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B2B Marketing: The Beginner’s Guide

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B2B Marketing: The Beginner's Guide

At Ahrefs, we sell SEO tools. These tools are mostly used by other businesses. So, in order to reach them, we engage in B2B marketing.

In this guide, you’ll learn how to create a B2B marketing strategy and what tactics you should use. We’ll also look at some successful B2B marketing examples.

But first, some fundamentals:

B2B marketing (short for business-to-business marketing) is the process of promoting products or services to another business or organization.

B2C marketing is short for business-to-consumer marketing and is the process of promoting products or services to individuals (who are buying things for their personal use).

Examples include buying clothes from Uniqlo, an iPhone from the Apple store, or a car for your personal use.

While B2B and B2C marketing seem like opposites, they’re not mutually exclusive. Many businesses sell to other businesses and consumers. For example, a local bakery may sell baked goods to walk-in customers and also provide canapes for business events. Such businesses will have to do both types of marketing.

However, don’t let the term “B2B marketing” mislead you. Ultimately, a business is made up of people. So B2B marketing still involves marketing and selling to people.

The main difference is B2C marketing involves one decision-maker, i.e., one consumer makes the decision. But B2B marketing usually involves more decision-makers (e.g., the team, head of department, CEO, etc.). This means more time, education, and discussions are needed before any purchase decision is made.

Understanding this is crucial to understanding B2B marketing.

How to create a B2B marketing strategy

Search for B2B marketing on Google, and you’ll find lists of “strategies” you can use. But those are not strategies. They’re tactics.

You can’t throw every B2B marketing tactic on the wall and hope one sticks. It’s inefficient and a waste of time and resources. Instead, you first need a strategy—this will determine the tactics you’ll use.

Infographic showing 2 maps. One map shows the overall plan (strategy); the other shows specific actions to take (tactics)

Here’s how to create a B2B marketing strategy.

1. Decide on the customers you’ll target

To choose your target customers, ask yourself these six questions:

  • Does your product align with what the segment wants?
  • Does it bring you the most value if you increase your market share there?
  • Do you have the sales and marketing resources to increase your market share there?
  • How difficult is it going to be to increase your market share there?
  • Does this segment influence any other segments? If so, how?
  • What are the trade-offs if you shift your focus to new segments?

Your ideal target segments are those where you can make the most money, given the resources available.

Remember also that in B2B marketing, the customers who are using your product or service may not be the ones purchasing it. For example, SEOs may be using our toolset, but the final decision-maker may be the head of marketing or even the CFO.

Make sure you’ve done your market research to figure out how the buying process works in your target segment’s industry.

Recommended reading: How to Create a Marketing Strategy in 5 Steps (With Examples)

2. Position your product or service

According to positioning consultant April Dunford, positioning is “the act of deliberately defining how you are the best at something that a defined market cares a lot about.”

With good positioning, customers can easily understand what your product/service is, why it’s special, and why it matters to them. This is important because customers are always evaluating you. Neglect to define this clearly, and customers will invent a position—often one that is non-ideal or misrepresents your product/service and brand.

Plus, a good position differentiates you from your competitors. In some cases, it may even influence how the target market perceives them.

So how do you position your product or service? The best way is to apply the step-by-step framework from April’s book, “Obviously Awesome.”

Here’s a tl;dr. You should:

  • Understand who your best customers are (step one!).
  • Form a positioning team and align your positioning vocabulary across teams/departments.
  • List your competitive alternatives.
  • Figure out the attributes and features that make your product/service unique.
  • Figure out the true value of these attributes and features. What do they do for your customers?
  • Find a target market that cares most about your unique value proposition.
  • Capture your positioning in an evergreen document that can be shared across all teams.

