How to write alternative text

1. 01

   Identify the image function

   Decide whether it communicates information, performs an action, identifies something, or is decorative.

2. 02

   Describe the meaningful information

   Write the information a person needs in the current context rather than every visual detail.

3. 03

   Avoid repetition

   Do not repeat adjacent text or begin every value with 'image of'.

4. 04

   Handle decorative images correctly

   Use an empty alt value when the image adds no meaningful information.

5. 05

   Test the page without the image

   Confirm the remaining text and alternative communicate the intended task.

• The implementation matches the visible page and intended audience task.
• The result works on mobile and with keyboard operation where applicable.
• Links, code, schema, and instructions have been checked in production.
• The expected business or user outcome can be measured.
• An owner and review trigger are recorded.

• Define the purpose and expected result of alternative text.
• Capture the current state using semantic structure, keyboard operation, focus order, labels, names, contrast, alternatives, errors, and assistive-technology behaviour.
• Identify the source template, component, plugin, content owner, and release path that controls the output.
• Prepare a test case, approval path, backup or rollback method, and post-release verification plan.

• Repeat automated checks, complete the relevant manual task, and record the browser and assistive-technology context.
• Check representative page types and edge cases instead of confirming only the example used during implementation.
• Confirm the change did not create repairing markup without checking the complete keyboard and screen-reader task.
• Record the implementation date, owner, release reference, evidence, and next review trigger.

Search visibility and user value improve when alternative text answers the real questions people bring to the page. For people implementing or reviewing website changes, that means covering the decision context, observable signals, implementation boundaries, and proof that the result works in production—not repeating a keyword or publishing a longer version of the same incomplete explanation.

Use the page as part of a connected topic cluster. Link the broad concept to focused implementation guides, definitions, checklists, examples, and the Asuruas workflow that can identify affected URLs. The goal is to help a reader move from discovery to a confident next action while giving search systems clear entities, relationships, and page purpose.

• Inspect keyboard and focus behavior.
• Inspect names, roles, labels, and instructions.
• Inspect heading, landmark, and reading order.
• Inspect contrast, motion, media, and error recovery.