Operating manual for editorial teams — SEO guidance for completing alt, description, caption and title fields in images.

Variant 1 — short operating manual for the team

1. Input data

Before completing image fields, the editor collects the following information:

2. Main rule

Do not enter the same text everywhere.
ALT, title, caption and description have different functions.

3. Scenario A — main WooCommerce product image

Goal

The main product image represents the product/course. Here, ALT text should connect the image more strongly with the offer.

Pattern

Example

4. Scenario B — image in the WooCommerce product gallery

Goal

The gallery shows details of the product/course. Here, do not repeat identical ALT text for every image.

Pattern

Example

5. Scenario C — image inside the full product description

Goal

An image inside the product description should support a specific content segment: the training outcome, technique, program, atmosphere or trainer.

Pattern

Example

6. Scenario D — image inside the short product description

Goal

The short product description is close to the buying decision. If an image is used there, it should have short and very specific ALT text.

Pattern

Example

7. What not to do

Do not use ALT text like this:

Desery na słodki stół Jakub Janiuk Szkoła Artystyczna Wiesław Kucia Lublin confectionery course tartlets monoporcje training desserts fruit

This is artificial, overloaded and looks like keyword stuffing. Google explicitly advises against filling ALT text with lists of keyword phrases. (Google for Developers)

Do not leave the title as a technical file name:

Szkola-Artystyczna-Wieslaw-Kucia-Jakub-Janiuk-tarta-owocowa-z-kremem

Better:

Fruit tartlets with cream – Desery na słodki stół

8. Mini checklist before publishing

Before clicking Update / Publish, the editor checks:

• whether the trainer’s name is correct: Jakub Janiuk,
• whether the school name is correct: Szkoła Artystyczna Wiesław Kucia w Lublinie,
• whether the ALT describes the image and is not a keyword list,
• whether each gallery image has different ALT text,
• whether the caption is useful to the user,
• whether the file description contains full context,
• whether a product image does not have empty ALT text,
• whether a purely decorative image may have empty ALT text.

Variant 2 — full training manual for the editorial team

1. Purpose of the manual

The purpose of this manual is to standardize the way editors complete image fields in WordPress and WooCommerce:

• Alternative text / ALT
• Title
• Caption
• Description

The manual is especially relevant for images used with course-products in WooCommerce stores, but it can also be used for blogs and websites based on WordPress.

The most important rule: describe the image according to its function on the page, not according to one rigid SEO pattern. This means that the same image may need slightly different wording when used as the main product image, in a gallery, inside the full description or inside the short product description.

2. Sources of the rules

WordPress

WordPress defines media fields as follows: ALT describes the image and is used for accessibility, Title is the media name, Caption is a short explanation of the media, and Description is the description of the given file. (WordPress.org) In the WordPress Block Editor, the ALT text field is described as useful for people who cannot see the image and also for SEO; the editor also allows adding a caption below the image and, in advanced settings, a title attribute. (WordPress.org)

WooCommerce

WooCommerce recommends descriptive ALT text for product images and other visual store elements. Empty ALT is appropriate only for decorative images; product images and linked images should not be treated as decorative. (WooCommerce)

Google

Google uses ALT text together with image recognition algorithms and page content to understand the topic of an image. Google recommends useful, informative ALT text that uses keywords naturally and fits the page context. At the same time, Google advises against keyword stuffing. (Google for Developers) Google also states that images should be embedded as standard HTML <img> elements with src and descriptive alt; images used only as CSS backgrounds are not indexed in the same way. (Google for Developers)

W3C / WAI

W3C/WAI distinguishes between informative and decorative images. An informative image should have alternative text that conveys its meaning or visual content, while a purely decorative image should have empty ALT text so screen readers can skip it. (W3C) (W3C)

3. Input data — editor’s mini brief

Before completing image fields, the editor should prepare this mini brief:

Course name:
Trainer:
School / brand:
City:
What exactly is visible in the photo:
Where will the image be used:
Is the image the main product image:
Is the image in a gallery:
Is the image inside the full product description:
Is the image inside the short product description:
Is the image a link:
Is the image purely decorative:

For our example:

Course name: Desery na słodki stół
Trainer: Jakub Janiuk
School / brand: Szkoła Artystyczna Wiesław Kucia w Lublinie
City: Lublin
Visible content: fruit tartlets with cream, strawberry, banana and an edible flower

4. Decision before writing ALT text

The editor should ask four questions:

Question 1: Is the image product-related?

If yes — ALT should not be empty. In WooCommerce, a product image represents the offer, so it needs a meaningful description.

Question 2: Is the image only decorative?

