Reverse Image Search: When a Lead Isn’t the Answer (Yet)

Every so often a photo gets released that captures the attention of both the public and professionals alike. It’s typically grainy, low-res, and surrounded by questions. Who is this person? Where were they? What do they know?

Victoria Police recently released a public appeal asking for help to identify a man photographed at a major event. The image wasn’t high quality – slightly blurred and taken in motion – but it was clear enough that anyone who knew him would likely recognise him straight away. For those familiar with OSINT, it posed an immediate question: Even if no one comes forward, could a stranger identify him using alternative methods?

Using a reverse image search – a simple but powerful open source technique – we were able to generate a possible lead within seconds. A visually similar image turned up on a completely unrelated website, captured in a different context at a prior event. That second image included details not present in the original – specifically, his full name and casual football team.

Just like that, the investigative thread had a name to pull on.

But here’s where things get important. That kind of match isn’t confirmation. It’s not proof. And it absolutely does not imply guilt.

What it does offer is a starting point. A breadcrumb. Something that can be verified, cross-checked, and, if appropriate, referred through formal investigative channels. And that’s exactly how it should be used.

At Online Investigations Pty Ltd, we often work quietly behind the scenes, helping law firms, insurers, and professional clients track down individuals connected to sensitive matters. Reverse image search is one of many OSINT tools in our kit – and when it’s used responsibly, it can help locate a witness, confirm someone’s presence at a particular time or place, or connect dots that would otherwise stay scattered.

But we’re cautious for good reason. OSINT findings can be misunderstood or misapplied. One image match might look convincing, but without proper context or verification, it’s just as likely to mislead. That’s why every promising lead is just the beginning – not the conclusion.

So yes, reverse image search can be fast. It can be surprisingly accurate. But the real work begins after the hit.

Because good investigators don’t jump to answers – we build them, brick by brick.

The content of this article has been generated with the assistance of artificial intelligence (AI). All case studies and examples presented herein have been deidentified or are a combination of different cases unless explicit consent has been provided by the individuals involved