How to Use alt text for images to improve accessibility and SEO.

Optimising Alt Text in digital marketing, accessibility and search engine optimisation (SEO) are crucial components that can significantly impact your brand's online presence. One often overlooked element that bridges these two areas is alt text for images. As marketing experts, we understand the importance of precise strategies, and utilising alt text effectively can enhance both user experience and SEO performance.

Understanding Alt Text

Alt text, or alternative text, is a brief description of an image that appears in the HTML code. It serves two primary functions: improving accessibility for users with visual impairments and providing search engines with context about the image, thereby aiding SEO.

Best Practices for Writing Alt Text

1. Be Descriptive and Specific: Craft alt text that accurately describes the image content. For example, instead of "Image of shoes," use "Red leather high-heeled shoes with a gold buckle."

2. Incorporate Relevant Keywords: Integrate SEO-friendly keywords naturally into your alt text. This contextual inclusion helps search engines understand the image's relevance to your content. However, avoid keyword stuffing, as it can lead to penalties.

3. Keep It Concise: Aim for alt text that is straightforward yet informative. Typically, a concise description of 125 characters or fewer is ideal, ensuring it is both accessible and effective for SEO purposes.

4. Avoid Redundancy: Do not repeat information already conveyed in the surrounding text or use phrases like "image of" or "picture of." The context should make it clear that it's an image.

5. Include Contextual Information: When relevant, provide context about the image's role within the content. For example, "Infographic detailing the 2023 digital marketing trends in the UK."

Leveraging Alt Text for SEO

1. Improving Image Search Visibility: Well-crafted alt text can improve your chances of appearing in image search results, potentially driving more organic traffic to your site.

2. Enhancing Content Relevance: Search engines use alt text to comprehend the topic of the surrounding content. This alignment boosts your content's relevance and ranking potential.

3. Supporting Mobile Search: With the increasing shift towards mobile search, where images often play a crucial role, having optimised alt text ensures your images contribute positively to your mobile SEO strategy.

Accessibility Considerations

1. Support for Screen Readers: Alt text is essential for users relying on screen readers. Ensure your descriptions are clear and informative to enhance the browsing experience for visually impaired users.

2. Compliance with Accessibility Standards: Adhering to the Web Content Accessibility Guidelines (WCAG) not only improves user experience but also helps in avoiding legal pitfalls related to accessibility.

Integrating Alt Text in Your Marketing Strategy

1. Content Audits: Regularly audit your existing content to ensure all images have optimised alt text. This practice should be part of your standard content update and SEO audit process.

2. Training for Content Creators: Provide training for your content team on the importance and techniques of writing effective alt text. This ensures consistency and quality across all digital assets.

3. Utilising SEO Tools: Leverage tools like SEOSPACE to identify images lacking alt text and to analyse the effectiveness of your current alt text strategy, allowing for data-driven improvements.

By integrating these practices into your marketing strategy, you not only enhance accessibility but also optimise your SEO efforts, leading to improved visibility and engagement. At Optimise Your Marketing, we believe in the power of detailed, actionable strategies to drive success. Implement these alt text techniques and watch your digital presence flourish.