Also, if you’re targeting multiple customer segments, make sure you create a different position for each of them. For example, our free tool, Ahrefs Webmaster Tools, is targeted at website owners, and our copy reflects that:

AWT copy addressing website owners

Whereas Site Audit is targeted at seasoned SEOs and marketers. Thus, the position and copy change as well:

Site Audit copy addressing seasoned SEOs

3. Set strategic objectives for the year ahead

For your strategy to work, you need to know where to go. Those are your objectives. Set one or two for each of your target segments and align them with the SMART criteria:

  • Specific – Clearly state the desirable outcome, answering the who, what, when, how much, etc
  • Measurable – Must be able to track progress with Key Performance Indicators (KPIs)
  • Achievable – Be bold with your goals, but also realistic; use current growth as a benchmark
  • Relevant – Ensure each objective aligns with your overall marketing and business strategy
  • Timely – Set up a time frame for achieving the goal

For example, a potential marketing objective for our blog could be:

Grow organic traffic from 300K to 700K by the end of 2022.

Recommended reading: Marketing Objectives: How to Set Them Right (With Examples)

4. Decide on the tactics you want to use

It is only at this point you can begin considering what kinds of tactics you want to use. But you’re not choosing them at random. You’re choosing them based on the strategy you’ve created above.

The way I think about this is by using this mental model from David Fallarme, marketing director of On Deck:

Mental model of five animals and the corresponding acquisition strategy

Basically, you need to use the right hunting tools to hunt the right animals.

From step one, you should already know what type of customers you’re going after. They’re typically either:

  • Elephants – Worth hundreds of thousands of dollars per year
  • Antelopes – Worth tens of thousands of dollars per year
  • Rabbits – Worth thousands of dollars per year
  • Mice – Worth hundreds of dollars per year
  • Flies – Worth a few dollars per year

From here, you can decide what kind of hunting tools you need. There are three main types:

  • Spears – Require lots of direct human skill and involvement, like sales and business development. For businesses that target enterprise customers.
  • Nets – Pull in a large number of potential targets at once, like content marketing. For businesses that target small businesses.
  • Seeds – You plant the seeds with your product or service, and the customer base grows on its own. Examples are word of mouth and virality. For businesses that target small businesses or consumers.

For example, at Ahrefs, our target customer base is worth around $1K-$10K. This is the reason why content marketing is our main B2B marketing strategy. It works so well because it is the right tool for the right animal.

But that’s not all. The tactics you use should match how your target customers consume information. For example, don’t create podcasts if no one in your industry listens to them.

Finally, your tactics should move you closer to your goal. For example, if your goal is to get more organic traffic, then email marketing may not be a good tactic.

Here are some popular B2B marketing tactics worth considering—many of which we continue to use at Ahrefs.

1. SEO-driven content marketing

This is the primary tactic we use at Ahrefs. Simply speaking, we create content around topics that our target customers are searching for.

Here’s how we find these topics:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a keyword related to our industry (e.g., “SEO,” “marketing”)
  3. Go to the Matching terms report
  4. Toggle the Questions tab
Matching terms report results

Here, we see tons of keyword ideas and their estimated Traffic Potential. We’ll note down those keywords relevant to us.

Then, we’ll create content designed to rank for those keywords. Here’s the framework we use:

https://www.youtube.com/watch?v=8BdZ0dUu7VQ

2. Email marketing

The premise of email marketing is simple: collect the contact information of potential customers and email them your branded messages.

First, let’s collect the contact information of your target customers. At Ahrefs, we keep it simple with a “subscribe” box:

Bearded man on computer. Next to him are CTA and "Subscribe" box for people to sign up for Ahrefs' newsletter

You can also offer a “carrot” in exchange for subscribing. Typically, B2B companies like to offer free eBooks, white papers, templates, or courses:

Example of lead capture form. In exchange, the website offers 6 free blog post templates

Next, the email. Once again, we keep it simple by emailing our subscribers a weekly digest of what we’ve published and what we’re currently reading:

Example of Ahrefs' weekly digest

But the world’s your oyster. Experiment and see what makes sense for both your business and your customers. For example, the marketing agency, Demand Curve, sends a monthly “growth tactics” newsletter.

Example of Demand Curve's newsletter

However, it also occasionally sends emails that promote its programs and services:

Demand Curve's email promoting new program

3. Account-based marketing

Account-based marketing (ABM) is a type of B2B marketing that focuses on aligning marketing and sales to reach specific target accounts.

ABM considers target accounts as markets-of-one and emphasizes the quality of accounts over the number of leads.

Read our beginner’s guide below to learn how to execute ABM for your business.

