What is Alt Texts: Definition, Uses, and Writing Guide

A lot of creators have finally understood alt texts and its importance to the content, but there is still a section that does not even consider it in their daily SEO habits. The latest data extracted shows that 21.6% of home pages and 43% of images lack alt text, which created a massive gap between the site and the users.

Despite the internet arena glowing and growing every day, no one can overlook the technical problems it throws. A lot of times, situations occur when someone who can’t see the picture might miss the details, but a good alt tag can help them feel the scene. For example, the alt tag could say: “A colourful market with red tomatoes and yellow peppers on tables, and people chatting happily.” This way, everyone can share in the experience, even if they can’t see the image.

This example shows the crux of alt text and how it can clarify the message for the audience. Below is another example of accurate alt text to boost the online experience at both ends. Have a look at it!

Image Source- Harvard Gazette

Ineffective Alt Text- “Harvard runners”

Effective Alt Text- “Harvard Stadium with two lone runners leaping up the steps.”

Let’s dive deeper into the blog to digest the meaning, implications and best of the examples of alt tag. Simply, if you are into digital marketing then you can’t afford to miss this!

What Is Alt Text in Image?

Alt Text, also pronounced as alternative text, alt attribute, or the alt tag, is a piece of text that describes the image in the HTML code. In other words, alt text describes the appearance and functionality of an image. It is not a keyword or something that needs to do with ranking (primarily), but it is inculcated keeping in mind unhindered user experience. 

Moreover, alt text is read aloud by programs called screen readers, which are mostly used by people with visual challenges. Alt text is displayed if an image is unable to be portrayed on screen. From SEO’s perspective, alt text is indexed by search engine bots to better understand image and page content.

Also, one thing that must be acknowledged is that despite “alt tag” being one of the most considerable names, it is technically incorrect as tags are not used.

What Are The Uses Of Alt Texts?

• Accessibility-

Alt text plays a great role in making images accessible for individuals with visual challenges. Screen readers use picture alt text to describe images, allowing users to understand the content and context of the web page. This means whether you have a low vision or you are trapped in multitasking, images are no more a mystery. By incorporating descriptive alt text, you ensure that your website is inclusive and user-friendly for all visitors.

• Search Engine Optimisation (SEO)-

Search engines like Google depend on alt-attributes to understand the concept of images. Nicely created or well-defined alt texts help search engines index your images more accurately. This can enhance your visibility in SERPs. 

In short, by optimising alt text for SEO, you’re not only making your site more accessible but also increasing your chances of being discovered by a wider audience.

• User Experience-

Accurate alt text can improve the user experience by delivering clarity and context for images. This is especially necessary for complicated or technical visuals, where users might need extra information to fully understand the content. By offering brief and relevant descriptions, you help users get the significance of the images, making your content more engaging and easier to showcase.

• Brand Reputation-

Ignoring alt text can negatively impact your brand’s reputation. Users may perceive your site as unprofessional or unwelcoming if it doesn’t match the accessibility standards. This negligence can lead to decreased traffic and lower conversion rates, as potential customers may prefer to leave your site for more inclusive alternatives. 

Why Alt Text Is Important?

The importance of Image Alt Text becomes very obvious after witnessing the following statistics shared by respected SEO conference speaker Miracle Inameti-Archibong in a presentation at MozCon:

12 million Internet users have low vision or face visual challenges, while 83% of people without any visual impairment want to shop on sites with high accessibility standards, even if prices are higher. This showcases the impact of AIt text in on-page SEO as well as user experience. While 97.4% of homepages have accessibility errors, which means you can dominate the market by simply adding alt texts to your content.

Apart from user engagement, Alt Text holds critical value in building a remarkable digital presence.

• Alt Text Provides Context For Humans

Alt text offers descriptive information about images, helping users understand the visual content and its relevance within the broader context of the page.  

• Alt Text Provides Foundation To Image Search

Investing in alt text improves accessibility for users with visual impairments and boosts image search visibility. Use descriptive alt text, relevant file names, and modern formats for optimal results.

• Upholds Legal Standards

Incorporating alt text ensures compliance with accessibility laws and regulations. This demonstrates a commitment to inclusivity and safeguarding your brand from potential legal issues.

• Aids In Niche Recognization

Descriptive alt texts can improve the discoverability of niche content by incorporating relevant keywords, helping users find specific images related to their interests or needs.

• Encourages Learning and Acknowledgement 

Alt attribute serve as an educational tool by providing context for images in learning materials, enhancing understanding and engagement for all users, including those in educational settings.

How To Check Alt Texts On Website?

Step 1: Right-click on the image you want to check the alt text of.

Step 2: Click on the “Inspect” option

Step 3: A slide will open, revealing the optimisation code of the website, and highlighting the alt text of the selected image.

Alt Text Examples

Ineffective Alt Text- <img src=”brownies.jpg” alt=”brownies”/>

Effective Alt Text- <img src=”brownies.jpg” alt=”Chocolate Brownies with Strawberries on Top”/>

Key Takeaway- 

• Alt text, to work effectively, should provide specific, descriptive information about the image rather than generic labels. 
• This enhances accessibility by giving users a clearer understanding of the content and context, making the experience more meaningful for everyone.

