The term "Alt-right" was popularized by Richard Spencer, who wikipedia bluntly describes as "an American white supremacist." 

Just last year, Steve Bannon - then Breitbart executive chairman, now White House Chief Stategist - called Breitbart "the platform for the alt-right."

 It's ironic that you object to the term, because most objections come from the left. 
Here's writer William Gibson: 
"Don't use "alt-right". It's an increasingly effective branding move for authoritarian white supremacists. Each time we use it, we help them." 

I confess I'm in favour of shaming and denigrating neo-nazis and other white supremacists.