WordPress Help Articles

Alt text, also known as alternative text, plays a crucial role in web accessibility and search engine optimization (SEO). It helps visually impaired users understand images through screen readers while also improving search rankings by providing context to search engines. In this article, we’ll explore best practices for writing effective alt text, common mistakes to avoid, and how to optimize images for both accessibility and SEO.

What Is Alt Text?

Alt text is a brief textual description assigned to images on a webpage. This text serves two main purposes:

1. Accessibility – Screen readers use alt text to describe images to visually impaired users.
2. SEO – Search engines rely on alt text to understand and index images correctly.

If an image fails to load, the alt text is displayed in its place, ensuring users still understand the image’s context.

Best Practices for Writing Alt Text

Crafting effective alt text requires a balance between clarity, conciseness, and keyword optimization. Below are key guidelines to follow:

1. Be Descriptive but Concise
   • Alt text should accurately describe an image while being as brief as possible. Aim for 125 characters or fewer to ensure compatibility with screen readers.
     • Good use example: “Golden retriever puppy playing in a grassy park.”
     • Avoid this example (too generic and lacks useful details): “Cute dog.”
2. Use Keywords Naturally
   • Incorporate relevant keywords, but avoid keyword stuffing. Search engines use alt text to understand image content, making it a valuable SEO tool.
     • Good use example: “Golden retriever puppy playing in a park on a sunny day – best dog breeds for families.”
     • Avoid this example (keyword stuffing): “Golden retriever puppy dog cute golden retriever best golden retriever breed.”
3. Don’t Start with “Image of” or “Picture of”
   • Screen readers already indicate that the content is an image, so stating “image of” or “picture of” is unnecessary.
     • Good use example: “Freshly baked chocolate chip cookies on a cooling rack.”
     • Avoid this example: “Image of freshly baked chocolate chip cookies on a cooling rack.”
4. Convey Important Information Only
   • If the image is purely decorative and does not add meaningful content, it should have a null alt attribute (alt=””) to be ignored by screen readers.
     • Good use example (for a decorative image): <img src="decorative-pattern.jpg" alt="">
   • For functional images (like buttons or links), the alt text should describe the function, not the appearance.
     • Good use example (for a search button): <img src="search-icon.png" alt="Search">
5. Context Matters
   • Alt text should align with the surrounding content and provide context for the user. If an image supports an article, ensure the description is relevant.
     • Good use example (for an article about healthy eating): “Fresh fruit smoothie with strawberries, bananas, and yogurt.”
     • Avoid this example (off-topic or too vague): “Drink in a glass.”

Common Alt Text Mistakes to Avoid

To make the most of alt text, steer clear of these common errors:

• Leaving alt text blank for meaningful images – All non-decorative images need descriptions.
• Using overly technical language – Keep descriptions simple and user-friendly.
• Keyword stuffing – Forces keywords unnaturally and harms SEO.
• Writing long, detailed descriptions – Stick to a short, clear summary.
• Ignoring alt text for buttons and links – Functional images need alt text explaining their action.

How Alt Text Impacts SEO

Alt text contributes to image SEO by:

• Helping images rank in Google Image Search
• Improving overall page relevance
• Enhancing user accessibility and reducing bounce rates

Optimizing alt text correctly can drive organic traffic while ensuring your website remains accessible to all users.

Alt Text for Different Types of Images

• Product Images – Include product name, key features, and variations.
• Infographics – Summarize key data points or provide a text alternative.
• Decorative Images – Use alt=”” to avoid unnecessary distractions.
• Charts & Graphs – Provide a short summary of key findings.
• Logo Images – Use the brand name (e.g., “Nike logo“).

Alt text is essential for both accessibility and SEO. By following these best practices, you ensure your website is inclusive, user-friendly, and optimized for search engines. Every image should have a purpose, and its alt text should clearly communicate that purpose without unnecessary details or keyword stuffing.

For WordPress users, the alt text field is available when uploading images to the Media Library.