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Alt Tags

SEO Element

Alt tags, short for alternative text tags, are HTML attributes used to describe the contents of an image on a webpage. These tags play a crucial role in web accessibility and SEO.

By providing descriptive text for images, alt tags help screen readers interpret visual content for users with visual impairments and enhance the discoverability of your images in search engines.

Why Alt Tags Matter


Alt tags are essential for making web content accessible to all users. Screen readers rely on alt text to convey the information presented by images to visually impaired users. Without alt tags, these users would miss out on critical information and context provided by the images.

SEO Benefits

From an SEO perspective, alt tags help search engines understand the content and context of images. This understanding can improve your site’s visibility in image search results and contribute to better overall search engine rankings.

Properly implemented alt tags can drive more traffic to your website by making your images more discoverable.

How to Implement Alt Tags Correctly

Writing Descriptive Alt Text

Be Specific and Relevant

When writing alt text, be specific and describe the image as accurately as possible. Instead of using generic descriptions like “image1.jpg,” provide detailed information that conveys the purpose and content of the image.

For example, “A golden retriever playing fetch in a park.”

Include Keywords Naturally

Incorporating relevant keywords into your alt text can help improve your SEO. However, it’s essential to use keywords naturally and avoid keyword stuffing.

The primary goal is to describe the image accurately, so only include keywords if they fit naturally within the description.

Keep It Concise

While it’s important to be descriptive, alt text should also be concise. Aim for a brief yet informative description that captures the essence of the image.

Typically, alt text should be under 125 characters to ensure it is fully read by screen readers.

Avoiding Common Mistakes

Redundant Phrases

Avoid starting your alt text with phrases like “image of” or “picture of.” Screen readers already announce that an image is present, so these phrases are redundant. Instead, jump straight into the description, such as “A bouquet of red roses.”

Leaving Alt Text Blank

Never leave alt text blank, as this hinders accessibility and SEO efforts. If an image is purely decorative and doesn’t add any informational value, use a null alt attribute (alt=””) to indicate that the image should be ignored by screen readers.

Overloading with Keywords

Keyword stuffing in alt text can lead to a poor user experience and potential penalties from search engines. Focus on writing natural, descriptive text that enhances the understanding of the image without overloading it with keywords.

Practical Examples of Good Alt Text

Informative Images

For images that convey specific information, such as charts or infographics, provide a detailed description that captures the key points. For example, “Bar chart showing the annual sales growth from 2015 to 2020, with a 10% increase each year.”

Decorative Images

For images used purely for decorative purposes, use a null alt attribute to indicate that the image does not need to be described. This keeps screen readers from reading unnecessary information to users.

Functional Images

For images that serve a functional purpose, such as buttons or links, describe the function rather than the appearance. For example, “Search icon” for an image used as a search button.

Tools and Resources for Alt Text

Screen Readers

Testing your website with screen readers can help you understand how alt text is conveyed to users with visual impairments. Popular screen readers like JAWS, NVDA, and VoiceOver can provide insights into how your alt text is being interpreted.

Accessibility Guidelines

Refer to accessibility guidelines such as the Web Content Accessibility Guidelines (WCAG) to understand best practices for alt text and other accessibility features. These guidelines provide comprehensive advice on making web content more accessible.

SEO Tools

SEO tools like Google Search Console, Ahrefs, and SEMrush can help you identify images on your site that are missing alt text or have poorly written descriptions.

These tools can provide suggestions for improvement to enhance both accessibility and SEO.

Benefits of Proper Alt Tag Implementation

Enhanced User Experience

Providing accurate and descriptive alt text improves the user experience for all visitors, particularly those using screen readers. It ensures that all users can access and understand the content of your images.

Improved SEO

Well-written alt tags can boost your SEO efforts by making your images more discoverable in search engine results. This can lead to increased organic traffic and better overall search rankings.

Compliance with Accessibility Standards

Implementing alt text correctly helps your website comply with accessibility standards and legal requirements. This can protect your business from potential legal issues and demonstrate your commitment to inclusivity.


Alt tags are a vital component of web accessibility and SEO. By providing clear, concise, and descriptive text for your images, you can improve the user experience for all visitors and enhance your site’s visibility in search engine results.

Implementing alt tags correctly requires attention to detail and an understanding of best practices, but the benefits are well worth the effort.

Make sure to review your website’s images and update their alt text to reflect the principles discussed in this guide, ensuring that your content is accessible and optimised for search engines.

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