Google Confirms: Alt Text Is for Accessibility, Not SEO

Google has officially clarified that alt text isn’t primarily an SEO tool—it’s meant to improve web accessibility. In a recent discussion, Google’s John Mueller emphasized that alt text should help visually impaired users understand images rather than being stuffed with keywords to boost search rankings.

While alt text can impact image search, Google’s focus is on making websites more inclusive. Here’s what you need to know about this update and how to optimize your alt text the right way.

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What Is Alt Text, and Why Does It Matter?

Alt text (alternative text) is a short description added to images in the HTML code of a webpage. It serves two main purposes:

• ‍Accessibility – Screen readers use alt text to describe images for visually impaired users.‍
• Backup Content – If an image doesn’t load, alt text appears instead, helping users understand what’s missing.

While it can also help search engines understand images, Google has made it clear that accessibility—not SEO—should be the priority.

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Google’s Stance: Alt Text Should Prioritize Users

Many website owners have used alt text as an SEO tactic, stuffing it with keywords in hopes of ranking higher in search results. However, John Mueller reinforced that alt text should first and foremost be useful for users.

Instead of focusing on SEO hacks, Google encourages website owners to write alt text that:

• Clearly describes the image content
• Helps users understand the image’s purpose
• Matches the surrounding context
  

This approach not only improves accessibility but also aligns with Google’s long-term vision for a more user-friendly web.

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Best Practices for Writing Alt Text

To get the most out of your alt text while staying in line with Google’s recommendations, follow these guidelines:

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1. Be Descriptive

Write alt text that accurately describes the image. Think about how you would explain it to someone who can’t see it.

• ‍Example (Good): “A golden retriever puppy playing in a grassy park.” ‍
• Example (Bad): “Dog, golden retriever, pet, cute puppy, grass, outdoors, fun.”

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2. Keep It Concise

Screen readers cut off alt text after about 125 characters, so keep it brief but informative.

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3. Avoid Keyword Stuffing

Adding unnecessary keywords doesn’t help rankings and makes the alt text unnatural. Focus on clarity instead.

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4. Use Context

Make sure your alt text fits the content of the page. If the image is decorative and doesn’t add meaning, you can leave the alt text empty.

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Optimizing Alt Text for SEO in Webflow

If you’re using Webflow for your website, adding alt text is simple and can enhance both user experience and SEO when done correctly.

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How to Add Alt Text in Webflow:

1. Click on the image you want to edit.
2. Open the Settings Panel‍
3. Find the Alt Text field and enter your description.
4. Save and publish your changes.
   

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Webflow makes it easy to include accessible, well-structured alt text without overcomplicating your SEO efforts.

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Final Thoughts

Google’s confirmation makes it clear: Alt text is about accessibility first, SEO second. While descriptive alt text can still support search rankings, its main purpose is to make the web more inclusive for users with disabilities.

By focusing on meaningful, well-written alt text rather than keyword stuffing, you’ll not only align with Google’s best practices but also create a better experience for all visitors.