What is alt text?

Alt text (alternative text) describes an image for visually impaired users and search engines. Write concise, descriptive alt text that explains the image’s content and purpose; include one relevant keyword only when it fits naturally.

Understanding Alt Text and Why It Matters

Think of alt text as the “voice” of your images. Search engines cannot see images the way humans do, so they rely on alt text to interpret them. For example, if you upload an image of a red running shoe, writing alt text like “red Nike running shoe for men” gives both Google and users the right context.

Here’s why alt text is important:

• Accessibility: It ensures people using screen readers can understand what the image represents.

• SEO Value: Helps search engines index images properly and improves relevance for the page.

• Image Rankings: Optimized alt text increases chances of showing up in Google Images.

• User Experience: Provides context if an image fails to load.

Alt Text Across Different Platforms

WordPress

• Simple to add through the media library or during image upload.

• SEO plugins remind you if you leave it blank.

Shopify

• Crucial for e-commerce where product images dominate.

• Alt text should describe the product naturally, e.g., “women’s black leather handbag with gold strap.”

Wix

• User-friendly interface but limited advanced control.

• Works well for small business sites needing basic SEO.

Webflow

• Allows deeper customization for alt text within structured content.

• Helpful when scaling large projects with hundreds of visuals.

Custom CMS

• Needs developer support to ensure alt text fields are available.

• Offers maximum flexibility for advanced SEO strategies.

Why Alt Text Matters Across Industries

E-commerce

Alt text describes products in detail, making them discoverable in Google Shopping and Image results.

Local Businesses

Adding alt text to photos of shops, menus, or services can improve local SEO visibility.

Blogs & Publishers

Articles with optimized alt text get an extra layer of discoverability when images appear in search.

News Websites

Alt text helps search engines identify visuals related to breaking news and connects images to trending topics.

SaaS Companies

Diagrams, infographics, and product screenshots benefit from descriptive alt text that explains features clearly.

Best Practices: Do’s and Don’ts

Do’s

• Be descriptive and specific (e.g., “Golden Retriever puppy playing in the park”).

• Keep it concise, usually under 125 characters.

• Include relevant keywords naturally.

• Make sure it fits the page context.

• Write for humans first, search engines second.

Don’ts

• Don’t stuff keywords unnaturally.

• Don’t leave alt text blank (unless the image is purely decorative).

• Don’t use “image of” or “picture of” Google already knows it’s an image.

• Don’t duplicate the same alt text across multiple images.

Common Mistakes to Avoid

• Using alt text only for keywords and forgetting user meaning.

• Adding alt text that doesn’t match the image content.

• Neglecting images inside carousels, galleries, or sliders.

• Forgetting to optimize decorative icons or charts where necessary.

• Repeating the same alt text for multiple products or visuals.

FAQs

What is alt text (alternative text)?

Alt text, short for “alternative text” (also called “alt attribute” or “alt description”), is a piece of text in HTML that describes the appearance and function of an image on a webpage. It appears when the image can’t load, and is read by screen readers for accessibility.

Why is alt text important?

• Accessibility: It helps visually impaired users understand what images represent, using screen readers.

• SEO: Search engines can’t see images; alt text gives them context about the image, improving image indexing and relevance for search.

• Fallback display: If the image doesn’t load, the alt text is shown instead.

How is alt text implemented in HTML?

You add it as an attribute of the <img> tag, like:

Where "Description of the photo" explains what the image shows or its function.

What are best practices for writing good alt text?

• Be descriptive and concise give enough detail to convey meaning, but don’t overdo it.

• Use relevant keywords only if they naturally fit; avoid keyword stuffing.

• Keep under ~125 characters (older screen readers often have limits).

• For decorative or non-informative images, use an empty alt attribute (i.e. alt="") so that screen readers skip them.

What common mistakes should be avoided?

• Leaving out alt text entirely for images that provide information.

• Writing alt text that’s vague or irrelevant to the image.

• Stuffing keywords in alt text purely for SEO, which can look spammy.

• Using unnecessary prefixes like “Image of” or “Picture of” which are redundant.