If the image adds no information and the surrounding text already explains everything, an empty ALT can be used:

alt=""

This does not apply to the main product image or a typical product gallery.

Question 3: Is the image a link?

If the image is a link or button, ALT should describe the link destination or function, not only the visual appearance of the image. W3C/WAI recommends that for images used in links or buttons, ALT communicates the action or destination. (W3C)

Example:

View details of the Desery na słodki stół course

Question 4: Is the same image used in different places?

If the same file is used in different contexts, adapt the ALT text to the placement whenever the editor, theme or block allows it. In practice, do not assume that one media-library ALT value is ideal for every context.

5. Rules for each field

5.1. ALT field

ALT should describe the image in the page context. It is not a place for a full list of SEO phrases.

Good ALT includes:

• what is actually visible in the photo,
• a short product/course context,
• optionally the city or course name,
• natural language.

ALT usually does not need to include everything at once:

• course name,
• trainer’s name,
• full school name,
• city,
• category,
• the word “course”,
• all keywords.

Data such as the trainer and school should usually be placed in the image description, product copy, trainer section, structured data and course description.

5.2. Title field

The title should be readable for the editor and user. It should not look like a hyphenated file name.

Bad title

Szkola-Artystyczna-Wieslaw-Kucia-Jakub-Janiuk-tarta-owocowa-z-kremem

Good title

Fruit tartlets with cream – Desery na słodki stół

5.3. Caption field

The caption is often visible to the user. Therefore, it should not be written only for SEO.

Add a caption when it:

• explains what the photo shows,
• supports the course description from a sales perspective,
• helps the user understand the training outcome,
• looks good in the page design.

Skip the caption when:

• the theme displays it poorly,
• the caption needlessly repeats adjacent text,
• the image is in a gallery where captions harm the UX,
• the image is purely visual.

5.4. Description field

The description can be the longest field. It is a good place for full context:

• what is visible,
• what course it is,
• who teaches it,
• where the course takes place,
• where on the page the image is used.

Example:

The image shows fruit tartlets with cream, strawberry, banana and an edible flower. The image is used with the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

6. Scenario 1 — main WooCommerce product image

Image character

The main product image is the most important image of the offer. It shows the user what the product/course is about and may be used in product cards, listings, store search results, recommendations, social previews or other placements depending on the theme and plugins.

Recommendation

ALT should combine:

[what is visible] + [course name] + [city, if natural]

I would not force the full school name and trainer’s name here if the ALT becomes too long.

Pattern

[what_is_visible] in the [course_name] course in [city]

Example

Fruit tartlets with cream in the Desery na słodki stół course in Lublin

Complete fields

Firm editorial decision

For the main product image, do not leave ALT empty. Also, do not use overloaded ALT text such as:

Desery na słodki stół confectionery course Jakub Janiuk Szkoła Artystyczna Wiesław Kucia Lublin tartlets fruit cream training

7. Scenario 2 — image in the WooCommerce product gallery

Image character

A product gallery should show details: course outcomes, dessert details, class atmosphere, work process, the trainer, the training room or example realizations.

Recommendation

Each gallery image should have unique ALT text. Do not copy the main product image ALT to every photo.

Pattern

[specific frame] from the [course_name] course

or:

[specific frame without the course name, if the page context is obvious]

Examples of ALT text for a gallery

Fruit tartlets with cream from the Desery na słodki stół course

Close-up of a tartlet with strawberry, banana and an edible flower

Mini fruit desserts prepared as an element of a sweet table

Finished tartlets displayed on a counter during a confectionery course

Complete fields for the sample image

Firm editorial decision

The gallery should expand the page’s semantics. If five photos have identical ALT text, the editor has not done the job properly.

8. Scenario 3 — image inside the full product description

Image character

An image inside the full product description works as part of the narrative. It may show:

• the final outcome,
• a technique,
• ingredients,
• participants at work,
• the trainer,
• atmosphere,
• the aesthetic level of the course.

Recommendation

ALT should depend on the section where the image appears.

If the image is placed near the “What you will learn” section

Fruit tartlets as an example of desserts prepared during the course

If the image is placed near the “Training outcomes” section

Finished fruit tartlets presented as an element of a sweet table

If the image is placed near the “Course program” section

Tartlets with cream and fruit as an example of dessert decoration work

Complete fields

Firm editorial decision

In the full product description, ALT should be editorial and contextual, not mechanically product-oriented. This means not every image in the description must include the course name, trainer and school.

9. Scenario 4 — image inside the short product description

Image character

The WooCommerce short product description is often high on the product page, near price, variants, CTA or the purchase button. This area should not be visually or semantically overloaded.

Recommendation

If an image is used in the short description, ALT should be:

• short,
• clear,
• product-oriented,
• without expanded context.

