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In HTML authoring, there are very good reasons to include an alt attribute into every img element. The purpose is to specify a textual replacement for the image, to be displayed or otherwise used in place of the image. Thus, the prime rule is: Consider what the page looks like or sounds like when images are not shown. Then, write for each image an alt text that best works as a replacement. This document also gives more specific suggestions for simple, common situations, and some uncommon too. For content-rich images, it recommends explicit links to textual alternatives.