Alt text is a text alternative for an image. Its job is to communicate the image’s purpose or essential information when the image is not available visually. Good alt text starts with context, not a list of keywords.
The same photo can need different alt text on different pages. A close-up of a ceramic mug may be a product image on an ecommerce page, a decorative background in a testimonial, or an example in an article about glaze texture.
First decide what the image does
- Informative image: describe the essential information it adds to the page.
- Decorative image: use an empty alt attribute,
alt="", when it adds no information and the page already makes sense without it. - Functional image: describe the action or destination, not the appearance. A magnifying glass button needs “Search,” not “Magnifying glass.”
- Complex image: provide a concise label and place a fuller text explanation or data table near the chart, diagram, or infographic.
A useful writing pattern
State the subject, then the meaningful action, attribute, or result. Keep only the details that help someone understand the surrounding content.
- Weak: “image of a kitchen”
- Better: “White shaker kitchen with a navy island and brass pendant lights”
- Weak: “SEO agency web design Dallas best website developer”
- Better: “Designer reviewing a website wireframe with a small business owner”
Avoid starting every description with “image of” or “picture of.” Screen readers already announce the element as an image in most contexts. Do not repeat nearby text that already communicates the same information.
Filenames and dimensions support the same goal
Clear filenames make media libraries easier to manage and can provide another relevant signal about the asset. Include width and height attributes when possible so the browser can reserve the right layout space before the image loads.
Review at scale, then make human decisions
An automated audit can identify missing alt attributes, empty values, generic filenames, or omitted dimensions. It cannot reliably decide whether an image is decorative or whether a description captures the right context. Use automation to find candidates, then review the page intent.
Use the Image SEO Checker to inspect a public page for common image issues. Use the WordPress Image Optimizer when you need to prepare filenames and media metadata before upload.