Do Alt Tags Influence Search Rankings in 2022?





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June 3, 2024


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Do Alt Tags Influence Search Rankings in 2022?

Do Alt Tags Influence Search Rankings in 2022?

Confession time: I used to think alt tags were just a necessary evil in the world of SEO. You know, one of those things we had to do, but didn’t really move the needle. Boy, was I wrong.

As it turns out, alt tags can have a significant impact on your search rankings. And with Google’s continued emphasis on user experience and accessibility, their importance is only going to grow in 2022 and beyond.

In this in-depth guide, I’ll dive into the nitty-gritty of alt tags and their influence on search performance. We’ll cover everything from the ethical considerations to the practical application of alt text in your SEO strategy. By the end, you’ll be an alt tag aficionado, ready to take your search rankings to new heights.

Importance of Accessibility in SEO

At MCR SEO, we understand that the importance of accessibility in SEO cannot be overstated. Accessibility, in the context of digital content, refers to the practice of making your website usable by as many people as possible, including those with disabilities. This not only ensures that your website can be navigated and understood by a broader audience, but it also aligns with ethical standards and best practices in web development.

Search engines, like Google, have increasingly recognized the significance of accessibility and have begun to use it as a factor in their ranking algorithms. In 2022, this trend is likely to continue, with search engines potentially giving greater weight to accessibility features, including the proper use of alt tags on images. Alt tags, or alternative text, serve as descriptions of images for users who cannot see them. They are crucial for screen readers used by visually impaired individuals to understand the content of a page.

Consider this analogy: If SEO is a toolbox designed to increase a website’s visibility, then alt tags are the precision screwdrivers within that toolbox. They allow for the fine-tuning of a website’s accessibility, ensuring that no user is left behind, much like no screw is too small to be tightened.

Ethical Considerations in Alt Text Usage

The ethical use of alt tags is a nuanced aspect of SEO that directly ties into the broader subject of web accessibility. As a digital advertising agency, MCR SEO recognizes the significance of implementing alt text responsibly in order to ensure that all users, including those with visual impairments, can have a comprehensive and equitable experience online. The ethical considerations in alt text usage revolve around the need to describe images in a way that is both accurate and helpful for users who rely on screen readers to interpret the content of a web page.

Alt text, short for alternative text, serves as a descriptor of an image’s content and function. Its primary purpose is to provide context and convey the same information that the visual medium presents to sighted users. Ethical alt text practices involve using descriptions that accurately represent the image without misleading the user or manipulating SEO ranking. For example, describing a decorative image with a simple phrase like “decorative floral border” is ethical and sufficient, whereas stuffing irrelevant keywords into the alt text to game search engines is not.

It’s important to note that the ethical use of alt tags goes beyond mere compliance with web standards or fear of penalties. It’s about fostering inclusivity and making the internet a space where all users can navigate and obtain information without barriers. An analogy that encapsulates this sentiment is that of building a ramp alongside stairs. The stairs are the visual content; they serve those who can see. The ramp, like the alt text, ensures that those who cannot see or use the stairs are still able to access the same building—in this case, the building is the wealth of information on the internet.

Impact of Alt Tags on User Experience

Here’s where things get really interesting. Alt tags don’t just benefit users with visual impairments; they can also have a significant impact on the overall user experience for all visitors to your website. And as we all know, user experience is a critical factor in SEO performance.

Think about it this way: if an image on your page fails to load, what do your visitors see? Without alt text, they’ll just see a blank space, which can be frustrating and disruptive to their browsing experience. But with properly implemented alt tags, they’ll see a descriptive text that helps them understand the context and purpose of the image, even if it’s not visually available.

This not only improves accessibility, but it can also boost engagement and reduce bounce rates. After all, a user who can still engage with your content, even if an image doesn’t load, is more likely to stick around and explore your site further.

And let’s not forget about the search engines. Google and other search bots use alt text to better understand the content of your pages, which can positively influence your rankings. By providing accurate and informative alt tags, you’re giving search engines valuable context about your images, which they can then use to determine the relevance and quality of your content.

Search Engine Algorithms and Alt Text

Speaking of search engines, let’s dive a little deeper into how alt tags are viewed by the algorithms that power them. As I mentioned earlier, search engines like Google are increasingly prioritizing accessibility as a ranking factor. And alt text is a key component of that.

According to Google, alt text should be used to describe the content and function of an image, not just to stuff keywords. In fact, the search giant has stated that “if an image is purely decorative, a null alt attribute (alt=””) may be appropriate, rather than describing the image.”

