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Alt Attribute & SEO Optimization

SEO Optimization images is becoming increasingly more important in SEO (Seo optimization) for websites. The ALT attribute is really a critical step that is often overlooked. This can be a lost opportunity for better rankings.

In Google's webmaster guidelines, they advise the use of alternative text for that images in your web site:

Images:. Make use of the alt attribute to supply descriptive text. Additionally, we recommend using a human-readable caption and descriptive text around the image.

Why would they ask us to do that? The answer is simple, really; search engines have the same problem as blind users. They cannot begin to see the images.

Many webmasters and inexperienced or unethical SEOs abuse the use of this attribute, attempting to stuff it with keywords, looking to achieve a certain keyword density, which isn't as relevant for rankings now as it was previously.

On the contrary, high keyword density can, on some search engines, trigger spam filters, which may result in a penalty for the site's ranking. Even without this type of penalty, your site's rankings won't take advantage of this plan.
This method also puts persons who use screen readers in a greater disadvantage. Screen readers are software-based tools that really read aloud the contents of what's shown on the screen. In browsing the net, the alt attributes of images are read aloud as well.

Imagine hearing a paragraph of text that is followed by repetitions of many keywords. The page would be far from accessible, and, to put it bluntly, will be found quite annoying.
What exactly is an Alt attribute?

An ALT attribute should not be used as a description or a label for an image, though lots of people use it for the reason that fashion. Though it might seem natural to assume that alternate text is really a label or a description, it's not!

The words used inside an image's alt attribute ought to be its text equivalent and convey exactly the same information or serve exactly the same purpose that the image would.

The goal would be to supply the same functional information that the visual user would see. The alt attribute text should function as a "stand in" when the look is not available. Think about this: If you were to replace the image with the text, would most users get the same basic information, and wouldn't it create the same response?
A few examples:

 

Some SEO Optimization Tips

If your search button is really a magnifying glass or binoculars its alt text ought to be 'search' or 'find' not 'magnifying glass' or 'binoculars'.

If an image is supposed to convey the literal contents of the look, then a description is suitable.

If it is meant to convey data, then that information is what's appropriate.

If it is designed to convey the use of a function, then the function itself is what ought to be used.

Some Alt Attribute Guidelines:

Always add alt attributes to images. Alt is mandatory for accessibility and for valid XHTML.

For images that play only a decorative role in the page, make use of an empty alt (i.e. alt="") or perhaps a CSS background image to ensure that reading browsers don't bother users by uttering such things as "spacer image".

Remember that it's the function of the image we're trying to convey. For example; any button images should not include the word "button" in the alt text. They ought to emphasize the action performed by the button.

Alt text ought to be determined by context. Exactly the same image inside a different context may need drastically different alt text.

Attempt to flow alt text with the rest from the text because that is the way it is going to be read with adaptive technologies like screen readers. Someone hearing your page should hardly be aware that a graphic image can there be.
Please keep in mind that using an alt attribute for each image is required to satisfy the minimum WAI requirements, that are used since the benchmark for accessibility laws in UK and also the remainder of Europe. They are also necessary to meet "Section 508" accessibility requirements in the US.

It is useful to categorize non-text content into three levels:

Eye-Candy
Mood-Setting
Content and Function

I. Eye-Candy

Eye-Candy are stuff that serve no purpose apart from to create a site visually appealing/attractive and (oftentimes) satisfy the marketing departments. There is no content value (though there may be value to some sighted user).

Never alt-ify eye-candy unless there's something there which will enhance the usability from the site for somebody utilizing a non-visual user agent. Make use of a null alt attribute or background images in CSS for eye-candy.

II. Mood-Setting

This is the middle layer of graphics which might serve to set the mood or set the stage as it were. These graphics are not direct content and could 't be considered essential, but they're important in they help frame what's going on.

Try to alt-ify the 2nd group as makes sense and it is relevant. There may be instances when doing so might be annoying or detrimental to other users. Then avoid it.

For instance; Alt text that's just like adjacent text is unnecessary, and an irritant to screen reader users. I recommend alt="" or background CSS images in such instances. But sometimes, it's vital that you understand this content in there for those users.

Most times it depends on context. The same image inside a different context may need drastically different alt text. Obviously, content should always be fully available. How you go in this example is really a judgment call.

III. Content and Function

This is when the image is the actual content. Always alt-ify content and functional images. Title and long description attributes can also be in order.
The main reason many authors can't figure out why their alt text isn't working is that they don't know why the images exist. You need to figured out precisely what function a picture serves. Consider what it is concerning the image that's vital that you the page's intended audience.

Every graphic has a reason behind being on that page: since it either improves the theme/ mood/ atmosphere or it is advisable to what are the page is trying to explain. Understanding what the look is perfect for makes alt text easier to write. And exercise writing them definitely helps.
A method to check the usefulness of alternative text would be to imagine reading the page on the phone to someone. An amount you say when encountering a specific image to make the page understandable to the listener?

