Have you ever hovered over an image on a webpage and noticed a small snippet of text appear? That text is called “alt text,” and it plays a powerful role in how people experience your site—especially those who rely on screen readers. Yet it often remains an afterthought. That’s a problem. When handled correctly, it not only helps visually impaired users understand your images, but it can also support your SEO goals. On the other hand, stuffing alt text with keywords or using it as hidden ad space can frustrate visitors and hurt your search rankings.
In this article, you’ll learn why alternative text matters, how it benefits both accessibility and SEO, and how to write it in a clear, concise, and helpful way rather than a spammy or sales-focused one. Whether you’re a solo entrepreneur, a web developer, or part of a digital marketing team, these principles will help you craft alt text that meets user needs without alienating search engines—or your audience.
Why Alt Text Matters
Imagine you’re shopping for a laptop case online, and you can’t see the product images. Screen reader users rely on alt text to “hear” what’s happening in each image, from color to texture. If it is nothing more than “Get the best laptop case here,” that user is left with zero details about the product. They might simply leave for a site that offers the information they need. When you write alt text that clearly states “Black leather laptop case with a zipper and handle,” you empower all customers, including those with visual impairments, to make informed decisions.
SEO Wins
Search engines analyze alt text to better understand what each image represents. This can give your site a leg up in search rankings for relevant queries. However, algorithms have grown smart enough to recognize keyword-stuffed or spammy text. If your alt text reads like a desperate attempt to shoehorn “laptop case” 10 times, you might do more harm than good. Concise, descriptive text helps Google and other search engines match your site with the people who genuinely want to find your products.
Common Alt Text Pitfalls
Keyword Overuse
It can be tempting to sneak in extra keywords to boost SEO. But endless repetition—like “car seat protector, seat protector for cars, vinyl seat protector”—makes the text clunky and unhelpful. Search algorithms can detect spammy patterns, and users who rely on screen readers will find the repetition tedious or confusing.
Marketing Copy Disguised as Descriptions
Some site owners treat alt text fields as free ad space, writing something like:
“Our top-selling leather laptop case, now 20% off! Don’t miss this exclusive deal—buy today!“
While it may read like a catchy tagline, it doesn’t describe the image. A screen reader user learns nothing about color, texture, or design. Plus, Google doesn’t benefit from vague promotional language and might even flag your page as low-quality.
Empty or Missing Alt Text
Perhaps the biggest mistake is neglecting alt text entirely. In that case, a screen reader user hears nothing—just empty space—making it impossible to engage with or understand the image. If a product image is critical to your sales, that’s a huge missed opportunity.
Repeating “Image of”
Screen readers already announce that an element is an image. If your alt text says “Image of a black laptop case,” it’s redundant. Jump straight to the essential details: “Black leather laptop case with a zipper and handle.”
Writing Alt Text the Right Way
Focus on Real Descriptions
The primary function of alt text is to describe the image so someone can visualize it through words. For a black vinyl car seat protector, a simple yet complete phrase might be:
“Black vinyl seat protector on the driver’s seat with a zippered pocket.”
This gives useful details while remaining concise—no filler like “best seat protector,” no repeated keywords, and no promotional language.
Keep It Concise Yet Informative
Alt text generally doesn’t need to be more than one or two short sentences. Offer key details without overwhelming the user. For a laptop case, mentioning the color, material, and whether it has a handle or zipper is usually enough. Screen reader users just need the essentials to identify or comprehend the image.
Context Is Important
If the image has a functional role—like a button or a link—clarify that. For instance, if users click an image to add a product to their cart:
“Add to cart button for black vinyl seat protector”
This way, a screen reader announces the function, not just the object in the image.
Skip Redundant Phrases
Screen readers typically announce that an element is an image, so writing “Image of” or “Graphic showing” is unnecessary. Go straight into the description. It keeps your text short and saves valuable time for the user.
The Real-World Impact of Bad Alt Text
Frustrating Users
When alt text is stuffed with marketing copy or random keywords, it becomes meaningless for users with visual impairments. They hear a repetitive sales pitch instead of valuable information. This frustration often leads them to abandon your site, which hurts your brand image—and your bottom line.
Possible Legal Ramifications
In an era of heightened focus on digital accessibility, businesses risk legal consequences by not meeting basic standards. Some organizations have faced lawsuits for failing to include alt text. While legal outcomes vary by location and industry, it’s best to be proactive.
Lower Search Engine Rankings
Search engines want to display content that offers value. If your alt text is obviously spammy or unhelpful, algorithms may penalize your pages or push them further down the results. A high bounce rate—where users leave quickly due to poor user experience—also signals to Google that your site isn’t meeting visitor needs.
Practical Steps to Improve Your Alt Text
Conduct an Alt Text Audit
Start by reviewing your site for missing or poor-quality alt text. Tools like the WAVE Web Accessibility Evaluation Tool highlight potential issues. Many SEO platforms also include site audits that can reveal duplicated alternative text text or keyword stuffing.
Leverage AI Judiciously
AI can be a lifesaver if you have thousands of product images. Tools like Google Vision offer automated descriptions, but they’re not always accurate. AI might misidentify colors or add superfluous words, so always review automatically generated alt text for accuracy and clarity.
Follow Recognized Guidelines
The Web Content Accessibility Guidelines (WCAG) provide standardized advice on writing effective alternative. Aim to:
- Describe the image’s important details.
- Keep it concise.
- Skip filler words like “picture of.”
- Use empty alt text (
alt=" ") for purely decorative images that don’t add information.
Test with Real Users
Whenever possible, invite screen reader users to test your site. No automated tool can replace real feedback from people who use assistive technology daily. They’ll quickly tell you if your alt text is too vague, too repetitive, or missing crucial details. Their firsthand insights can highlight any confusion or gaps.
Best Practices at a Glance
- Prioritize clarity: Let users know exactly what they’re “seeing” through your words.
- Stick to relevant details: Think color, material, function, or context—not ad slogans.
- Limit keywords: A single, well-placed keyword can assist SEO. Overuse can sabotage it.
- Adapt to the image: Product angles differ, so describe each image’s unique perspective.
- Check surrounding text: If “black laptop case” appears in the product name next to the image, you may not need to repeat it in the alt text.
Conclusion
In today’s competitive online environment, you can’t afford to overlook the importance of alt text. A single line of well-chosen words can be the difference between an inclusive, intuitive user experience and a site that feels incomplete to a significant segment of your audience. By writing concise, descriptive alt text—free from keyword stuffing and promotional fluff—you create a more welcoming website and help search engines better understand your content.
If you’re ready to enhance your site’s accessibility while protecting its SEO standing, consider partnering with 216digital. We’ll help you fine-tune your alt text (and the rest of your site) so that every visitor, whether they see your images or hear them described, gets the information they need. Embracing accessibility and clarity isn’t just the right thing to do—it’s also a savvy move for your online presence.