Alt attributes provide a text alternative for images, used by screen readers when a user cannot see the image and by search engines and multimodal AI models to understand what the image depicts. Fixing this issue means writing concise, descriptive alt text for every meaningful image on the page, and using empty alt for purely decorative images so assistive technology can skip them. The same alt text helps multimodal LLMs and image search tools surface and cite your visuals.

Example

<img src="/images/marathon-shoes.jpg"
     alt="Side view of a lightweight neon-green marathon running shoe">

<img src="/images/divider.svg" alt="">

Where to make the change

• Raw HTML: add the alt attribute to every <img> tag. For decorative images, use alt="" so screen readers skip them.
• WordPress: the media library has an Alt text field on every uploaded image. Fill it once and the value is reused everywhere the image is inserted.
• Shopify: in the product or page editor, click an image and use the Edit alt text option. Theme code that renders product images should pull image.alt.
• Wix or Squarespace: click the image in the editor and use the Alt text or Image description field in the side panel.
• Headless or framework sites: require an alt prop on every image component and lint for missing values during build.

Common causes and how to resolve them

• Attribute missing: add alt="" at minimum so the page validates. Replace with descriptive text on any image that conveys information.
• Alt text is the filename: "IMG_4837.jpg" tells the user nothing. Replace with a description of what is in the image.
• Alt text duplicates the visible caption: screen readers will read both, doubling the user's listening time. Differentiate the alt from the caption or empty the alt.
• Decorative images get descriptive alt text: background patterns and dividers should use alt="", otherwise screen readers narrate noise.
• Bulk imports left alt blank: a one-off audit of the media library or a CMS-side script can fill missing alt values from product names, captions, or asset descriptions.

Best practices

• Describe the function, not just the appearance: for a chart, describe what the chart shows. For a button image, describe what the button does.
• Keep it concise: aim for under 125 characters. Screen readers do not pause mid-sentence, so long alt text is exhausting to listen to.
• Skip "image of" or "picture of": the screen reader already announces it as an image.
• Include the focus keyword when natural: alt text is a minor on-page signal, but stuffing keywords in unnatural alt text harms both accessibility and ranking.

This test fails when the raw HTML document weighs significantly more than necessary, even before counting images, CSS, or JavaScript. Bloated HTML increases time to first byte, slows parsing, and stalls rendering on mobile networks and lower-powered devices. Fixing this issue means trimming inline data, removing legacy markup, and keeping the document focused on what the user needs.

Where to make the change

• Application code or templates: identify which sections produce the most bytes (often a large inline JSON blob, an inline base64 image, or a giant comment block) and refactor them to load externally or be removed.
• WordPress: check for plugins or page builders that emit large inline configurations. Disable unused plugins and prefer themes that ship clean markup.
• Shopify: theme code may inline large product or section JSON. Move heavy data to a fetch-on-demand endpoint when possible.
• Headless or framework sites: review the rendered output for serialized state (for example __NEXT_DATA__ in Next.js) and trim what is sent on first paint by streaming or lazy-loading non-critical chunks.

Common causes and how to resolve them

• Inline base64 images or fonts: move them to external files so the browser can cache them across requests.
• Excessive inline CSS or JavaScript: link to external stylesheets and scripts so they cache. Inline only the truly critical CSS for above-the-fold content.
• Large server-side JSON payloads: ship only the data needed for first render. Fetch the rest on demand.
• Repeating boilerplate or commented-out code: strip comments and dead code in the production build.
• HTML compression disabled: Gzip or Brotli compression often shrinks the response by half or more. Confirm the server sends the appropriate Content-Encoding header.

Best practices

• Aim for under 100 KB of HTML: most pages can comfortably stay under this. Anything beyond a few hundred KB usually indicates structural bloat worth refactoring.
• Enable compression: Gzip is the safe minimum, Brotli is even better for HTML and other text formats.
• Defer non-critical content: rendering only what is needed for the initial viewport keeps both bytes and parse time down.
• Audit periodically: add HTML size to your performance budget so regressions get caught in CI.

