What is alt text?
A short written description of an image, read aloud by screen readers and used by search engines to understand the picture.
The plain definition
Alt text is a short description you attach to an image on a web page. It is not shown on the page when the image loads. Screen readers read it aloud to people who cannot see the picture, and it appears in place of the image if the file fails to load. Search engines also read it, because they cannot look at a picture the way a person does.
An example
A plumber’s page shows a photo of a technician fitting a new water heater in a basement. Good alt text says exactly that: “Technician installing a water heater in a basement”. Poor alt text is empty, or just says “image” or repeats a keyword over and over.
Why it matters for a local business
Alt text makes your site usable for more people, and it gives search engines one more clear signal about what a page covers. Describe what is really in the photo, in plain words, and mention the service or place only when it fits. Skip it for purely decorative images.
Check it for free
See where you stand with the free website grader. If you would rather have it handled, our Websites service covers this as part of the monthly work.
Related terms
Part of the SEO glossary. New to all this? Start with the beginner’s SEO guide.
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