The most effective way to think about alt text is a simple three-part formula for writing alt text: [Primary Noun Phrase] + [Action/Use Case] + [Context]. This structure gives you a consistent-yet-flexible model that serves both your customers and your search rankings.
This format comes from the RUFUS blueprint discussed on Seller Sessions, where they gave the example, "Stainless Steel Knife Set in Professional Kitchen Setting." Breaking that down, you have the noun ("Knife Set"), the action or context ("in a professional kitchen setting"), and the key descriptor ("Stainless Steel"). This single change elevates your alt text from a simple keyword to a genuinely useful description.
This matters because it transforms the experience for anyone using a screen reader. As Wes Buckwalter explained on Honest Ecommerce, a good alt tag means a visually impaired user hears "man trying on blue Nikes" instead of just "image, image, image" when they navigate your product grid. It makes your website feel thoughtful and usable, not broken. This approach also naturally solves the issue Bet Hannon raised on Ecommerce Coffee Break, where she warned against using the same generic alt text for every single product image. You can’t be lazy with this formula; a photo of your product from the side is contextually different from a photo of it in use, and the alt text should reflect that.
On Ecommerce Conversations, Joseph Dolson pointed out the direct link between these accessibility practices and improving Search Engine Optimization (SEO). Well-structured, descriptive alt text helps search engines understand what your images are about, which can improve your rankings in image search. While AI can be a useful assistant for generating a first draft of these descriptions, a point Kurt Elster made on The My Wife Quit Her Job Podcast, a human must check the work. AI is good, but it can’t understand context and user intent like you can. The goal isn’t just to fill a blank field; it’s to provide a genuinely better, more inclusive experience.