Alt text. You probably think it’s just another SEO checkbox. Something to tick off the list so Google can understand your images. And sure, that’s part of it.
But that’s like saying a car’s engine is just for making noise. It’s technically true, but it misses the entire point of what it actually *does*.
The real, hard truth about alt text is that it’s fundamentally about communication. It’s about ensuring your visual content is accessible to everyone, regardless of their ability to see it. And in doing so, it makes your entire web presence more robust, inclusive, and yes, even more discoverable.
1. The Assumption vs. The Reality
Most agencies treat alt text as a low-priority task, often delegated to junior staff or even automated tools. The assumption is that if the image is there, and the text is *somewhere* on the page, the job is done. This leads to generic, unhelpful, or even missing alt text.
The reality is that well-crafted alt text is a critical component of user experience and a powerful, albeit subtle, SEO signal. It’s an extension of your brand’s voice and a commitment to inclusivity.
Why the Fuss?
Here’s why simply “filling in the blank” isn’t enough:
- Accessibility: Screen readers rely on alt text to describe images to visually impaired users. Inadequate alt text creates barriers.
- SEO: Search engines use alt text to understand image content, improving your site’s ranking in image search and general search results.
- Context: Alt text provides context when images fail to load, or for users who may not understand the visual at first glance.
- User Experience: Good alt text enhances the overall experience, making content more understandable and engaging for a wider audience.
2. Crafting Effective Alt Text: The Core Principles
Forget keyword stuffing. Effective alt text is about descriptive accuracy and user benefit. Think about what information the image conveys and how best to communicate that to someone who cannot see it.
Be Specific and Concise
Aim for clarity. Describe what’s in the image without unnecessary jargon or fluff. Shorter is often better, but never at the expense of meaning.
Good: A golden retriever puppy chasing a red ball in a grassy park.
Bad: dog
Bad: Cute puppy playing fetch, golden retriever puppy playing fetch in park, golden retriever puppy playing fetch in park for SEO
Focus on Function and Content
What is the purpose of the image on the page? Is it purely decorative, or does it convey crucial information?
- If it’s decorative, use an empty alt attribute:
alt="". This tells screen readers to skip it. - If it conveys information, describe that information.
- If it’s a link, describe the link’s destination or action.
Example (Link): For a button that says “Download Report,” the alt text should be Download the Q3 Marketing Report, not just “Download.”
Avoid Redundancy
Don’t start with “Image of…” or “Picture of…”. Screen readers already announce it’s an image. Get straight to the description.
Context is King
The best alt text is relevant to the surrounding content. An image of a laptop might need different alt text on a product page versus a blog post about remote work.
3. Handling Different Image Types
Not all images are created equal, and your alt text strategy shouldn’t be either.
Informational Graphics and Charts
These are data-heavy. Alt text should summarize the key takeaway or trend. For complex charts, consider providing a more detailed description in the accompanying text or a link to a data table.
Example: For a bar chart showing website traffic growth, alt text could be: Bar chart showing a 25% increase in website traffic from Q1 to Q2 2023.
Logos
Generally, use the brand name. If it’s your company logo on the homepage, [Your Company Name] logo is sufficient. If it’s a partner logo, [Partner Company Name] logo.
Photographs and Illustrations
Describe the subject matter clearly. Focus on what’s visually prominent and relevant to the page’s narrative.
Complex Images (Infographics, Diagrams)
These often require more than a single sentence. The best approach is to:
- Provide a brief, descriptive alt text for the image itself.
- Follow up with a more detailed text description in the content.
- Or, link to a separate page with a full description.
4. Alt Text and SEO: The Nuance
Yes, alt text helps SEO. But not in the way most people think. It’s not about jamming keywords into every image description. It’s about providing search engines with accurate context.
How it Helps
- Image Search Visibility: Properly described images are more likely to appear in Google Images and other visual search results.
- General Search Rankings: When search engines understand your content better, they can rank your pages more effectively.
- User Engagement: Accessible content tends to keep users on the page longer, a positive signal for search engines.
