diff --git a/crates/svg/src/export/text.rs b/crates/svg/src/export/text.rs
index c9d9027b8..19bbbd5be 100644
--- a/crates/svg/src/export/text.rs
+++ b/crates/svg/src/export/text.rs
@@ -1,4 +1,4 @@
-use super::output::{xml_attr_valid, xml_text};
+use super::output::{xml_attr_escape, xml_attr_valid, xml_text};
 use super::{
     Affine, AppearanceItem, Arc, BTreeSet, BezPath, BlendMode, CharStyle, FillRule, FontDb, FontFace, GradientKind, HashMap, Justify, Node, NodeId,
     NodeKind, Paint, PathData, Props, Rect, StrokeAlign, Styling, TextKind, TextObject, Writer, base64_encode, css, css_string, fmt_num,
@@ -166,10 +166,19 @@ impl Writer<'_> {
         }
         let id = self.id_attr(n);
         let a = self.attrs(&css::transparency(n));
-        // Glyphs bent along a path (joined scripts on a curve) can only be outlines: the group
-        // names its text for screen readers and search.
-        let label = if lay.glyphs.iter().any(|g| g.bend.is_some()) {
-            format!(" role=\"img\" aria-label=\"{}\"", xml_attr_valid(&t.plain_text()))
+        // Text outlined because SVG text can't draw it (bent glyphs, vertical type, ruby, effects on
+        // a path and the like) names its text for screen readers and search; Convert to Outlines
+        // leaves only the paths, except for bent glyphs. Inline graphics are written apart from the
+        // glyphs, so their placeholder characters stay out of the name; empty text has none.
+        let text: String = t.plain_text().chars().filter(|&c| c != vectorcraft_doc::text::INLINE_CHAR).collect();
+        let label = if !text.trim().is_empty() && (!self.opts.outline_text || lay.glyphs.iter().any(|g| g.bend.is_some())) {
+            // SVG import names an object by its `aria-label` before its id, so an id that stands for
+            // the name is written as `data-name` too, and the object keeps its name.
+            let name = match self.names.get(&n.id) {
+                Some(named) if !id.is_empty() && !id.contains(" data-name=\"") => format!(" data-name=\"{}\"", xml_attr_escape(named)),
+                _ => String::new(),
+            };
+            format!("{name} role=\"img\" aria-label=\"{}\"", xml_attr_valid(&text))
         } else {
             String::new()
         };
diff --git a/crates/svg/tests/it/roundtrip.rs b/crates/svg/tests/it/roundtrip.rs
index 8f479f348..b13ecf160 100644
--- a/crates/svg/tests/it/roundtrip.rs
+++ b/crates/svg/tests/it/roundtrip.rs
@@ -527,6 +527,66 @@ fn text_on_path_effects_svg_cannot_express_are_outlined() {
     }
 }
 
+/// Type that SVG text can't draw is outlined with its text as the group's accessible name: type on
+/// a path with an effect other than Rainbow, vertical type, right-to-left text, and type on a path
+/// with inline graphics. With Convert to Outlines the paths carry no name, and empty type gets none
+/// either.
+#[test]
+fn text_outlined_for_svg_keeps_an_accessible_name() {
+    use vectorcraft_doc::PathEffect;
+    let mut curve = vectorcraft_geom::BezPath::new();
+    curve.move_to((20.0, 150.0));
+    curve.curve_to((60.0, 40.0), (140.0, 40.0), (180.0, 150.0));
+    let style = || CharStyle { size: 14.0, ..CharStyle::default() };
+    let svg_of = |t: TextObject, outline_text: bool| {
+        let mut d = Document::new(200.0, 200.0);
+        let id = d.alloc_id();
+        let opts = ExportOptions { outline_text, ..ExportOptions::default() };
+        export(&doc_with(vec![Node::new(id, NodeKind::Text(Box::new(t)))]), &opts)
+    };
+    let mut skewed = TextObject::point(Point::ZERO, "On a curve", style());
+    skewed.kind = TextKind::OnPath { path: PathData::from_bezpath(&curve), start: 0.1, end: None };
+    skewed.path_effect = PathEffect::Skew;
+    let mut vertical = TextObject::point(Point::new(50.0, 20.0), "On a curve", style());
+    vertical.vertical = true;
+    let mut rtl = TextObject::point(Point::new(20.0, 50.0), "On a curve", style());
+    rtl.runs[0].style.char_direction = Some(vectorcraft_doc::ParaDirection::RightToLeft);
+    for (name, t) in [("skew", skewed), ("vertical", vertical), ("rtl", rtl)] {
+        let svg = svg_of(t.clone(), false);
+        assert!(!svg.contains("<text"), "{name}: {svg}");
+        assert!(svg.contains("role=\"img\" aria-label=\"On a curve\""), "{name}: {svg}");
+        assert!(!svg_of(t, true).contains("aria-label"), "{name} with Convert to Outlines");
+    }
+    let mut empty = TextObject::point(Point::new(50.0, 20.0), "", style());
+    empty.vertical = true;
+    assert!(!svg_of(empty, false).contains("aria-label"));
+    // An inline graphic's placeholder character stays out of the name; type on a path holding
+    // only inline graphics gets none.
+    let inline = || vectorcraft_doc::TextRun::inline(vectorcraft_doc::InlineArt::new("Mark"), style());
+    let mut mixed = TextObject::point(Point::ZERO, "On a curve", style());
+    mixed.kind = TextKind::OnPath { path: PathData::from_bezpath(&curve), start: 0.1, end: None };
+    mixed.runs.insert(0, inline());
+    let mut only = mixed.clone();
+    only.runs = vec![inline()];
+    let svg = svg_of(mixed, false);
+    assert!(svg.contains("aria-label=\"On a curve\""), "{svg}");
+    assert!(!svg.contains('\u{FFFC}'), "{svg}");
+    let svg = svg_of(only, false);
+    assert!(!svg.contains("aria-label"), "{svg}");
+    // A named object keeps its name when the file is opened again, whether the name is its id or not.
+    for name in ["Heading", "Main heading"] {
+        let mut t = TextObject::point(Point::new(50.0, 20.0), "Hello", style());
+        t.vertical = true;
+        let mut d = Document::new(200.0, 200.0);
+        let mut node = Node::new(d.alloc_id(), NodeKind::Text(Box::new(t)));
+        node.name = Some(name.to_string());
+        let svg = export(&doc_with(vec![node]), &ExportOptions::default());
+        assert!(svg.contains("aria-label=\"Hello\""), "{svg}");
+        let r = import(&svg).unwrap();
+        assert!(art(&r).iter().any(|n| n.name.as_deref() == Some(name)), "{name}: {svg}");
+    }
+}
+
 /// Type on a path whose punctuation hangs outside its brackets (Optical Margin Alignment or Roman
 /// Hanging Punctuation) keeps its look as outlines; with the option on and nothing at its ends to
 /// hang, it stays a `<textPath>`.