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The Essential Guide to Alt Attributes: Enhancing SEO and Accessibility


Alt attributes, commonly known as alt tags or alt text, play a critical role in both web accessibility and search engine optimization (SEO). They provide textual descriptions to images, helping both search engines and users with visual impairments understand the content of images.

Understanding Alt Attributes

An alt attribute is a HTML tag used within an <img> element to describe the image’s content and function. This description aids screen readers and other assistive technologies, enhancing accessibility for users with visual impairments. Moreover, alt attributes help search engines index images properly, contributing to a website’s SEO.

Best Practices for Crafting Alt Text

1. Be Descriptive and Specific

The primary goal of alt text is to provide a textual equivalent of an image for both users who cannot see the image and search engines. To achieve this, the description must be detailed yet straightforward. For instance, rather than simply saying “dog,” it’s more helpful to specify “black Labrador retriever at the park.” This not only gives a clearer image to someone using a screen reader but also has better SEO implications as it’s more specific.

  • Context Matters: Tailor the alt text to reflect the context in which the image is used. If the same black Labrador retriever image is used in an article about pet training, the alt text could be “black Labrador retriever ready to fetch at the park,” linking it directly to the content of the article.

2. Keep It Concise

Effective alt text should strike a balance between brevity and descriptiveness. While you want to include enough detail to convey the image’s essence, keeping it under 125 characters is advisable. This limit helps ensure that screen readers convey the full description without truncating it, which can leave out critical information.

  • Precision is Key: Choose your words carefully to maximize the impact of the description. Each word should add value to the description and enhance understanding for the user.

3. Incorporate Relevant Keywords

Keywords play a crucial role in image SEO, helping your images show up in search results. Include relevant keywords naturally within the alt text. For example, if your website sells sporting goods, and the image shows a tennis racket, the alt text might be “Wilson Pro Staff tennis racket in action.”

  • Avoid Keyword Stuffing: While keywords are important, stuffing them into alt text can harm both user experience and SEO. Search engines might penalize your site for keyword stuffing, and it can render the text less useful for people using screen readers.

4. Avoid Redundancy

Alt text should complement, not repeat, the content around the image. Avoid using alt text that is redundant with captions or the surrounding text. This helps keep the content clean and focused for all users, including those using screen readers.

  • Unique Contributions: Make sure the alt text provides unique information or presents the image’s relevance to the surrounding content, rather than merely duplicating captions or obvious observations.

5. Handle Decorative Images Appropriately

Decorative images that do not add informational content to the page should have an empty alt attribute (alt=””). This practice helps screen readers to skip over these images, preventing them from distracting the user with irrelevant details.

  • Functional Versus Decorative: Clearly distinguish between images that serve a functional purpose (like a button or link) and those that are purely decorative. Functional images should have descriptive alt text that explains their function.

Practical Applications


In the realm of e-commerce, alt text is not just a tool for accessibility but also an essential element of product visibility in search engines. Detailed, accurate alt text can significantly enhance product listings by providing better context for search engines and improving user experience for those using screen readers.

  • Descriptive Detail: Include specific details such as color, model, make, size, and even texture where relevant. For example, rather than “women’s dress,” a more effective alt text would be “Women’s blue silk maxi dress with floral print.”
  • Contextual Keywords: Use keywords that potential buyers might use to find products like yours. This includes brand names, model numbers, and key features. This practice not only aids visibility in image searches but can also contribute to the overall SEO strategy of the e-commerce site.

Blogs and News Sites

For blogs and news websites, images often complement or illustrate the content. Alt text in this context serves to enhance understanding for those who cannot see the images and to provide additional context that ties the image back to the news story or blog post.

  • Relevant Descriptions: When adding alt text to news images, focus on describing what is happening in the image and its relevance to the article. For a blog post about gardening, an image alt text might read, “Close-up of hands planting tulips in a backyard garden, demonstrating proper planting technique.”
  • Supplementing the Narrative: Use alt text to add to the story being told in the text, offering visual details that might be missed by those who can’t see the image.

Alt Text in Different Content Management Systems

Different content management systems (CMS) offer various methods for adding and editing alt text. Here’s how to handle alt text in a few popular CMS platforms:

  • WordPress: Accessible through the media library or directly in the image block of the post editor, WordPress allows users to add or edit alt text easily. This field is part of the image settings in the block editor sidebar when you select an image.
  • HubSpot: Within HubSpot’s CMS, alt text can be added by clicking on an image in the editor and then selecting the image options. This brings up a dialog where you can enter or update the alt text, ensuring it aligns with the content of the post.
  • Shopify: Shopify users can manage alt text directly through the product image settings in the admin panel. This feature is crucial for e-commerce as it directly impacts product discovery in search engines.

By effectively utilizing alt text across these platforms, businesses and content creators can enhance both accessibility and SEO, ensuring a broader reach and a better user experience. Each platform offers tools to make this process straightforward, emphasizing the importance of integrating alt text into regular content and product updates.


Alt attributes are not just a beneficial SEO practice but a necessity for creating accessible web content. By adhering to these best practices, you can enhance your website’s user experience for all visitors while boosting your content’s visibility in search results.

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