When it comes to building a website that’s both user-friendly and search engine optimized, one small detail often makes a huge difference: alt text. Whether you’re a content creator, business owner, or SEO specialist, mastering the use of alt text can significantly improve your site’s accessibility and visibility in search engine results.
But what exactly is alt text, and why is it so important?
What is Alt Text and Why Does it Matter
Alt text, short for “alternative text,” is a brief, descriptive phrase embedded in the HTML code of a webpage that explains the content of an image. It’s used in the alt attribute of an image tag, like this:
<img src=”product-photo.jpg” alt=”Eco-friendly bamboo toothbrush on a white background”>
This short line of text serves two vital functions: it describes the image to people who can’t see it, and it tells search engines what the image is about. But why does it matter?
1. Enhancing Website Accessibility
Not everyone experiences your website in the same way. Visually impaired users rely on screen readers to navigate web content. Alt text provides these assistive technologies with a way to communicate the meaning or purpose of images aloud.
Without descriptive alt text, users who can’t see your images miss out on crucial information, especially if those visuals contain product details, buttons, or important calls to action. Including clear and accurate alt text ensures a more inclusive browsing experience for all users.
2. Improving Search Engine Optimization (SEO)
Search engines like Google can’t “see” images the way humans do. They rely on it to understand what an image is showing. By using well-written alt descriptions that include relevant keywords (naturally, not spammy), your images are more likely to appear in Google Image Search, which can drive additional traffic to your website.
Proper use of alt text also improves overall page SEO, as it contributes to a richer, more informative web page.
How Alt Text Enhances Website Accessibility
Creating an inclusive digital experience isn’t just a nice-to-have. It’s essential. One of the most powerful yet overlooked tools in making your website accessible to all users is alt text. When used effectively, it bridges the gap between visual content and users who rely on assistive technology, such as screen readers.
Let’s explore how well-crafted one empowers accessibility and improves user experience across the board:
1. Provides Equal Access to Visual Content
Not everyone can see the images on your website, but everyone deserves to know what they represent. Alt text offers a written description of an image’s content, allowing users with visual impairments to engage with your website in a meaningful way.
For instance, instead of leaving an image of a tropical beach with no context, descriptive alt text like “Crystal-clear blue water and palm trees on a sunny tropical beach” helps paint the picture for users who can’t see it. Even when an image fails to load due to a slow connection or technical issue, the alt text ensures the message is still conveyed.
2. Supports Screen Readers for Visually Impaired Users
Screen readers are assistive tools that convert digital text into audio. They rely heavily on alt text to interpret images, making your visual content understandable through spoken word.
Imagine you have an image showing someone working on a laptop in a café. With thoughtful alt text like “Freelancer working on a laptop at a coffee shop table”, screen readers can narrate the scene, helping users understand what’s being displayed.
For more complex visuals like charts, graphs, or infographics, consider providing extended descriptions or linking to longer explanations to ensure clarity and comprehension.
3. Improves Navigation for Users with Disabilities
Alt text does more than describe images. It also supports smooth navigation across your site. For instance, if you use icons or buttons with embedded images (like a “submit” icon), descriptive alt text such as “Click to submit your form” gives screen reader users clear guidance on what action the button performs.
Accessible navigation is especially important for users with visual or cognitive impairments who rely on keyboard commands and auditory cues to move through a site. It acts as a signpost, guiding them efficiently through your content.
4. Ensures Compliance With Web Accessibility Standards
Beyond usability, it is a key component in meeting global accessibility standards like the Web Content Accessibility Guidelines (WCAG). These standards are designed to ensure that digital content is perceivable, operable, understandable, and robust for all users, regardless of ability.
Using proper alt text, such as labelling your company’s logo with “ABC Tech company logo,” demonstrates a commitment to accessibility while helping your website stay compliant with legal requirements in various countries. By making your website more inclusive through strategic use of it, you’re not only improving the user experience for people with disabilities, you’re also enhancing your site’s overall usability and credibility.