Recommended reading: The Beginner’s Guide to Account-Based Marketing (ABM)

4. Digital advertising

Digital advertising is easy to understand: pay a platform (e.g., Facebook, Twitter, YouTube, etc.) and drive traffic from that platform to your site. It is direct, measurable, and scalable. You can use it for any marketing campaign: lead generation, content promotion, and more.

At Ahrefs, we use paid ads primarily to promote our content. Since we promote our product in every piece of content we produce, each article acts as an “educational sales page.”

Driving paid eyeballs to our content means we get to educate our potential customers while showing them how our product fits into their marketing strategy.

Recommended reading: PPC Marketing: Beginner’s Guide to Pay-Per-Click Ads

5. Public relations (PR)

In June 2021, we were featured on Tech In Asia:

Headline of Tech In Asia's article promoting Ahrefs

By appearing on notable and authoritative publications, you can improve your brand awareness, build credibility, earn backlinks, drive referral traffic, and engage your target audience.

The easiest way to begin getting PR is by using HARO. HARO is a free service that connects journalists with industry experts. Subscribe and you’ll receive emails with inquiries from journalists and bloggers.

List of email inquiries

Here are some tips from my colleague, Michal Pecánek, to help boost your chances of getting a feature from them:

  • Check the publication – You should avoid those that aren’t authoritative.
  • Be picky – You should only respond to requests where you can truly provide great information.
  • Respond as fast as possible – Many people are monitoring the same niche as you, so respond as quickly as you can.
  • Get help – Don’t hesitate to bring colleagues on board if they’re more qualified to answer.
  • Stick to the script – Don’t deviate from the format the author is requesting.

Recommended reading: 9 Great Public Relations Tactics With Campaign Examples

6. Events and trade shows

Nothing beats a handshake and a face-to-face meeting. As such, events can be a productive marketing channel, especially if you’re selling to larger accounts.

For example, Ogilvy Consulting hosts NudgeStock, an annual behavioral science conference. This attracts executives from all around the world interested in using behavioral science to solve problems, which is exactly what Ogilvy Consulting does.

Though organizing events can give your brand a huge boost, you don’t necessarily have to do that. Participating in events is worthwhile too. Even better: If you have the required expertise, you can appear as an expert on a panel or as a speaker.

As the current global situation makes it difficult to meet in person, virtual events work too. For example, NudgeStock went virtual for its 2021 conference. SaaS company Drift also created a virtual summit:

Webpage about Drift's virtual summit

7. Social media

Social media may seem out of place for B2B marketing, but don’t forget that business-to-business marketing is ultimately still people-to-people marketing. No matter the decision-maker’s title or position, they still use social media on a regular basis.

However, don’t rush into the latest social network just because it’s currently hot. Focus on the platforms where your customers are—you should know this from your strategy.

For example, most SEOs are active on Twitter and LinkedIn, which is why those are the platforms we’re most active on.

Here are some examples of successful B2B marketing.

1. HubSpot – inbound marketing

HubSpot’s marketing approach is simple:

  • Create content that ranks for keywords its target customers are searching for
  • Offer content upgrades to encourage email sign-ups
  • Get sales teams to contact these leads (this depends on different touchpoints)

Today, HubSpot’s blog generates an estimated 7.7M monthly organic search visits:

Overview of HubSpot's blog

Coining this strategy “inbound marketing,” HubSpot has grown into the behemoth it is today. Many B2B companies have since adopted a similar approach.

2. MeetEdgar – podcast appearances

MeetEdgar is a social media automation tool founded in 2014. In 2019, it shared that it had crossed $2M in ARR.

Its main strategy is podcast appearances. The founder, Laura Roeder, knows her target audience—entrepreneurs and marketers—listens to podcasts. So by appearing on related podcasts, she can promote her company and acquire links from these sites.

Indie Hackers Podcast featuring Laura

In total, Laura appeared on an estimated 100 podcasts. This strategy, according to ex-employee Jen Carvey, has grown MeetEdgar to 1.25M website visitors and 100K email subscribers.

3. Snowflake – SEO and ABM

Snowflake is a cloud computing-based data warehousing company. With an ARR of $600M and an oversubscribed IPO, its success stems from its marketing strategy.

