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How do text alternatives boost your SEO ranking and reach?

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Text alternatives are essential for making your web content accessible to people with disabilities, such as visual impairments, hearing impairments, cognitive impairments, or motor impairments. But did you know that text alternatives can also boost your SEO ranking and reach? In this article, you will learn how text alternatives can help you optimize your web content for search engines and users, and how to create effective text alternatives following the Web Content Accessibility Guidelines (WCAG).

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Laura Wissiak

Assistive tech researcher | CRO @Hope Tech Plus | author of A11y News on Substack | contributor @AccessibilityFirst.at…

1 What are text alternatives?

Text alternatives are words that describe the meaning or function of non-text content, such as images, audio, video, charts, graphs, icons, or buttons. Text alternatives are usually provided as an attribute in the HTML code, such as alt, aria-label, or title. Text alternatives can be read by screen readers, browsers, or search engines, and can be displayed when the non-text content is not available or supported.

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Laura Wissiak

Assistive tech researcher | CRO @Hope Tech Plus | author of A11y News on Substack | contributor @AccessibilityFirst.at | Forbes 30 under 30 Austria | ?GS A1.2 | JLPT N2 | ???? ???? ????
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For screen readers, it is important to notice that users have no option to fast forward or skip alt-text. Concise descriptions are key, stick to what is relevant in the particular context.

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2 Why are text alternatives important for SEO?

Text alternatives are important for SEO because they can help search engines understand and index your web content better. Search engines use text alternatives to determine the relevance and quality of your web content for a given query, and to display snippets or previews of your web content in the search results. Text alternatives can also help you target keywords and phrases that match the intent and context of your users, and increase your click-through rate and conversions.

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Viviana Villafane

Consultant | Web Content, Editorial, Generative AI
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Another thing to keep in mind is that images and video content are very popular on the Web and typically attract more user engagement, so taking steps to ensure that these content formats are accessible, usable and easily crawled and indexed by major search engines will very likely improve your SEO and potentially boost traffic to your site.

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3 How to create effective text alternatives?

To create effective text alternatives, you need to follow the WCAG principles and techniques. The WCAG are a set of guidelines and standards that aim to make web content accessible to people with disabilities. The WCAG have four principles: perceivable, operable, understandable, and robust. Each principle has success criteria and techniques that provide specific guidance on how to create accessible web content.

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Viviana Villafane

Consultant | Web Content, Editorial, Generative AI
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If you're just getting started with writing effective alt-texts, consider less technical information sources, such as WebAIM's article for alt-text (https://webaim.org/techniques/alttext/) or Alt Text for SEO on the arefs blog.

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4 How to apply the WCAG principles to text alternatives?

When creating text alternatives, it is important to adhere to the WCAG principles of percievability, operability, understandability, and robustness. Perceivable text alternatives should convey the same information and purpose as the non-text content, and be available to all users and assistive technologies. Operable text alternatives should be easy to access and navigate, without interfering with web content functionality or usability. Understandable text alternatives should be clear, simple, and relevant, using appropriate language and tone for the audience and context. Lastly, robust text alternatives should be compatible and adaptable to different devices, platforms, and formats, following the best practices and standards for web development.

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5 How to use the WCAG techniques for text alternatives?

The WCAG techniques provide specific methods or examples to meet the WCAG success criteria and include providing alt text for images, captions or transcripts for audio or video content, labels or descriptions for charts, graphs, or icons, and text alternatives for complex or interactive non-text content. For decorative or redundant non-text content, text alternatives should also be provided. By following the WCAG principles and techniques for text alternatives, you can improve SEO ranking and reach and provide a better user experience. For more details and examples of the WCAG techniques for text alternatives, visit the W3C website.

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Viviana Villafane

Consultant | Web Content, Editorial, Generative AI
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One thing I found helpful when applying SEO principles to writing alt-texts, is to think about how the descriptor is going to help the search engine and user in an image search. Perhaps it’s worth it to conduct an image search and review the alt-texts for the top three results. How does your description compare?

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Viviana Villafane

Consultant | Web Content, Editorial, Generative AI
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Text alternatives (aka, alt-texts) can help the content producer or manager in unexpected ways. The more you take into account the experience of the user and writing concise, clear and keyword friendly descriptors, the more judicious you can become in selecting images to use on your site. You can also improve your competitive edge by refining your own text alternatives based on what you’ve gleaned from how competitors use and describe their images and videos.

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Web Content Accessibility Guidelines (WCAG)

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How do text alternatives boost your SEO ranking and reach?

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1 What are text alternatives?

2 Why are text alternatives important for SEO?

3 How to create effective text alternatives?

4 How to apply the WCAG principles to text alternatives?

5 How to use the WCAG techniques for text alternatives?

6 Here’s what else to consider

Web Content Accessibility Guidelines (WCAG)

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