Up next, let’s explore how alt text isn’t just good for accessibility. Instead, it’s also a powerful tool for SEO that can boost your visibility in image search results and beyond.
How Alt Text Can Supercharge Your SEO Strategy
Alt text isn’t just about accessibility. It’s a hidden powerhouse in your SEO toolkit. When used correctly, it helps search engines understand your visual content, making it easier for your site to rank in both standard and image-based search results. In a digital world driven by discoverability, this small piece of code can have a major impact.
Let’s break down how it enhances your site’s SEO performance and why it deserves a permanent place in your optimization checklist.
1. Improves Image Indexing for Search Engines
Search engines like Google and Bing can’t “see” images the way humans do. They depend on alt text to interpret what an image represents. When you include descriptive, keyword-rich alt text, you’re essentially translating that image into searchable content.
For example, instead of a vague alt tag like alt=”photo”, a more SEO-friendly version might be: alt=”Homemade chocolate chip cookies on a rustic wooden table”
This tells search engines exactly what the image shows, making it easier to index and match to relevant queries.
2. Increases Visibility in Google Image Search
A well-optimized image doesn’t just add to your website’s visual appeal. It can also show up in Google Images, which accounts for a significant percentage of all online searches. That means your content could attract visitors who never saw your page in traditional search results, but discovered it through an image.
When your visuals appear in image results for specific keywords, they act like visual entry points to your website, bringing in highly targeted, organic traffic.
3. Strengthens Topical Relevance and On-Page SEO
Alt text doesn’t live in isolation. It contributes to your page’s overall content relevance. When your image descriptions align with the page’s theme or keywords, it reinforces the semantic connection between all the elements on the page.
For instance, if you’re writing a blog post about “sustainable fashion,” and your image alt tags include descriptions like “recycled cotton t-shirt made from eco-friendly fabric”, you’re giving search engines more context. This helps your page appear more authoritative on the topic, which can improve your rankings.
4. Boosts Organic Traffic From Multiple Sources
When you properly label your images, you’re not just targeting search engines, you’re also optimizing for human behaviour. People searching for products, tutorials, or inspiration often turn to Google Images. If your image ranks there and the alt text is compelling, they’re more likely to click through to your site.
This cross-channel visibility boosts your chances of being discovered by a wider audience, and more traffic means more opportunities to convert visitors into customers or subscribers.
5. Enhances User Experience and Lowers Bounce Rates
Images that are relevant, clearly described, and contextually aligned with the page’s content contribute to a better user experience. Visitors are more likely to stay, engage, and explore when they feel the content is helpful and cohesive. This reduced bounce rate signals to search engines that your content is valuable, which can positively influence your rankings.
Plus, alt text ensures that users with slow connections or broken image links still understand the context of your visual elements. Another mark in favour of a well-optimized, user-friendly site.
Why Proper Alt Text Matters for SEO: Key Benefits for Visibility and Rankings
Images are more than just visual elements. They’re valuable assets that, when optimized correctly, can boost your website’s SEO performance. One of the most important ways to make your images SEO-friendly is by using proper image attributes, often referred to as “alt text.”
But what exactly do you gain from writing effective alt text? Let’s break down the top SEO benefits that come from using this simple yet powerful tool.
1. Improved Image Indexing by Search Engines
Search engines can’t interpret images like humans do. They depend on the alt attribute to understand what each image represents. By writing clear, descriptive alt text, you help search engine crawlers correctly categorize and index your images.
This makes it easier for your visuals to appear in relevant search queries and image searches, expanding your site’s discoverability.
2. Greater Visibility in Google Image Search
One of the most overlooked traffic sources is Google Image Search. With properly optimized alt text, your images have a much better chance of ranking in image results. This opens the door to additional organic traffic, especially from users searching for visual content related to your niche.
Whether you’re showcasing products, tutorials, or visual storytelling, appearing in Google Images can drive targeted visitors to your site.
