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Lessons From 10 Female Leaders To Inspire Your Professional Journey

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Lessons From 10 Female Leaders To Inspire Your Professional Journey

Being a member and supporter of the Women in Tech SEO community, SE Ranking – which is an all-in-one, comprehensive SEO toolkit – is on a mission to make SEO accessible for everyone.

As we want to encourage female marketers to succeed professionally, we interviewed 10 prominent women in SEO and digital marketing.

These experts shared their outstanding experiences and life lessons, and we’re excited to share their wisdom with you.

Discover how to build leadership skills, overcome obstacles on your professional journey, and build success and resilience in your work life with these tips and advice from inspiring women leaders.

1. Encourage Telling People What They’re Worth

Carrie Rose, Founder Of Rise At Seven

The biggest obstacle on my path to success was earning the right to be trusted, respected, and backed as someone of young age at the time.

To combat this, I focused on being confident in my abilities and proving my worth through my work. This involved spending 50% of my time with clients and the other 50% doing the actual work, as well as freelancing to learn how to work independently without extensive resources.

This set me up for success, allowing me to start and scale my own agency to generating £7m a year in just 3 years, and I continue to stay involved in the work to this day as the Founder and CEO.

In the business and career world, I have faced gender discrimination beyond my expectations, as women statistically face more obstacles in achieving success, leadership roles, investment, and building a Fortune 500 company.

Even when launching my own agency with a male co-founder who owned an equal percentage of the business, the hate and negativity I got was on another scale.

I found that my opinions or case studies were questioned, and people were in disbelief at the results. I got a “prove it” response, whereas when my cofounder posted the same results, he got a “Congrats, great work.”

In terms of money, I have a slightly controversial opinion on the pay gap in the industry. Do I believe it exists? Yes. In my own case, I was paid less than a male coworker who started within the same two weeks as me, had the same experience, etc.

However, now being a founder, I can see an issue I believe to be true. I’ve found women are natural givers. They have “motherly” traits and do things because they care. And as a result, don’t ask for more money by doing more.

On the other hand, men are less likely to give for free. And more confident to ask for pay raises or higher salaries. This is a real issue. Therefore, here are some ways to overcome it:

  • Encourage telling people what they’re worth. I’ve had many instances where I have offered a higher salary to people because I believed they were worth it. I gave them the confidence to know and understand their personal value and be open enough to talk about salaries.
  • Create yearly pay review meetings with salary benchmarks for the industry. I think we as leaders need to give our staff the data they need to be confident to ask.

2. We’re Here To Amplify The Work Of Brilliant Women In The Industry

Areej AbuAli, Founder Of Crawlina & Women In Tech SEO

Lessons From 10 Women Leaders To Inspire Your Professional Journey

A few years ago, I was truly struggling to fit into the SEO community, and I wasn’t feeling motivated in the industry. I used to attend conferences but did not see myself represented, and I wasn’t too sure if it was a career path that I wanted to continue in.

I remember hearing about a few “exclusive” groups; you needed to be ‘invited’ to be a part of them or know someone. It just didn’t feel right.

So, I decided to start my own thing. I put out a call saying, “Women in Tech SEO, rejoice, we now have our own group.”

This was back in May 2019 – right away, I was surprised by how many people joined. It was over 100 in only 2 days. I made sure that we had rules and values in place.

Everyone who identified as a woman was more than welcome to join; it didn’t matter if they were starting out their SEO career or they had been in it for over a decade.

In other words, Women in Tech SEO is a global community for women in the Technical SEO industry; It’s a safe space for women to connect, learn and support one another. We’re here to amplify the work of brilliant women in the industry.


3. Believe In Yourself Because You Can Do It

Olga Zarr, CEO At SEOSLY

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I know a lot of people who work at SEO agencies, and very often, women with more experience earn way less than their younger and less experienced male colleagues.

I have noticed that this is because they don’t dare ask for a raise and, when applying for a job, are afraid of asking for too much, fearing that they won’t be hired.

My piece of advice is to always talk about all your skills, including the ones you have not completely mastered (I noticed a lot of women won’t admit that they know something because they don’t know it perfectly, while males will often say they are experts at something they barely know).

And another tip is to always ask for way more than you think you should ask because your mind is most likely undervaluing you. Don’t get fooled by it.

Also, to help freelancers know their worth and be paid as much as they deserve, together with Myriam Jessier, we created SEO Cash Flow, which aims to help underrated freelancers earn more.

On the whole, my advice is to believe in yourself because you can do it. If you’re just beginning your journey, start by reading the Google SEO documentation from cover to cover.

Make sure to become part of the Women in Tech SEO community. Follow other female SEOs like myself, and don’t be afraid of reaching out to them. Most of them (if not all) will be happy to help you and give you free advice.


