Alt text, short for alternative text, is an HTML attribute used to describe images on web pages. It plays a crucial role in image search engine optimization (SEO), as well as web accessibility. In this article, we will discuss why alt text is important for image SEO and how to use it effectively.

Alt Text and Accessibility

Web accessibility refers to the design of websites, applications, and tools that can be used by people with disabilities. Alt text is one of the most important features of web accessibility because it provides a textual description of an image. This is particularly important for users who are visually impaired and rely on screen readers to navigate the web.

Without alt text, a screen reader cannot accurately describe the content of an image, leaving visually impaired users unable to understand the context of the page.

Additionally, alt text provides a backup description in case the image fails to load, which can happen for various reasons, such as slow internet connections or broken image links.

Alt Text and Image Search

Alt text is also an important factor in image search ranking. When users search for images on search engines like Google, the search algorithm analyzes the text surrounding the image, including the alt text, to determine its relevance to the search query. This means that alt text can have a significant impact on the visibility of your images in search results.

To optimize your alt text for image search, it’s important to use descriptive, relevant keywords that accurately describe the content of the image. Avoid stuffing your alt text with unrelated or repetitive keywords, as this can actually harm your search ranking and make your site appear spammy.

Best Practices for Alt Text

Good alt text should be concise and descriptive, providing a brief summary of the content and purpose of the image. It should also include relevant keywords that accurately describe the image, without being spammy or irrelevant.

For example, if you have an image of a red apple, a good alt text description might be “Red apple on white background.” This description is short, accurate, and includes relevant keywords.

A bad alt text description, on the other hand, might be “Apples are great for your health. Buy apples today!” This description is too long, includes irrelevant keywords, and doesn’t accurately describe the content of the image.


Alt text is a textual description of an image that is read by screen readers and used for image search optimization, while a caption is a text overlay that provides additional information or context about the image.

No, even if the image is purely decorative, you should still include an empty alt attribute to indicate that the image is not informative.

No, each image should have a unique alt text description that accurately describes its content.

Alt text should be concise and descriptive, ideally no longer than 125 characters.

No, alt text should only describe the content of the image, not include branding or promotional language. Including this type of language can harm your search ranking and make your site appear spammy.


Alt text is a crucial aspect of image SEO and web accessibility. By providing descriptive, relevant alt text for your images, you can improve your search ranking, make your site more accessible to users with disabilities, and provide a better user experience for all visitors. Remember to use best practices for alt text, including concise descriptions and relevant keywords, to ensure that your images are accurately represented and visible in search results.

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