Image file names, titles and alt text
Image file names, titles and alt text are important for SEO and accessibility.
File names
The file name of an image has a high SEO value. Good descriptive file names give search engines like Google clues about the subject of the image, which increases the likelihood it will rank higher in relevant search results. Learn more about Google image SEO best practices.
Do
- Use descriptive and meaningful file names.
- Use a name that accurately describes the content of the image. This can include keywords that describe the subject matter or context of the image.
- Keep file names short and concise. Long file names can be difficult to read and may not display properly in certain programs or applications.
- Try to keep the file name to around 60 characters.
- Remove words like “the”, “of”, “in” – these have no SEO value.
- Use lowercase letters when naming image files and replace spaces with hyphens.
- Hyphens are easier to read and do not get confused with spaces.
- Develop a consistent naming convention to ensure that all images are named in a uniform manner.
Don't
- Don't use generic names such as "IMG001" or "photo1" or the Getty file number as they provide little to no information about the image.
- Don’t stuff the file name with too many key words – it should be descriptive but still make sense.
- Don't use special characters such as "@, $, #, %, and &" in file names as they can cause issues with file compatibility and may not be recognised by certain operating systems.
- Don't use spaces in file names as this can cause issues with file compatibility and may lead to errors when trying to access or rename files.
- Don't use abbreviations or acronyms unless they are widely recognized and understood.
- Don't use copyrighted names or trademarks in file names. This can lead to legal issues and may result in the image being removed or deleted.
Titles
Titles are also important for SEO and help you find your image in the CMS when searching the media library.
Do
- For titles, don’t replace spaces with hyphens. The title does not need to exactly match the file name.
- Image titles should be short and to the point. Avoid lengthy titles that may confuse viewers or dilute the main message of the image.
- Use proper capitalisation and punctuation. Use title case and ensure all punctuation is correct.
- Image titles should accurately describe the content of the image in a concise and clear manner.
- The title should give the audience an idea of what the image is about without them having to view it.
- Include relevant keywords in the image title to make it easier for people to find it in search engines. This will also help the image rank higher in search results.
- Ensure that all image titles follow the same formatting style.
Don't
- Don't use titles that are irrelevant to the image or that misrepresent its content.
- Don't use excessive keywords.
- Don't use all caps in your image titles.
- Don't use special characters in image titles.
- Don't use generic titles, for example, "Image001", "photo8". These titles do not provide any useful information and can make it difficult to identify your images.
Alt text
Alt text (alternative text) is a textual description that can be added to images to provide context and accessibility to those who use screen readers or have other visual impairments.
Do
- Do provide a clear and concise description of the image. The alt text should accurately convey the content and purpose of the image.
- Do keep the alt text brief, but informative. A good rule of thumb is to keep the description under 125 characters.
- Do use keywords that describe the image, but avoid keyword stuffing.
- Do use appropriate punctuation and capitalisation in your alt text.
- Do consider the context of the image when writing the alt text.
Don't
- Don't use alt text as a place to cram in unnecessary or irrelevant information.
- Don't use the same alt text for multiple images. Each alt text should be unique and accurately describe the content.
- Don't use alt text for images that are purely decorative, such as background images or design elements that don't add any content to the page.
- Decorative images should have null alt text (alt="").
Learn more about alt text
- Images and alt text – NSW Digital Design System
- Alt text, captions and titles for images – Australian Government Style Manual
- Images tutorial – W3C Web Accessibility Initiative
Example image – file name, title, alt text
Original image file name – GettyImages-1211957420.jpg
Suggested file name, title and alt text for upload to the CMS.
Field | Notes | |
Title | Beautiful sunset at the beach. | The image title should be descriptive and concise. |
File name | beautiful-sunset-beach.jpg | The file name should be a variation of the title. Use all lower case and hyphens instead of spaces. |
Alt text | View from the beach of a vibrant orange and pink sunset over the ocean, with palm trees silhouetted in the foreground. | The alt text should describe the image in detail for users who are unable to see it, and it should also include relevant keywords for accessibility and SEO purposes. |