Every image on your site should have an 'alt tag': a short text that describes what's in the image. For example: alt="Barista pouring cappuccino into a cup".
Why does this matter?
1. Google can't see your images
Google reads text, not images. Without an alt tag, Google has no idea what your photo is about. With an alt tag: "aha, this is a cappuccino, that fits a page about coffee."
2. Google Image Search
People search Google Images for pictures. Without alt tags, you'll never show up there. For some industries (restaurants, hairdressers, photographers, online stores), that's a significant source of traffic you're missing out on.
3. Accessibility for blind people
Blind visitors use 'screen readers' that read the page aloud. Without an alt tag, all they hear is: "image." With an alt tag: "Barista pouring cappuccino into a cup." That makes your site usable for everyone. Since 2025, this is also a legal requirement for most business websites in the EU (the European Accessibility Act).
How do you write a good alt tag?
- Describe what's really there, short and concrete
- No keyword stuffing: "hairdresser arnhem, haircut, ladies hairdresser, barber" is wrong
- Do add context where relevant: on a product photo you can mention the product name
- 10-15 words max
Examples
Bad: alt="foto1.jpg" or alt="" (empty)
Also bad: alt="hairdresser arnhem cutting ladies hair mens hair salon" (spam)
Good: alt="Hairdresser cutting long blonde hair in a salon in Arnhem"
Exception: decorative images
If an image is purely decorative (for example a background illustration), the alt tag can be empty: alt="". Screen readers then skip it. That's better than a useless description.
How do you add alt tags?
In WordPress: every time you upload an image, you'll see an 'Alt Text' field. Fill it in, save, done. For existing images: go to the Media Library, click each photo and fill it in.
You'll find more on-page tips in our on-page SEO checklist.