Content revised 20 October 2026.
Alt text provides a text alternative for an image. Describe the image’s meaning or function in its context, rather than using the field for a string of promotional keywords.
Ask why the image is on the page
A product photo, an instructional screenshot and a decorative background have different jobs. The alternative should help someone understand the meaningful information or action they would otherwise miss. Avoid describing every visible detail when only one part matters to the page.
Use a concrete description
For an instructional screenshot, explain the relevant control or result. For a product image, identify useful visible features without inventing specifications. If an image is a link or button, consider the action it performs. For example, the alternative for a linked logo can identify the home destination rather than list all the company’s services.
Decorative images need different treatment
An image that adds no information may use an empty alt attribute so assistive technology can skip it. An omitted attribute is not the same editing decision. Review the context before treating an unknown photograph as decorative.
Keep the other information too
- Put essential specifications and instructions in normal page text.
- Use a visible caption when readers need more context.
- Keep file dimensions and loading behaviour appropriate for the layout.
- Check that the image and its alternative remain relevant after a content update.
Do not confuse alt and title
The alt attribute is not simply a tooltip that appears when someone clicks an image. A title attribute has a different role and doesn't replace a useful alternative. Review the final page with accessibility and meaning in mind, not just an SEO checklist.
Official guidance: Google’s image guidance.