# Alt tags URL: https://www.business-ereputation.com/en/glossary/alt-tags/ Date: 2022-10-18 Last modified: 2025-12-22 Author: Nicolas Laustriat --- ## ALT tags: clear definition for retailers and independents The **ALT tag** (or _alt attribute_) is a descriptive text associated with an image in HTML code. It is **the only really useful tag recognized by Google for understanding the content of an image**. It is used to describe the image when it cannot be displayed, and to make it understandable to search engines and assistive technologies. For **Google**, ALT text is a central signal for interpreting an image. For a shopkeeper or independent entrepreneur, it plays a direct role in visibility on **Google Images**, but also in e-reputation, as it conditions the way visuals are understood and associated with your business. **Source**: W3C, _HTML Living Standard – The img element_** https://html.spec.whatwg.org/multipage/embedded-content.html#the-img-element ## Why the ALT tag is the only really useful tag for images Contrary to popular belief, Google doesn’t rely on the file name alone, or on exotic tags, to understand an image. The ALT tag is the main semantic marker**. Without it, Google sees an image, but doesn’t understand exactly what it represents. Attributes such as title, caption or EXIF metadata may be of secondary interest, but **they never replace the ALT tag** for indexing and understanding by Google. **Source**: Google Search Central, _Images and SEO_** [https://developers.google.com/search/docs/appearance/google-images](https://developers.google.com/search/docs/appearance/google-images) ## ALT tag and accessibility: a dual challenge The ALT tag was originally designed for accessibility. Screen readers use it to describe images for the visually impaired. Google uses the same logic: a well-described image is an understandable image. For a company, it reinforces the image of seriousness and professionalism. An accessible page is perceived as more qualitative, which is fully in line with a responsible e-reputation approach. Source**: Web Accessibility Initiative (WAI), _Text Alternatives_** [https://www.w3.org/WAI/WCAG21/Understanding/text-alternatives.html](https://www.w3.org/WAI/WCAG21/Understanding/text-alternatives.html) ## How Google uses ALT tags for Google Images To index an image in Google Images, Google cross-references several signals: the textual context of the page, the file name and, above all, the ALT tag**. Without relevant ALT text, the image has very little chance of appearing correctly in the image results. Google specifies that ALT text must be descriptive, factual and aligned with the actual content of the image. It should not be a list of keywords. **Source**: Google Search Central, _Best practices for Google Images_** https://developers.google.com/search/docs/appearance/google-images#best-practices ## Essential rules for writing a good ALT tag An effective ALT tag describes what the image actually shows, in simple, precise words. It should be short, usually a sentence or group of words, with no unnecessary punctuation. For example, for a shop window photo: alt="Vitrine de la boulangerie artisanale Martin à Poissy" Conversely, a tag such as: alt="boulangerie pain croissant pâtisserie poissy pas cher" is counter-productive and may be ignored by Google. Source**: Moz, _Alt Text for SEO and Accessibility_, 2023** https://moz.com/learn/seo/alt-text ## ALT tags and local SEO In local SEO, the ALT tag allows you to visually contextualize an activity and a geographical area. Images of premises, team or achievements with clear ALT text reinforce the coherence between the site, content and Google Business Profile**. For example, an intervention photo with a descriptive ALT helps Google to visually associate your company with a territory and real know-how, which indirectly supports local visibility. **Source**: Whitespark, _Local SEO Image Optimization_, 2023** https://whitespark.ca/blog/local-image-seo/ ## ALT tags and reputation Images play a key role in the perception of credibility. A well-described image that is consistent with the content and authentic builds trust. Conversely, generic images with no description or poor contextualization can damage a professional image. In e-reputation, the ALT tag contributes to message control. It prevents Google from interpreting an image out of context or associating it with inappropriate queries. Source**: Search Engine Journal, _Image SEO and Brand Trust_, 2023** https://www.searchenginejournal.com/image-seo/ ## Common mistakes to avoid with ALT tags The most common error is the complete absence of an ALT tag. The second is keyword stuffing. Another common mistake is to use the same ALT text for several different images, thus blurring comprehension. It’s also not advisable to use purely decorative ALT texts for informative images. On the other hand, for a purely decorative image, an empty ALT (alt="") is recommended. Source**: W3C, _Decorative Images_** [https://www.w3.org/WAI/tutorials/images/decorative/](https://www.w3.org/WAI/tutorials/images/decorative/) ## Concrete examples for a local company Craftsmen can use : alt="Rénovation complète de salle de bain à Versailles par l’équipe Dupont" A consultant may prefer : alt="Consultant en e-réputation en rendez-vous avec une PME" These descriptions are factual, understandable and aligned with the reality of the service. Source**: Bpifrance Création, _Optimize your website images_, 2022** https://bpifrance-creation.fr/encyclopedie/communication/site-internet/optimiser-images-site ## ALT tags: a simple but decisive lever The ALT tag is the only tag that is indispensable for image SEO**. Without it, an image is virtually invisible to Google Images. Used correctly, it improves the accessibility, semantic comprehension and visual visibility of your site. For independent retailers and entrepreneurs, it’s a high-impact lever, without high technical costs. In an environment where image plays a growing role in decision-making and trust, mastering ALT tags contributes directly to a clearer, more credible and longer-lasting e-reputation on Google. --- Source: https://www.business-ereputation.com/en/glossary/alt-tags/ Generated by Hack The SEO