Alt text, short for “alternative text”, is a text description that is added to images on web pages. It is invisible to most users, but is crucial for accessibility (universal design) and search engine optimization (SEO). The correct use of alt text is a requirement in Norwegian legislation on the universal design of ICT.
What is alt text?
The alt text is an HTML attribute (alt=’…’) that is added to the <img>-tag. Example: <img src=’campaign.jpg’ alt=’Red Christmas campaign banner for online store’>.
The alt text is used for three purposes: (1) Screen readers for the blind and visually impaired read the alt text. (2) Search engines use it to understand what the image shows. (3) If the image does not load, the alt text is displayed instead.
Alt-text and SEO
Google can’t “see” images the way humans can. The alt text is therefore the primary way the search engine understands the image content. Good alt texts help:
Better ranking in Google’s image search, which can drive significant traffic to the website.
Stronger on-page optimization when the alt text contains relevant keywords (natural, not exaggerated).
Better accessibility rating, which Google emphasizes in the ranking algorithm.
How to write good alt texts
Describe the image precisely: “Three colleagues sitting around a meeting table discussing marketing strategy” is better than “picture of people”.
Be concise: Ideal length is 50-125 characters. Avoid long essays.
Include keywords naturally: If it fits into the description, use relevant keywords, but never keyword stuffing.
Don’t start with “Image of” or “Photo of”: Search engines already know it’s an image.
Decorative images: For purely decorative images that don’t add information, use empty alt text (alt=”) so that screen readers skip them.
Universal design and Norwegian legislation
In Norway, the Regulation on the Universal Design of ICT requires all images on public and many private websites to have meaningful alt text. WCAG 2.1 (Web Content Accessibility Guidelines) is the international standard on which Norwegian legislation is based. A lack of alt text can result in a poorer accessibility rating and, in the worst case, legal consequences for public sector organizations.
Alt text is a small investment with a big return: it improves SEO, increases accessibility for all users and is a legal standard. Set aside time to review all images on your website and make sure they have descriptive alt texts. Sveum Design helps you make your website accessible and search engine optimized.
