How Accessibility Delivers Better SEO (Search Engine Optimisation) - webinar 26 June 2014

AbilityNet Accessibility Services www.abilitynet.org.uk/webinars

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SEO and Accessibility

AbilityNet Accessibility Webinars

26 June 2014



SEO and Accessibility

How can ensuring accessibility of your website improve SEO performance?

• Top tips

• Best practice

• Your questions



Welcome

Robin Christopherson, AbilityNet

Gerry White, Site Visibility

Mark Walker, AbilityNet



• Accessibility Testing

• User Testing

• Design Reviews

• Desktop, Mobile and Tablet Integration

• Accessibility Accreditation

• My Computer My Way

• Accessibility Webinars

AbilityNet Accessibility Services



About Site Visibility

• Content Marketing

• SEO

• Analytics & CRO

• Paid Search

• Social Media Marketing

• Training & Pubic Speaking

• Internet Marketing Podcast



What do we mean by accessibility?

• Digital accessibility

• Websites, apps, digital services

• Technical requirements

• The Business Case for Accessibility

• UK: 11 million people

• Spending power £100bn p.a.



What do we mean by SEO?

• Optimising content

• Search engines drive traffic

• Marketing goals

• Technical requirements



How accessibility helps SEO

Good practice

• Editorial quality

• Alt-text and good link text

• Multimedia content

And some bad

• Hidden text abuse

• Doorway pages



Editorial quality

• Good copy

• Well structured content

• Heirarchy: Titles, headers, etc

• Clear and concise

• Keyword focus



Alt-text and link text

• It’s either decoration or part of the navigation

• