Definition of ALT Text

ALT text, short for alternative text, is an attribute used within HTML code to describe the appearance and function of an image used on a webpage. It serves to improve accessibility for people with visual impairments using screen readers, as the text description is read to them. Additionally, ALT text helps search engines understand and index images, thereby improving the website’s SEO performance.


The phonetic pronunciation of the keyword “ALT Text” is: ælt tɛkst

Key Takeaways

  1. ALT Text improves accessibility for visually impaired users, as it provides a description of the image content through screen readers.
  2. ALT Text improves the SEO of your website by allowing search engines to better understand the content and context of the images on your web pages.
  3. ALT Text serves as a fallback if an image fails to load, providing context and maintaining user experience even when the image is not visible.

Importance of ALT Text

ALT text, short for alternative text, holds significant importance in digital marketing as it serves several crucial purposes. Primarily, it ensures web accessibility by providing textual descriptions of images for visually impaired users who rely on screen readers.

This way, they can comprehend visual content, improving user experience and demonstrating adherence to web accessibility guidelines. Secondly, ALT text improves search engine optimization (SEO) by offering search engines more context about the images on your web page, thereby increasing the likelihood of ranking higher in image search results and overall organic search rankings.

Additionally, ALT text serves as a fallback when images fail to load due to slow connections or technical issues, maintaining a cohesive user experience by supplying relevant information in place of the missing image. Overall, ALT text is significant in enhancing web accessibility, SEO, and user experience in digital marketing strategies.


ALT Text, or alternative text, serves a crucial role in the realm of digital marketing by facilitating a more accessible and user-friendly experience for diverse web users, particularly those with visual impairments. This text is used as an attribute for images on websites, functioning as a clear and concise description of the image’s content, which can be read out by screen readers or displayed in case the image fails to load properly.

By enabling web accessibility, ALT Text not only complies with legal standards worldwide, but it also demonstrates a brand’s commitment to inclusivity, creating a positive brand image and potentially expanding its clientele. Apart from enhancing user accessibility, ALT Text is instrumental in boosting a website’s search engine optimization (SEO) efforts.

As search engines cannot directly interpret or decipher the content of an image, ALT Text offers valuable contextual information that assists them in understanding and indexing the image appropriately. Including relevant keywords in the ALT Text can improve a website’s search engine ranking and visibility, consequently driving organic traffic to the site.

In essence, ALT Text is a powerful tool that harmonizes accessibility and SEO strategies in digital marketing, optimizing websites to cater to both human users and search engine algorithms for improved online presence and engagement.

Examples of ALT Text

Social Media Platforms: On Instagram, when users upload images, they have the option to add ALT text to the photos. This text serves as a description of the image for visually impaired users, helping them understand the content through screen reader tools. Additionally, search engines use the ALT text to index the image, resulting in better search engine rankings and visibility.

E-commerce Websites: On an online shopping website like Amazon, product images are often accompanied by ALT text. This text helps describe the product attributes, such as color, size, and features, making it accessible for visually impaired users and ensuring better search engine rankings for product listings.

Blog Posts and Articles: In a blog post about healthy recipes, images of various dishes may be included to visually communicate the recipe steps. Adding ALT text to these images not only provides descriptions of the dishes for visually impaired readers but also improves the blog’s search engine optimization (SEO), making it more likely for the blog to appear in relevant search results.


What is ALT text?

ALT text, or “alternative text”, is an attribute added to an image tag in HTML. This text appears in place of an image if the image fails to load or when accessed by screen readers used by visually impaired users. It helps provide a better user experience and is an essential aspect of web accessibility.

Why is ALT text important?

ALT text is important for several reasons. It improves accessibility for visually impaired users, as it allows screen readers to describe the image content. It also ensures that users can understand the context of an image if it fails to load. Additionally, it provides better context to search engines, helping them index your images and potentially improving your website’s SEO.

How to add ALT text to an image in HTML?

To add ALT text to an image in HTML, simply include the ‘alt’ attribute within the ‘img’ tag. Here’s an example:

<img src="example-image.jpg" alt="Description of the image" />

Replace “Description of the image” with a brief and meaningful description of the image.

What makes a good ALT text?

A good ALT text is brief, descriptive, and informative. It should provide an accurate description of the image without being overly verbose. Avoid using phrases such as “picture of” or “image of” as they add unnecessary length. A good rule of thumb is to describe the image as if you were explaining it to someone who cannot see it.

Does every image need ALT text?

While it’s ideal to have ALT text for all images, there may be some exceptions. For purely decorative images that provide no additional information or context, an empty ALT text (alt=””) is acceptable. This tells screen readers to skip the image as the absence of content is intentional. However, for informational images, it’s crucial to provide a descriptive ALT text for better accessibility.

Related Digital Marketing Terms


  • Image Optimization
  • Accessibility
  • SEO (Search Engine Optimization)
  • Screen Reader
  • Web Content Accessibility Guidelines (WCAG)


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