# If you'd like to omit non-matching lines from the result; add ';d' to the end of the expression.
sed -E 's/<\s*\\/?\s*img(?![^>]*class=)/$0 class="whatever"/g;t' <<< "<img src=\"https://google.com/animage.jpg\" class=\"google\"><img src=\"https://yahoo.com/animage.jpg\"><img src=\"https://google.com/animage.jpg\" class=\"google\"><img src=\"https://google.com/animage.jpg\" class=\"google\"><img src=\"https://yahoo.com/animage.jpg\"><img src=\"https://yahoo.com/animage.jpg\"><img src=\"https://yahoo.com/animage.jpg\">"
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for SED, please visit: https://www.gnu.org/software/sed/manual/html_node/The-_0022s_0022-Command.html