Besides the alt attribute you've got a couple more tools at your disposal for images.
First, in level of descriptiveness title is within between alt and longdesc. It adds useful information and may add flavor. The title attribute is optionally rendered through the user agent. Remember they are invisible and not shown like a "tooltip" when focus is received through the keyboard. (So much for device independence). So use the title attribute just for advisory information.
Second, the longdesc attribute points towards the URL of a full description of an image. When the information found in an image is essential towards the concept of the page (i.e. some important content would be lost if the image was removed), a longer description compared to "alt" attribute can reasonably display should be used. It can provide for rich, expressive documentation of the visual image.

It should be used when alt and title are insufficient to embody the visual qualities of the image. As Clark [1] states, "A longdesc is a long description of an image...The goal is to use any length of description essential to impart the details of the graphic.

It wouldn't be remiss to hope that the long description conjures an image - the image - in the mind's eye, an analogy that holds true even for the totally blind."

Even though alt attribute is mandatory for web accessibility as well as for valid (X)HTML, not every images need alternative text, long descriptions, or titles.

Oftentimes, you're better off just going with your gut instinct -- if it's not necessary to include it, and when you don't possess a strong urge to do it, don't add that longdesc.

However, if it's necessary for the whole page to operate, then you have to include the alt text (or title or longdesc).

What's necessary and what's not depends a lot on the function of the image and it is context on the page.

The same image may need alt text (or title or longdesc) in a single spot, although not in another. If an image provides absolutely no content or functional information alt="" or background CSS images might be appropriate to make use of. However, if the image provides content or adds functional information an alt would be required and perhaps even a long description will be so as. In many cases this kind of thing is a judgement call.

Image Search Engine Optimization Tips

Listed below are key stages in optimizing images:

Choose a logical file name that reinforces the keywords. You should use hyphens within the file name to isolate the keyword, but avoid to exceeding two hyphens. Stay away from underscores as a word separator, such as "brilliant-diamonds.jpg";

Label the file extension. For instance, if the image search engine sees a ".jpg" (JPEG) file extension, it's going to assume that the file is a photo, and if it sees a ".gif" (GIF) file extension, it's likely to assume that it is graphic;

Ensure that the written text nearby the image that's highly relevant to that image.
Again, don't lose an excellent opportunity to help your website with your images in search engines. Use these steps to position better on all the engines and drive more traffic for your site TODAY.

SEO Company

Over the past few weeks, a steady stream of writers and editors have jumped ship from the AOL site Engadget, and on Sunday, it became obvious this mass defection was more than just coincidence. The site’s entire senior staff has joined SB Nation, a media startup focused (for now at least) on the sports world, where they are planning to create a new gadget-oriented site. This news does two things: It reinforces how SB Nation could become a significant player in the media space, and it shines a spotlight on one of the major weaknesses in AOL’s growth plans.

Even before he left AOL, it seemed obvious Editor-in-Chief Josh Topolsky wasn’t comfortable with the new direction CEO Tim Armstrong was charting, particularly the so-called “AOL Way,” which was revealed in a series of slides from an internal presentation, and involved quotas for page views and a search-driven strategy that screamed “content farm.” The Engadget editor made it clear at the time that this approach would not apply to his site, but it came as no surprise when Senior Writer Paul Miller quit, citing the new AOL directives as a major factor in his departure. Miller said:

It doesn’t take a veteran of the publishing world to realize that AOL has its heart in the wrong place with content. As detailed in the “AOL Way,” and borne out in personal experience, AOL sees content as a commodity it can sell ads against.

In a blog post published after the SB Nation news broke this past weekend, Topolsky also took some parting shots in AOL’s direction, saying:

SB Nation believes in real, independent journalism and the potential for new media to serve as an answer and antidote to big publishing houses and SEO spam.

Arianna Huffington, who took over control of AOL’s editorial direction shortly after The Huffington Post was acquired for $315 million in February, has said in interviews — including one with a deeply antagonistic New York Times writer in that paper’s Sunday magazine this weekend — that the quota and search-driven strategy outlined in the “AOL Way” document is not the approach she plans to take. She has talked about letting authors be guided by their passions, and AOL has been getting rid of freelancers and hiring more staff writers in what appears to be an attempt to become more professional.

The biggest problem for AOL, however, is that doing this — and moving away from the content-farm approach — is likely to make the company’s content operations a lot more expensive, and that’s not something the cash-strapped former web portal can really afford. And whether Huffington likes it or not, her CEO does seem to see content as just a commodity to wrap advertising around.

The departure of the Engadget staff highlights another problem as well, which is that anyone who achieves a certain profile or status as a writer within AOL is probably going to start looking around for a better deal. This isn’t something that is unique to the former web giant, of course. All content companies suffer from the same kind of problem, since their main assets — the writers or creators of their content — are fungible and can leave at a moment’s notice. But AOL is in a particularly tenuous position because its content-focused strategy is so new, and suspicions about its true motivations (i.e, search-driven content farming) are so high. Firing hundreds of writers, as AOL did recently, also doesn’t really endear you to your staff.