First and foremost, Snowflake took the time to figure out a unique positioning strategy to stand out from its competitors. Its positioning—“The Data Warehouse Built for the Cloud”—took the company from $0 to $100M.

As you can see, your marketing strategy and positioning matter.

Since its main customers are enterprise accounts, Snowflake chose ABM as its main marketing tactic. By aligning its sales and marketing teams, it creates targeted pieces of content that guide its enterprise prospects down the buyers’ journey.

Recommended reading: The SEO & ABM Blueprint for Snowflake’s MASSIVE IPO

Final thoughts

B2B marketing isn’t about executing as many tactics as possible. It’s about creating a strategy and then only executing tactics that move the business forward.

But bear in mind that it doesn’t mean you’re limited to just one marketing channel. You can use as many tactics as required, as long as they fit your strategy.

Did I miss out on anything important about B2B marketing? Let me know on Twitter.




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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

Featured Image: rafapress/Shutterstock

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

Featured Image by Shutterstock/sutlafk

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What Is It & How To Write It

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What Is It & How To Write It

In this guide, you will learn about alternative text (known as alt text): what it is, why it is important for on-page SEO, how to use it correctly, and more.

It’s often overlooked, but every image on your website should have alt text. More information is better, and translating visual information into text is important for search engine bots attempting to understand your website and users with screen readers.

Alt text is one more source of information that relates ideas and content together on your website.

This practical and to-the-point guide contains tips and advice you can immediately use to improve your website’s image SEO and accessibility.

What Is Alt Text?

Alternative text (or alt text) – also known as the alt attribute or the alt tag (which is not technically correct because it is not a tag) – is simply a piece of text that describes the image in the HTML code.

What Are The Uses Of Alt Text?

The original function of alt text was simply to describe an image that could not be loaded.

Many years ago, when the internet was much slower, alt text would help you know the content of an image that was too heavy to be loaded in your browser.

Today, images rarely fail to load – but if they do, then it is the alt text you will see in place of an image.

Screenshot from Search Engine Journal, May 2024

Alt text also helps search engine bots understand the image’s content and context.

More importantly, alt text is critical for accessibility and for people using screen readers:

  • Alt text helps people with disabilities (for example, using screen readers) learn about the image’s content.

Of course, like every element of SEO, it is often misused or, in some cases, even abused.

Let’s now take a closer look at why alt text is important.

Why Alt Text Is Important

The web and websites are a very visual experience. It is hard to find a website without images or graphic elements.

That’s why alt text is very important.

Alt text helps translate the image’s content into words, thus making the image accessible to a wider audience, including people with disabilities and search engine bots that are not clever enough yet to fully understand every image, its context, and its meaning.

Why Alt Text Is Important For SEO

Alt text is an important element of on-page SEO optimization.

Proper alt text optimization makes your website stand a better chance of ranking in Google image searches.

Yes, alt text is a ranking factor for Google image search.

Depending on your website’s niche and specificity, Google image search traffic may play a huge role in your website’s overall success.

For example, in the case of ecommerce websites, users very often start their search for products with a Google image search instead of typing the product name into the standard Google search.

Screenshot from search for [Garmin forerunner]Screenshot from search for [Garmin forerunner], May 2024

Google and other search engines may display fewer product images (or not display them at all) if you fail to take care of their alt text optimization.

Without proper image optimization, you may lose a lot of potential traffic and customers.

Why Alt Text Is Important For Accessibility

Visibility in Google image search is very important, but there is an even more important consideration: Accessibility.

Fortunately, in recent years, more focus has been placed on accessibility (i.e., making the web accessible to everyone, including people with disabilities and/or using screen readers).

Suppose the alt text of your images actually describes their content instead of, for example, stuffing keywords. In that case, you are helping people who cannot see this image better understand it and the content of the entire web page.

Let’s say one of your web pages is an SEO audit guide that contains screenshots from various crawling tools.

Would it not be better to describe the content of each screenshot instead of placing the same alt text of “SEO audit” into every image?

Let’s take a look at a few examples.

Alt Text Examples

Finding many good and bad examples of alt text is not difficult. Let me show you a few, sticking to the above example with an SEO audit guide.

