Images Missing Alt Text

This error appears when one or more images on your page don't have the alt attribute defined. Here's what it means and how to add it correctly.

What this error means

The alt attribute is the text that describes the content of an image. When it isn't defined, the image has no associated text description. That means Google can't understand what the image shows, and users who rely on screen readers receive no information about it. Not all images need a descriptive alt. Decorative images — those that don't contribute relevant information to the content — can have an empty alt attribute, written as alt="", to tell screen readers to ignore them. But informative images do need a brief, precise description of no more than 100 characters. When the alt attribute is missing entirely, it's not the same as having it empty. An empty alt is a conscious decision. A missing alt is an oversight that Google and screen readers can't interpret correctly. This error usually appears when images are uploaded without paying attention to the accessibility fields in the CMS, or when images are inserted directly into the code without adding the attribute.

Why adding the alt attribute matters

An image without an alt attribute is a missed opportunity for both SEO and accessibility. Adding it costs nothing and the benefit is immediate on both fronts. Fixing it is one of those quick adjustments that improves the site on several levels at once.

Impact on SEO rankings

Google can't see images the way a person does. It uses the alt attribute to understand what they show and how they relate to the page's content. Without it, those images contribute no SEO signal and are lost as a ranking opportunity.

Impact on user experience

Users who navigate with screen readers depend on the alt attribute to understand the visual content of a page. Without it, those images are an information void that interrupts the browsing experience.

Negative signals for site quality

Having images without an alt attribute signals that accessibility isn't being looked after. Google increasingly values sites that are accessible to all users, and these kinds of oversights can affect the overall assessment of the site.

How to fix it step by step

If this error showed up in your audit, here are the steps to leave it behind.

Step 1

Identify which images are missing the alt attribute

Ruk Audit shows you which images have the alt attribute absent. Review them before editing anything and prioritize those on the most important pages.

Step 2

Decide whether the image is informative or decorative

Before writing the alt, determine what function that image serves. If it contributes relevant information to the content, it needs a description. If it's purely decorative, the alt attribute should be empty (alt="").

Step 3

Add the alt attribute to each image

For informative images, write a brief description of no more than 100 characters that explains what the image shows and its function in the content. For decorative images, leave the alt attribute empty. You can do this from your CMS editor or directly in the HTML.

Step 4

Verify that all images have the alt attribute defined

Once the changes are made, check that no image has been left without the alt attribute — informative ones with their description and decorative ones with the empty attribute.

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