What is alt text?

When you add pictures to your website, like photos of your products or infographics, computers can't "see" them the way humans can. That's where alt text comes in. Alt text, short for alternative text, is a brief written description that you add to an image. Think of it as a hidden label for your pictures.

This label serves two main purposes. First, it helps search engines like Google understand what your image is showing. This understanding is crucial because it helps your images appear in image search results and can improve your overall website ranking. Second, alt text is vital for accessibility. If someone uses a screen reader because they are visually impaired, the screen reader will read the alt text aloud, describing the image to them. Without it, they would miss out on important visual information.

By providing good alt text, you make your website more understandable for both search engines and all your visitors, leading to a better experience for everyone and stronger results for your marketing efforts.

Why alt text matters for your marketing

Alt text is a small detail that makes a big difference for your marketing strategy. It's not just about making your website look good; it's about making it work smarter for you.

Better search engine visibility

Search engines use alt text to figure out what an image is about. If your image shows a "red running shoe" and your alt text says "red running shoe with white laces," search engines can connect that image to searches for "red running shoes." This means your images are more likely to show up in Google Images, driving more people to your website. It also helps search engines understand the context of your entire page, which can boost your page's ranking for relevant keywords.

Improved user experience and accessibility

Imagine visiting a website where important images don't load, or you can't see them. Without alt text, you'd just see a broken image icon with no idea what was supposed to be there. Alt text provides that description, so even if the image doesn't load, users still get the information. More importantly, for people who use screen readers, alt text is their window into the visual content of your site. It ensures everyone can access and understand your content, making your website inclusive and user-friendly.

Image SEO benefits

Alt text is a direct signal to search engines about your images. When done well, it contributes to your overall Search Engine Optimization (SEO) strategy. It helps search engines index your images correctly, which means more opportunities for your content to be discovered. High-quality, optimized images with good alt text can attract traffic from image searches, which is often an overlooked source of visitors.

How to write effective alt text

Writing good alt text isn't complicated, but it requires a bit of thought. The goal is to be descriptive, concise, and relevant.

Be descriptive and concise

Describe the image as accurately as possible, but don't write a novel. Aim for a short, clear sentence or phrase that captures the essence of the image. For example, instead of "shoe," write "person tying red running shoe before a marathon." Think about what information a visually impaired person would need to understand the image's purpose on the page.

Include relevant keywords

If it makes sense, naturally include one or two keywords that are relevant to your page and the image itself. This helps with SEO. However, only add keywords if they fit naturally into the description and accurately describe the image. Don't force them in.

Avoid keyword stuffing

This is a big no-no. Keyword stuffing means cramming too many keywords into your alt text, like "red running shoe running shoes best running shoes marathon running shoes." This practice makes the alt text unreadable for users and can actually hurt your SEO efforts, as search engines view it as spammy. Focus on natural language.

Don't start with "image of" or "picture of"

Screen readers already announce that it's an image, so starting with "image of" is redundant. Get straight to the description. For instance, "Two colleagues collaborating on a marketing campaign" is better than "Image of two colleagues collaborating on a marketing campaign."

Best practices for implementing alt text

Making alt text a standard part of your content creation process will yield the best results.

Audit existing images

Go back and check images on your current website. Many content management systems (CMS) like WordPress allow you to easily add or update alt text for images you've already uploaded. Prioritize your most important pages and images that are key to conveying information.

Consistency across platforms

If you use images across different platforms, like your website and social media, try to maintain consistency in your descriptions where appropriate. While social media platforms have their own alt text features, the principle of clear, descriptive text remains the same.

Tools and plugins

Most modern CMS platforms have built-in fields for alt text. For example, in WordPress, when you upload an image, there's a dedicated "Alt Text" field. Make sure your team knows to fill this in every time they upload a new image. There are also SEO plugins that can help you audit and manage your alt text.

Alt text is a simple yet powerful tool for improving your website's SEO and accessibility. By taking a few moments to write descriptive, keyword-rich (but not stuffed) alt text for every image, you're making your content more discoverable for search engines and more accessible for all users. Make it a habit for your marketing team to include alt text in every image upload. It's a small effort that delivers big returns in terms of visibility and user experience.