3. Increased Semantic Relevance for Your Web Pages
Search engines assess your page holistically, including how well images relate to the surrounding content. When your alt text reflects the topic of the page, it boosts semantic relevance, helping search engines better understand what your content is about.
For example, an article about “vegan smoothie recipes” with alt text like “banana spinach smoothie in a glass jar” reinforces topical relevance and strengthens your on-page SEO.
4. Boost in Organic Traffic Across Search Channels
By improving image indexing and relevance, you also increase the likelihood of ranking in both standard and image search results. This broader visibility can significantly enhance your organic traffic, bringing in more users who are actively searching for your products, services, or content.
Each optimized image becomes a potential entry point to your site.
5. Better Engagement and Lower Bounce Rates
When users land on your site through well-described and relevant images, they’re more likely to find what they’re looking for. This increases time on site, encourages further browsing, and reduces bounce rates, all of which contribute positively to SEO rankings.
Alt Tag vs. Alt Text: What’s the Real Difference?
The terms “alt tag” and “alt text” are often used interchangeably, but they don’t mean the same thing. If you’re serious about optimizing your images for SEO and accessibility, it’s important to understand the correct terminology.
Here’s a quick comparison to clear things up:
| Aspect | Alt Tag | Alt Text |
| What it is | Common (but incorrect) term | The actual description added to an image |
| HTML Element | Not a valid HTML tag | A text string used inside the alt attribute of an <img> tag |
| Purpose | Often used to refer to the alt attribute | Provides image context for screen readers and search engines |
| Correct Term | Actually refers to alt attribute | Correct term is alt text or alternative text |
| Bad Example | N/A | alt=”image1″ or alt=”photo”, too vague |
| Good Example | N/A | alt=”Golden retriever puppy playing in the grass”, detailed and helpful |
In Simple Terms:
- Alt tag = A misused term that people often use when they mean alt text or attribute.
- Alt attribute = The HTML part of the image tag: <img src=”image.jpg” alt=”your description here”>
- Alt text = The actual written description inside the attribute that explains the image.
So when you’re optimizing your images, what you really want to focus on is writing clear, concise, and keyword-relevant alt text within the attribute.
Now that the confusion is cleared up, let’s move on to the practical side.
How to Add Alt Text in WordPress
Adding alt text to your images in WordPress is one of the simplest ways to enhance your website’s accessibility and search engine visibility. Whether you’re a blogger, an eCommerce store owner, or a content creator, optimizing your images with meaningful alternative text can make a significant difference in how your content performs.
Here’s a step-by-step guide on how to add, edit, and manage alt text in WordPress.
1. Edit Alt Text for Existing Images
- Go to Media > Library in your dashboard.
- Click on the image you want to edit.
- In the Attachment Details panel, locate the Alt Text field.
- Update your description as needed and click Update to save your changes.
This is especially useful for updating vague or missing alt attributes across older posts.
2. Add Alt Text in the WordPress Block Editor (Gutenberg)
If you’re using the WordPress Block Editor to build posts or pages:
- Click on the Image Block where your image is inserted.
- In the Block Settings sidebar on the right, find the Alt Text field under Image Settings.
- Add or edit the alt text here.
- Your changes are automatically saved when you update or publish the post.
3. Bulk Add or Optimize Alt Text Using Plugins
Manually editing alt attributes for dozens or even hundreds of images can be time-consuming. Fortunately, there are powerful WordPress plugins that can help automate this process:
- Yoast SEO – Highlights missing alt text and offers content SEO guidance.
- SEO Optimized Images – Automatically adds alt attributes based on file names or image titles.
- Auto Image Attributes From Filename With Bulk Updater – Generates alt, title, and caption fields in bulk based on file names.
These tools are ideal for large websites, media-heavy blogs, or eCommerce platforms where bulk image optimization is essential.
4. Writing Tips for SEO and Accessibility
Writing an effective one is what makes the real difference. Here are some best practices:
- Be descriptive and accurate: Explain what’s happening in the image in a way that’s helpful for visually impaired users and search engines.
