Optimizing your Website with Alt Texts in 2021

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If you’ve been around the online business world for a bit, I’m sure you have heard the term “alt text” when it comes to improving the SEO of your website’s images. But what is it, and how is it different from an image title? How is it best used to drive organic traffic into your website? And is it still relevant in 2021, considering Google will be updating their algorithm this spring?

What is an Alt Text?

Alt text stands for alternative text. It is also known as alt attributes, alt descriptions, or alt tags. The written copy appears in place of an image on a web page if the image fails to load on a user’s screen and helps screen-reading tools describe the image to users with impaired vision.

In the digital marketing space, alt text allows search engines to crawl better and rank your website. It’s a short HTML attribute that describes (in about 125 characters) that you assign to the images on your web page to describe the image briefly.

WHY IS THE USE OF ALT TEXT IMPORTANT?

IT AIDS ACCESSIBILITY

According to the World Health Organization, at least 2.2 billion people have some form of vision impairment. That is a large population that has to use text-to-speech apps or screen readers. The biggest reason behind the creation of alt text is to help describe images to users with visual impairments. But, it also comes in handy when a web page fails to load correctly, is not mobile-friendly, or when you prefer Alexa or Siri to read the web page.

Using alt text in your images ensures that all your visitors, regardless of visual ability, can appreciate the content of your site.

IT STRENGTHENS YOUR SEO

Along with implementing the proper formatting for your image titles and file names, including alt texts can significantly improve your image SEO. While search engines’ image recognition technology has dramatically improved over the years, search engines still cannot process visual elements —like getting the general picture, but not what it really means. Without the use of alt texts, you are leaving the interpretation of the image in their hands. And should they get it wrong, you could end up ranking for unintended keywords or miss out on ranking altogether.

Good alt texts give search engines better information to rank your site with. The more thoughtfully you describe your content, the easier it is for search engine crawlers to understand as well.

WHAT ARE THE BEST PRACTICES IN WRITING ALT TEXTS?

KEEP IT SHORT AND SPECIFIC

As previously mentioned, the alt text was primarily designed to describe an image for low-vision users. Thus, the goal is to ensure people can immediately create a mental picture of what the image is supposed to convey. It is also advisable to keep the alt text at around 125 characters or less.

Google also recommends testing your content by auditing for accessibility.

USE YOUR KEYWORDS 

Alt text also provides you a chance to include your target keyword on a page, signaling search engines of your web page’s relevance to a search query. But remember that the priority is to describe the image. Thus, only add target keywords when the circumstances allow.

Using Alt texts in 2021

Google is set to update its algorithm this May, launching a new ranking factor called Page Experience. According to Google, this signal measures aspects of how users perceive the experience of interacting with a web page. Existing Google Search signals like HTTPS, mobile-friendliness, interactivity, loading speed, and visual stability are still in place.

This means user-friendly sites will rank higher and drive more organic traffic. With user experience still the priority, alt texts are one way of making your website more inclusive.