Accessibility and Search Engine Optimization

Accessibility and Search Engine Optimization

Accessibility and Search Engine Optimization


Search engine optimization (SEO) and accessibility are concepts commonly understood by most Internet users, especially those working in e-commerce or marketing. But paying close attention to accessibility can generate real dividends on SEO: SEO generates more traffic to your website; Accessibility is opening your website to as wide a public as possible. Every business depends on search engines to generate traffic, but if SEO is considered an essential part of any online business strategy, it is usually helpful to make your website accessible. While they may be aware of legal requirements for accessibility, many marketers and digital specialists have not yet identified the link between accessible content and better SEO performance.

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Follow the following areas where you can improve both website accessibility and search engine optimization

  • Global User Experience (UX)

Google has for some time advised websites that offer a better user experience to better position themselves than those with a poor user experience. In fact, Google has created a 160-page PDF document that explains what quality content is and how it affects the entire user experience.

  • Title tags

Title tags, not to be confused with title headers, are not visible on the page itself, but they are present at the top of the browser and on the results page of a Google search. Title tags allow people who use screen readers to quickly differentiate multiple pages. This is the first item that is often read by a screen reader.

  • Content structure (header tags)

Header tags help define the hierarchical structure of your content on your website. A good header structure must follow a logical sequence and each tag must accurately describe the content below, as succinctly as possible.

  • Alternative text

Alternative text abbreviation, Alt text is used to describe all visual elements in a textual way. They can be read by screen readers and are usually applied to standard image formats such as .jpg, .png or .gif.

  • Anchor text link

Hyperlinks must be linked to an anchor text that, like the alt and title tags, accurately reflects the user’s expectations when clicking on the link. For users who use screen readers or who navigate a website with a keyboard, an appropriate link anchor text will inform users of the link.

  • Video transcription

As mentioned, search engine robots can not see or hear video content, but they can understand the transcription of the video file. Given that video content is becoming increasingly important and that, according to Cisco forecasts, 79% of consumer traffic will be directed to video content by 2020, the integration or addition of video transcripts will become a common practice later. The advantage in accessibility is pretty obvious here. Video transcripts will allow video content to be accessible to more users.

  • Schema markup

Schema markup is a type of programming language that allows you to better define more complex elements on a site. Although header and title tags are usually sufficient for a website with static content, sites with advanced features such as ecommerce and dynamic content will require additional markup, which is the starting point for diagram.