What to Avoid
- Keyword Stuffing: Overloading alt text with irrelevant keywords.
- Generic Descriptions: Using the same vague alt text for multiple images.
- Misleading Descriptions: Describing an image with keywords that aren’t actually present.
Think of it as helping Google understand the *meaning* of your images, not just indexing them.
5. When Alt Text Isn't Enough
Some visuals are too complex for simple alt text. Think detailed diagrams, lengthy infographics, or interactive charts. In these cases, alt text is just the first step.
The Companion Text
The most effective strategy is to supplement your alt text with descriptive text in the body of your article. This text can elaborate on the information presented in the image, providing depth and nuance.
For a complex infographic, your alt text might be Infographic detailing the steps in the client feedback loop. The text that follows can then break down each step in detail.
Long Descriptions
For extremely complex visuals, consider a link to a dedicated page or a downloadable document that offers a comprehensive explanation. This is especially useful for technical diagrams or detailed data visualizations.
6. Where Revue Fits In
Managing alt text, especially across a large volume of creative assets, can feel overwhelming. This is where a centralized platform like Revue becomes invaluable.
Revue helps you maintain consistency and quality across your projects. When you upload and manage visual assets within Revue, you can:
- Centralize Feedback: Ensure that comments regarding image descriptions and accessibility are captured in one place, tied directly to the asset.
- Track Revisions: See how alt text has evolved over different versions of a creative piece, ensuring the final version is optimized and accurate.
- Streamline Approvals: Make alt text a part of your approval checklist. Has the image been described accurately and accessibly? This visibility prevents oversight.
- Quality Checks: Integrate alt text best practices into your QA process. Revue provides the structure to ensure this crucial detail isn’t missed before launch.
By making alt text a visible and manageable part of your workflow, you ensure that accessibility and SEO best practices are considered from the outset, not as an afterthought.
7. Common Pitfalls and How to Avoid Them
Even with the best intentions, mistakes happen. Here are common pitfalls and how to sidestep them.
Pitfall: The Generic Default
Symptom: Every image has alt text like “company logo” or “product image.”
Fix: Train your team to be specific. Use context. What *kind* of product? What is the logo representing *here*?
Pitfall: The Overly Long Description
Symptom: Alt text reads like a short story, often exceeding the ~125 character guideline for screen readers.
Fix: Prioritize. What’s the most critical information? Use companion text for the rest. Shorter is better if it conveys the meaning.
Pitfall: The Ignored Decorative Image
Symptom: Decorative images have descriptive alt text, cluttering screen reader output.
Fix: Use alt="" for purely decorative elements. Train your team to identify these.
Pitfall: The Keyword-Stuffed Mess
Symptom: Alt text looks like a list of unrelated keywords, harming both UX and SEO.
Fix: Focus on describing the image accurately. Let natural keyword inclusion happen organically through good description.
Final Thought
Alt text is more than a technical requirement; it’s a design choice. It’s a testament to how much you value clarity, inclusivity, and a truly exceptional user experience for every single person who encounters your work.
Are you designing for everyone, or just those who can see?
Frequently asked questions
What is the ideal length for alt text?
While there's no strict character limit, aim for conciseness. Generally, under 125 characters is recommended to ensure screen readers display the full description. Prioritize the most important information.
Should I include keywords in my alt text?
Yes, but only if they are naturally relevant to the image and its context. Focus on accurately describing the image. Overstuffing with keywords can harm both user experience and SEO.
What if an image is purely decorative?
For purely decorative images that do not convey any information, use an empty alt attribute: `alt=""`. This tells screen readers to skip the image, improving the experience for visually impaired users.
How do I write alt text for complex infographics?
For complex visuals like infographics or charts, provide a brief, descriptive alt text for the image itself, and then offer a more detailed explanation in the accompanying text on the page, or link to a separate page with a full description.
Can automated tools write good alt text?
Automated tools can be a starting point, but they rarely produce truly effective alt text. They often lack context and nuance. Human review and editing are essential for accuracy and accessibility.