Alt text (alternative text) or  “alt attributes” or “alt descriptions,” or technically incorrectly known as “alt tags,” are used within an HTML code to describe the appearance and function of an image on a page.

The objective behind adding search engine optimised alt text is two-fold:

  1. Adding alternative text to photos is first and foremost a principle of web accessibility. Visually impaired users using screen readers will be read an alt attribute to better understand an on-page image.
  2. Alt tags provide better image context/descriptions to search engine crawlers, helping them to index an image properly – Alt tags will be displayed in place of an image if an image file cannot be loaded.

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