"Stuff keywords into every alt text."

"Stuff keywords into every alt text."

That's a checklist for getting flagged, not ranked.

Alt text exists for blind users and image search, in that order. Here's the honest pass:

— Describe what's in the image. "Bar chart of CTR by SERP position" — not "best seo title tag tips guide."
— Decorative images get empty alt: alt="". Not missing — empty. Screen readers skip them, as they should.
— Don't start with "image of" or "picture of." The screen reader already announced it's an image.
— One natural keyword mention is fine where it genuinely describes the image. One.
— Charts and infographics: put the actual data in nearby text too. Alt text can't carry a whole table, and search can't read pixels.

That's the entire job. (The "keyword-rich alt text" advice survives because it's invisible to readers, so nobody notices it's useless. Out of sight, out of mind, out of effect.)