10 Alt Text Best Practices to Boost SEO and Accessibility [2024 Guide]

Alt text matters. It’s not just for accessibility—it boosts SEO too. Ignoring it means missing out on a key opportunity.

You want your content to reach everyone, right? Alt text ensures screen readers can describe images to visually impaired users. Plus, search engines rely on it to understand your visuals.

But writing effective alt text isn’t always straightforward. It’s about being clear, concise, and relevant. Let’s break down the best practices so you can get it right every time.

Why Alt Text Matters

Alt text enhances web accessibility by allowing screen readers to describe images to visually impaired users. According to the CDC, 4.2 million Americans experience blindness or severe visual impairment, underscoring its importance.

Search engines rely on alt text to understand and index images. Clear alt text improves search rankings, increasing the discoverability of your content. HubSpot reports that 27% of web traffic comes directly from image searches.

Alt text supports faster page loading when images fail to display. Text substitutes provide clarity, keeping users engaged even if media doesn’t load properly.

Legal compliance is another critical factor. Adhering to ADA guidelines can help avoid lawsuits related to website inaccessibility for disabled users.

An optimized website benefits all users. Incorporating descriptive, concise, and relevant alt text bridges the gap between accessibility and effective SEO strategy.

Key Principles Of Writing Effective Alt Text

Writing effective alt text improves user accessibility and boosts SEO efforts. Use these principles to craft focused, impactful descriptions for your website.

Be Descriptive And Concise

• Provide precise descriptions that capture the essence of the image. For instance, say “Red-crested rooster crowing” instead of just “Rooster.”
• Keep it short while highlighting key details. Avoid exceeding 125 characters since screen readers perform more efficiently with concise input.
• Use action-oriented language, such as “woman holding umbrella during rainstorm,” to keep descriptions vivid and engaging.

The goal is to deliver clarity without overwhelming users or search engines.

Avoid Redundant Phrases

• Exclude text like “Image of” or “Picture of.” Screen readers already notify users when an image is detected.
• Ensure the alt text adds unique value. Avoid repeating information given in captions or nearby text.

This keeps descriptions meaningful, ensuring that the alt text complements rather than duplicates.

• Tailor alt text to the image’s role on the page. For decorative visuals without informational purpose, leave alt attributes blank (e.g., <alt="">).
• Reflect the intent clearly. If an image promotes a product, focus on describing the product’s features, like “stainless steel water bottle with black cap.”
• Align your descriptions with SEO keywords if applicable, but prioritize user accessibility.

Clear, purposeful alt text enhances user experience and aligns with search optimization goals.

Common Mistakes To Avoid

Understanding common mistakes helps you craft alt text that’s both effective and accessible. Avoid these errors to improve user experience and SEO performance.

Overloading With Keywords

Stuffing keywords into your alt text confuses users and harms your SEO rankings. For example, “blueberry pancakes recipe, fluffy pancakes, pancake stack, breakfast ideas” disrupts readability and accessibility. Search engines like Google are penalizing keyword-stuffed content[2].

Focus on one descriptive, context-relevant term instead. Avoid misusing alt text as a keyword dump to ensure your image descriptions are user-first.

Leaving Images Without Alt Text

Leaving the alt attribute blank for important images denies visually impaired users critical information and reduces search index opportunities. Over one billion people globally experience some form of disability, underscoring the necessity of filling alt text[2].

Prioritize alt text for meaningful images while marking decorative ones as alt="" to support accessibility. Every image included for a purpose needs alt text clarity.

Tools And Resources For Improving Alt Text

Optimizing alt text requires using specialized tools and platform features. These resources can streamline your workflow, enhance accessibility, and improve SEO.

Accessibility Testing Tools

Detect accessibility issues with tools that evaluate alt text effectiveness. Popular options include:

• WAVE: Identifies missing or incomplete alt text and highlights compliance issues.
• Screen Reader Testing: Use readers like NVDA or JAWS to ensure descriptions are read correctly.
• axe by Deque Systems: Provides detailed accessibility audits to improve alt text usability.

Studies show 97% of popular websites have accessibility errors—testing ensures your site isn’t one of them.

Content Management System Features

Leverage your CMS to simplify alt text management. Useful features include:

• Image Metadata Fields: Platforms like WordPress and Drupal offer dedicated alt text fields.
• Automation Tools: AI-powered systems like Adobe Experience Manager suggest alt text based on image recognition.
• Bulk Editing Options: Edit multiple images simultaneously to save time.

A streamlined CMS optimizes your alt text while minimizing time spent on manual tasks. Focus on integrating these features to enhance overall efficiency.

Real-World Examples Of Good Alt Text Usage

E-Commerce Product Images

For an image of a leather wallet:

alt="Brown leather bifold wallet with stitched edges, containing multiple card slots"

This description highlights the product’s color, material, and functionality, addressing accessibility and SEO goals.

Travel Blogs

For a scenic beach image:

alt="Golden sunset over a secluded beach with palm trees and turquoise water"

This creates a vivid mental picture and aligns with the destination’s appeal, enriching the user experience.

Food & Recipe Websites

For an image of soup:

alt="Bowl of hot tomato soup garnished with basil leaves served with a spoon"

This specifies the ingredients and context, enhancing engagement and relevance for recipe viewers.

News Articles

For an image of a protest:

alt="Large group of demonstrators holding signs advocating for climate change action in downtown square"

This ensures content relevance while respecting the image’s journalistic context.

Data On Impact

According to WebAIM, 1 in 10 web images lacks alt text, compromising accessibility standards. Accessible, descriptive alt text helps improve your content’s reach and SEO ranking across platforms.

Use these examples as benchmarks to craft effective, purposeful alt text for your own content. Encourage readers to audit their existing media for compliance and optimization opportunities to maximize engagement and visibility.

Conclusion

Alt text is a powerful tool that bridges the gap between accessibility and SEO, ensuring your content reaches a broader audience. By applying best practices and avoiding common pitfalls, you can create meaningful descriptions that enhance user experience and improve search engine visibility.

Take advantage of tools and CMS features to streamline your workflow and maintain compliance with accessibility standards. Regularly auditing your media ensures your website remains optimized, accessible, and engaging for all users. With thoughtful alt text, you’re not just meeting guidelines—you’re building a more inclusive and effective online presence.