If you’ve hung around SEO blogs or forums, you’ve probably heard all sorts of claims about alt text:
- “Alt text is just for SEO.”
- “You should cram as many keywords in there as possible.”
- “Google can’t see images, so write what you want to rank for instead.”
These are common myths. And here’s the problem: writing alt text this way doesn’t just fail to help you rank; it actively hurts both accessibility and user trust.
Alt text (short for “alternative text”) wasn’t built as an SEO hack. It was designed to make the web accessible, so people using screen readers can understand what an image shows. When we misuse it, we defeat its very purpose.
Imagine someone relying on a screen reader. They come across an image of a dog catching a ball, but your alt text says “best cheap dog toys online buy now.” That person has been misled. They trusted you to describe the picture, but instead, you gave them sales copy.
On top of that, Google and other search engines are smarter than people think. They don’t just read your alt text. They look at the image file name, the content around it, captions, and the whole page context. So trying to “game” alt text rarely works.
Let’s go through the common lies SEOs tell about alt text — and what the truth really is.
Lie 1: “Alt text is only for SEO.”
Alt text wasn’t invented for SEO at all. It was created for accessibility, so people with visual impairments can still experience content online.
Search engines benefit from it, yes, but that’s a secondary effect. Treating alt text as only an SEO trick reduces its value and excludes real people.
Lie 2: “Just stuff keywords into alt text.”
The old “keyword stuffing” approach looks like this:
“SEO tips SEO guide SEO strategies SEO services…”
That’s useless to someone using a screen reader. It’s also a red flag to search engines. Google wants alt text that describes the image, not a block of spammy keywords.
The better way: describe the picture clearly, and if a keyword fits naturally, include it.
Lie 3: “Every image must have alt text.”
Not all images need alt text. If an image is purely decorative — like a background graphic, icon, or divider — you don’t need to describe it. In fact, adding alt text to decorative images can be distracting.
In those cases, the correct approach is an empty attribute: alt="". That tells screen readers to skip it.
Lie 4: “You can reuse the same alt text for all images.”
Copy-pasting alt text across multiple images is a shortcut that does more harm than good. Each image is unique and deserves its own description.
For example:
- “Blue running shoes with white soles.”
- “Close-up of blue leather shoes with laces.”
Both show shoes, but they’re different images. Alt text should reflect that.
Lie 5: “Alt text is a direct ranking factor.”
Alt text helps SEO, but it isn’t a magic ranking switch. Google doesn’t boost your page just because you wrote “best SEO agency” in your alt tags.
Instead, alt text works as supporting evidence. It gives search engines more context about your images, which contributes to how they understand the overall page.
Think of alt text as a helper, not a headline act.
Lie 6: “Alt text should target keywords, not describe the image.”
This is a big one. Many SEOs write alt text for what they wish the image represented, not what it actually shows.
For example, an image of a dog playing fetch gets tagged as “best online pet toys store.” That’s misleading.
Alt text should describe what’s actually in the image. If the page is about pet toys, search engines will connect the dots naturally.
Lie 7: “Longer alt text is always better.”
Some people think more detail equals more SEO power. But screen readers usually cut off alt text after about 125 characters. If you write a whole paragraph, users may never hear the full thing — and it becomes harder to process.
Alt text should be short and precise. One clear sentence is often enough.
Lie 8: “Search engines only read the alt text.”
Not true. Google also looks at:
- Image file names (e.g.,
dog-chasing-ball.jpg) - Surrounding text (paragraphs near the image)
- Captions (if present)
- Headings and page content
- Structured data (if you use schema)
Alt text is just one signal among many. That’s why natural, accurate writing is more powerful than keyword-stuffed hacks.
Lie 9: “Alt text doesn’t matter for accessibility anymore.”
Accessibility hasn’t gone away. Alt text is still essential for screen readers. Without it, millions of people can’t access key parts of your content. If anything, accessibility is becoming more important, not less.
Leaving out alt text isn’t just bad SEO — it’s exclusionary.
Lie 10: “If your site looks good, you don’t need alt text.”
A pretty design doesn’t replace accessibility. A polished website with no alt text is still incomplete. Looks can impress, but accessibility ensures everyone can actually use your content.
What Alt Texts Should Be
Alt texts should always be:
- Short and accurate – describe the image clearly.
- Written for people first – SEO benefits come naturally.
- Unique – no copy-pasting across images.
- Empty only when decorative –
alt=""tells screen readers to skip. - Free from keyword stuffing – use words that make sense.
✅ Example: “Golden retriever catching a tennis ball in the park.”
❌ Example: “Buy dog toys online best pet toys cheap dog balls.”
How Search Engines Read Alt Text
Alt text matters, but it isn’t the whole picture. Search engines combine it with:
- File names
- Page context
- Captions and headings
- Structured data
That’s why the most effective alt text is natural and descriptive. It helps both people and search engines understand your content.
Quick Checklist: Writing Better Alt Text
✅ Describe what’s in the image.
✅ Keep it under 125 characters.
✅ Use keywords only if they fit naturally.
✅ Make each alt text unique.
✅ Leave decorative images empty.
FAQs
Q: Do I need alt text for every single image?
No. Only add it when the image adds meaning. Decorative images can have empty alt tags.
Q: Can alt text alone help me rank higher?
No. It supports your content but won’t carry rankings on its own.
Q: How long should alt text be?
One short sentence — around 5–15 words is usually enough.
The Bottom Line
Alt text isn’t a trick to outsmart Google. It’s an accessibility tool that happens to support SEO when done right. Writing it poorly defeats the whole purpose, misleads users, and adds little value.
Write alt text with honesty and clarity. That way, people using screen readers trust your descriptions, search engines understand your content, and everyone benefits.
