5 Ways to Make Sure Image Alt Text Is Working for You

Alt text is a written description of an image that serves two purposes: it is read by screen readers for visually impaired users, and it helps search engines understand what an image depicts. Most Melbourne business websites either ignore alt text entirely or fill it with keyword-stuffed descriptions that help neither users nor Google. Correct alt text is a core component of both on-page SEO and accessibility — here is how to do it correctly for your SEO strategy.

1. Describe what the image actually shows

The most important rule is that alt text should accurately describe the image. If the image shows a Melbourne dentist examining a patient's teeth, the alt text should say something like "dentist examining patient's teeth in Melbourne clinic" — not "dentist Melbourne affordable dental services cosmetic dentistry".

Screen reader users rely on alt text to understand what an image communicates. If your alt text does not describe the image accurately, you are failing your visually impaired visitors. Google also understands what images depict with increasing accuracy and notices when alt text is inconsistent with the image content.

2. Include relevant keywords naturally

Alt text is an opportunity to include keywords that are relevant to both the image and the page it sits on. The key is that the keyword should be included because it accurately describes the image, not forced in regardless of the content.

A photo of your plumbing team at work in a Melbourne home naturally warrants alt text like "plumbing team repairing kitchen pipes in Melbourne home" — this includes relevant terms because they genuinely describe the image.

3. Keep it concise

Alt text should be long enough to describe the image clearly but not so long that it becomes a paragraph. A general guideline is 125 characters or fewer — roughly one to two descriptive sentences. Screen readers typically cut off alt text after this point.

4. Do not start with "image of" or "photo of"

Screen readers already announce that the element is an image before reading the alt text. Starting your alt text with "Image of..." or "Photo of..." is redundant. Begin with the description directly: "Dentist examining patient's teeth" rather than "Image of a dentist examining a patient's teeth".

5. Use empty alt text for decorative images

Not every image needs alt text. Decorative images — background patterns, dividers, abstract design elements that carry no informational content — should have empty alt text (alt="") rather than descriptive text. This tells screen readers to skip the image entirely, which improves the listening experience for visually impaired users.

Adding descriptive alt text to purely decorative images is actually considered an accessibility error because it creates noise for screen reader users without adding meaning.