Why Every Image Needs Alt Text
Every image on your website is another opportunity for someone to discover your business.
Whether it's a blog post, portfolio project, product photo, or team headshot, search engines can't fully understand an image the way humans can. They rely on the information you provide to understand what the image contains and how it relates to the rest of the page.
That's where image alt text comes in.
What is image alt text?
Alternative (alt) text is a written description of an image that lives behind the scenes on a website. Its primary purpose is to help screen readers describe images to people with visual impairments, but it also provides valuable context to search engines and AI-powered search tools.
Think of alt text as giving your images a voice.
Without it, search engines have to make educated guesses. With it, you're helping them understand exactly what the image represents and therefore your overall content.
Why does alt text matter?
Writing alt text takes only a few seconds, but it provides several important benefits.
It helps:
Improve your website's SEO by giving search engines more context.
Increase the chances of your images appearing in search results.
Make your website more accessible for people using screen readers.
Give AI-powered search tools additional context about your content.
Create a better overall user experience.
Every image is another opportunity to reinforce what your page is about.
Alt text vs. image filenames
These are often confused, but they serve different purposes.
Image filename:
brand-therapy-strategy-session-los-angeles.jpg
This helps organize your files and provides another signal to search engines about the image.
Image alt text:
"Asia David leading a Brand Therapy strategy session with a founder in Los Angeles."
This describes what someone would actually see if they were looking at the image.
Whenever possible, optimize both.
How to write effective alt text
The best alt text is clear, specific, and natural.
Instead of trying to stuff keywords into a sentence, describe the image as if you were explaining it to someone over the phone.
Include relevant details when they genuinely add context, such as:
Names of people
Business or brand names
Products or services
Locations
Events
Actions taking place
Example
WEAK:
Singer performing on stage.
STRONGER:
Usher performing "Yeah!" during a concert at Dolby Live at Park MGM in Las Vegas.
The stronger example gives search engines—and people using screen readers—far more meaningful information.
Common alt text mistakes
Avoid these common mistakes:
Stuffing keywords into every sentence.
Copying the same alt text across multiple images.
Using vague descriptions.
Starting every sentence with "Image of" or "Picture of."
Leaving important images without alt text.
The goal is clarity, not cleverness.
Where should you add alt text?
Whenever possible, add alt text anywhere you're uploading meaningful images, including:
Your website
Blog posts
Portfolio projects
Ecommerce product images
Social media platforms that support alt text
Not every decorative image needs alt text, but every image that communicates information or supports your content should include it.
Final Thoughts
Alt text may seem like a small detail, but small details compound.
A well-optimized website isn't built from one big SEO tactic. It's built from dozens of thoughtful decisions that make your content easier to understand, easier to discover, and easier to access.
Every image tells part of your story.
Make sure search engines—and the people using them—can understand it too.
Frequently Asked Questions
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Image alt text is a written description of an image that helps screen readers describe visuals to users with visual impairments while also providing context to search engines and AI-powered search tools.
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Yes. Alt text helps search engines better understand your images and how they relate to the surrounding content, which can improve your overall SEO and image search visibility.
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Informative images should always have alt text.
Decorative images that don't add meaning to a page can usually be left empty so screen readers skip them.
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An image filename describes the file itself (for example, website-homepage-design.jpg).
Alt text describes what someone would actually see in the image.
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Keep it concise while still being descriptive. One clear sentence is usually enough to communicate the important details.
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Only when they naturally describe the image. Write for people first, then search engines. Keyword stuffing makes alt text less useful for everyone.