- Keep it concise: Aim for under 125 characters so screen readers can process it smoothly.
- Avoid keyword stuffing: Use natural language. Only include keywords when they’re relevant to the image.
- Maintain context: Make sure the alt text aligns with the surrounding content of the page or post.
- Use empty alt attributes for decorative images: If an image doesn’t convey meaningful content, use alt=”” to help screen readers skip it.
Platform-Specific Best Practices: Tailor Your Image Optimization for Maximum Impact
While the core principles of writing effective alt text, remain the same across the board, the way you apply those principles varies depending on the platform. Whether you’re managing a WordPress blog, crafting an email campaign, posting on social media, or running an eCommerce store, customizing your alt text for each environment is key to enhancing SEO performance, accessibility, and user experience.
1. WordPress: Streamline SEO with Automation and Plugins
For WordPress websites, managing alt text can quickly become overwhelming, especially if you’re dealing with a large media library. Fortunately, WordPress offers powerful tools to make the process easier:
- Use SEO plugins like Yoast SEO to audit and recommend improvements for missing or poor alt attributes.
- Try automation tools like Auto Image Attributes From Filename to bulk-generate alt text based on image file names or titles.
- For a hands-on approach, edit directly in the Media Library or within the Gutenberg Block Editor while working on posts and pages.
2. Social Media: Make Visual Content Inclusive and Clear
Social platforms are inherently visual, but they’re not always accessible by default. Fortunately, many platforms now allow users to add alt text manually:
- Instagram: Tap “Advanced Settings” before posting and use the “Write Alt Text” option.
- Twitter (X): When uploading an image, tap “+ALT”.
- LinkedIn: Add alt text under the image preview during post creation.
When writing social media alt text:
- Keep it short but meaningful. Aim for one sentence.
- Focus on the visual content’s purpose (e.g., a quote graphic, infographic, event photo).
- Avoid repeating what’s already in your caption.
Example: Instead of “A woman,” write “Smiling woman holding a ‘Grand Opening’ sign outside her new café.”
3. Email Marketing: Ensure Messages Land, Even Without Images
Most email clients disable image loading by default, which means your carefully designed visuals might not display for all users. That’s where alt text becomes essential. It ensures recipients still understand your message, even when the images don’t load. For promotional emails, use an actionable and informative one.
Example: <img src=”sale-banner.jpg” alt=”Flash Sale: 20% Off All Orders – Ends Tonight!” />
This keeps your message clear and clickable, even with image blockers in place.
4. eCommerce Platforms: Enhance SEO and Boost Conversions
For online stores, alt text serves two vital purposes: improving search engine visibility and making product details accessible to all users, including those using screen readers.
On platforms like Shopify, WooCommerce, or BigCommerce:
- Write specific product-focused descriptions.
- Include key attributes like colour, size, or product use when appropriate.
- Align your alt text with product titles and descriptions for keyword consistency.
Bad Example: alt=”soap”
Good Example: alt=”Handmade lavender soap bar with eco-friendly packaging”
This not only boosts your chance of ranking in Google Image Search but also supports buyers who rely on accessible shopping experiences.
Final Thoughts: How to Boost SEO with Alt Text
Alt text may seem like a small detail, but its impact on your website is anything but minor. By taking the time to write clear, descriptive alt attributes, you’re doing more than just optimizing images. You’re making your content accessible to a wider audience and giving search engines the context they need to improve your rankings.
Whether you’re aiming to improve visibility in Google Image Search, lower bounce rates, or meet accessibility standards, alt text is a simple yet powerful way to elevate your site’s performance. With Bluehost’s WordPress hosting, you get access to intuitive tools and plugins that make optimizing images easier than ever. From SEO plugins to media management, Bluehost supports you every step of the way.
Start your journey with Bluehost today, and build a website that’s not only SEO-friendly but truly accessible to all.
