Unlike in many programing languages, '...'
and "..."
in Bash do not represent "strings" per se; they quote/escape whatever they contain, but they do not create boundaries that separate arguments. So, for example, these two commands are equivalent:
echo foobar
echo "fo"ob'ar'
So if you need to quote some of an argument with single-quotes, and a different part of the argument has to contain single-quotes — no problem.
For example:
echo '![alt text](https://... "What'"'"'s up, Doc?")'
Another option is to use \
, which is similar to '...'
except that it only quotes a single character. It can even be used inside double-quotes:
echo "\![alt text](https://... \"What's up, Doc?\")"
For more information, see §3.1.2 "Quoting" in the Bash Reference Manual.