What in the alternative universe for alternative investment managers (or in the real world) is “alt text?”

Alt text is an alternative text description for an image that helps search engines “see” images. most of us can look at a picture and immediately know what it is, pictures tell no story to search engines. If the search engine sees the image or images you painstaking put on your site, they can rank them for SEO. Without alt text, you get no SEO credibility. 

What We See: 

What Search Engines See:


What your alt text might should be: “Inbound marketing attracts leads like a magnet.”

Here are five SEO keepers:

1. Name Your Images Descriptively and in Plain English

To help you write great alt text, ask, “What message am I trying to convey to my prospects?” As you look for the right image to help tell your investment story, whether on iStock, other paid image sites, free sites such as Wiki Commons – or if you took the picture with your iPhone or other camera – it may be easy to keep the default file name given by the image library firm or your camera. But it’s not a good idea. Your goal should be to make your alt text meaningful to your readers.

2. Keep Your Alt Text Short

Your alt text should be between five and 15 words. Too much text in the alt text can be difficult for search engines to decipher. And short alt text means faster page load time.

3. Use Your Key Keyword

Another best practice: only use one SEO keyword in your alt text. Search engines not only crawl the text on your webpage; they also search for keywords within your image file names. While alt text provides you with another opportunity to incorporate your SEO keywords into the content, don’t stuff donuts into your keyword mouth. Search engines flag this as keyword spamming.

4. Reduce the File Sizes of Your Images

Most investors wait about three seconds for a website to load on a desktop or laptop…and maybe up to five seconds on their smartphone. Amazon found that if their pages slow down by one second, they lose $1.6 billion a year.

Google uses page load time as a factor in their ranking algorithm. If you have images that slowly saunter down the screen and take five-plus seconds to load – well, your prospective investor has moved on to your competitor.

5. If Your Image Includes Text, Repeat It In Your Alt Text

Sometimes, images like your company logo imply text. If so, you should include the company name in your alt text.

Another reason to include alt text: it helps people with visual disabilities “see” your image.

And just where do I put the alt text, you ask? Simple. You write it within your website’s content management system (CMS), not on the picture itself.

So add the alt text in your picture, kid.

For more information on how to build, revise, or refresh your website, get your free 16-page eBook below: