Google Declares Alt Text Prioritizes Accessibility, Not SEO

John Mueller has delivered a message to publishers and SEO professionals, that is, alt text is primarily an accessibility feature, not a tool for improving search rankings. 

This announcement refocuses the purpose of alt text, urging developers and content creators to prioritize user experience, especially for individuals relying on assistive technologies.

What Is Alt Text?

Alt text, or alternative text, provides a written description of web page images. 

While it’s been historically associated with SEO, its core function is to enhance accessibility for visually impaired users and act as a fallback when images fail to load. 

Mueller’s recent comments underscore the need to shift focus back to this fundamental purpose.

The choice of ALT text is not primarily an SEO decision.

If you like working with structured processes, check out, bookmark, share, and use this decision tree of when & what to use as ALT text, when it comes to accessibility.

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— John Mueller (@johnmu.com) January 24, 2025 at 7:49 PM

The W3C Decision Tree

Mueller’s remarks coincided with a post from Jeffrey Zeldman, highlighting the W3C (World Wide Web Consortium) decision tree. 

So straightforward, so good. An ALT text decision tree.

www.w3.org/WAI/tutorial… #a11y

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— zeldman (@zeldman.bsky.social) January 24, 2025 at 1:46 AM

This tool offers clear guidance on when and how to use alt text, ensuring it aligns with global accessibility standards. 

The decision tree is structured around five straightforward questions:

• Does the image contain text?
• Is the image part of a link or button and necessary for understanding its function?
• Does the image add meaningful context to the page?
• Is the image purely decorative or irrelevant to users?
• Is the purpose of the image unclear or not covered by the above questions?

This framework simplifies decision-making, enabling publishers to ensure alt text fulfills its primary role—making content accessible.

Interactive Learning: The “Decide-O-Matic”

For a hands-on approach, the “Alt Text Decide-O-Matic” offers an engaging way to interact with the W3C guidelines. This tool makes learning practical and enjoyable, helping users implement best practices while reinforcing accessibility principles.

Google’s Accessibility Commitment

By endorsing the W3C decision tree, Google reinforces its dedication to creating an inclusive web. 

Mueller’s statement—“The choice of ALT text is not primarily an SEO decision”—urges the industry to focus on accessibility first. 

Properly implemented alt text benefits all users, particularly those with disabilities.

Accessibility and SEO

Although not the primary objective, aligning with accessibility standards naturally enhances SEO by improving overall user experience. 

Properly written alt text bridges the gap between usability and search engine visibility, creating a win-win situation for publishers.

Key Takeaways

• Alt text decisions should prioritize improving the user experience for visually impaired individuals.
• The decision tree provides a clear and structured process for crafting meaningful alt text.
• The “Decide-O-Matic” offers an innovative way to learn and apply best practices.
• While helpful, alt text’s primary purpose is accessibility, with SEO benefits as a secondary outcome.
• Prioritizing accessibility helps create a digital environment that serves everyone.