The other interesting aspect of this news is that it clearly marks the rise of SB Nation as a substantial player in the online media space. The company started as a group of hyper-focused sports blogs co-founded by Daily Kos founder Markos Moulitsas Zuniga, and in 2008 added CEO Jim Bankoff — a former AOL executive, and one of the architects of the company’s original acquisition of Engadget. Over the past three years, Bankoff has built a substantial business while staying largely under the radar.

The company recently closed a $10.5-million funding round from heavyweights Khosla Ventures and Accel Partners, and it seems obvious Bankoff plans to use that financing to expand his operations in new areas. Anyone who thought the company was just going to focus on sports and leave the rest of the web-content game to AOL and Yahoo should probably revise their thinking pretty quickly.

Related content from GigaOM Pro (subscription req’d):

• Content Farms: The Players, The Benefits, The Risks
• How Media Companies Can Compete Online
• The Near-Term Evolution of Social Commerce

The surprising part for me in recent weeks is that there are many Acquisition Marketers who still doubt that investing in SEO is even worth the effort. And, they have not even given it a try.

In some sense, it’s the “paralysis by analysis” conundrum. As SEO practitioners, we have all been faced with the question of “what’s the ROI?”

In my last article, 10 Quick & Dirty SEO Success Metrics, I made the case that tracking SEO success can get messy when you look at attribution tracking, and that you may have to resort to some more basic measurements to prove success.

It is exactly this messy success tracking that makes Acquisition Marketers hesitant to invest in SEO.

The Case For SEO As An Acquisition Vehicle

So, here’s my case for why SEO is a necessary piece of Acquisition Marketing:

A well-executed SEO strategy requires crafting and generating valuable content, promoting that content, and finding ways for trusted resources to link to that content. It takes time to see organic search results.

In this process, the most likely scenario is that “The Rank Hound” will be disappointed, and the “The Small Portfolio Ranker” will begin to have doubts, but may see some positive signs.  “The More, The Merrier” will see the breadth of keyword traffic begin to expand, and will be happy to see that progress.  But, even “The More, The Merrier” will begin to question if the right tail keywords are bringing in traffic.

However, this entire SEO process is moving the acquisition dial in the right direction!

Acquisition benefits include:

• Purchase Influencing. Quality content that is generated is positively influencing buyer behavior. Whether or not the content is found via a search engine (at the beginning), the content is still pushing website visitors closer to being buyers. By “content”, I don’t just mean written text (which is of course valuable) – great content will take many forms, including video, images, graphical depictions (including infographics), webinars, contests & promotions, local search assets (e.g. Google Places), and many other forms of great, creative, and convincing content.


• Awareness. Visits from long-tail keywords, even if not the best-converting keywords, are building brand awareness, and planting the seed that your site is there for them to come back to. You may see this traffic come back to you in future visits in your analyitcs as “Direct/Bookmark” or search queries for your brand name. But, it was the initial visit, for a very specific phrase that even gave you the opportunity for that second visit.


• Creating A Voice. In order to promote the content, you need a voice. That voice is a combination of social media engagement, PR, and traditional link building. These traffic channels, and communication processes, will be there even when Google changes the search game on us all again. People will be finding you not just via search, but through good-old-fashioned communication. But, you did the groundwork, in part, to improve SEO results.


• Competitive Keywords Will Come To You. Your quest for ranking for the best-converting, and more competitive, keywords will provide results. It will just take more time than many Acquisition Marketers are typically comfortable with. But, without making the investment in organic search, your competitors will keep taking your customers away from you.

As organic search traffic, and traffic from related sources, flows in, Acquisition Marketers can do one of the things they do best – test and optimize the user experience to capture customers and prospects, and build marketing lists to nurture with care.

Every Industry Evolves & Requires Convincing Doubters In Order To Grow

As I was drafting this article, I was bouncing ideas off of a trusted adviser, Mike Schultz, from the Rain Group. Mike’s specialty is sales training.

As I talked about my surprise at still finding so many “doubters” who have not yet invested in SEO, Mike drew an analogy to how even “mature” industries need to be re-introduced to how to sell their own services. He talked about how roughly 20 years ago, law firms began to revolutionize the way they market and sell their services (even though lawyers have been around for centuries).

It became evident, that if a competitive law firm did not engage in more aggressive marketing and demand generation, then not only were they leaving potential business on the table, the perception was that they were behind the curve.

While the SEO industry is far from mature, it is true that the speed of adoption has been at a much more rapid rate than many other marketing channels. In fact, Brian Halligan and the rest of the Hubspot team, have proven how fast a new marketing concept, such as inbound marketing, can take hold.

So, my hope is that the sophisticated, ROI-driven Acquisition Marketers will take note of the broad benefits of SEO, and invest time and money in building organic search as an acquisition channel. Even when ROI measurement is not immediately available.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: In The Trenches

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