{"id":15036,"date":"2019-12-27T09:00:44","date_gmt":"2019-12-27T14:00:44","guid":{"rendered":"https:\/\/www.3playmedia.com\/blog\/alt-text-marketing\/"},"modified":"2025-08-11T16:02:33","modified_gmt":"2025-08-11T16:02:33","slug":"alt-text-marketing","status":"publish","type":"post","link":"https:\/\/www.3playmedia.com\/blog\/alt-text-marketing\/","title":{"rendered":"How to Write Effective Alt Text"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-dark alignfull p-post-header has-global-padding is-content-justification-center is-layout-constrained wp-block-group-is-layout-constrained has-background is-style-dark--1\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--60);background-image:url(&#039;\/wp-content\/themes\/core\/assets\/media\/backgrounds\/hero-wave-blog.svg&#039;);background-position:50% 50%;background-size:cover;\">\n\t<div class=\"wp-block-group aligngrid has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t\t<div class=\"wp-block-buttons aligngrid is-layout-flex wp-block-buttons-is-layout-flex\">\n\t\t\t<div class=\"wp-block-button is-style-ghost is-style-reversed is-style-ghost--2\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/blog\">Blog<\/a><\/div>\n\t\t\t<\/div>\n\t\t\n\n\t\t\n\t\t<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0\"\/>\n\t\t\n\n\t\t\n\t\t<div class=\"wp-block-columns are-vertically-aligned-center aligngrid is-layout-flex wp-container-core-columns-is-layout-008400e6 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:0\">\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div style=\"padding-bottom:0;padding-top:0;\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Accessibility<\/span><\/li><\/ul><\/div>\n\n\t\t\t\t<h1 style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;\" class=\"alignwide wp-block-post-title\">How to Write Effective Alt Text<\/h1>\n\n\t\t\t\t\n\t\t\t\t<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9116416d wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30)\"><div class=\"has-text-align-left wp-block-post-author-name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/3playmedia\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">3Play Media<\/a><\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<p>\u2022<\/p>\n\t\t\t\t\t\n\n\t\t\t\t\t<div class=\"has-text-align-left wp-block-post-date has-10-font-size\"><time datetime=\"2019-12-27T09:00:44+00:00\">December 27, 2019<\/time><\/div><\/div>\n\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\n\t\t\t\n\t\t\t<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><figure class=\"alignfull alignfull wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"571\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/.\/how-to-write-alt-text.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:1rem;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/how-to-write-alt-text.png 1600w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/how-to-write-alt-text-300x107.png 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/how-to-write-alt-text-1024x365.png 1024w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/how-to-write-alt-text-768x274.png 768w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/how-to-write-alt-text-1536x548.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n                                                <p>Alternative text (also referred to as alt text for short) is an attribute within an image tag that describes an image or gif. Alt text&#8217;s purpose is to ensure images are accessible for blind or low vision users, and the alt text is usually read aloud by a screen reading device. However, the addition of alt text also benefits your website&#8217;s search engine optimization (SEO) and improves the overall user experience. Here, we&#8217;ve compiled a comprehensive guide on how to write alt text, the benefits it can provide, and some frequently asked questions.<\/p>\n<h2><strong>What are the Benefits of Alt Text?<\/strong><\/h2>\n<h3>Alt Text is Essential for Accessibility<\/h3>\n<p>Alt text allows blind or low vision users who rely on screen readers to &#8220;see a photo.&#8221; As a screen reader comes across a photo, it reads the alt text out loud to the individual using it.<\/p>\n<p>Alt text also allows people who rely on voice input (as opposed to clicking on a mouse or using a keyboard) to describe what button they want to press. For example, they can say, &#8220;click to register for the webinar.&#8221;<\/p>\n<p>If your button doesn&#8217;t have alt text, it will often read a button as &#8220;button,&#8221; and the user won&#8217;t be able to know the purpose of the button.