SEO
Image SEO and Alt Text Explained the Right Way
By Mohamed Eltoukhy, founder of EVOGENCY ·
Images are one of the most commonly neglected parts of on page SEO, even though getting them right helps both search visibility and real accessibility at the same time.
For many local businesses, images are also the main sales tool: finished projects, food, before and after shots. Making sure they load fast and are understood by search engines pays off in more ways than one.
What alt text is actually for
Alt text is a short, accurate description of what an image shows and how it relates to the page. It's read aloud by screen readers and helps search engines understand the image, so it should describe the content honestly rather than stuff in keywords.
Compare "roof" with "new gray architectural shingle roof on a two story home in Winter Park." The second is useful to a person who can't see the image and gives Google real context. "Best roofer Orlando roofing roof repair" is keyword stuffing, and it helps nobody.
When to skip alt text
Purely decorative images, like background textures or divider graphics, can have empty alt text so screen readers skip them. Save descriptions for images that carry meaning.
File names and placement matter too
A descriptive file name and placing an image near text that's actually relevant to it both help search engines understand context, on top of the alt text itself.
Before uploading, rename a file like IMG_4832.jpg to a few words that describe the photo, such as the project type and material. Put project photos on the service page they relate to, not only in a separate gallery.
Size and speed
Large, uncompressed photos are one of the most common reasons small business sites load slowly. Resize images to the size they're actually displayed, compress them, and use modern formats like WebP when your platform supports it.
Lazy loading, which delays images below the fold until someone scrolls, also helps pages appear faster.
Use real images
Original photos of your work, team, and location are more convincing to customers than stock photos, and they give Google unique content. Google's guidance favors high quality, relevant images placed near related text.
Don't forget your Google Business Profile
Photos on your Business Profile are often seen before your website. Add real, recent photos regularly: your storefront, team, vehicles, and work. They help people choose you in the map results.
The checklist
Honest, descriptive alt text, descriptive file names, images near related content, compressed and properly sized files, and real photos. That covers image SEO for most businesses.
If you want to know how your site's images are affecting speed and search, our free audit will tell you.