Understanding ALT Text: Importance and Best Practices for SEO and Accessibility

If you've ever added images to your website and wondered about the role of ALT text, you're not alone. Regardless of the content management system (CMS) you use, including ALT text is crucial for both accessibility and search engine optimisation (SEO).

What is ALT Text?

ALT text, or alternative text, is a brief description that conveys the content of an image. It is also known as ALT attributes or ALT descriptions. ALT text should be added to every image on your website, including:

• Images in blog posts
• Product images
• Icons and logos

Why is ALT Text Important for SEO?

ALT text plays a vital role in three key areas:

1. SEO: ALT text helps search engines understand the content of images, which can enhance your visibility in image search results.
2. Accessibility: ALT text makes websites accessible to visually impaired users who rely on screen readers.
3. Image Load Issues: ALT text serves as a placeholder when images are slow to load or fail to load.

How Does ALT Text Benefit SEO?

ALT text is essential for SEO because it allows search engines to index your images correctly. Approximately 38% of Google's search engine results pages (SERPs) include images, and this number is expected to grow. Without ALT text, images are invisible to search engines, which can negatively affect your site's ranking.

By adding ALT text, you not only enhance your chances of appearing in image searches but also improve your overall SEO performance. Many websites neglect to use ALT text, so this simple optimisation can give you a competitive edge.

Conducting an ALT Text Audit

If you haven't been using ALT text, it's easy to start. Tools like Screaming Frog can crawl your website and identify images without ALT text. Note that the free version of Screaming Frog is limited to websites with fewer than 500 pages.

Additionally, Google recommends using descriptive file names for images instead of generic ones like "image001.jpg". This further improves SEO by providing context to search engines.

Writing Effective ALT Text

The content and structure of ALT text depend on the type of image. Here are some general tips:

• Descriptive: Provide a clear and concise description of the image.
• SEO-Friendly: Include relevant keywords, but avoid keyword stuffing.
• User Intent: Consider what users might be searching for when writing ALT text.

ALT Text and Accessibility

One of the most important reasons to use ALT text is to improve accessibility for users with disabilities. Screen readers rely on ALT text to describe images to visually impaired users. Without it, these users miss out on essential information, leading to a poor browsing experience.

Compliance with Accessibility Standards

Adhering to the Web Content Accessibility Guidelines (WCAG) ensures your site is accessible to all users. The WordPress 5.6 update, for example, makes it easier to add captions to videos and post an auto-generated accessibility statement, meeting WCAG 2.1 standards.

Best Practices for Writing ALT Text

Here are some additional tips to keep in mind:

• Keep ALT text under 130 characters.
• Avoid starting ALT text with "image of" or "picture of".
• Focus on descriptions rather than promotions or branding, unless integral to the image.

Common Questions About ALT Text

What should ALT text include? - ALT text should accurately describe the content of the image. For example, "a red apple on a white table" rather than just "apple".

How long should ALT text be? - Aim for concise descriptions, ideally under 125 characters, to ensure compatibility with most assistive technologies.

Is ALT text necessary for decorative images? -  No, decorative images do not need ALT text. Use an empty ALT attribute (ALT="") for these images.

Can ALT text include branding information? - Only if it is relevant to the image. Focus on providing informative and balanced descriptions.

How to test ALT text effectiveness? - Use screen reader software or browser extensions to simulate the experience of visually impaired users and ensure your ALT text is descriptive and useful.

Final Thoughts

ALT text is a crucial component of both SEO and accessibility. By optimising your images with descriptive ALT text, you can improve your site's search engine ranking and ensure a better experience for all users. Start implementing these practices today to stay ahead in the digital landscape.

Best

Marcus Johnson - Urbandog Media