<\/p>\n<h3>Alt Text is Equally Important for SEO<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/lightning-emphasis.png\" alt=\"Lightning bolt with exclamation lines\" width=\"228\" height=\"261\" align=\"right\" \/><\/p>\n<p>Many of the images we search for on Google are pulled from the alt text. Without a description, search engine bots are forced to use the name of the image or try to decipher what the image consists of &#8211; which can go <em>very wrong<\/em>.<\/p>\n<p>Alt text also lets you include your target keywords. According to Moz, <a href=\"https:\/\/moz.com\/learn\/seo\/alt-text\" target=\"_blank\" rel=\"noopener noreferrer\">on-page keyword usage is still a strong indicator of search engine ranking<\/a>.<\/p>\n<p>Lastly, if you have a slow internet connection or if you block images on your email, alt text is there to help tell you what the image is about.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Ultimate Guide to Writing Alt Text<\/strong><\/h2>\n<div class=\"su-note\"  style=\"border-color:#c4d5db;border-radius:3px;-moz-border-radius:3px;-webkit-border-radius:3px;\"><div class=\"su-note-inner su-u-clearfix su-u-trim\" style=\"background-color:#deeff5;border-color:#ffffff;color:#333333;border-radius:3px;-moz-border-radius:3px;-webkit-border-radius:3px;\">\n<h3>Two Fundamental Questions to Answer Before Writing Alt Text<\/h3>\n<p>Before you start writing alt text, there are two important questions to ask:<\/p>\n<ol>\n<li style=\"font-weight: 400;\">Why did you pick this particular image?<\/li>\n<li style=\"font-weight: 400;\">What feeling or understanding do you hope to create in the viewer?<\/li>\n<\/ol>\n<p>By answering these two questions, you are already well on your way to writing great alt text!<\/div><\/div>\n<h3>Making the Decision: Does this Image Need Alt Text?<\/h3>\n<p>There are many instances when you don&#8217;t need to include alt text. Here&#8217;s the quick guide by <a href=\"https:\/\/www.3playmedia.com\/2018\/08\/31\/wcag-2-0-the-international-standard-for-web-accessibility-and-inclusive-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">WCAG<\/a> to deciding whether you need to include alt text or not:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Informative images \ud83d\udcf0\u00a0<\/strong>\u00a0Images that provide a reader with information such as graphics, pictures, or illustrations. In your alt text, you&#8217;ll want to convey the important information of the image.<\/li>\n<li style=\"font-weight: 400;\"><strong>Decorative images \ud83c\udf1f\u00a0<\/strong>\u00a0If the only purpose of the image is to provide visual decoration and <u>not<\/u> convey information, there is no need to provide alt text. Instead, you should provide a null text alternative (alt=&#8221;&#8221;).<\/li>\n<li style=\"font-weight: 400;\"><strong>Functional images \u23fa\ufe0f\u00a0<\/strong>\u00a0If your image is a link or button, the alt text should describe the functionality of the link or button, not the visual image.<\/li>\n<li style=\"font-weight: 400;\"><strong>Images of text \ud83d\udcdd\u00a0<\/strong>\u00a0It&#8217;s best practice to not use text in images, however, if images are used as text, the text alternative should include the same words in the image.<\/li>\n<li style=\"font-weight: 400;\"><strong>Complex images \ud83d\udcca\u00a0<\/strong>\u00a0Images that convey complex information like graphs or diagrams should have a full-text equivalent provided in the alt text.<\/li>\n<li style=\"font-weight: 400;\"><strong>Groups of images \ud83c\udfd8\ufe0f\u00a0 <\/strong>If multiple images are used to convey one piece of information, the text alternative should convey the information for the entire group.<\/li>\n<li style=\"font-weight: 400;\"><strong>Image maps \ud83d\uddfa\ufe0f<\/strong>\u00a0Each individual clickable area in a map should have a text alternative describing the purpose of the link.<\/li>\n<\/ul>\n<h3>Pencils (or Keyboards) Out<\/h3>\n<p>It&#8217;s time to write alt text! There are many different ways to write alt text, and creativity is encouraged \u2013 here are a couple of our best tips for writing effective alt text:<\/p>\n<h4>Get Specific<\/h4>\n<p>First, make sure you are being <strong>as specific as possible<\/strong>. Describe the purpose and feeling of the image. If the image is just for decorative purposes, then there&#8217;s no reason to describe it (but you should include a null text alternative).<\/p>\n<h4>Keep it short<\/h4>\n<p>If possible, try to keep your descriptions short (unless there&#8217;s a lot to describe). Most screen readers stop after 120 words, but if your image is complex or requires more description, then don&#8217;t let that stop you. Describe as much as necessary to fully convey the image&#8217;s purpose on your site.