4. You Aren’t Alone – Let’s Help Support Each Other!

Tory Gray, Founder Of The Gray Dot Company

Lessons From 10 Women Leaders To Inspire Your Professional Journey

My biggest struggle on the way from an SEO specialist to a company founder has been about learning to trust myself, listen to myself effectively, and be willing to try and fail – and try again while also not ignoring or forgetting the needs of others.

When it comes to being an in-demand professional – soft skills – that’s where I see most growing SEO professionals lacking today.

There’s too much focus on gaining a specific, technical hard skill that will somehow magically make them feel confident and successful. In reality, most SEO pros need to learn how to be influential, impactful, and empathetic.

This all said, I do think it’s important for women specifically to focus on having a technical or data-focused hard skill of some sort. This is largely practical: Too often, women’s opinions and contributions are brushed aside.

Being better at a specific skill (or a few!) vs. the men in the room is the single biggest way to be heard and make room for yourself. You bring the data, you bring the informed analysis, and they have to listen to you. To be clear, this is not good or right, but it is a reality I’ve experienced.

If you’re just starting your career in the SEO industry, find a mentor! And a support group of women to talk to, learn from, and grow with. As the most important thing is knowing you aren’t alone – let’s help support each other!


5. Don’t Hesitate To Ask For More; You Deserve It!

Anastasia Kotsiubynska, SEO Team Lead At SE Ranking

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I guess the most challenging part of becoming a team leader is when you become responsible for people, processes, and results.
That’s why to make progress, switching to a business-owner mindset is needed. This helps to see a wider perspective of how you can grow the company through what your team and you do.

But even if you are not in a manager position, leadership skills are important. To make things happen, you need to take responsibility, even if you’re not 100% sure you can handle situations and lead processes or people – if there’s a need or an opportunity to do this.

But the thing is, despite having remarkable abilities, one cannot be completely immune to bias in the professional setting.

Unfortunately, I’ve faced obvious sexism at one of my previous workplaces, where my manager used to say things like, ‘Women cannot think so effectively and be so technically wise as men.’

Some would expect the advice to prove the opposite with your work. But usually, it’s very hard to change people who build such an unhealthy discrimination-friendly environment – you might just end up having your self-esteem negatively affected.

Another problem is that often women in SEO get lower salaries than men, so they earn less because they tend to ask for less.

Just don’t hesitate to ask for more; you deserve it, but it is helpful to back up your request with solid arguments, data, and achievements.


6. Don’t Give Up! Take Help And Support From Other SEOs

Ulrika Viberg, Founder Of Unikorn & SEOGIRLS

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Grabbing a chance really means creating an opportunity and working hard until it evolves into the next thing. Being a middle-aged woman in the SEO industry certainly didn’t give me any freebies, either.

I started working in the mid-’90s when we had a completely different working atmosphere in terms of gender equality. Things have changed since, even if we feel it hasn’t changed enough.

Even if it has become better over the years, women still experience not being listened to or taken seriously and being questioned whether they know what they are talking about.

Women in SEO often find their knowledge being tested every now and then like it’s an unannounced pop quiz.  In the past, I dealt with it the way we women did then: by coming more prepared than our male colleagues. Working harder, reading up on matters more carefully, and walking two extra miles.

While I think this is still true, we have become much better at supporting each other, lifting brilliant women in the community, and opening up to discuss these discriminations publicly. All of this helps.

So, if you’re just starting your career, my advice is: Don’t give up! Take help and support from other SEOs!

Reach out to Women in Tech SEO and other communities for women in SEO, like SEOGIRLS in Sweden, which is a safe place for women to discuss SEO without experiencing mansplaining or being talked over by male colleagues.

We are there for you to support you in your journey!


7. The Goal Is To Remove Or At Least Minimize Discrimination At Work

Motoko Hunt, Founder Of AJPR

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Besides having the skills to perform SEO work at an excellent level, you need to have good management, adaptability, curiosity, and critical thinking skills. At the same time, you don’t need to be a Jill of all trades. Instead, find the niche that separates you from others.

However, even the most exceptional skills cannot provide absolute protection from workplace discrimination. I have experienced both gender and racial discrimination, not just in my current work but also in my previous jobs.

That comes in different ways and is not always an “in your face” incident. For example, when I was ready to go on an important business trip, the management felt it was for men only as I had children.

I believe the goal is to remove or at least minimize discrimination at work. Though it’s important to let them know that it’s a problem at the time of the incident.

Rather than just react, I suggest you document them and discuss them with the management and HR. If other employees are experiencing similar problems, doing this as a group will give you a bigger voice.

