Alt Text: Best Practices For SEO And Accessibility

What Is Alt Text?

Alt text, or “alternative text,” is a short, written description added to images on a web page.

It serves two main purposes:

1. Helping people who cannot see the image understand what it represents; and
2. Providing information when an image fails to load.

Unlike captions, which are visible on the page, alt text is embedded in the HTML code and typically isn’t seen by users. However, screen readers and search engines rely heavily on alt text to interpret the image’s content.

Alt text is not just a technical requirement but a key component of an inclusive web experience.

By including well-written alt text, you ensure that all users, regardless of their abilities, can fully engage with your content. This makes alt text an essential part of both web design and content creation.

Why Alt Text Matters For Accessibility

Alt text is a crucial element in making your website accessible to everyone, including people with visual impairments.

When someone uses a screen reader to browse a website, the reader reads out the alt text to describe the images. This enables users who cannot see the images to understand their context and relevance to the content.

Beyond legal and ethical considerations, providing accurate and meaningful alt text is about creating an inclusive digital environment.

Websites that fail to include alt text or provide poor descriptions may exclude a significant portion of their audience, leading to a negative user experience.

Proper alt text also aligns with web accessibility guidelines, which many organisations are required to follow by law.

SEO Benefits Of Using Alt Text

Alt text isn’t just important for accessibility; it also plays a significant role in search engine optimisation (SEO).

Search engines like Google can’t “see” images in the same way humans can, so they rely on alt text to understand what an image represents.

When you include relevant keywords in your alt text, it can help improve your image’s ranking in search results, particularly in image search, which can drive more traffic to your website.

Moreover, alt text contributes to your website’s overall SEO.

Well-written alt text that accurately describes an image provides search engines with more context about the content on your page, potentially boosting your page’s ranking in search results. This makes alt text a valuable tool for both accessibility and SEO.

Best Practices For Writing Effective Alt Text

Writing effective alt text involves more than just describing an image. It requires a balance between being descriptive and concise, ensuring that the text is useful for both accessibility and SEO purposes.

Here are some best practices:

• Be Descriptive Yet Concise: Describe the essential elements of the image without going into unnecessary detail. For example, instead of saying “dog,” you could say “Golden Retriever playing fetch in a park.” This gives a clearer picture while keeping the description short.
• Use Keywords Wisely: If relevant, include a keyword in your alt text, but ensure it fits naturally. The primary goal is to describe the image accurately, so don’t force keywords where they don’t belong.
• Avoid Redundant Phrases: There’s no need to start with phrases like “image of” or “picture of” because it’s already understood that the alt text is describing an image. Jump straight to the description.
• Consider the Context: Tailor your alt text to the image’s role on the page. If the image supports specific content, your description should reflect that context.

Effective alt text enhances both user experience and SEO, making it a critical element of web content creation.

Common Mistakes To Avoid With Alt Text

Even though alt text seems straightforward, there are common mistakes that can undermine its effectiveness:

• Keyword Stuffing: Overloading your alt text with keywords can make it sound unnatural and may even hurt your SEO. Keep the description relevant and straightforward.
• Leaving Alt Text Empty: Not including alt text at all is a missed opportunity for both accessibility and SEO. Always provide a description unless the image is purely decorative.
• Over-Describing: Adding too much detail can overwhelm the user and make the alt text less effective. Focus on what’s important for understanding the image in the context of the page.
• Using Alt Text for Decorative Images: Decorative images don’t add any information or context to the content, so it’s best to leave their alt text empty or mark them as decorative. This tells screen readers to skip over these images, improving the browsing experience for users with visual impairments.

When Not To Use Alt Text

Not all images require alt text.

For instance, purely decorative images that don’t contribute to the page’s content or context should have empty alt text attributes. This tells screen readers to ignore the image, allowing users to focus on the important information.

However, for functional images — such as buttons, icons, or images that convey important information — alt text is essential. In these cases, the alt text should describe the image’s function or the information it conveys.

Advanced Tips For Alt Text Optimisation

Once you’ve mastered the basics, you can take your alt text to the next level with these advanced tips:

• Describe Complex Images: For images like charts, infographics, or diagrams, the alt text should summarise the key information. If the image is too complex to describe in a short sentence, consider providing a longer description elsewhere on the page or using an extended alt text.
• Test Your Alt Text: Use tools that allow you to hide images and display only the alt text to see if the page still makes sense. This can help you refine your descriptions and ensure they are effective.
• Regular Audits: Periodically review and update the alt text on your site, especially if the content or images have changed. Keeping your alt text relevant ensures that both users and search engines have the most accurate information.

Examples Of Well-Written Alt Text

Here are a few examples of well-written alt text that effectively balance detail and conciseness:

Bad Alt Text	Good Alt Text
Image of a tree	Large oak tree with golden autumn leaves
Button	Search button
Picture of a car	Red sports car driving on a winding mountain road
Flower	Close-up of a sunflower with bright yellow petals
Chart	Bar chart showing the annual sales growth from 2019 to 2023
Person reading	Woman reading a book in a cosy armchair by the fireplace
Building	Historic brick building with a clock tower at the top
Logo	Nike logo with the iconic swoosh symbol
Computer	Laptop displaying a coding editor with lines of HTML code
Group of people	Team of five people in business attire having a meeting in a conference room

These examples show how specific descriptions can provide a better understanding of the image’s content and context, benefiting both users and search engines.

Frequently Asked Questions

How long should alt text be?

Alt text should be concise yet descriptive, ideally around 125 characters. However, it can be longer if necessary to convey the image’s content accurately.

Can I leave alt text blank?

You can leave alt text blank for decorative images, but all meaningful images should have descriptive alt text.

Should I include keywords in alt text?

Yes, if they fit naturally within the description. Don’t force keywords in, as this can make the text sound unnatural.

Is alt text important for SEO?

Absolutely. Alt text helps search engines understand your images, which can improve your website’s visibility in search results.

Final Thoughts

Alt text is a vital part of making your website accessible and improving its SEO.

By following best practices and avoiding common mistakes, you can create alt text that serves both purposes effectively.

Regularly reviewing and updating your alt text will ensure that your website remains inclusive and search engine-friendly.

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