Alt-text: What is it and how does it impact SEO?

person using google on laptop
27 October 2021 | | Blog, Search Engine Optimisation

Currently 33% of Google SERP show images – and with Google regularly updating its algorithm to improve search results, it’s likely to increase! That means, despite your best SEO efforts, you could still be missing out on another source of organic traffic – your website images. One of the best ways to optimise the images on your site is through alt text

Alt-text (also known as alt tags or alt descriptions) is the written copy that appears in place of an image on a webpage or an image that fails to load on a user’s screen. It is also used to help screen-readers tool describe images to visually impaired readers and provides better images context to search engine crawlers, helping them to index an image properly. 

Alt-text is one of the best practices used by SEO managers to optimise images for the web as well as creating a better user experience for all types of visitors. 

Within HTLM code, alt text appears as the following: 

<img src=”image.webp” alt=”description of what is happening in the image”>

 

 Why is Alt-text Important? 

According to Google, alt text is used (along with computer vision algorithms and the contents of the page) to understand the subject matter of images. Though image recognition technology has vastly improved over the years, alt text provides web crawlers with more context. 

Google may see the following image and recognise the Eiffel Tower.

effiel tower replica in las vegas, nevada

Added relevant alt text such as “Eiffel Tower replica in Las Vegas, USA”, the image could be ranking for “las vegas attractions“ or “eiffel tower replica”. Leaving Google alone to decipher an image could lead to rankings for unintended keywords or missing out on rankings altogether. 

Therefore, alt text helps Google to better understand what the images on a webpage are about and give more insight into what the webpage as a whole is about. This can help increase the chances of your images appearing in search results and boost your ranking for targeted keywords. 

But not only does alt text helps Google better understand your website content but it also provides a better user experience. When a browser can’t load an image, it displays the alt text in the image container instead. For those with visual or cognitive disabilities, alt text is read allowed but screen readers. Thus allowing all users to glean what images are meant to convey.

 

How to Write Good Alt-text That Works

Alt text gives the opportunity to enrich images and content on your website, offers a good user experience and also allows you to integrate targeted keywords in a relevant way. However, stuffing too many keywords within the alt text can have a negative effect. When writing alt text we recommend:

  1. Describe the image as objectively as possible
  2. Provide context to the image so search engines can accurately index it
  3. Avoid phrases like “image of”/”picture of” – get straight into the nitty-gritty
  4. Use relevant keywords but avoid keyword stuffing

Example of Good and Bad Alt text:

a plate of green pesto pasta with basil and nuts

Bad:

  • <img src=”pasta.png” alt=”pasta”>

Good:

  • <img src=”pasta.png” alt=”A plate of pasta in a green pesto sauce, with nuts and basil”>

This alt text gives Google a little more context about what is happening in the image. Therefore it learns to show this image for searches such as “green pesto pasta” but not “pasta recipes without nuts”.

 

As Google updates its algorithms to improve search results for users, alt text will become a more important factor. To carry out a site audit of your website images and see how your image SEO is performing, get in touch with our team today.

More posts from our team


Previous Post:
Next Post:

Back to all news

Reviews2025
Five Star
Reviewed Marketing
5 gold stars
google review logofacebook review with 5 stars
"Excellent service from James at Dental Design, thank you very much for your prompt attention whenever I get in touch! Would definitely recommend to a friend" Alison Tarmey View Full Testimonial
Google reviews logo "Would definitely recommend to a friend"
5 gold stars
"As a dental practice manager I cannot recommend Dental Design highly enough. They are just brilliant at what they do. Lucy and her colleagues are just an email or a phone call away...." Emma Smith View Full Testimonial
Google reviews logo "I cannot recommend Dental Design highly enough"
5 gold stars
"Really great company to deal with. They always respond quickly and are truly reliable. I would 100% recommend, the staff are so friendly and helpful." Michelle Molloy View Full Testimonial
Google reviews logo "Really great company to deal with"
5 gold stars
"I got increased traffic and new patients applying to my surgery, once Dental Design upgraded my website. They are very professional, efficient & adaptive to new situations..." Joanna Gallop View Full Testimonial
Google reviews logo "Very professional, efficient & adaptive to new situations"
5 gold stars
"Lucy has been a star, responding to and acting upon our requests in a prompt, efficient and professional manner, as well as the rest of the Dental Design team..." Abhay Shah View Full Testimonial
Google reviews logo "I cannot recommend them highly enough"
5 gold stars
"...Since the website has been up and running Lucy Mander has been our point of contact. She has been invaluable and gone out of her way to help us, especially during COVID-19 lockdown... " Lucy Jones View Full Testimonial
Google reviews logo "Has been invaluable and gone out of her way to help us"
5 gold stars
"Thank you for all your help and support, and the provision of valuable learning aids for our patients and staff alike in these difficult times. We love the look of our practice website. Very professional!" Sandra Luck View Full Testimonial
Google reviews logo "We love the look of our practice website. Very professional!"
5 gold stars
"Dental Design stood out both in their knowledge of the industry and their professionalism and can-do attitude. All of their staff are exceptionally competent and knowledgeable..." Harvey Rook View Full Testimonial
Google reviews logo "Dental Design stood out both in their knowledge of the industry and their professionalism"
5 gold stars
"Having done extensive research into all the dental website companies, the team and package offered at dental design was unrivalled..." Neil Shah View Full Testimonial
Google reviews logo "The team and package offered at dental design was unrivalled"
5 gold stars
"The team at dental design (especially Rosie) are absolutely fantastic and are always on hand to help. They are professional, friendly and extremely efficient. Rosie always gets back..." KiKi Wilmot View Full Testimonial
Google reviews logo "absolutely fantastic and are always on hand to help"
5 gold stars
"Dental Design are fantastic to work with, our website is amazing and the support they provide is second to none. Our account manager Rosie L is a fabulous point..." Luke Lucas View Full Testimonial
Google reviews logo "Dental Design are fantastic to work with"
5 gold stars
"Having worked with the Dental Design team for the last six months, I've found them not only helpful, but friendly and approachable too. I bombard Marcus with regular..." Sophie Harper View Full Testimonial
Google reviews logo "always met with a swift and professional response"
5 gold stars
desk with branded documents