Another problem is the payment gap between men and women, which is not unique to the SEO industry.

So, when you need to negotiate anything with the company, you need to prepare. When you discuss the salary (or the promotion), “I’ve been working hard” or “I deserve more” aren’t the best way to approach it.

You have a better chance of succeeding in the negotiation if you can quantify your value to the company, i.e., the increase in conversions/sales your work brought to the company.


8. Show Your Worth And Ask For More!

Aleyda Solís, Founder of Orainti

Lessons From 10 Women Leaders To Inspire Your Professional Journey

Sadly, the SEO industry’s payment gap between men and women is certainly there. How to deal with it? Show your worth and ask for more! What’s the worst that can happen? That they say no? Perfect – ask for more!

If you want to succeed in the SEO industry, I would recommend having an overall knowledge of the SEO process, how it all works, and every activity/area that influences it: how a search engine works, how people search, crawl, indexing, content relevance, link popularity, etc.

Then, depending on your skills and preferences, you might want to focus on technical SEO, content optimization, link building, or in a specific area, like local SEO or ecommerce SEO.

Whatever you choose, ensure you understand how it works from a tactical standpoint and how it aligns and fits from a strategic one to the whole SEO process.

Then, learn about communication, prioritization, coordination, influence, and project management, which will allow you to successfully sell and manage SEO processes, whether as an external solo consultant, in an agency, or in-house. These are critical skills.

I highly recommend those looking to learn more about SEO take a look at LearningSEO to go through all of these areas and learn about them.

And at work, remember to always be professional, show up and do what you said you would do, and commit and focus on your project’s success and your own as a professional!


9. Be Your Own Biggest Advocate

Chima Mmeje, Founder Of The Freelance Coalition For Developing Countries

Lessons From 10 Women Leaders To Inspire Your Professional Journey

I don’t think there’s any woman in any industry who hasn’t experienced gender discrimination. It’s sadly a part of our lives.

I feel like some men speak to women in a condescending tone they wouldn’t use with other men. I hear it in the way they cut me off when I’m speaking, brush off my ideas, or try to mansplain something to me.

I try to establish authority early in the conversation to show my expertise. I share my ideas and encourage mutual respect if we’re to have a healthy working relationship. Most importantly, I advocate for myself to ensure my voice is heard when I’m in the room because commanding authority leads to respect.

If you want to achieve outstanding results in your professional life, listening has to be at the top of the list for soft skills. Hard skills depend on your industry, but everyone should learn to write. It’s such an underrated skill, even for developers and technically inclined folks.

You can build a personal brand when you know how to communicate with your preferred audience using words they connect with.

Also, staying nimble, especially in the age of AI, is an essential skill. We need to constantly learn how to use AI as a friend to improve our current processes instead of ignoring it because it’s not going away.

What advice would I give to women who want to succeed in their SEO careers? Just get in there! There’s nothing to be afraid of. Ask questions, even when it sounds dumb in your ears.

Build your own website and use it as a testing ground to improve your skill. Document your progress in public so people can help you along your journey.

Be your own biggest advocate because you’re working in an industry where people will question your authority and skills every step of the way.


10. Ask, And People Will Help You

Jo Juliana Turnbull, Founder of Search London and Turn Digi

Lessons From 10 Women Leaders To Inspire Your Professional Journey

In our industry, the hard skills that help to succeed are knowing the area you want to specialize in or having a broad knowledge of SEO.

Technical SEO, on page optimization, and digital PR require learning on the job and/or taking a course with a supportive team member to answer your questions.

One of the biggest soft skills is the determination to keep learning. I talk a lot about soft skills, and these are the ones that are important to SEOs (and in many industries).

  • Emotional intelligence: Self-awareness, self-regulation, motivation, empathy, social skills.
  • Communication: Be a clear communicator and be aware of nonverbal communication.
  • Empathy: Ability to understand and sense other people’s emotions.
  • Active listening: Conscious efforts to hear the words and engage the speaker.
  • Confidence: The feeling one can do a task well.

Overall, learn as much as you can, and find a good support system and a great mentor. If you do not know something, ask, and people will help you.

I would also recommend taking the CliftonStrengths Assessment. This way, you can find out your natural strengths, which, when you work on them, turn into your talents.

To sum up, if you’re a female marketer and want to succeed in the SEO industry, you need to:

  • Be brave enough to stand up for yourself.
  • Value your skills, experience, and expertise, and never stop evolving.
  • Don’t be afraid to ask for more.
  • Network with other professionals in the industry. The people you connect with will become your friends and mentors with whom you can share your struggles and happiness.
  • Remember that people are always here to support you.

More resources:


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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.

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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

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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.

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