Image alt text is a text alternative describing an image’s relevant content or purpose. It helps people who cannot see the image, and can support search engines’ understanding of imagery in context. The right wording depends on what the image does on that specific page, rather than a target keyword list.
Describe purpose instead of filling a field
W3C distinguishes informative, decorative and functional images because their alternatives serve different needs. A purely decorative image can use an empty alternative, while an image functioning as a link needs an accessible purpose. Google also advises useful contextual image descriptions and discourages keyword stuffing. Alt text is one part of image SEO, alongside discoverable files and relevant surrounding content. It does not guarantee visibility, and repeating the service name on every image can make an assistive reading experience unnecessarily noisy.
Review the image in its page context
Inventory images on important templates and identify what information would be lost if each image disappeared. Write concise alternatives for informative images, and make functional alternatives explain the action or destination. Avoid repeating nearby captions unnecessarily. For charts or complex diagrams, provide a fuller explanation in adjacent content rather than forcing all detail into one attribute. Inspect the rendered HTML to confirm alternatives survive the CMS and responsive image setup. Check icon-only controls separately because their accessible name may need a different implementation.
Check linked images that repeat a nearby text link. The combined accessible name should remain clear without making the destination unnecessarily repetitive, and each independent control should still communicate its purpose.
Explain a project photograph accurately
Imagine a Perth cabinetmaker uses a photograph to show a specific storage solution on a project page. An alternative describing the relevant layout and feature can help a reader understand its contribution. An abstract background behind the same page’s heading may be decorative and need no spoken description. Do not identify people, materials or outcomes the image does not establish. Review alternatives when replacing images so an old description does not remain attached to a different photograph, and retain meaningful explanatory copy for details customers must compare.
Image context and alternatives can be assessed within on-page SEO work.
Common questions
Should every image contain an SEO keyword?
No. Describe relevant content or purpose naturally. Use a term when it accurately belongs in the description, not to repeat a target phrase.
Can decorative images have empty alt text?
Yes, when they add no meaningful information or function. An empty alternative can prevent unnecessary announcements, but the decision depends on context.
Terms in this guide
- Alt text — A text alternative that describes an image’s relevant content or purpose. Decorative images can use an empty alternative. It should describe the image naturally rather than repeat keywords.
- Accessibility — Designing content and controls so people with different abilities can use them, including through a keyboard, screen reader, enlarged text or reduced motion.
- HTML — HyperText Markup Language: the document structure used to describe web content, including headings, paragraphs, links, lists, images and forms.
- On-page SEO — Work on a page’s content and structure, including its topic, headings, metadata, relevant links and images, to help people and search engines understand it.
Related SEO guides
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