Site building · Website glossary

Alt text

Quick answer · What is Alt text?

A text alternative that communicates an image's information or function when the image is not perceived.

IN PRACTICE

Alt text: an example

A linked logo's accessible alternative identifies its destination; a purely decorative image can use an empty alternative.

KEEP IN MIND

Describe the image's purpose in context; repeating nearby text or stuffing keywords can make the experience worse.

Put the idea to work

Frequently asked questions

What is a practical example of Alt text?

A linked logo's accessible alternative identifies its destination; a purely decorative image can use an empty alternative.

Should alt text repeat nearby copy or include extra keywords?

Describe the image's purpose in context; repeating nearby text or stuffing keywords can make the experience worse.

Which concepts should I read alongside Alt text?

Accessibility: The practice of making products usable by people with a broad range of abilities and assistive technologies.
HTML: HyperText Markup Language expresses the structure and meaning of web content with elements and attributes.