Image Alt Text: Describe Meaning, Not Keywords
Alt text is the text alternative supplied by an image's alt attribute.
Write the alternative a reader needs
Alt text is the text alternative supplied by an image's alt attribute. It helps people using assistive technology understand meaningful visual content and provides context when an image cannot load. Describe what matters to the surrounding page. A decorative flourish can use an empty alt attribute; a chart may need a concise alt description plus a fuller explanation or data table nearby.
Use context to choose the wording
An image of a settings screen in a tutorial should identify the relevant control, rather than list unrelated SEO phrases. If an image is the only content of a link, its alternative text should help describe the destination or action. Avoid repeating a nearby caption unnecessarily. Check images as part of an accessibility review instead of treating alt text as a keyword field.
A checklist you can use
- Distinguish informative and decorative images.
- Describe the meaning relevant to the page.
- Explain complex charts in nearby text.
- Avoid keyword stuffing and redundant descriptions.
Keep the guidance current
Search features and products change. Use the official documentation alongside this guide when you plan an update.
