Alt text, or alternative text, is an essential component of web accessibility and image optimisation. For years, SEO professionals have debated its role in search rankings, with many believing that incorporating keywords into alt text could significantly boost a webpage’s visibility on search engines. However, Google has recently reaffirmed that alt text should not be viewed primarily as an SEO tool but rather as an accessibility feature designed to improve user experience.
Understanding Alt Text
Alt text serves a fundamental purpose: it provides a textual alternative to images for users who cannot see them. This includes individuals using screen readers, those with visual impairments, or users on slow connections where images fail to load. The primary goal of alt text is to convey the essential content and function of an image so that all users can access the same information, regardless of their ability to see the image itself.
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Google’s Official Stance
Google has clarified that while alt text can play a minor role in search engine rankings, its primary function is accessibility. Google encourages webmasters to use alt text thoughtfully, focusing on describing images in a meaningful way rather than stuffing them with keywords. This stance is consistent with Google’s broader philosophy of prioritising user experience over manipulative SEO tactics.
How Alt Text Affects SEO
Although Google does consider alt text when indexing images for Google Images, it has minimal impact on overall page rankings. Instead, alt text is more useful for improving the discoverability of images in search results. By providing a relevant and accurate description, webmasters can help Google understand an image’s content, potentially making it more likely to appear in image searches. However, keyword stuffing in alt text can be counterproductive, as Google’s algorithms are designed to detect and penalise manipulative behaviour.

Best Practices for Writing Alt Text
Since Google emphasises accessibility over SEO, it is crucial to follow best practices when writing alt text:
- Be Descriptive but Concise – Describe the image in a way that conveys its essential meaning without being overly verbose. Aim for a balance that makes the content accessible without adding unnecessary information.
- Use Natural Language – Avoid keyword stuffing and write in a way that sounds natural. If a keyword fits organically, that’s fine, but forcing it in can make alt text unhelpful and even detrimental.
- Consider Context – The alt text should reflect the image’s purpose within the page. For example, an image of a pie chart in a business report should be described in terms of the data it represents rather than just its appearance.
- Avoid Redundancy – If an image is purely decorative, it does not need alt text. Instead, a null (empty) alt attribute (alt=””) can be used so screen readers skip it.
- Include Essential Information – If an image contains critical text, such as a call to action, make sure to include that in the alt text so users relying on screen readers receive the same information.
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The Role of Accessibility in SEO
While Google does not consider alt text a primary ranking factor, accessibility plays a broader role in SEO. Websites that prioritise accessibility tend to offer a better user experience, leading to lower bounce rates, longer session durations, and higher engagement. These user signals can indirectly influence search rankings, making accessibility a valuable investment beyond compliance and inclusivity.
Misconceptions About Alt Text and SEO
- Alt Text is a Major Ranking Factor – While it can help with image search, alternative text does not have a significant impact on overall search rankings.
- Keyword Stuffing Improves SEO – Overloading alternative text with keywords can lead to a poor user experience and even penalties from Google.
- All Images Need Alt Text – Only meaningful images require alternative text. Decorative images should have an empty alt attribute.
- Alt Text is Only for SEO – The primary purpose of alternative text is accessibility, not search engine optimisation.
In conclusion, Google’s confirmation that alternative text is not primarily an SEO factor reinforces the importance of accessibility in web development. While alternative text can help with image indexing and minor SEO benefits, its core function is to make the web more inclusive for all users. By focusing on best practices and user experience rather than attempting to game search algorithms, webmasters can create more valuable and accessible content. Prioritising accessibility benefits not only users with disabilities but also improves the overall quality and usability of a website, aligning with Google’s long-term vision for a user-first internet.
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