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Alt text

Alt text is the value of the alt attribute on an HTML image element.

Definition

Alt text is the value of the alt attribute on an HTML image element. Its primary purpose is accessibility: screen readers announce the alt text so that people who cannot see the image understand what it conveys, and browsers display it if the image fails to load.

It is also used by search engines as a signal about the image's content, which matters for image search and adds a small amount of context to the page.

Good alt text describes the image concisely and accurately in the context of the page - what it shows and why it is there - without keyword stuffing. Decorative images that carry no information should have an empty alt attribute (alt="") so screen readers skip them rather than announcing a filename.

Functional images, such as an icon that acts as a link, should have alt text describing the function.

In context

On iGaming affiliate sites, alt text is frequently either missing or abused. Missing alt on operator logos, screenshots and infographics is an accessibility failure and a missed image-search opportunity.

Abused alt - stuffing every image's alt with commercial keywords like "best online casino bonus 2026" - is an old manipulation tactic that adds no real value, can look spammy in aggregate, and does nothing for the users the attribute exists to serve.

The practical standard is to write alt text as if describing the image to someone on the phone: "BrandX casino homepage showing the welcome bonus banner", "withdrawal-time comparison chart for ten operators", "MGA licence badge". For a large templated site, this means the CMS should require meaningful alt on content images and default decorative images to empty, and an audit should catch the two common failure states: images with no alt attribute at all, and clusters of images sharing an identical keyword-stuffed string.

Worked example

An affiliate's image audit finds that 4,000 images across the site share the alt text "online casino" and 1,200 operator logos have no alt at all. It updates the review template to generate descriptive alt from the operator name and image type, and sets decorative UI images to alt="".

Accessibility scores improve and image-search impressions rise.

Related terms

Frequently asked questions

What does Alt text mean in iGaming?+
Alt text is alt text is the value of the alt attribute on an html image element. its primary purpose is accessibility: screen readers announce the alt text so that people who cannot see the image understand what ……
How is Alt text calculated?+
The calculation depends on the specific context, but typically involves standard iGaming metrics. See the worked example above for a practical illustration.
Why is Alt text important for affiliates?+
Understanding Alt text is essential for negotiating fair deals, tracking performance accurately, and maximising long-term revenue from iGaming partnerships.
What is a good alt text rate?+
Benchmark rates vary by jurisdiction, product type, and deal structure. Industry averages and competitive ranges are discussed in the definition above.
How does Alt text compare to alternatives?+
See the related terms below for direct comparisons between Alt text and alternative approaches used across the iGaming industry.
Where can I learn more about alt text?+
Browse our full iGaming glossary for 80+ terms, or explore jurisdiction matrix and commission calculator for practical tools.

Browse more iGaming terms in our glossary.

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