstly, consumers wanting to purchase goods via ecommerce could upload a picture of the item and receive a list of internet locations where the product is available for sale. Meanwhile, people could also use the tool to seek out reviews, information or other relevant details. For content strategists, the placement of images could become even more important due to users landing on pages because of the picture and not keywords.

Using the new tool is simple, and the search feature has been integrated seamlessly into the current app. The search icon is embedded into the app’s home screen and a camera icon will now appear in the lower right corner. An image can then be used from the user’s camera roll, for example. Images are also framed so that the scope can be expanded or narrowed, making it easier for the software to identify the item.

It’s not the first time that image-based searches have been introduced for smartphone apps. In fact, Google debuted ‘Goggles’ in 2009, though it shut down just five years later. However, one of the problems with Google’s search is that it may have been too limited to offer much help to users, providing a very basic identification. Bing aims to provide a far more detailed search engine, scouring the internet for a comprehensive results list for any image uploaded. Though Google provides such a service on the web, they do not have such an option available on iOS.

So far, Bing seems to be focussing its attention on an audience that has just discovered something new for the first time – a pair of shoes or a dress, for example. By taking a photograph, either with their smartphone camera or by downloading an internet picture, they can then search for more information on the item. It’s a similar system to that used by Amazon, that enables people to search based on an image and buy instantly via the ecommerce platform.

Microsoft first released the updated app on April 29th, and it should now be available for download from the iTunes App Store. As of late, there is no news whether the software will also be launched for Android or Windows Phone. The launch comes after Microsoft’s recent release of Word Flow; a one-handed keyboard that provides users with a simple way to swipe, tap and type on their iPhone.