What does Alt text mean?

The foundation of Alt text

Alt text, or alternative text, is a short description added to an image on a website. The primary function of alt text is to convey the image content to users who, for various reasons, cannot see the image, including users with visual impairments, users who use screen readers, and in situations where images cannot be loaded due to technical issues. It acts as an alternative to the image and ensures that these users can also share the information. In this article, we explore the different aspects of alt text, why it is an integral part of web accessibility and how it affects search engine optimisation (SEO).

The importance of Alt Text for Accessibility

Alt text plays a crucial role in making the web more accessible for people with disabilities. According to the Web Content Accessibility Guidelines (WCAG), which are international standards for web accessibility, alt text is one of the most important components to fulfil these guidelines. Adding descriptive and accurate alt text ensures that all users, regardless of their physical ability, can understand the content of an image. This is especially important for users who use screen readers, as the screen reader will read out the alt text as a substitute for displaying the image. This way, users with visual impairments are included in the visual experience of a website.

SEO Benefits of Alt text

In addition to accessibility benefits, alt text is also crucial for search engine optimisation. Search engines like Google use alt text to understand the content of images and index them correctly in image search. This means that well-written alt text can help drive traffic to a website through image searches. The alt text helps make images relevant to the page's content, which can improve the page's overall SEO performance. As a bonus, if an image fails to load, the user will still be able to get an understanding of what the image represented thanks to the alt text.

How to write effective alt text

Effective alt text should be precise and concise. It should clearly describe the content and function of the image on the page, without being unnecessarily long or keyword stuffed. Understanding the purpose of the image is key; if the image is decorative, a simple or no alt text may be appropriate. However, if the image carries important information, it requires a more detailed description. Also, avoid phrases like ‘image of’ or “graphic of” as it is implied that the description refers to an image. Finally, make sure the context of the image is reflected in the alt text to ensure on-page coherence.

Pitfalls and Best Practices

While it can be tempting to simply stuff alt text with keywords, this can do more harm than good as it can lead to a poor user experience and potential penalisation from search engines. Best practice recommends using relevant keywords naturally and only where they make sense. It's also important to keep up to date with search engine guidelines and accessibility standards, as these can change over time. Regular audits of a website's alt-texts can ensure that they remain effective and relevant as website content evolves.

Conclusion

Alt text is an essential element in ensuring that a website is accessible to everyone and optimised for search engines. By implementing well-considered alt texts, you can improve the user experience for people with disabilities and increase the chances of your site being found by search engines. Remember that the quality of your alt texts is more important than quantity; accuracy and relevance will always be key. By following the recommended guidelines and best practices for alt text design, your website can achieve greater visibility and offer a more inclusive experience.