logo
Alt text, or alternative text, is one of the most effective but often overlooked elements of on-page SEO. This simple description serves multiple functions, from improving accessibility to boosting your visibility in search engine rankings. Understanding how to optimize alt text for both users and search engines is more important than ever. In fact, Google’s John Mueller recently emphasized how alt text plays a crucial role in connecting images to their on-page context, making it a vital component of modern SEO strategies.
What is Alt Text?
Alt text is a brief description that conveys the content and purpose of an image. It is essential for accessibility because it helps visually impaired users understand what’s displayed on the screen through screen readers. For SEO, it provides search engines like Google with the information needed to index images and relate them to the context of the page they’re on.
In other words, alt text serves a dual purpose: it enhances user experience while improving your site’s chances of ranking higher in both web and image searches.
Why Alt Text Matters for SEO
Search engines can’t “see” images the way humans do, so they rely on alt text to understand the image’s content. By using descriptive and contextually relevant alt text, you’re helping search engines better interpret and rank your images, thereby improving your overall page ranking.
But simply stuffing alt text with keywords won’t cut it today. Google’s algorithms are becoming more sophisticated, focusing on context, relevance, and user experience. Alt text should accurately describe the image while seamlessly fitting into the overall context of the page. This approach will not only boost SEO but also enhance your content’s usability and relevance to users.
John Mueller’s Advice on Alt Text and Context
In a recent statement, Google’s John Mueller provided valuable insights on how to best use alt text. Responding to a question about alt text for SEO, Mueller explained:
“For image search, there’s the context that comes from the page + image combination that matters.
A photo of a beach might be a relaxing poster, it might be the beach from a hotel, it could be the site of a chemical spill. Just knowing that the image is of a beach doesn’t really give sufficient background information to be able to show it in image search appropriately. A lot of it does come from the page, and the alt-text is unique in that it’s what directly connects the image to the page with context.”
Mueller stressed that the alt text needs to provide the right context for both users and search engines. Using generic alt text like “photo of a beach” isn’t sufficient because it doesn’t tell the whole story. Instead, he suggested that alt text should offer a specific, meaningful description relevant to the page.
For example, a hotel website with an image of a beach should use alt text like “luxury beachfront hotel in Miami” rather than just “beach.” This approach aligns the image with the page’s purpose and ensures that the image is indexed properly for relevant search queries.
Best Practices for Writing Alt Text in 2024
In light of Mueller’s advice and the evolving nature of SEO, here are some best practices for writing effective alt text in 2024:
1. Be Descriptive, Yet Concise
Alt text should accurately describe what’s in the image without being too wordy. Keep it under 125 characters to ensure it’s readable for screen readers and easily parsed by search engines.
2. Use Contextually Relevant Keywords
Including keywords in your alt text can help with SEO, but only when done naturally. Avoid keyword stuffing, and make sure the alt text enhances the image’s relevance to the page. For example, on a travel website, a picture of a tropical beach might have alt text like “all-inclusive resort on a private beach in the Bahamas.”
3. Align with the Page’s Content
As Mueller highlighted, the image and alt text should align with the rest of the page’s content. For instance, if you’re selling hotel stays, the alt text should emphasize the hotel and its amenities, not just describe the image in isolation.
4. Avoid Using AI-Generated Alt Text without Editing
Mueller also cautioned against relying solely on AI to generate alt text. While AI might produce something like “photo of a beach,” it misses the opportunity to add meaningful context. Always review and edit AI-generated text to ensure it adds value for both users and search engines.
5. Enhance Accessibility
Remember, alt text is primarily for users with visual impairments. Describe the image in a way that helps them understand its relevance, and don’t forget to add context if the image plays a critical role in understanding the content on the page.
