Most of the time when I audit a site, I'll click into the image gallery and see a long list of files named "image1.jpg" or "screenshot_final_final_v2.png." No alt text. No file names with context. Just empty space where some easy wins should be.
The truth is, alt text is one of the most overlooked parts of on-page SEO and one of the easiest to fix. It's not just about keywords or search visibility either. Well-written alt text helps your images show up in search, improves accessibility for users who rely on screen readers, and keeps your site aligned with best practices Google actively encourages.
At Origo, we treat content, design, and technical SEO as one connected system. And when your images are missing context, it weakens the whole experience, for users and for search engines.
This post is Part 4 of our Simple SEO Fixes series. If you've already cleaned up your title tags and H1s, this is your next move. And I promise, it won't take more than a few seconds per image once you know what to look for.
What Is Alt Text and Why It Matters
Alt text, short for "alternative text," is the written description of an image that lives behind the scenes in your website's code. It serves two important purposes.
First, it helps people who use screen readers understand what's on your page. If someone can't see an image, because of vision loss, slow connections, or browser issues, their screen reader reads the alt text out loud instead. This is a core part of making your site accessible.
Second, alt text helps search engines understand your images. Google can't "see" photos the way we can. It relies on file names, context, and especially alt text to figure out what an image represents and how it connects to the rest of your content.
So when you skip alt text, or when you fill it with keywords that don't match the image, you're losing both visibility and clarity. Worse, you could be making your site less usable for people who rely on assistive tech, something that affects real customers.
W3C's accessibility guidelines offer detailed recommendations on how to do this well, but for most businesses, it starts with something simple: describe what the image shows and why it's there. If you're showing a client project, say that. If it's a team photo, describe it. If it's decorative and doesn't add meaning, we'll talk about what to do with that too.
Common Alt Text Mistakes We See All the Time
When we take over a site or run an SEO audit at Origo, one of the first things we check is the image alt text. It's rarely done well. And it's usually not done at all.
1. No alt text at all
This is by far the most common. A website has a gallery, a hero image, maybe a few product shots, and none of them have alt text. That's a missed opportunity. You're leaving Google with no idea what your images are about, and you're leaving out users who rely on screen readers entirely.
2. Stuffing alt text with keywords
On the flip side, we sometimes see alt text that's written like a checklist of keywords: "web design agency SEO best website small business Origo Solutions." That's not helpful. It sounds robotic, and Google sees right through it. Alt text should be written like a sentence, natural, relevant, and based on what the image actually shows.
3. Using generic labels
"Logo." "Team photo." "Header image." Alt text like this is technically there, but it doesn't add any value. If you're going to take the time to write it, make it specific.
Instead of "team photo," write "Origo Solutions team meeting with a client in their office."
4. Decorative images that aren't marked as decorative
Not every image needs alt text. If it's a background shape, a texture, or something purely visual, it's better to leave it blank using the proper formatting so screen readers skip it. Otherwise, your visitors hear clutter that adds no meaning.
5. File names that are just as bad
Alt text and image file names work together. If your file is called "IMG_0477.jpg," even perfect alt text can only do so much. Good image optimization is a full package.
How to Write Great Alt Text in Less Than 10 Seconds
You don't need a template, a tool, or a technical background to write great alt text. You just need to stop and ask yourself one question:
If this image disappeared, what would I want someone to know about it?
That's it. That's the starting point. The rest is just making sure what you write is relevant, clear, and written like a person, not like an SEO plugin.
Be specific
Instead of writing "team photo," write: "Origo's leadership team reviewing a website project together." If it's a product shot, say what it is and how it's being used: "Close-up of handmade ceramic coffee mug on wood table." Google understands natural language, you don't need to cram in keywords, just say what the image shows.
Add relevance when it matters
If the image is tied to a service or piece of content, you can naturally include a keyword, not for stuffing, but for clarity.
Example: "Mobile-friendly website layout designed by Origo for a local bakery."
Don't repeat yourself
If the image is already described in text nearby, don't just copy and paste the same sentence into the alt tag. Keep it complementary. The goal is to provide additional context, not redundancy.
Don't use "Image of" or "Picture of"
Screen readers already announce that it's an image. You don't need to repeat it. Just describe the content.
Don't Forget the File Name
Alt text is important, but it's only half the story. The other part most people miss is the image file name. Every time you upload an image to your website, your CMS or builder saves that file and makes it public, and search engines index that name. If your file is still named something like "IMG_8742.png," you're missing another chance to tell Google what it is.
Rename images before uploading
Instead of uploading a file as-is from your phone or stock site, rename it with a short, descriptive phrase using hyphens (not underscores or spaces).
Example: "handmade-pottery-coffee-mug.jpg" is much more useful than "screenshot2025_final3_v2.png"
Keep it simple and relevant
You don't need to overthink this. Just describe what the image shows and, if it fits naturally, include a keyword. For example: "web-design-team-review.jpg" is clean, relevant, and helps Google connect your visual content with your topic.
Don't keyword stuff
Search engines are smart enough to know when you're overdoing it. If your file name is a chain of keywords, like "web-design-best-agency-SEO-ranking.jpg", it's going to look spammy. File names just need to make sense.
At Origo, we rename every image that goes live, whether it's for a homepage, a blog, or a landing page, because we've seen how small things like this add up over time.
Quick Checklist and Examples
Alt Text Checklist
- Describes the image clearly and accurately
- Adds context to the page (not just filler)
- Uses natural language, not keyword stuffing
- Leaves decorative images empty with proper formatting
- Complements nearby content without repeating it
- Written like a human, not a bot
File Name Checklist
- Renamed before upload (not "IMG_0092.jpg")
- Uses hyphens to separate words (not underscores or spaces)
- Short and descriptive, ideally under 6 words
- Includes relevant keywords only if they fit naturally
- Matches the page topic without being forced
Real-World Example
Bad Version: File name: photo1.jpg | Alt text: image of website
Better Version: File name: origo-web-design-homepage-layout.jpg | Alt text: Custom homepage design by Origo Solutions for a local restaurant
Small difference? Yes. But multiply this across every page of your site, and it becomes a strong signal of clarity, consistency, and professionalism, which Google and your users both notice.
Want Someone to Review Your Site's SEO and Images?
Writing strong alt text doesn't take long. But going back through your entire website to clean it up can feel like a huge task. If your site has been live for a while, it's easy to lose track of what's been optimized and what hasn't.
If you're not sure whether your images are helping or holding you back in search, let's take a look together. At Origo, we offer quick, no-pressure SEO reviews for business owners who want real answers. We'll walk through your image strategy, structure, and content, and show you what's working and what can be improved. No technical fluff. Just clear, honest feedback.
Whether your site is brand new or ten years old, your images should be working for you. That means better visibility, better user experience, and a stronger foundation for growth.