What Is Alt Text and Why Should Creatives Care?

Alt text (short for alternative text) is an HTML attribute added to an <img> tag that describes the content and function of an image. It serves two primary purposes: accessibility — screen readers read it aloud for visually impaired users — and SEO — search engines use it to understand and index images. For content creators, alt text is not an afterthought; it's a critical element that ensures your visual content is discoverable and inclusive.

How to Write Effective Alt Text: Best Practices

Writing good alt text is a skill. Follow these guidelines:

  • Be descriptive but concise. Describe what's actually in the image. Aim for 5–15 words. Avoid keyword stuffing.
  • Include relevant keywords naturally. If the image supports your content, incorporate your target keyword where it fits naturally, but don't force it.
  • Don't start with 'image of' or 'picture of'. Screen readers already announce it's an image. Jump straight to the description.
  • Consider context. The same image might need different alt text depending on the surrounding content. For example, a photo of a laptop on a desk could be 'Laptop on a wooden desk in a modern office' for a blog about remote work, or 'Latest model X laptop with 15-inch display' for a product review.
  • For decorative images, use empty alt text (alt=""). This tells screen readers to skip them, avoiding clutter.
  • For complex images like charts or infographics, provide a brief summary in alt text and a longer description nearby.

Common Alt Text Mistakes and How to Avoid Them

Even experienced marketers slip up. Here are frequent errors:

  • Keyword stuffing: 'Buy cheap laptops online, best laptop deals, laptop sale' — this harms user experience and can trigger SEO penalties.
  • Being too vague: 'Image' or 'Photo' tells users nothing. Be specific.
  • Ignoring context: Using the same alt text for an image across different pages, even when the message differs.
  • Forgetting to add alt text at all: Missing alt text leaves a gap for screen readers and missed SEO opportunity.
  • Writing for SEO instead of users: Alt text should first serve people with disabilities; SEO benefits are secondary.

Concrete Example

Imagine a blog post about '10 Tips for Better Sleep'. You include an image of a person sleeping peacefully in a dark room. Bad alt text: 'sleep tips' or 'image'. Good alt text: 'Person sleeping peacefully in a dark, quiet bedroom with blackout curtains.' This describes the scene, includes relevant keywords naturally, and helps both screen reader users and search engines understand the image.