What is alt text?

**Alt text**, short for "alternative text," is a textual description that is added to an image in HTML. Its primary purposes are to provide a description of the image for users who cannot view it and to help search engines understand the content of the image. Here's a detailed look at alt text and its significance:

### **Purpose of Alt Text**

1. **Accessibility**:
   - **For Screen Readers**: Alt text provides a description of the image for visually impaired users who rely on screen readers. These devices read the alt text aloud, allowing users to understand the content of the image.
   - **For Image Display Issues**: If an image fails to load due to a broken link or slow connection, the alt text is displayed in place of the image, offering context to users.

2. **SEO (Search Engine Optimization)**:
   - **Image Indexing**: Search engines use alt text to index and rank images. Descriptive and keyword-rich alt text can help improve the visibility of your images in search results.
   - **Context**: Alt text provides additional context to search engines about the content and relevance of the image, enhancing overall page relevance.

### **How to Write Effective Alt Text**

1. **Be Descriptive and Specific**:
   - **Clear Description**: Describe the content and function of the image clearly and concisely. For example, instead of using generic text like "image1," use descriptive text like "a golden retriever playing fetch in a park."

2. **Incorporate Relevant Keywords**:
   - **Natural Integration**: Include relevant keywords if they naturally fit the description. This can help improve SEO, but avoid keyword stuffing. For example, "handmade ceramic coffee mug on a wooden table" can be more effective than simply "coffee mug."

3. **Keep It Concise**:
   - **Optimal Length**: Aim for alt text that is brief and to the point, typically between 100 and 125 characters. This length is sufficient to convey the image's purpose without overwhelming the user.

4. **Avoid Redundancy**:
   - **Avoid Repeating Text**: If the surrounding text already describes the image adequately, the alt text should provide additional information rather than repeating what's already mentioned.

5. **Functionality Over Aesthetics**:
   - **Functional Images**: If the image is functional (e.g., a button or link), describe its function. For example, "search button" rather than "red button."

6. **Skip Decorative Images**:
   - **Empty Alt Text**: For purely decorative images that don't add meaning or context (e.g., background patterns), use empty alt text (`alt=""`). This tells screen readers to skip the image.

### **Implementing Alt Text in HTML**

- **Basic HTML Example**:
  ```html
  <img src="golden-retriever.jpg" alt="Golden retriever playing fetch in a park">
  ```

- **Empty Alt Text for Decorative Images**:
  ```html
  <img src="decorative-pattern.jpg" alt="">
  ```

### **Tools and Tips**

- **Image Editors**: Some content management systems (CMS) and image editing tools allow you to add and manage alt text easily.
- **SEO Plugins**: Plugins like Yoast SEO for WordPress can help guide you in writing effective alt text.
- **Accessibility Tools**: Use tools like WAVE or Axe to audit your site for missing or ineffective alt text.

By following these practices for creating and implementing alt text, you enhance both accessibility and SEO, ensuring that your content is more inclusive and discoverable.