FAQs
Should I use commas in alt text?
Punctuation makes image descriptions easier to read and understand; it helps us know when to take a pause and gain more context of the words in front of us, and alt text is no exception.
Screen readers recognise periods, commas, question marks, and exclamation marks, and will often pause briefly to make descriptions easier to follow. However, it is important to not rely on punctuation alone, as some users adjust their screen reader speed and may not hear every pause.
Ensure that your text still makes sense even without punctuation. To use a well-known example, “Let’s eat, Grandma!” conveys a very different meaning than “Let’s eat Grandma!”
Should alt text have keywords?
Yes, it should include keywords, but only when they fit naturally. The primary purpose of alt text is accessibility, which, in turn, supports SEO. Well-written descriptions that prioritise clarity help assistive technology users first, while also giving search engines meaningful context about your image.
However, you should never use image descriptions as an opportunity to cram unnecessary or irrelevant words with the goal of boosting SEO. If your images have purpose and relate to the surrounding content, you will find it easier to add the right keywords naturally rather than forcing them.
What tense should alt text be written in?
There is no legal requirement for tense; however, the general consensus is that it should be using the present tense.
Writing in the present keeps it conversational, immediate, and aligned with how screen readers announce content as it appears on the page. Although past tense isn’t technically incorrect, it can make alt attributes feel outdated or disconnected from the user’s current experience.
What is a bad example of alt text?
A bad alt attribute can usually be determined by one or more of the following issues:
Too vague e.g. alt = “vase” or alt = “tree”
Irrelevant to the actual image e.g. alt = “dresses for sale” on an image of mountains
Too stuffed with keywords e.g. alt = “blue jeans denim trousers casual pants fashion”
Earlier in this guide we showed some alt text examples, including a poor alt attribute vs a more descriptive version. See the How to write alt text section for more details and examples.