Alt text optimization is wasted effort
Today’s opinion post is by Chris Shuptrine, Creator at SEOWidgets. He has over 15 years of experience in marketing, SEO, and analytics.
Having spent years in SEO trenches, I’ve noticed something about alt text that might ruffle some feathers: it’s not the SEO powerhouse many claim it to be. After analyzing countless image optimization efforts across different sites, the data consistently shows minimal SEO impact. Alt text serves a crucial accessibility function - that’s undeniable. But its SEO value? That’s where reality diverges from common wisdom.
Working with enterprise clients taught me something interesting about SEO priorities. We get caught up in these comfortable routines, these predictable optimization checkboxes. Alt text becomes this safety blanket - something we do because we’ve always done it, like compulsively organizing spreadsheets when bigger problems need solving.
The real meat of SEO lies elsewhere. During a recent site overhaul project, we spent weeks perfecting alt text across thousands of images. The impact? Barely measurable. Meanwhile, technical improvements to site architecture and focused content development drove significant ranking improvements. It’s like focusing on arranging desk supplies while your actual work piles up.
Search engines have evolved dramatically. Modern AI can interpret images contextually without relying on manual descriptions. I’ve tested this extensively - Google increasingly understands visual content through machine learning, often more accurately than human-written alt text.
We’re falling into a classic optimization trap here. It’s satisfying to tick off these small tasks, but they’re not moving the needle. I’ve seen teams spend hours perfecting image descriptions while neglecting critical issues like site speed or content gaps.
Resources are always tight in marketing. Here’s where I’ve seen the biggest ROI:
- Building genuine backlink relationships through industry networking and valuable content
- Creating comprehensive, experience-based content that addresses real user pain points
- Improving core technical metrics like load time and mobile performance
The landscape has shifted. Today’s algorithms prioritize user engagement metrics and content relevance over traditional optimization signals. I’ve watched sites with minimal alt text optimization outrank competitors purely through superior user experience and content depth.
Sometimes we get so caught up in optimization best practices that we lose sight of quality. I cringe when I see keyword-stuffed alt text that reads like a robot wrote it. Good alt text should describe images naturally for accessibility purposes - nothing more, nothing less.
For accessibility, alt text remains essential. But let’s be realistic about its SEO impact. Focus on creating exceptional content, building authority through genuine backlinks, and maintaining technical excellence. Those are the factors that consistently drive results in my experience.
The SEO field keeps evolving, and we need to evolve with it. Challenge assumptions, test everything, and invest time where data shows real impact. Sometimes that means letting go of comfortable but ineffective practices.
Think critically about where you’re spending your optimization efforts. Are you pursuing real improvements or just following outdated conventions? Focus on strategies that demonstrably move rankings and drive traffic. That’s where the real SEO gains happen.