Google’s John Mueller recently addressed a question on Reddit regarding the role of image alt text in SEO. He explained that alt text is crucial for both accessibility and search engine optimisation because it helps search engines understand the content of an image. This description allows search engines to properly index and rank the image, which can improve the overall visibility of a website. By providing clear, descriptive alt text, websites can ensure that their images contribute to SEO efforts, while also making the content more accessible to users with visual impairments.

Mueller also warned against using AI to automatically generate alt text. He mentioned that while AI might be able to produce something basic, it often lacks the necessary context and nuance to provide a truly accurate and descriptive alt text. A personalised approach, where humans create thoughtful and specific descriptions, is much more effective in ensuring that the images are properly interpreted by search engines and benefit the website’s SEO.

 

Alt Text

The question raised was whether alt text remains important for search optimisation. To fully grasp its role in SEO, it’s essential to understand why alt text exists from a technical standpoint. HTML elements are the foundational components of a web page, and these elements can be enhanced with attributes that provide extra information. For instance, the “<A>” element is an anchor tag, which becomes a clickable link when paired with the “href” attribute. Similarly, other attributes, like “nofollow”, can be added to the anchor tag to instruct search engines on how to handle the link.

Alt text serves as an attribute for the “<img>” HTML element, which represents images on a webpage. This alt attribute allows for a description of the image, which search engines use to understand the image content, since they can’t interpret images visually. The inclusion of meaningful alt text not only helps with search engine optimisation by making images more discoverable, but it also improves accessibility for users who rely on screen readers to browse the web.

The term “alt” is short for alternate or alternative content and refers specifically to an HTML attribute associated with the image element. The main purpose of the “alt” attribute is to provide alternative information about an image that can assist site visitors who may not be able to see the image. This is particularly important for users who rely on screen readers or have visual impairments, as it allows them to understand the context and relevance of the image within the webpage.

In addition to aiding accessibility, the “alt” text serves a crucial role in search engine optimization (SEO). Search engines use this text to understand the content of images, which can influence the ranking of a web page in search results. Therefore, including relevant and descriptive “alt” text not only enhances the user experience but also contributes to the overall visibility of the webpage in search engines.

While web page content is often thought of as primarily consisting of text, it is essential to recognize that images also constitute significant content when they have informative value. Images that effectively convey information can greatly enhance the understanding of a webpage’s topic. By providing well-crafted “alt” descriptions, webmasters can ensure that both users and search engines can fully appreciate the content and context of the images, leading to a more engaging and informative experience for all visitors.

The World Wide Web Consortium (W3C), which sets HTML standards, provides valuable guidance on selecting appropriate text alternatives for images. They suggest that when determining the alt text for an image, you should consider how you would explain the image if you were reading the web page aloud to someone who cannot see it. This approach can help clarify the purpose of the image and whether it carries any informative value. If an image does not convey significant information and is not a link or button, it can typically be considered decorative and may not require detailed alt text.

For more complex images, such as graphs or illustrations, it is often beneficial to use a two-part approach for the alt text. The first part should give a brief description of the image itself, while the second part can be found in the surrounding text, providing a more detailed explanation of the image’s content. Alternatively, you can link to a longer description to ensure that users have access to all the necessary information. This method enhances accessibility and ensures that all users, regardless of their ability to see images, can understand the content presented on the web page.

 

Question About Alt Text And SEO

The individual asking the question acknowledges that Google employs advanced algorithms to interpret and analyze images. They seek to determine whether the use of alt text has become unnecessary, given these technological advancements. 

The question posed is as follows:

“Image alt text in the era of computer vision

With the advancements in computer vision and image recognition, are alt texts for images still significant for SEO? Is there any information on whether Google or other search engines are using machine learning models to scan images instead of depending solely on user-provided alt texts?”

 

Context Is Key In SEO

The assumption made by the individual asking the question is logical, and their inquiry is valid. However, they may not fully grasp the context in which Google employs AI to “view” images and interpret the text within them. Google’s documentation indicates that AI vision is primarily used in services like Google Lens and Google Translate, but it does not explicitly state that these capabilities are applied to standard Google search results (thanks to @schachin for pointing out this information!).

John Mueller’s response provides the necessary context. He clarifies that the text surrounding an image plays a crucial role in establishing its meaning. Relying solely on AI vision to interpret an image does not offer a comprehensive understanding of its significance within the context of the webpage.

 

Here’s Mueller’s response:

“For image search, the combination of the page content and the image itself is important. 

For instance, a photo of a beach could serve various purposes: it might be a relaxing poster, depict a beach at a hotel, or show a site of a chemical spill. Simply identifying the image as a beach does not provide enough context for it to be displayed accurately in image search results. Much of the relevant information is derived from the webpage, and alt text is unique because it directly connects the image to the page’s context.

Unless your website is a photo agency, traffic for a generic search like ‘photo of a beach’ may not be beneficial. However, for a hotel, a description like ‘hotel with beach in X’ would be pertinent. While the surrounding page content can provide a lot of context, the alt attribute gives a specific chance to add more detail. If you rely on AI to generate alt texts based solely on the image file, such as using ‘photo of a beach,’ you miss the opportunity to maximise the value of the alt text for both users and search engines.”

 

Why AI Fails For Alt Text

Mueller also highlights a significant limitation in relying on AI to generate alt text for images. While AI can effectively describe what an image depicts, it often fails to provide context regarding the content surrounding the image. This lack of contextual understanding can lead to descriptions that do not fully capture the purpose of the image within the broader narrative of the web page. For instance, an image of a beach might be described as simply that—a beach—without any indication of whether it is part of a travel blog, a hotel advertisement, or a news article about an environmental issue. Such a generic description fails to connect the image meaningfully to the content it accompanies.

Using alt text to convey informative descriptions that relate directly to the surrounding text is crucial. This practice not only adheres to the guidelines set by the World Wide Web Consortium (W3C) but also plays an essential role in optimising content for search engines. Additionally, it enhances accessibility for users who rely on screen readers to interpret web content. By ensuring that alt text is both descriptive and contextually relevant, webmasters can improve user experience and SEO performance. Therefore, a thoughtful approach to crafting alt text is necessary to maximise its effectiveness for both users and search engines.

 

More Digital Marketing BLOGS here: 

Local SEO 2024 – How To Get More Local Business Calls

3 Strategies To Grow Your Business

Is Google Effective for Lead Generation?

What is SEO and How It Works?

How To Get More Customers On Facebook Without Spending Money

How Do I Get Clients Fast On Facebook?

How Do I Retarget Customers?

How Do You Use Retargeting In Marketing?

How To Get Clients From Facebook Groups

What Is The Best Way To Generate Leads On Facebook?

How Do I Get Leads From A Facebook Group?

How To Generate Leads On Facebook For FREE

How Do I Choose A Good SEO Agency?

How Much Should I Pay For Local SEO?

>