<\/p>\n<h4>Add your keywords<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/camera-click.png\" alt=\"Camera icon with lines indicating a flash\" width=\"274\" height=\"188\" align=\"right\" \/><\/p>\n<p>Images are a great way to insert keywords and improve your rankings on search engines. When possible, add your keyword to at least one image on your page, but avoid keyword stuffing.<\/p>\n<p>There&#8217;s no need to include &#8220;image of,&#8221; &#8220;picture of&#8221; etc.<\/p>\n<p>The HTML code has already done that job, so save some characters for your awesome descriptions.<\/p>\n<h4>Never use images as text<\/h4>\n<p>Images should not replace text. This is a best practice for user experience and SEO. If you really need to though, always include alt text.<\/p>\n<h4>Always add alt text to button<\/h4>\n<p>If you have an image of a submit button, then you should add alt text and include the purpose of the button.<\/p>\n<h2><strong>How do you code alt text?<\/strong><\/h2>\n<p>Alt text is should be coded within the image tag in your html.<\/p>\n<p>Typically, html for an image will look like:<\/p>\n<p><code>&lt;img src=&quot;filename.png&quot; \/&gt;<\/code><\/p>\n<p>To add alt text, simply include alt=&#8221;&#8221; attribute within the image tag.<\/p>\n<p><code>&lt;img src=&quot;filename.png&quot; alt=&quot;alt text goes in here&quot; \/&gt;<\/code><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>What does good alt text look like?<\/strong><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/SyrioatChristmas.jpg\" alt=\"Syrio the black &amp; white cocker spaniel with tan eyebrows wears a Santa hat and sits on a red blanket against a backdrop of red wrapping paper with snowflakes. Behind him are several wrapped presents and a tiny Christmas tree.\" width=\"300\" \/><\/p>\n<p><strong>Bad alt text<\/strong>: Dog. \ud83d\udc4e<\/p>\n<p><strong>Good alt text<\/strong>: Dog wearing a Santa hat sits next to a Christmas tree, surrounded by presents. \ud83d\udc4d<\/p>\n<p><strong>Great alt text<\/strong>: Syrio the black &amp; white cocker spaniel with tan eyebrows wears a Santa hat and sits on a red blanket against a backdrop of red wrapping paper with snowflakes. Behind him are several wrapped presents and a tiny Christmas tree. \ud83d\ude4c<\/p>\n<h2><strong>Frequently Asked Questions About Alt Text<\/strong><\/h2>\n<h3>Recommended length<\/h3>\n<p>The recommended length for alt text is 100 to 120 characters.<\/p>\n<p>If you need to go longer, you certainly can! Most screen readers will stop reading the alt text after 120 words, but they won&#8217;t cut it off entirely.<\/p>\n<p>If you only need a few words, that&#8217;s fine too! Just do what you gotta do!<\/p>\n<p>Tip: Try adding <code>longdesc=&quot;&quot;<\/code> to images that are complex or require long descriptions.<\/p>\n<h3>How to describe headshots<\/h3>\n<p>There&#8217;s no need to describe the person in a headshot unless it&#8217;s important to the story (for example if you are posting a wanted person poster, then you&#8217;ll probably want to describe the individual).<\/p>\n<p>If you are adding the photo to a &#8220;Meet the Team&#8221; page, you can include the individual&#8217;s name in the alt text, or if the name is directly below it in the text, then you do not need to add the name to the alt text.<\/p>\n<h3>Describing decorative images<\/h3>\n<p>Decorative images do not need alt text but should include null alt text (alt=&#8221;&#8221;).<\/p>\n<h3>Alt text on social media<\/h3>\n<p>Most social media platforms now allow you to add alt text to images.<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Instagram<\/strong>: One the screen where you add your captions and location, scroll to the bottom and tap on &#8220;Advanced Settings.&#8221; Next, tap on &#8220;Write Alt Text.&#8221;<\/li>\n<li style=\"font-weight: 400;\"><strong>Twitter<\/strong>: You&#8217;ll first have to turn on your accessibility settings (you&#8217;ll find this under Settings &gt; Accessibility &gt; check Compose image descriptions). Going forward, you&#8217;ll be able to select alt text when you upload a tweet with an image.<\/li>\n<li style=\"font-weight: 400;\"><strong>Facebook<\/strong>: Facebook will automatically generate alt text for images &#8211; which is not always great. Instead, you can click on the &#8220;Options&#8221; link at the bottom of the image, then select &#8220;Change Alt Tex.&#8221;<\/li>\n<li style=\"font-weight: 400;\"><strong>Linkedin<\/strong>: When you upload an image to Linkedin, you&#8217;ll see a button below the image reading &#8220;Add alt text.