Good Alt Text Examples

So, our example SEO guide contains screenshots from tools such as Google Search Console and Screaming Frog.

Some good examples of alt text may include:

”The
”Google
”List
”Screaming

Tip: It is also a good idea to take care of the name of your file. Using descriptive file names is not a ranking factor, but I recommend this as a good SEO practice.

Bad And/Or Spammy Alt Text Examples

I’ve also seen many examples of bad alt text use, including keyword stuffing or spamming.

Here is how you can turn the above good examples into bad examples:

”google search console coverage report
”google
”seo
”seo

As you can see, the above examples do not provide any information on what these images actually show.

You can also find examples and even more image SEO tips on Google Search Central.

Common Alt Text Mistakes

Stuffing keywords in the alt text is not the only mistake you can make.

Here are a few examples of common alt text mistakes:

  • Failure to use the alt text or using empty alt text.
  • Using the same alt text for different images.
  • Using very general alt text that does not actually describe the image. For example, using the alt text of “dog” on the photo of a dog instead of describing the dog in more detail, its color, what it is doing, what breed it is, etc.
  • Automatically using the name of the file as the alt text – which may lead to very unfriendly alt text, such as “googlesearchconsole,” “google-search-console,” or “photo2323,” depending on the name of the file.

Alt Text Writing Tips

And finally, here are the tips on how to write correct alt text so that it actually fulfills its purpose:

  • Do not stuff keywords into the alt text. Doing so will not help your web page rank for these keywords.
  • Describe the image in detail, but still keep it relatively short. Avoid adding multiple sentences to the alt text.
  • Use your target keywords, but in a natural way, as part of the image’s description. If your target keyword does not fit into the image’s description, don’t use it.
  • Don’t use text on images. All text should be added in the form of HTML code.
  • Don’t write, “this is an image of.” Google and users know that this is an image. Just describe its content.
  • Make sure you can visualize the image’s content by just reading its alt text. That is the best exercise to make sure your alt text is OK.

How To Troubleshoot Image Alt Text

Now you know all the best practices and common mistakes of alt text. But how do you check what’s in the alt text of the images of a website?

You can analyze the alt text in the following ways:

Inspecting an element (right-click and select Inspect when hovering over an image) is a good way to check if a given image has alt text.

However, if you want to check that in bulk, I recommend one of the below two methods.

Install Web Developer Chrome extension.

Screenshot of Web Developer Extension in Chrome by authorScreenshot from Web Developer Extension, Chrome by author, May 2024

Next, open the page whose images you want to audit.

Click on Web Developer and navigate to Images > Display Alt Attributes. This way, you can see the content of the alt text of all images on a given web page.

The alt text of images is shown on the page.Screenshot from Web Developer Extension, Chrome by author, May 2024

How To Find And Fix Missing Alt Text

To check the alt text of the images of the entire website, use a crawler like Screaming Frog or Sitebulb.

Crawl the site, navigate to the image report, and review the alt text of all website images, as shown in the video guide below.

You can also export only images that have missing alt text and start fixing those issues.

Alt Text May Not Seem Like A Priority, But It’s Important

Every source of information about your content has value. Whether it’s for vision-impaired users or bots, alt text helps contextualize the images on your website.

While it’s only a ranking factor for image search, everything you do to help search engines understand your website can potentially help deliver more accurate results. Demonstrating a commitment to accessibility is also a critical component of modern digital marketing.

FAQ

What is the purpose of alt text in HTML?

Alternative text, or alt text, serves two main purposes in HTML. Its primary function is to provide a textual description of an image if it cannot be displayed. This text can help users understand the image content when technical issues prevent it from loading or if they use a screen reader due to visual impairments. Additionally, alt text aids search engine bots in understanding the image’s subject matter, which is critical for SEO, as indexing images correctly can enhance a website’s visibility in search results.

Can alt text improve website accessibility?

Yes, alt text is vital for website accessibility. It translates visual information into descriptive text that can be read by screen readers used by users with visual impairments. By accurately describing images, alt text ensures that all users, regardless of disability, can understand the content of a web page, making the web more inclusive and accessible to everyone.

More resources: 


Featured Image: BestForBest/Shutterstock

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