Alt Text: It's More Important Than It looks
Many publishers have a habit of just shoveling images onto their site. But by doing this they're overlooking an important component of SEO, particularly if their theme or the way they're handling those images isn't optimized. Images have a field called "Alt" text that is used by search engines to describe or provide context to the image. In essence it helps make the image searchable. Additionally, it provides important accessibility functionality by making the image visible to screen readers. Finally, if the image doesn't render for some reason, it provides text to show what the image is supposed to be. We've noticed an outsized impact on search results when Alt text is populated on images versus when it isn't, so it's important to check that your site is populating these values correctly.
Below is a brief recap of why this is important.
1. Accessibility
ALT text ensures that web content is accessible to all users, including those with visual impairments. Screen readers, which are used by visually impaired individuals, rely on ALT text to describe images. Without ALT text, these users would miss out on important information conveyed through images1. By providing descriptive ALT text, you make your website more inclusive and improve the overall user experience.
2. Improved User Experience
When images fail to load due to slow internet connections or technical issues, ALT text serves as a placeholder, giving users an idea of what the image represents2. This helps maintain the flow of information and prevents confusion, ensuring a smoother browsing experience.
3. SEO Benefits
Search engines cannot “see” images, but they can read ALT text. By adding relevant ALT text to your images, you help search engines understand the content of your images, which can improve your website’s search engine rankings3. This can lead to increased visibility and more organic traffic to your site.
4. Image Traffic
Images with well-written ALT text are more likely to appear in image search results. This can drive additional traffic to your website from users who are specifically searching for images1. It’s an often-overlooked source of organic traffic that can significantly boost your site’s performance.
Best Practices for Writing ALT Text
- Be Descriptive: Clearly describe the content and function of the image.
- Keep It Concise: Aim for a brief yet informative description.
- Avoid Keyword Stuffing: Use relevant keywords naturally, but don’t overdo it.
- Context Matters: Ensure the ALT text is relevant to the surrounding content.
By following these best practices, you can create effective ALT text that enhances accessibility, improves user experience, and boosts your website’s SEO performance.
