The two images below look the same, but the first image has the words "Page Title" embedded in the image, wheras the second image has the words "Page Title" on top of a background image. This is accomplished using CSS. Try copying and pasting the text for each image to see the difference. You'll notice that you can copy the words from the second one, but not the first. The same thing applies for screen readers and search engine spiders - they can read the text on the second image but not the first because it is part of the HTML on the page.

Page Title

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