How to Use ALT Text for SEO and Accessibility

In today’s digital landscape, websites must be accessible and optimized for search engines. Implementing alternative text, or “alt text, ” is crucial to achieving both objectives. This document guides what alt text is, why it is essential, and how to create effective alt text for search engine optimization and accessibility purposes.

What is Alt Text and Why Use It?

Alt text, or alternative text, is a brief description of an image that appears if the image fails to load or is used by screen readers for visually impaired users. Here’s why alt text is important:

• Accessibility: Alt text helps visually impaired users understand the content of images using screen readers. Without it, these users miss out on the information conveyed by the image, making the web experience less inclusive.
• Compliance: It ensures that websites adhere to legal standards such as the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG). Non-compliance can lead to legal challenges and penalties.
• SEO: Alt text allows search engines to index images properly, which can enhance search rankings and drive more traffic to your site. It provides another opportunity to include relevant keywords that can improve the visibility of your content in search results.

How Does Alt Text Impact SEO?

Alt text plays a significant role in SEO. By providing context to images, it helps search engines understand the content of your website. Well-written alt text can improve your site’s search engine ranking, making it easier for users to find your content. Here’s a deeper look at how alt text influences SEO:

• Improved Indexing: Search engines like Google use alt text to understand the content of images. This helps in indexing images correctly, making them more likely to appear in image search results.
• Enhanced User Experience: A good user experience is a key factor in search engine algorithms. Alt text contributes to this by ensuring that all users, including those using screen readers, can access the full content of your site.
• Keyword Integration: Alt text provides an additional opportunity to include keywords. However, it’s important to use them naturally and avoid keyword stuffing, which can negatively impact your SEO.

Tips for Writing Good Alt Text

Creating effective alt text requires both skill and diligence. Here are some essential best practices:

• Be Specific and Succinct: Clearly describe the image in as few words as possible, focusing on essential elements.
• Avoid Redundancy: “Image of” or “Picture of” does not add value. Context is already implied.
• Use Keywords Sparingly: Incorporate relevant keywords naturally, not through keyword stuffing which undermines the goal of describing the image.
• Include Crucial Text: If an image contains important text, include that text in the alt description.
• Do Not Repeat Surrounding Text: The alt text should add unique information, not duplicate nearby content.
• Decorative Images: For non-meaningful images, use an empty alt attribute (alt=”).
• Complex Images: For charts/infographics, provide a brief description and ensure detailed text is on the page.
• Describe Button Functions, Not Appearances: For example, use “submit form” rather than “red button.”

Why is Alt Text Essential?

Alt text is a small but powerful tool in your web content arsenal. By understanding and implementing these best practices, you can make your website more accessible to all users and improve your SEO performance. Using keyword research tools can also help you identify the most relevant keywords to include in your alt text, further increasing your search engine visibility. Always strive for clarity and relevance in your alt text to enhance both user experience and search engine visibility.

Moreover, having good alt text helps in building a more inclusive internet. It ensures that people with visual impairments can still understand and enjoy your content. This broadens your audience and demonstrates your commitment to accessibility and inclusivity.

By following these guidelines, you can ensure your website is both accessible to a broader audience and optimized for search engines. Happy optimizing!

Author Bio:

Emilie Brown works with the Content Marketing team at Continual Engine, a leading AI-based accessibility solutions provider, which enables organizations to create digitally accessible content in compliance with universal accessibility laws. Her approach and methodology are simple, concise, and to the point and connect with readers seeking solution-driven content on topics related to accessibility and remediation. Apart from working, she loves to spend time with her dog, volunteer, and play her guitar.