Alt Text (Alternative Text)
Alt text is an HTML attribute used to describe the content of an image. It appears when an image fails to load and is essential for screen readers and assistive technologies, making it a core element of digital accessibility in compliance with WCAG guidelines.
In addition to accessibility, alt text plays a significant role in search engine optimization (SEO). Since search engines cannot interpret image content directly, descriptive alt text provides semantic signals that enhance visibility in image search and improve content relevance.
An effective alt text is short, descriptive, and relevant to the context. It should avoid keyword stuffing and clearly describe the purpose or content of the image. For decorative images, it is best practice to use an empty alt attribute (alt="") to avoid unnecessary distractions for screen reader users.
Example:
<img src="teamphoto.jpg" alt="The FINK Brot SEO team working in the office">A well-written alt text …
- clearly describes the content or function of the image,
- supports accessibility through screen readers,
- improves semantic SEO relevance,
- avoids redundant or keyword-heavy phrasing.
Note: Alt text should be applied to all meaningful images – not only for legal accessibility compliance but also to enhance user experience and search visibility.
Learn more about our technical SEO and on-page optimization services here.
