Alt Text

Alt text, short for alternative text, is a written description of an image that is added to the HTML code of a webpage. It is used by screen readers to describe images to users who are blind or visually impaired, helping make digital content more accessible. Alt text also appears in place of an image if the file cannot be loaded. From a technical perspective, it is added using the alt attribute within an image tag in HTML.

Alt text serves two primary purposes: accessibility and search engine optimization. For accessibility, it ensures that all users can understand the content and context of images, even if they cannot see them. For SEO, properly written alt text provides search engines with context about what an image represents, which can improve a page’s relevance and visibility in image search results. It also contributes to overall page quality in the eyes of search algorithms. In some cases, alt text can help improve rankings when used thoughtfully alongside other on-page SEO elements.

Best practices for writing alt text include keeping it brief, accurate and specific. The description should convey the essential information shown in the image without using phrases like “image of” or “picture of,” since screen readers already announce the presence of an image. For example, instead of writing “picture of a pie,” use “freshly baked apple pie on a wooden table.” Decorative images that do not add meaning should have empty alt attributes to prevent unnecessary noise for screen reader users. Including clear, well-written alt text is a simple but powerful way to improve both user experience and compliance with accessibility standards.