This test fails when the page builds a Document Object Model with too many nodes or excessive nesting depth. Large DOMs increase memory usage, lengthen style and layout calculations, and slow rendering, particularly on mobile devices. Fixing this issue means simplifying the markup so the browser has less work to do on every interaction.

Where to make the change

• Application code or templates: identify the heaviest sections (long lists, repeating components, deep grid wrappers) and either paginate them, virtualize them, or flatten the markup.
• WordPress: heavy page-builder themes often emit deeply nested wrapper divs. Consider switching templates or using a theme that emits cleaner markup.
• Headless or framework sites: use a virtualized list component for long item lists so only visible rows are rendered into the DOM.

Common causes and how to resolve them

• Long lists rendered in full: show a paginated subset or virtualize the list so only on-screen items exist in the DOM.
• Excessive wrapper divs: a stack of layout wrappers ten deep can usually be flattened to two or three with modern CSS layouts (Grid, Flexbox).
• Hidden modals and dropdowns kept in the DOM: render them on demand instead of always emitting them with display: none.
• Third-party widget injecting many nodes: a chat widget or carousel may add hundreds of nodes per page. Lazy-load it after main content renders.

Best practices

• Aim for under 1500 nodes total and a maximum depth of 32: Lighthouse uses these as warning thresholds and they correlate with smooth rendering on mid-tier mobile devices.
• Render only what is visible: long lists, accordions, and modals belong outside the initial DOM until needed.
• Prefer flat semantic markup: a single <article> with a few children is faster than a deeply nested <div> tree.
• Audit with Lighthouse: the DOM size audit reports the worst-offending elements, which often points at a single template that needs rework.

This test fails when one or more images carry disproportionately large embedded metadata such as EXIF data, thumbnails, color profiles, geolocation, and camera information. This metadata is rarely useful on the web and adds bytes to every request without any rendering benefit. Fixing this issue means stripping the metadata as part of your image processing pipeline.

Where to make the change

• Image build pipeline: use a tool such as ImageMagick (mogrify -strip image.jpg), jpegoptim --strip-all, or oxipng --strip all to remove metadata at build time.
• WordPress: a media optimization plugin will strip metadata automatically on upload.
• Shopify, Wix, Squarespace: the platforms strip most metadata server-side. Failures usually point to images served from external sources you control.
• Image CDN: Cloudflare Images, Cloudinary, and Imgix strip non-essential metadata by default during transformation.

Common causes and how to resolve them

• Original camera files uploaded as-is: camera files contain large EXIF blocks (lens, GPS, embedded JPEG previews). Strip during upload or build.
• Color profile larger than the image: embed a small sRGB profile or strip the profile entirely if the image is meant for the web.
• Stock photo metadata: stock images often carry copyright notices, IPTC blocks, and watermarks larger than the image data itself.
• Geolocation in personal photos: beyond bytes, EXIF GPS can leak the photographer's location. Strip for privacy as well as performance.

Best practices

• Strip metadata on upload: make it part of the asset pipeline so no human action is required.
• Preserve only essentials: a small ICC color profile is occasionally worth keeping for accurate color rendering; everything else can usually go.
• Verify with a quick check: tools like exiftool image.jpg show what is left after stripping, so you can confirm only what you want remains.

This test fails when external JavaScript files are served without caching headers that allow browsers to store and reuse them. Cached scripts skip the network on repeat visits, reducing load time and bandwidth for returning users. Fixing this issue is a server or CDN configuration change.

Where to make the change

• Server configuration: add Cache-Control: public, max-age=31536000, immutable to JavaScript responses, paired with versioned filenames.
• CDN configuration: set a default cache rule for *.js assets at the edge.
• Build pipeline: emit hashed filenames (for example app.7f3c1e.js) so cache lifetimes can be long without risking stale code.
• WordPress and plugins: caching and CDN plugins handle JS cache headers automatically.

