Alt text, short for “alternative text,” plays a significant role in improving both accessibility and search engine optimization (SEO). While alt text was originally designed to assist visually impaired users by describing images to screen readers, it also offers distinct SEO benefits. This article will explore how alt text helps with SEO, best practices for writing it, and why it is essential for both users and search engines.
How Alt Text Improves SEO
Alt text helps search engines understand the content of an image, which in turn boosts the visibility of web pages in search results. Here’s how alt text contributes to SEO:
1. Enhances Search Engine Understanding
Search engines like Google cannot “see” images the way humans can. Instead, they rely on alt text to understand and index images. Alt text provides a written description of an image, which search engines use to determine its relevance to the surrounding content. By including relevant alt text, search engines can better interpret how an image fits within the overall context of the page, improving the page’s ranking in search engine results.
2. Boosts Image and Page Visibility
When properly written, alt text can make your images more visible in search engine results, especially in image search. Including relevant keywords in your alt text allows search engines to associate your images with specific search queries. This not only improves your page’s ranking but also increases the likelihood that your images will appear in Google Images, driving additional traffic to your website.
3. Improves Accessibility and Compliance
While SEO benefits are important, the primary purpose of alt text is to improve accessibility. By providing descriptions of images, alt text allows visually impaired users to understand the content through screen readers. In addition to boosting user experience, including alt text helps websites comply with web accessibility standards, such as the Web Content Accessibility Guidelines (WCAG). Search engines favor websites that follow accessibility best practices, which can further improve your SEO performance.
4. Functions as Anchor Text for Linked Images
Alt text also serves as anchor text when images are used as links. When an image links to another page, the alt text provides context for what the link is about. This helps search engines understand the relevance of the link and improves the user’s experience by offering more descriptive and helpful link information.
Best Practices for Writing Alt Text to Improve SEO
When writing alt text, it’s important to strike a balance between SEO optimization and providing meaningful descriptions. Here are some best practices:
1. Be Useful and Informative
Alt text should always serve a purpose by accurately describing what is in the image. Think about what a user would need to know if they couldn’t see the image. For example, for an image of a dog running on the beach, the alt text should describe the dog’s action rather than generic details like “image of a dog.”
- Example: “Golden retriever running on a sandy beach at sunset.”
2. Use Keywords Appropriately
While keywords are important for SEO, avoid keyword stuffing, as it can create a poor user experience and may be flagged as spam by search engines. Use keywords naturally within the description, ensuring they align with the image and the surrounding content. Keywords should enhance the alt text’s meaning, not detract from it.
- Example: For a blog post about healthy snacks featuring a photo of almonds, the alt text could read: “Raw almonds in a wooden bowl.”
3. Avoid Unnecessary Information
Alt text should be concise and focused on describing the image. Avoid including unnecessary words like “image of” or “picture of,” as screen readers already inform users that they are viewing an image.
- Incorrect: “Image of a beautiful garden with colorful flowers.”
- Correct: “Colorful garden with tulips and daffodils.”
4. Provide Empty Alt Text for Decorative Images
Not all images on a page are meant to convey information. Some are purely decorative. For decorative images that do not contribute to the content, it’s best to use empty alt text (alt=” “). This ensures that screen readers skip these images, improving the overall accessibility of your page without overwhelming users with irrelevant information.
5. Focus on Context and Purpose
Alt text should reflect the context in which the image is used. Consider why the image is there and what it adds to the page. If an image serves a specific purpose, such as illustrating a concept or adding important information, the alt text should reflect that purpose.
- Example: For an image showing a sales graph, the alt text could be: “Sales chart showing a 20% increase in revenue for Q2.”
Avoiding Common Pitfalls in Alt Text for SEO
While writing alt text, there are some common mistakes to avoid to ensure both accessibility and SEO benefits:
1. Keyword Stuffing
Overloading alt text with keywords for the sake of SEO can backfire. Not only does it degrade the user experience for those relying on screen readers, but it can also result in penalties from search engines. Always prioritize creating meaningful descriptions that naturally include relevant keywords.
2. Overly Detailed Descriptions
Alt text should be concise, typically no more than 140 characters. Avoid going into excessive detail about the image’s content. The goal is to provide enough information for users to understand the image in the context of the surrounding content.
3. Ignoring Decorative Images
Many websites include decorative images that do not serve a meaningful purpose. Instead of leaving these images without alt text or cluttering descriptions, use empty alt text to ensure they don’t disrupt the user’s experience.
The Dual Benefit of Alt Text: SEO and Accessibility
One of the most important aspects of alt text is that it serves a dual purpose. While it significantly enhances accessibility, it also improves SEO. By ensuring that alt text is properly used, you not only create a better user experience for individuals with disabilities but also give your website a competitive edge in search engine rankings.
Alt Text and SEO Impact
- Better Indexing: Search engines rely on alt text to properly index images, giving your page better visibility in search results.
- Improved User Experience: Thoughtful alt text benefits both visually impaired users and general visitors, providing a smoother and more informative interaction with your content.
- Search Engines Favor Accessibility: Websites that prioritize accessibility are more likely to be favored by search engines, leading to improved rankings over time.
Conclusion
Alt text plays an essential role in both accessibility and SEO. By providing meaningful, concise descriptions of images, you ensure that your website is inclusive and user-friendly. At the same time, alt text offers search engines critical information about your images, helping your content rank higher in search results and improving overall visibility.
When writing alt text, keep it simple, and contextually relevant, and naturally include keywords to boost both accessibility and SEO performance. By doing so, you’ll create a more inclusive and optimized online experience for all users.