changing alt and title attributes

I am having a bit of a struggle changing the alt and title attributes for the print module. I have been through all the files that come with the mod and can't find where these are set and have looked on here but can't see this already mentioned. At present the mod is generating the following code:

<span class="print_html"><a href="http://www.mysite.com/print/2" title="Display a printer-friendly version of this page." class="print-page" rel="nofollow"><img src="/modules/print/icons/print_icon.gif" alt="Printer-friendly version" title="Printer-friendly version" width="16" height="16" class="print-icon print-icon-margin" />Printer-friendly version</a></span>

the problem is the page content itself is pretty brief and as a result from an SEO point of view is looking like one of the main phrases it is optimised for is "printer-friendly" which isn't quite what I'm aiming for. :-)

I am assuming this is because the phrase "printer-friendly" shows up 4 times in those 2 lines of code as an alt, title and content, hence i wanted to tweak those, but can't for the life of me find them. Sorry if this is a dumb question, but any pointers are appreciated.

Thanks