Pattern

[what_is_visible] from the [course_name] course

Complete fields

Firm editorial decision

Do not use long ALT text in the short product description. Do not write:

Fruit tartlets with cream in the Desery na słodki stół course led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie

That is too heavy for this placement.

10. Recommended length standards

These are working standards for the team, not strict technical limits.

The most important point: the text should be natural, precise and useful.

11. File naming standard before upload

Google states that the file name can provide light hints about the image topic and recommends short, descriptive names instead of generic names such as IMG00023.JPG. (Google for Developers)

Good file-name format

desery-na-slodki-stol-tartaletki-owocowe.webp

or:

tartaletki-owocowe-kurs-cukierniczy-lublin.webp

Not recommended

IMG_4821.jpg

zdjecie1.png

Szkola-Artystyczna-Wieslaw-Kucia-Jakub-Janiuk-Desery-na-slodki-stol-tartaletki-owocowe-z-kremem-Lublin-final-v3-copy.jpg

The file name should be short and descriptive, not overloaded.

12. Step-by-step procedure for the editor

Step 1 — recognize the image

Write one sentence describing what is visible.

Example:

The photo shows fruit tartlets with cream, strawberry, banana and an edible flower.

Step 2 — determine the usage scenario

Choose one:

A. main product image
B. product gallery
C. full product description
D. short product description
E. decorative image
F. image used as a link

Step 3 — choose the ALT pattern

For the main product image:

[what_is_visible] in the [course_name] course in [city]

For a gallery:

[specific frame] from the [course_name] course

For a product description:

[what_is_visible] + [function in the adjacent content]

For a short description:

[what_is_visible] from the [course_name] course

Step 4 — complete the title

The title should be readable and editorial:

Fruit tartlets with cream – Desery na słodki stół

Step 5 — decide about the caption

Add a caption only when it will be visible and helpful.

Step 6 — complete the description

The description may include full data:

The image shows fruit tartlets with cream, strawberry, banana and an edible flower. The image is used with the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

Step 7 — quality check

Check:

Is the ALT natural?
Does it describe the image?
Is it not a keyword list?
Does the title not look like a file name?
Does the caption avoid pointless repetition of adjacent text?
Does the description include full context?
Are the trainer and school details correct?

13. Ready-to-copy template

INPUT DATA:
Course name: [course_name]
Trainer: [trainer]
School: [school]
City: [city]
What is visible in the photo: [what_is_visible]
Usage scenario: [main product image / product gallery / product description / short product description]

ALT:
[complete according to the scenario]

Title:
[what_is_visible] – [course_name]

Caption:
[a short sentence visible to the user, or leave empty]

Description:
The image shows [what_is_visible]. The image is used with the “[course_name]” course, led by [trainer] at [school].

14. Final example for the provided data

INPUT DATA:
Course name: Desery na słodki stół
Trainer: Jakub Janiuk
School: Szkoła Artystyczna Wiesław Kucia w Lublinie
City: Lublin
What is visible in the photo: fruit tartlets with cream, strawberry, banana and an edible flower

Main product image

ALT:
Fruit tartlets with cream in the Desery na słodki stół course in Lublin

Title:
Desery na słodki stół – fruit tartlets with cream

Caption:
Example desserts prepared during the “Desery na słodki stół” course.

Description:
The image shows fruit tartlets with cream, strawberry, banana and an edible flower. It is the main product image for the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

Product gallery

ALT:
Fruit tartlets with cream from the Desery na słodki stół course

Title:
Fruit tartlets with cream – Desery na słodki stół

Caption:
Fruit tartlets as an example of desserts for a sweet table.

Description:
The image shows fruit tartlets with cream, fruit and an edible flower. It is used in the product gallery for the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

Full product description

ALT:
Finished fruit tartlets presented as an element of a sweet table

Title:
Fruit tartlets as an element of a sweet table

Caption:
An example of an outcome participants can learn during the “Desery na słodki stół” course.

Description:
The image shows finished fruit tartlets with cream, presented as an example of desserts that can be used on a modern sweet table. The image supports the description of the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

Short product description

ALT:
Fruit tartlets from the Desery na słodki stół course

Title:
Fruit tartlets – Desery na słodki stół

Caption:


Description:
The image shows fruit tartlets with cream, used in the short product description for the “Desery na słodki stół” course, led by Jakub Janiuk at Szkoła Artystyczna Wiesław Kucia w Lublinie.

15. Key conclusion for the team

There is no single perfect ALT text for every placement of an image.

For WooCommerce, the best standard is:

This is the most professional, accessibility-compliant, SEO-safe and easiest-to-implement standard for an editorial team.