This aligns with the ethical considerations we discussed earlier. Search engines are getting smarter about detecting keyword stuffing and other attempts to game the system. Instead, they’re rewarding websites that prioritize user experience and accessibility, which includes the proper, non-manipulative use of alt tags.

And the impact can be significant. JEMSU, a digital advertising agency, has found that the ethical use of alt tags can lead to positive engagement signals, such as reduced bounce rates and longer visit durations. This, in turn, can translate to better search rankings, as search engines interpret these signals as indicators of a high-quality user experience.

The Role of Alt Tags in Image SEO

Now that we’ve covered the broader implications of alt tags, let’s dive into the specifics of how they can influence image SEO. After all, images are a crucial component of modern web design and content, and optimizing them for search can be a game-changer.

According to Innovation Visual, alt text is one of the key factors that search engines use to understand and index images. By providing accurate and descriptive alt tags, you’re giving search engines the information they need to properly categorize and surface your images in relevant searches.

Think about it this way: if you have an image of a delicious-looking cheeseburger on your restaurant’s website, and you use the alt text “cheeseburger,” that’s going to be much more effective than simply using “image1.jpg.” The former provides valuable context that search engines can use to understand the content and relevance of the image, whereas the latter is essentially meaningless.

But the benefits of alt tags in image SEO don’t stop there. According to Paul Slaney on LinkedIn, alt text can also be a direct ranking factor for Google. By incorporating relevant keywords into your alt tags, you’re giving search engines an additional signal of the topical relevance of your content, which can translate to higher rankings for image-based searches.

Of course, it’s important to strike the right balance between keyword optimization and ethical alt text practices. As we discussed earlier, simply stuffing keywords into your alt tags is not the way to go. Instead, focus on creating alt text that accurately and concisely describes the image, while also incorporating relevant keywords in a natural, user-friendly way.

Balancing Keyword Optimization with Ethical Alt Text Practices

One of the key challenges in optimizing alt text for SEO is finding the right balance between keyword-rich descriptions and ethical, user-friendly practices. It’s a delicate dance, but one that’s essential for long-term success.

On the one hand, you want to make sure your alt text includes relevant keywords that can help search engines understand the content and context of your images. This can be a valuable ranking signal, as we discussed earlier. But on the other hand, you don’t want to go overboard with keyword stuffing, as that can come across as spammy and negatively impact the user experience.

The solution lies in crafting alt text that is both informative and concise. Aim to describe the image in a way that accurately conveys its purpose and content, while also incorporating your target keywords in a natural, seamless way. For example, instead of “red, juicy cheeseburger with melted cheese and crispy bacon,” you might go with something like “Delicious cheeseburger with melted cheese and bacon.”

It’s also important to remember that alt text should be written for users, not just search engines. Keep your descriptions clear, concise, and easy to understand, even for those who are visually impaired and rely on screen readers to navigate your site.

At MCR SEO, we’ve found that this balanced approach to alt text optimization can yield impressive results. By ensuring that our clients’ images are properly described and optimized, we’ve seen significant improvements in both search visibility and user engagement. It’s a win-win for everyone involved.


Q: How long should alt text be?
A: The general consensus is that alt text should be kept relatively short and concise, typically between 125-150 characters. This ensures that the text is easily readable and doesn’t get cut off in various browser and screen reader implementations.

Q: Should I use keywords in my alt text?
A: Yes, it’s generally a good idea to incorporate relevant keywords into your alt text, but do so in a natural and user-friendly way. Avoid keyword stuffing, as that can be seen as spammy and may even negatively impact your SEO.

Q: What if an image is purely decorative?
A: If an image is purely decorative and doesn’t convey any important information, it’s generally appropriate to use a null alt attribute (alt=””). This tells search engines and screen readers that the image is decorative and doesn’t need to be described.

Q: How do I know if my alt text is effective?
A: You can use tools like Google Search Console and screen readers to test the accessibility and effectiveness of your alt text. Look for metrics like reduced bounce rates, increased time on site, and better image search visibility as indicators of success.

Wrapping Up
In the ever-evolving world of SEO, alt tags have emerged as a powerful tool for improving both accessibility and search performance. By embracing the ethical use of alt text, you’re not only enhancing the user experience for all visitors to your website, but you’re also positioning your content for greater visibility and success in the search engine rankings.

At MCR SEO, we’re passionate about helping our clients navigate the nuances of alt tag optimization and integrate it seamlessly into their overall SEO strategy. Whether you’re a small local business or a global enterprise, we’re here to guide you through the process and ensure that your website is accessible, engaging, and ranking at the top of the SERPs.

So, what are you waiting for? It’s time to unlock the full potential of alt tags and take your search dominance to new heights. Let’s get started!

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