Google Confirms Alt Text Is Not Primarily an SEO Decision
Google’s John Mueller recently stressed that alt text is mainly for accessibility, not SEO. He shared Jeffrey Zeldman’s Bluesky post, guiding publishers and SEOs to the W3C Alt Text decision tree to highlight proper alt text use.
Understanding the W3C and Its Role
The World Wide Web Consortium (W3C) sets global web standards. Many of Google’s rules for HTML and server responses follow W3C standards. Using W3C guidelines helps ensure correct HTML use, including alt text, in ways that match Google’s indexing system.
Related: SEO Trends 2025
W3C Alt Text Decision Tree
A decision tree is a simple tool that asks yes/no questions to guide choices. The W3C Alt Text decision tree helps decide when and how to use alt text, focusing on accessibility.
The tree asks five key questions:
- Does the image contain text?
- Is the image in a link or button, and is it necessary to understand its function?
- Does the image add meaning to the page?
- Is the image purely decorative?
- Is the image’s purpose unclear or not listed?
These steps help users make the right choices about alt text.
John Mueller’s Take on Alt Text
Mueller shared this on Bluesky:
“The choice of ALT text is not primarily an SEO decision. If you like working with structured processes, check out, bookmark, share, and use this decision tree of when & what to use as ALT text regarding accessibility.”
His statement clarifies that alt text should be about accessibility first, not SEO.
Additional Resources for Alt Text Best Practices
Zeldman praised the W3C decision tree, calling it “so straightforward, so good.” Another user shared an interactive version called the “Alt Text Decide-O-Matic,” a fun way to learn about best alt text practices.
Check out the official W3C Alt Text Decision Tree to improve alt text usage or try the Alt Text Decide-O-Matic to boost accessibility and align with Google’s best practices.
Sarosh Khan has been a content writer and strategist at CyberX Studio since 2024. With a degree in Media and Communication Studies, she is passionate about creating informative and engaging content. She specializes in researching topics and crafting content strategies that boost engagement and support the studio’s marketing goals.