In 2025, alt text isn’t just for accessibility—it’s a critical part of visual SEO. With tools like Google Lens and Pinterest Lens driving image-based searches, writing clear, keyword-rich alt text can significantly boost your product visibility and rankings.
Alt text (alternative text) has long been essential for website accessibility. But in 2025, it’s also a cornerstone of visual search optimization—especially for tools like Google Lens, Pinterest Lens, and Bing Visual Search. Well-written alt text helps search engines understand your images, improves your eCommerce product visibility, and ensures compliance with accessibility standards like WCAG.
In this guide, we’ll explore:
- Why alt text matters more than ever in 2025
- The anatomy of a perfect alt text
- Best practices for writing alt text for products
- Real examples and case studies
- AI tools to assist in writing alt-text
Why Alt Text Is Critical for Visual SEO in 2025
1. Google Lens Relies on Context
Google Lens scans images and their metadata (including alt text) to return relevant shopping results. The more descriptive and relevant your alt text, the better your product’s visibility.
2. AI-Driven Search Engines
Search engines now use AI to cross-reference visual elements with text. Alt text acts as a label for AI algorithms, helping them identify color, use case, material, and even brand sentiment.
3. Improves Accessibility
WCAG 2.2 and Section 508 compliance require clear alt text for screen readers—an ethical and legal imperative.
4. Image Indexing in Google Images & Shopping
Google Images now indexes alt text as part of its ranking signals. Better text = better ranking.
Anatomy of an Effective Alt Text (2025 Standards)
A well-optimized alt text should:
- Be specific and concise (under 125 characters)
- Include relevant keywords naturally
- Mention distinct features (color, size, material, use)
- Avoid keyword stuffing or vague terms like “image of” or “photo of”
Formula: [Color] [Material] [Product Type] with [Unique Feature] – [Brand Name]
Example:
- Poor: “shoe”
- Better: “red running shoe”
- Best: “Red breathable mesh running shoe with arch support – Nike Pegasus 42”
Best Practices for Writing Alt Text in 2025
1. Focus on What’s Unique
Highlight features that make the product stand out: texture, stitching, zipper placement, brand tags, eco-friendly materials, etc.
2. Write for Search Engines AND Users
Your alt text should help both Google Lens and a screen reader user. Think of describing the image to someone who can’t see it.
3. Don’t Duplicate Alt Texts
Each image should have unique alt text—even if it’s of the same product. Change based on angle, zoom level, or usage scenario.
4. Avoid Overuse of Brand Names
While including the brand once is helpful, don’t repeat it in every alt tag. It dilutes relevance.
5. Use Keywords Carefully
Incorporate keywords naturally. Prioritize clarity over exact-match SEO.
Real-World eCommerce Examples
Fashion Product
- Image: A model wearing high-waisted blue jeans
- Alt Text: “High-waisted stretch denim jeans with front button closure – Levi’s 501 for women”
Tech Product
- Image: Smartphone on wireless charger
- Alt Text: “Black Galaxy S25 charging wirelessly on white Qi charger pad”
Home Decor
- Image: Scandinavian-style floor lamp
- Alt Text: “Minimalist Scandinavian floor lamp with oak tripod base and linen lampshade”
Using AI Tools to Generate Alt Text (2025)
Recommended AI Tools:
- ChatGPT Vision: Scan product photos and auto-generate alt text
- Cloudinary: Offers alt text automation based on visual recognition
- Adobe Sensei: Analyzes product catalogs to suggest descriptive alt text
- AltText.ai: Tailored for Shopify and WooCommerce stores
Workflow Tip:
Combine AI generation with manual editing for the best accuracy and tone.
Common Alt Text Mistakes to Avoid
| Mistake | Why It’s Bad |
|---|---|
| “Image of a shoe” | Too generic, not descriptive |
| Keyword stuffing | Looks spammy, hurts ranking |
| Empty alt text on key images | Missed SEO & accessibility opportunity |
| Repeating same alt text | Reduces contextual variety for search engines |
Final Checklist for Optimized Alt Text
✅ Alt text under 125 characters
✅ Includes relevant keyword once
✅ Describes key features (color, size, texture, function)
✅ Avoids generic terms and keyword stuffing
✅ Unique for every image
✅ Supports accessibility
Conclusion
In 2025, writing high-quality alt text is no longer just about accessibility—it’s a visual SEO imperative. With visual search tools like Google Lens driving more traffic and conversions than ever, optimized alt text helps your products get discovered faster and more often.
By combining clarity, context, and keyword relevance, your alt text can elevate your brand’s visibility across all major search platforms.
Next Step: Read our guide on Google Merchant Center image feed optimization to further enhance your visual SEO strategy.
FAQs
How many characters should alt text have?
Ideally, under 125 characters for maximum compatibility with screen readers and search engines.
Can I use emojis in alt text?
No. Emojis can confuse screen readers and reduce clarity.
Should alt text include the product name?
Yes, if it adds relevance and context without being repetitive.
How do I test if my alt text is effective?
Use Google’s Lighthouse tool and Rich Results Test to evaluate SEO and accessibility.
Is alt text the same as image captions?
No. Alt text is for screen readers and search engines; captions are visible to users.