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Put the keyword in the alt tag:

Alt text (alternative text), also known as “alt attributes”, “alt descriptions”, or technically incorrectly as “alt tags,” are used within an HTML code to describe the appearance and function of an image on a page.

How do I write good alt text?:

1. Describe the image as specifically as possible
2. Keep it (relatively) short
3. Use your keywords
4. Avoid keyword stuffing.
5. Don’t use images as text.
6. Don’t include “image of,” “picture of,” etc. in your alt text

Use the keyword in the title tag:

If you use WordPress, the image title is usually taken from the name of the file so you can sometimes leave it as it is. If you don’t use WordPress or the title doesn’t explain the image, rename it with the appropriate keywords in the same way as file names.

This is a complete HTML image tag:

<img src=“image.jpg” alt=“image description” title=“image tooltip”>

Conclusion:

SEO Images is a complex topic. Google has tons of documentation on the matter. Their page about automating image optimization runs more than 15K words.
As images play a greater role in web design, they play a greater role in search engine optimization, too.
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