&#8221;<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<hr \/>\n<p style=\"text-align: center;\">For more examples of alt text &amp; other essential tools for modern-day marketers, watch the webinar <strong><em>The Marketer\u2019s Toolkit for Accessible Digital Media<\/em><\/strong> below!<\/p>\n<p><center><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/ooh2cf3cnu.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/center><\/p>\n<div class=\"wistia_embed wistia_async_ooh2cf3cnu\" style=\"height: 400px; position: relative; width: 640px;\">\n<div class=\"wistia_swatch\" style=\"height: 100%; left: 0; opacity: 0; overflow: hidden; position: absolute; 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margin-bottom:0;\" class=\"p-card-post__image wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/11\/ada-auditing-budgeting.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"person typing on calculator\" style=\"width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/11\/ada-auditing-budgeting.png 600w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/11\/ada-auditing-budgeting-300x200.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:0;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:0;padding-left:var(--wp--preset--spacing--40)\"><div style=\"margin-bottom:var(--wp--preset--spacing--10);\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Legislation &amp; 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Compliance<\/span><\/li><\/ul><\/div>\n\n<p style=\"margin-top:0;margin-bottom:0;\" class=\"p-card-post__link wp-block-post-title\">Everything to Know About the Americans with Disabilities Act (ADA) and Video Compliance<\/p><\/div>\n\n\n<a class=\"p-card-post__link a-link-cover wp-block-read-more\" href=\"https:\/\/www.3playmedia.com\/blog\/ada-video-requirements\/\" target=\"_self\">Read more<span class=\"screen-reader-text\">: Everything to Know About the Americans with Disabilities Act (ADA) and Video Compliance<\/span><\/a><\/article>\n\n<\/li><li class=\"wp-block-post post-15201 post type-post status-publish format-standard has-post-thumbnail hentry category-dubbing category-subtitling tag-blog tag-video-accessibility\">\n\n<article class=\"wp-block-group p-card-post l-clearfix is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-top:0;padding-right:0;padding-bottom:var(--wp--preset--spacing--40);padding-left:0\"><figure style=\"aspect-ratio:16\/9;width:100%; margin-bottom:0;\" class=\"p-card-post__image wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/10\/subs-v-dubs-hero.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"couple watching tv\" style=\"width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/10\/subs-v-dubs-hero.png 600w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/10\/subs-v-dubs-hero-300x200.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:0;padding-top:var(--wp--preset--spacing--40);padding-right:var(--wp--preset--spacing--40);padding-bottom:0;padding-left:var(--wp--preset--spacing--40)\"><div style=\"margin-bottom:var(--wp--preset--spacing--10);\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Subtitling<\/span><\/li><\/ul><\/div>\n\n<p style=\"margin-top:0;margin-bottom:0;\" class=\"p-card-post__link wp-block-post-title\">Subtitling vs. Dubbing: Which is Right for Your Audience?<\/p><\/div>\n\n\n<a class=\"p-card-post__link a-link-cover wp-block-read-more\" href=\"https:\/\/www.3playmedia.com\/blog\/subtitling-vs-dubbing\/\" target=\"_self\">Read more<span class=\"screen-reader-text\">: Subtitling vs. Dubbing: Which is Right for Your Audience?<\/span><\/a><\/article>\n\n<\/li><\/ul><\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Alternative text (also referred to as alt text for short) is an attribute within an image tag that describes an image or gif. Alt text&#8217;s purpose is to ensure images are accessible for blind or low vision users, and the alt text is usually read aloud by a screen reading device. However, the addition of&#8230;<\/p>\n","protected":false},"author":63,"featured_media":5001,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"industry":[],"resource_type":[92],"class_list":["post-15036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessibility"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Write Alt Text: A Definitive Guide for Marketers<\/title>\n<meta name=\"description\" content=\"Learn more about our comprehensive guide on how to write alt text that&#039;s accessible, SEO-friendly, and benefits both your audience AND you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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