Image Alt Text: A Silent Hero in Web Accessibility and SEO
Images play a fundamental role in conveying information to us in our everyday lives, this includes online by enhancing user experience, and capturing attention. However, their impact extends beyond aesthetics. Behind the scenes, Image Alt Text emerges as a silent hero, contributing to web accessibility and Search Engine Optimisation (SEO) in ways that often go unnoticed.
Understanding Image Alt Text: The Voice for Screen Readers
Image Alt Text, short for Alternative Text, is a brief description of an image embedded within a webpage, capturing the essence of the image in only a few words. Its primary function is to provide alternative information to aid users with visual impairment, including those using screen readers, but also benefits situations where images fail to load for users with very slow internet connection, or when users choose to disable image display for faster browsing.
Alt Text Example Image:
“An illustration with text that reads ‘Tips for cat-friendly indoor gardening’ and the message ‘Cats and plants can be a purrrrfect match!’. Photo image of two cats seated on a wooden table in front of lush green potted plants.”
The SEO Impact: Alt Text Communicating with Search Engines
Alt Text contributes to your images being indexed and ranked in search engine results pages (SERPs). When users perform image searches, the Alt Text helps search engines match their queries with your visual content, they rely on this text to understand the content and context of images. By incorporating relevant keywords into Alt Text, you can enhance the overall relevance of your page for specific search queries.
In the Screen Reader example above, a Long-tail keyword has been incorporated into the Alt Text, “Tips for cat-friendly indoor gardening” this is a specific and detailed search term involving a search intent for information, on a particular topic or need.
Below are examples of how your Image Naming Convention and Alt Text can elevate your SEO Strategy and improve your SERPs (Search Engine Results Pages) rankings:
Image Search Results "Cat-friendly indoor gardening"
Image Search Results "Cats"
Alt Text Three Main Categories: Descriptive, Functional, and Decorative
1. Descriptive Alt Text:
For images that convey specific information, provide a detailed description that captures the key elements and context. Focus on the visual details that are relevant to the image’s purpose within the content. For example, “AI generated example of an illustration of a black cat with green eyes sitting on a windowsill overlooking a cityscape.” in an article which is about AI generated images. Only if it is relevant and can naturally be inserted, use a keyword in the Alt Text.
2. Functional Alt Text:
This focuses on the purpose or action associated with the image. It describes the function the image serves within the content. Identify images that serve a functional purpose, such as buttons, icons, or links. Describe the action or function the image represents, as this helps users understand the interactive elements on the page, for instance, an image “Submit Button” used in a form, or images used in a Visual Menu with links for navigation.
3. Decorative Alt Text:
When an image is purely decorative and does not convey meaningful content or information, a brief, neutral or no description Alt Text can be provided to let users know that the image is for aesthetic purposes only. For example, “Decorative border” or “Background pattern.”, this conveys the image’s non-essential role.
Remember to be concise and clear in your alt text descriptions, providing valuable information without overwhelming users with unnecessary details. Regularly review and update alt text as needed, especially when content or images change, to ensure an inclusive and accessible online experience for all users and to keep your SEO efforts up to date.
Best Practices for Image Alt Text: Balancing Accessibility and SEO
1. Be Descriptive, Not Spammy:
Craft Alt Text that accurately describes the content of the image. Avoid keyword stuffing; instead, focus on providing meaningful and natural descriptions.
2. Keep it Concise:
While being descriptive, strive for conciseness. Aim for a few words that capture the essence without overwhelming users or search engines.
3. Context Matters:
Consider the context of the image within the overall content. Ensure that the Alt Text contributes to the understanding of the entire page.
4. Use Keywords Wisely:
If relevant, incorporate keywords into Alt Text, but do so naturally. Prioritise user experience over SEO tactics.
Conclusion: Elevating Accessibility and SEO Hand in Hand
Image Alt Text serves as the bridge between visual content and users with diverse needs. Whether enhancing accessibility for individuals with visual impairments or communicating with search engines for improved SEO, the impact of Alt Text is profound. As you curate your digital content, remember that every image has a story to tell, and Image Alt Text is its voice, ensuring that your story or information offerings are accessible to users and search engines.
AI is changing the way we search and what results are delivered from these queries, including advancements in image recognition, you can read more about this here: Artificial Intelligence and Semantic Search
Learn more about the Key Components of On-page SEO in these Articles:
- On-Page SEO: A Guide for Website Content and Blog Articles
- Title Tags and Meta Descriptions
- Content Snippets
- Header Tags (H1, H2, etc.)
- URL Structures
- Keyword Optimisation
- Internal and External Links
- Anchor Links
and to learn more about content creation, you can read about Evergreen Content and Pillar Method for Content Creation.