Ineffective Alt Text- <img src=”beagle-dog.jpg” alt=”beagle dog dog fetch dog food puppy”/>

Effective Alt Text- <img src=”beagle-dog.jpg” alt=”beagle dog playing fetch”/>

Key Takeaway-

• Effective alt text should be straightforward and relevant, focusing on the main action or context of the image. 
• Instead of cluttering the description with repetitive words or unnecessary keyword stuffing, a clear and specific description works.

Spammy Alt Texts:- 

Now that you have understood the core of effective alt text, it is time to understand what kind of alt texts are considered spammy.

What is it?

Spammy alt text is those image descriptions that are extremely irrelevant, or stuffed with keywords to manipulate search rankings rather than genuinely define the image. 

How do you recognize spammy alt texts?

1. Overly Generic Descriptions: Phrases like “image of” or “picture of” without providing meaningful context (e.g., “image of a dog”).
2. Keyword Stuffing: Excessive use of keywords that aren’t appropriate to the image, aspired solely at enhancing SEO (e.g., “dog, beagle, fetch, puppy, cute”).
3. Unrelated Information: Descriptions that do not accurately reflect the content of the image or mislead users.
4. Repetitive Phrasing: Using the same words or phrases multiple times within the alt text, which does not enhance understanding.

Example of spammy alt texts:

<img src=”google-search-console.jpg” alt=”google seo ,seo google, google, seo, google search console seo”>

Now this example perfectly ticks the complete checklist of spammy or bad alt tags. Starting from illogical keyword incorporation and no description to repetitive phrasing, this showcases how an alt tags should not be written. 

Common Alt Text Mistakes

• Failure To Use Alt Text: Not providing alt text at all or leaving it empty excludes visually impaired users from understanding the content of images. This omission fails to meet accessibility standards and deprives users of essential context, undermining inclusivity on the website.

• Using The Same Alt Text For Different Images: Reusing the exact alternative text across multiple images can confuse users and reduce the unique context of each image. Each alt text should be specific to its related image to provide meaningful information, improving both accessibility and user experience.

• Incorporating Generic Alt Text: Describing an image with overly general terms, like simply labelling a dog as “dog,” lacks detail and context. Effective alt text should include specifics about the image, such as the dog’s breed, colour, and action (e.g., “a beagle playing fetch in the park”), to give users a better understanding of what exactly they are looking at.
• Using The File Name As Alt Text: Using a file name as alt text can result in unintelligible descriptions, such as “image123” or “google seo” These generic names do not convey any useful information about the image. Instead, alt text should be thoughtfully crafted to accurately describe the image content and context.

How To Troubleshoot Image Alt Text

You can troubleshoot and find ways to improve the effectiveness of alternative text on your website to be better accessible and user-friendly by following these steps:

• Check For Missing Alt Text- For every image on your site, ensure it has alt text. Look for tools or browser extensions that can scan for missing alt attributes.
• Evaluate Alt Text Quality- Check if the alt text correctly describes the content of each image. Therefore, make sure it is specific to the topic, relevant, and adds context.
• Look For Duplicate Alt Text- Find duplicated alt text used on a different image. All images must contain the right description depending on the content of the image.
• Avoid Generic Descriptions- Replace generic descriptive alt text, such as “image of a fruit,” with more accurately descriptive terms.
• Check For Length And Descriptions- Alternative text should be short, but meaningful. Once again, a balance needs to be maintained; it should provide enough context.
• Use Relevant Keywords- You would use relevant keywords organically within the alt text to avail yourself of SEO value, but never keyword stuff or include phrases that are not only irrelevant but do not add meaning to the text either.
• Ensure Accessibility Compliance- Test your alt text with screen readers or accessibility evaluation tools to ensure that it is up to standard, such as following the WCAG (Web Content Accessibility Guidelines).
• Conduct User Testing- To make sure that the alt text works and gives a better experience to the user, especially the one with visual disabilities, test it with the users.
• Update Consistently- Review and update your alt text periodically, say on changing content or images within the site. This will serve as a basis for ongoing accessibility and relevance.
• Document Best Practices- Create a best practices guideline for writing effective alt text, share it with your team, and enforce consistent and quality usage throughout your site.

Conclusion

In short, alt texts have been one of the most critical yet under-discussed SEO factors. Unlike various marketers, there is still a fraction who consider it unimportant. But those who understand the significance of alternative texts (alt tag) know how it is playing a great role in image optimization, boosting accessibility and providing users with a great source of navigation. 

However, it will be only effective if it is crafted considering the checklist for correct and effective alt texts, as provided in the blog. Hence, alternative text for images can be a game-changer in your SEO journey. If you need expert guidance for the same, you can reach out to us, as we have experience in transforming the results of various businesses with our 360-degree approach to On-Page SEO optimization.