Common causes and how to resolve them

• No Cache-Control header: add one. Without it, browsers revalidate on every page load.
• Short max-age: bump to a year for versioned files. Use a shorter lifetime only for unversioned scripts that may change in place.
• no-cache or no-store on static JS: remove these directives; they belong on dynamic responses, not static assets.
• Cookies on script requests: serve scripts from a cookie-free subdomain or a CDN to enable shared caching.

Best practices

• Versioned filenames: hashed file names plus immutable caching is the gold standard for cache effectiveness.
• Self-host critical scripts: hosting third-party scripts yourself lets you control cache headers and avoid vendor outages.
• Audit with DevTools: the Network panel's "Disk cache" column shows whether each script is genuinely served from cache on repeat visits.

This test fails when the page is being excluded from search engine indexes via a noindex directive in the robots meta tag or X-Robots-Tag HTTP header. A noindex on the wrong page is one of the most common ways important content silently disappears from search results. Fixing this issue means removing the directive from any page that should rank.

Where to make the change

• Raw HTML: remove <meta name="robots" content="noindex"> from the <head> of pages you want indexed.
• Server configuration: remove or update X-Robots-Tag: noindex response headers for affected URL paths.
• WordPress: in the post or page editor, your SEO plugin has a "Search engine visibility" toggle. Make sure it is set to allow indexing. Also check Settings, Reading, "Discourage search engines" — this site-wide flag must be off.
• Shopify: certain templates and resource types (search results, cart) are noindexed by default and should stay that way. For other URLs, edit theme.liquid to remove the conditional noindex.
• Headless or framework sites: remove the meta tag from the page's metadata configuration or layout file.

Common causes and how to resolve them

• Site-wide noindex left over from staging: the most common cause. Disable the global setting after launch.
• Per-page noindex set in the CMS by mistake: review the page's SEO settings and toggle indexing back on.
• X-Robots-Tag header set by server config: check the server or CDN rules; remove the header for production URLs.
• Noindex on category or tag pages that should rank: some SEO plugins noindex archives by default. Override the setting for archives that earn organic traffic.

Best practices

• Verify with URL Inspection in Search Console: the live test confirms whether Google currently sees the page as indexable.
• Audit after migrations: staging sites are usually noindexed; verify the directive is removed before traffic resumes.
• Keep noindex for thin or duplicate pages: not every page should rank. Internal search results, paginated archives, and login pages benefit from noindex.

This test reports on whether the page applies a nofollow directive that tells search engines not to follow outbound links. The nofollow attribute (and the related sponsored and ugc values) controls how link equity flows from your page. Fixing this issue means using the right rel value on each external link based on its purpose so signals are passed only where you intend.

Where to make the change

• Raw HTML: add rel="nofollow", rel="sponsored", or rel="ugc" to specific outbound links rather than blanket-applying them site-wide.
• WordPress: the block editor offers a "mark as nofollow" option per link, and SEO plugins can auto-tag external links by domain.
• Shopify, Wix, Squarespace: editor-generated links allow rel attribute toggles; manual HTML embeds need them set explicitly.
• Headless or framework sites: wrap external links in a component that decides the rel based on the link's classification.

Common causes and how to resolve them

• Site-wide nofollow on every external link: overly aggressive. Reserve nofollow for sponsored, untrusted, or user-generated content.
• Sponsored content not labeled: use rel="sponsored" on paid placements and affiliate links to comply with Google's link spam policy.
• User-generated content unmarked: comments, forum posts, and review user submissions should use rel="ugc".
• Trusted editorial links nofollowed: these should pass equity. Remove the nofollow.

Best practices

• Use the most specific value: sponsored for paid links, ugc for user content, nofollow for everything else you want to disclaim. They can be combined: rel="sponsored noopener".
• Do not nofollow internal links: "PageRank sculpting" with internal nofollow no longer works and just wastes crawl signal.
• Audit periodically: as content ages, sponsored relationships change. Review affiliate and partner links once a year.