Google Images & Discover Still Skip JPEG XL – What Small Businesses Need to Know

What Happened

On October 15, 2026, Google Search Advocate John Mueller addressed a pressing question among webmasters on Bluesky: Are JPEG XL images eligible for display in Google Images and Discover? The answer is clear—no. JPEG XL is not supported for image results or preview cards in Google’s visual search platforms.

This announcement comes at a significant time, as major browsers are finally adopting the format. Chrome 155 began stable support on October 6, following a gradual rollout that started on September 23. Firefox also joined the movement with version 158 released on October 13. However, Google’s image indexing process has yet to catch up with these advancements.

Key Details

• Mueller’s statement: In a Bluesky discussion, Mueller referenced Google’s Image SEO guide and stated, “FWIW if you’re hoping to get images shown in Google Images & as previews in Discover, etc – JPEG‑XL is currently not supported.”
• Picture element workaround: Mueller highlighted that using a JPEG XL image within a <picture> element, alongside a fallback <img> tag, allows search engines to index the fallback image. This enables you to utilize the modern image format for compatible browsers while ensuring a fallback for Google.
• Chrome & Firefox rollout: The stable release of Chrome 155 began on October 6, as announced on the Chrome Releases blog. Firefox 158 was released on October 13, featuring native decoding for JPEG XL.
• No official roadmap: Google has not provided a timeline for when JPEG XL support will be integrated into its image index. The company continues to focus on formats that currently dominate the web, such as WebP, AVIF, and traditional JPEG.

What It Means For Your Business

1. **Stay Visible in Google Images & Discover**

For local businesses, including shops and service providers, Google Images and Discover serve as significant sources of traffic. If your visuals are exclusively in JPEG XL format, they will not appear in these channels, potentially limiting your brand’s exposure.

2. **Performance vs. Reach Trade-off**

JPEG XL offers 30-50% smaller file sizes compared to traditional JPEG images, while also enhancing visual quality. This improvement can lead to faster page load speeds—a crucial ranking factor. However, the reach penalty of not appearing in image previews might outweigh these speed benefits, especially if you depend on visual search traffic.

3. **Implement a Dual-Format Strategy**

To safeguard your visibility today, consider serving both image formats:

• Use a <picture> element with a JPEG XL source for modern browsers.
• Include a fallback JPEG or WebP within the <img> tag for older browsers and Google’s crawlers.

html

<picture>

<source srcset="/images/product-xl.jpgxl" type="image/jpegxl">

<img src="/images/product-fallback.webp" alt="Your Product Name" loading="lazy">

</picture>

This method ensures optimal performance for users of Chrome and Firefox while allowing Google to index the fallback image.

4. **Monitor AI-Powered Search Results**

Tools like Riva from VisibilityAI can help you track your images in Google Images and Discover. Set alerts for high-value product images to promptly add a fallback if necessary.

5. **Future-Proof Your Content**

Stay updated by following Google’s Webmaster Central Blog and John Mueller’s updates on Bluesky. When Google does enable JPEG XL support, you’ll be ready to transition to these smaller files without compromising your visibility.

Action Checklist for Small Business Owners

• Audit your image library: Identify any JPEG XL files on your product pages, blog posts, or landing pages.
• Add fallback images: Utilize <picture> tags with JPEG or WebP fallbacks.
• Test with Google’s Rich Results Test: Ensure that Google can access the fallback image.
• Track performance: Use PageSpeed Insights to verify load-time improvements and VisibilityAI to monitor image rankings.
• Stay informed: Follow John Mueller and consult Google’s Image SEO documentation for any updates.

Why It Matters

Visibility in AI-Driven Search

For businesses reliant on visual discovery—like restaurants showcasing their culinary creations, retailers displaying products, or local services promoting their work—Google Images and Discover remain vital traffic sources. AI assistants such as ChatGPT, Perplexity, Gemini, and Google AI Overviews leverage Google’s image index to generate visual responses. If your JPEG XL images are not indexed, they become invisible to AI, eliminating a crucial avenue for discovery.

Credibility and Trust

High-quality imagery enhances consumer confidence. When AI-driven platforms feature sharp, relevant thumbnails, users associate that professionalism with your brand. In contrast, missing images can imply outdated or incomplete content, which may undermine trust.

Competitive Edge

Many small businesses continue to rely on traditional JPEGs. By adopting a dual-format strategy now, you can achieve faster page loads (a positive ranking factor) while maintaining visibility. Competitors who overlook the importance of fallbacks risk losing image SERP traffic and AI references, giving you a distinct advantage.

FAQs

• Q: Can I completely abandon JPEG XL until Google supports it?

A: While you can opt for that route, you’ll forfeit the performance benefits. A dual-format approach provides the best of both worlds.

• Q: Will Google ever support JPEG XL?

A: Google has yet to announce a timeline. Stay tuned to official channels for updates.

• Q: Does the <picture> element negatively impact SEO?

A: No. As long as the fallback <img> includes appropriate alt text and is crawlable, Google will index the image.

• Q: How can I check if Google is recognizing my fallback image?

A: Use the Google Rich Results Test or Search Console URL Inspection to see which image Google extracts.

• Q: Will AI chat tools still display my JPEG XL image if I use a fallback?

A: Yes, AI tools reference the images indexed by Google (the fallback), ensuring your visuals appear in AI-generated responses.

---

Prepared by VisibilityAI’s editorial team to help local businesses stay ahead in the evolving AI-search landscape.