When first launching an e-commerce store, many merchants assume image SEO is simple: just rename your image files to target keywords, upload them, and you are done. However, image filenames and ALT tags are two entirely different assets. One is an internal file label, while the other is a descriptive text designed for users (including those using screen readers) and search engines. Both help drive visibility on Google Search and Google Images, but their execution and purposes must be clearly distinguished.

Filename vs. ALT Tag: What is the Difference?

An image filename is like the name of a photo on your computer. It helps search engines quickly crawl and identify the core subject of the image. It should be kept short and separated by hyphens. Think of it as the first layer of machine recognition.

An ALT tag (alternative text), on the other hand, is the descriptive text that explains the image to users who cannot see it (via screen readers) while telling search engines how the image fits into the page's context. High-quality ALT text serves web accessibility compliance and helps Google understand the thematic relevance of your page.

Why You Must Take ALT Tags Seriously (Beyond Just SEO)

1. Web Accessibility and Compliance

The Web Content Accessibility Guidelines (WCAG) require all non-text content to provide alternative text. Without it, visually impaired users relying on screen readers are excluded from your content. For e-commerce brands, accessibility is increasingly tied to legal compliance in global markets.

2. Search Engine Ranking Signals

Google treats ALT text as critical metadata. It directly improves your images' relevance in Google Images and helps search engines comprehend the overall semantic structure of your page.

3. Performance and User Experience

If an image fails to load due to a poor connection, or if a user has image display turned off, the ALT text ensures no information is lost. Additionally, performance audit tools like Lighthouse flag missing ALT tags as accessibility issues, which can negatively impact your site's quality score.

Best Practices for Writing ALT Tags

1. Prioritize Information Delivery

Describe the actual purpose of the image on the page rather than listing random background details. Ask yourself: What information is this image trying to convey to the user?

2. Keep It Short and Specific

Aim for 5 to 15 words (or 1 to 2 sentences). Clearly state the product, color, material, angle, or function. Overly long descriptions get ignored by screen readers and dilute SEO value.

3. Avoid Keyword Stuffing

Integrate your target keywords naturally. Do not write repetitive lists of unrelated search terms.

4. Use Empty ALT Tags for Decorative Images

For purely decorative elements (like background patterns or divider lines), set the attribute to empty (alt=""). This tells screen readers to skip them, preventing unnecessary distraction for the user.

5. Do Not Embed Critical Text in Images

If an image contains important text (such as product specifications or promotional terms), display that text using HTML. Use the ALT tag only as a supporting description.

Best Practices for Image Filenames (Optimize Before Uploading)

  • Use lowercase letters and connect words with hyphens (e.g., brand-product-color-material.jpg). Two to five words is ideal.
  • Never use spaces or underscores.
  • Remember: The filename is a short label, while the ALT tag is the detailed description. Do not make them identical.
Example:Filename: strid-classic-sneaker-white-canvas.jpgALT Tag: "Strid Classic canvas sneaker in white, front view, lace-up design."

How to Add ALT Tags in Shopify

Shopify makes it easy to add alternative text directly within your product and media management pages.

Navigation Path: Products → Select your product → Click on a media file → Click "Add alt text" → Save.

Be sure to optimize every image uploaded, including your main product image, detail shots, and lifestyle photos, using unique ALT text for each.

5 ALT Tag Templates for Product Images (Copy and Customize)

Assuming your brand is Strid and the product is the Classic Sneaker (white canvas):

1. Main Product Image (Front View)

"Strid Classic Sneaker in white canvas, front view, lace-up style."

2. Side Profile Image

"Strid Classic Sneaker in white canvas, side profile, low-top silhouette."

3. Top-Down View (Insole & Sole Details)

"Strid Classic Sneaker insole and outsole detail, showing breathability perforations and stitching."

4. Close-Up Detail (Laces/Hardware)

"Close-up of Strid Classic Sneaker laces, featuring metal eyelets and detailed canvas stitching."

5. Packaging and Branding

"Strid branded shoebox and hangtag, showcasing the premium packaging and brand logo."

Each of these templates highlights the color, material, angle, and function, serving both the user and search engine indexers. You can also include contextual keywords (such as "perfect for urban commuting"), but only if the image actually depicts that scenario.

Optimizing ALT tags is not difficult. The key is to describe what the image communicates in clear, natural language. By doing so, you support web accessibility while helping Google better index your store. Take some time to audit your DTC store's images and update your ALT tags today!