Google Confirms Alt Text Is Not Primarily an SEO Decision
In a recent statement, Google has emphasized that the use of alt text (alternative text) for images on websites is not primarily an SEO decision, but rather an accessibility one. This revelation has profound implications for the way webmasters, marketers, and content creators should approach the use of alt text in their efforts to optimize websites. While alt text does contribute to SEO, its primary purpose is to ensure that websites are accessible to users with disabilities, a goal that should be prioritized over SEO benefits.
Alt text is often considered a key element in search engine optimization (SEO), as it helps search engines like Google understand the content of an image. Historically, webmasters and SEO practitioners have focused on optimizing alt text with keywords to improve rankings. However, Google’s clarification signals a shift in perspective—suggesting that the primary goal of alt text should not be to gain SEO benefits, but to improve the user experience, particularly for individuals who rely on assistive technologies like screen readers.
What Is Alt Text?
Before diving into the implications of Google’s statement, it’s essential to understand what alt text is and why it matters. Alt text is a written description of an image used within an HTML image tag (typically the alt attribute). This description provides a textual alternative to images for users who are unable to see them, including those using screen readers, or when an image fails to load properly.
For example, for an image of a dog, the alt text might read “A golden retriever playing fetch in the park.” This description not only conveys the content of the image but also offers context for users who cannot view the image themselves.
Google’s Shift in Perspective: Accessibility vs. SEO
Historically, many SEOs focused on optimizing alt text with keywords to improve a page’s visibility in search results. The reasoning was that since search engines could not “see” images, they rely on alt text to understand the image’s content, and including relevant keywords could help improve a page’s ranking for those terms.
For instance, a page featuring a product might include an image of a particular item, and the alt text might be optimized with specific keywords to boost search engine rankings. This practice was widely adopted, as it seemed like a simple way to enhance SEO and attract more traffic.
However, Google’s clarification now makes it clear that alt text is primarily intended to improve accessibility, not search rankings. Google’s John Mueller addressed this issue in a recent interview, explaining that while alt text may indirectly impact SEO by improving user experience and providing additional context to images, its primary purpose is to serve as a tool for making content more accessible to people with disabilities.
Mueller stated that Google wants webmasters to prioritize creating meaningful and accurate alt text descriptions that convey the image’s content in a way that benefits all users. This perspective is grounded in the principles of inclusive design, which aims to create digital experiences that are usable by as many people as possible, including those with visual impairments.
The Role of Alt Text in Accessibility
Alt text plays a crucial role in web accessibility. For individuals who are blind or have low vision, screen readers read aloud the alt text of an image, allowing them to understand what is being presented. Screen readers are software tools that convert text on a page into speech or braille, helping people with visual disabilities navigate the web. When used properly, alt text ensures that users with disabilities can access the same content as those without disabilities.
The World Wide Web Consortium (W3C), which develops international standards for the web, includes guidelines for web accessibility under the Web Content Accessibility Guidelines (WCAG). These guidelines emphasize the importance of providing alt text for all meaningful images on a website. According to WCAG, images should have alt text that describes the function of the image, whether it’s conveying information, representing an action, or providing navigation.
By making alt text a priority for accessibility, website owners can ensure that their content is inclusive, allowing individuals with disabilities to fully engage with their website. Moreover, ensuring accessibility isn’t just about meeting technical standards—it’s also a matter of ethical responsibility and inclusivity. Providing accessible content helps make the internet a more equitable space for all users, regardless of their abilities.
The SEO Implications of Alt Text
While alt text should not be solely viewed through the lens of SEO, it is still true that Google uses alt text to understand the content of images. Since Google cannot “see” images like humans can, it relies on alt text to determine what an image is about and how it relates to the surrounding content. Properly implemented alt text can help search engines index images more effectively, contributing to the overall SEO strategy of a website.
Google’s algorithm includes image search as part of its broader ranking criteria, and alt text plays a role in helping Google categorize and rank images for relevant queries. When Google indexes a page, it not only considers the text on the page but also looks at image alt text to gain additional context. Optimized alt text can improve the chances of an image appearing in Google Image Search, which can drive additional traffic to a website.
However, the focus should remain on creating descriptive alt text that accurately represents the content and context of the image, rather than trying to stuff alt text with keywords. Over-optimization of alt text with keywords can be seen as a spammy tactic, and it can negatively affect the user experience. Google’s algorithms are designed to prioritize quality content and user satisfaction, and keyword-stuffed alt text that doesn’t add value for the user could be penalized.
In short, alt text may have some SEO benefits, but these benefits should not be the primary motivation behind its use. Instead, webmasters should focus on crafting alt text that makes images more accessible and helpful to users. In doing so, they will naturally improve their chances of better SEO performance while adhering to Google’s recommendations for creating an inclusive web.
Best Practices for Writing Alt Text
With Google’s clarification, it’s important for website owners and content creators to rethink how they approach alt text. Here are some best practices for writing effective alt text that prioritizes accessibility and user experience:
1. Be Descriptive and Accurate
Alt text should provide a clear, concise description of the image. This means describing what the image depicts or the purpose it serves. For example, instead of using vague alt text like “image1” or “product photo,” try to include meaningful descriptions like “a close-up of a leather handbag with gold detailing” or “a person holding a coffee cup in front of a laptop.”
2. Avoid Keyword Stuffing
While it’s tempting to optimize alt text with keywords, this practice should be avoided. Alt text should never be crammed with irrelevant or excessive keywords simply for the sake of SEO. The goal is to write alt text that provides value to the user, not just to search engines.
3. Keep It Concise
Alt text should be brief—ideally, no longer than 125 characters. Screen readers typically read out alt text in real-time, so concise descriptions are easier for users to digest. If an image requires a longer explanation, consider providing additional context in the surrounding text on the page.
4. Use Alt Text for Functional Images
Images that serve a functional purpose—such as buttons or links—should have alt text that describes their function. For example, an alt text like “Submit button” is more useful than simply leaving the image blank.
5. Avoid Redundancy
If an image is purely decorative and does not add value or meaning to the content, it is best to leave the alt text empty (i.e., alt=""). This prevents screen readers from reading out unnecessary descriptions that could be distracting for users.
The Future of Alt Text in SEO and Accessibility
Google’s confirmation that alt text is primarily an accessibility consideration rather than an SEO strategy marks a shift in how webmasters and SEO practitioners should approach this element of content optimization. While alt text does have an indirect impact on SEO, its role in accessibility remains paramount.
As the web continues to evolve, it’s likely that the integration of accessibility standards into SEO best practices will become increasingly important. Search engines like Google are prioritizing user experience, and ensuring that websites are accessible to all users, regardless of ability, is a key part of that experience.
In the coming years, it is expected that accessibility will continue to be an integral part of SEO. Google has already placed significant emphasis on core web vitals, user experience signals, and mobile-friendliness. Accessibility will likely follow suit, with websites that prioritize inclusive design and proper use of alt text receiving greater recognition.
Ultimately, the message from Google is clear: alt text should be written with users in mind, not search engines. By focusing on creating accurate, descriptive alt text that enhances accessibility, webmasters can improve both the user experience and their website’s SEO performance. This approach aligns with the broader trend toward a more inclusive and user-centered web.