As AI improves in computer vision and image recognition, you may ask if traditional SEO elements, like alt text, still matter. If search engines can “see” images, why write descriptive text for them?
This question arose in a public forum when a site owner asked about the relevance of alt text for SEO. A search engine spokesperson confirmed its importance and explained how it benefits both users and search engines. They also cautioned against relying solely on AI to generate alt text.
Let’s explore why alt text is still vital in your SEO toolkit, how to use it effectively, and the role AI should or shouldn’t play.
What Is Alt Text?
Before we discuss its SEO role, let’s clarify what alt text does. “Alt” stands for “alternative.”
ALT text is an attribute in image tags that describes the image when it can’t be seen. This happens when an image fails to load, when someone uses a screen reader, or when a search engine assesses its relevance to a page.
Alt text was created for accessibility. People who are blind or visually impaired use screen readers to navigate the web. Properly tagged alt text helps these users understand the page content.
From an accessibility standpoint, alt text connects visual content to the user’s experience. This principle also applies to search engines.
Why Alt Text Still Matters for SEO
Search engines can now use AI to “see” images. However, they still need context to understand what an image means.
For example, search engines can identify an image of a beach. But they can’t tell if it represents a relaxing destination, a disaster site, or a surfing competition.
Alt text provides this essential context. It links the image to the page’s content. It tells Google what’s in the picture, why it’s there, and how it relates to surrounding content.
This nuance is crucial. Images are content too, and they must be clear and relevant to user queries.
Alt Text and Image Search
Another reason alt text matters is for image search.
Images appear in Google Images and universal search results. This includes product carousels, featured snippets, and knowledge panels. Your image’s visibility depends on how well it’s labeled and how closely it matches the page content.
Alt text helps Google decide if your image deserves to show up in response to a query. If your photo shows a mountain lake in Colorado, but your alt text only says “lake” while the page is about hiking boots, you miss chances to appear in relevant image searches like “best hiking trails in Colorado with scenic views.”
Good alt text paired with relevant content gives your image the best chance of visibility.
Alt Text = Context + Relevance
Let’s revisit the beach example. Suppose you’re optimizing a page for a boutique hotel on a tropical beach. You include a stunning image of the shoreline at sunset.
What kind of alt text would work best?
“Photo of a beach”? Technically correct but not helpful.
“Sunset over the ocean”? Better, but still vague.
“Beachfront view from the Oceanview Hotel in Maui”? Now you’re getting it right.
The goal of alt text is to describe the image and explain how it supports your page. In this case, the image helps users visualize their experience at the hotel. It also helps search engines see how the image relates to your location-based travel content.
In short, alt text should complement your content to add meaning.
Why AI-Generated Alt Text Falls Short
Many tools claim to generate alt text automatically using AI. AI can describe visible objects well, like “A person standing on a beach holding a surfboard.” But there’s a catch: it lacks context.
AI can describe what’s visible, but can’t explain why that image matters to your readers. It doesn’t know if the person is your brand ambassador, a vacationer, or a local surfing legend featured in your blog.
AI-generated alt text can be vague and repetitive, making it less useful for accessibility and SEO. While you may save time, you lose the human touch that makes alt text effective.
If your goal is to create helpful, user-focused content, auto-generated alt text falls short. It’s generic and misses opportunities to add value.
How to Write Good Alt Text for SEO
Now that we’ve covered the “why,” let’s discuss the “how.”
1. Be descriptive, but not wordy.
Good alt text describes the image concisely. You don’t need a novel, but you need to convey the image’s purpose.
Bad: “Image” Better: “Photo of a laptop” Best: “Digital marketing consultant reviewing analytics on a laptop”
2. Don’t Stuff Keywords
Alt text isn’t a keyword dump. Use natural language. If a keyword fits naturally, that’s great, but don’t force it.
Bad: “SEO, SEO tips, SEO blog, SEO advice” Better: “Screenshot of SEO dashboard showing keyword rankings”
3. Focus on Function
If the image has a functional role—like a button or call-to-action—make sure your alt text reflects that.
For example, “Download our free SEO checklist (PDF)” is better than “Image of a checklist.”
4. Skip Decorative Images
Leave the alt text blank if an image doesn’t add meaning, like background textures or decorative graphics. Use alt=”” so screen readers can skip it.
Alt Text and Accessibility: SEO Bonus Points
Good alt text helps everyone, especially people using screen readers.
Google emphasizes the importance of user experience and accessibility. A site that follows accessibility best practices is more likely to perform well in search than one that ignores them.
Writing alt text helps screen reader users. It also improves your site’s usability. Plus, it shows search engines that your content is high-quality and inclusive.
Google’s Position on Alt Text: A Recap
Google says that search engines look at an image and its surrounding content to understand it. Alt text is vital for this connection.
It’s not enough for AI to recognize that an image shows a mountain, a computer, or a sunset. The page needs to explain the image’s role. Is it showcasing a product? Telling a story? Supporting a guide? That’s where alt text excels.
Search engines need human-written context to link image content to search intent. And that’s something AI cannot reliably deliver—at least not yet.
Final Thoughts
Alt text is more than a box to check. It’s a way to boost your content, make your images easier to find, and improve accessibility.
If you’ve been neglecting alt text or relying on automation, it’s time to rethink your approach.
Thoughtfully written alt text tells the story your images can’t tell alone. In today’s world, user experience, relevance, and clarity matter for SEO. So, storytelling is more important than ever.
Take the extra 15 seconds per image. Add context. Describe the purpose. Make it useful.
Next time someone types “beachfront hotels in Maui” or “top SEO tools 2025,” your image could grab their attention.
Consider Hiring an SEO Agency to Optimize Your ALT Text
Want help optimizing your images and boosting your site’s visibility? Rankwise SEO agency doesn’t just tick SEO boxes—they dig deep to craft alt text that adds value, enhances accessibility, and drives organic traffic to your website. Whether you need an audit or full-service SEO support, their team is available to get your content seen and understood by search engines and users alike.