Alt Text

Alt text (alternative text) is an HTML attribute applied to image tags that describes the content and function of an image on a webpage. It was originally designed for accessibility — screen readers use it for visually impaired users — but it also serves as a key signal for search engine bots to understand image content.

To optimize alt text, practitioners write descriptive, keyword-rich phrases that accurately reflect image content. Screaming Frog can audit all images for missing or duplicate alt text, while Google Search Console's Image Search performance report tracks how images rank in image search results.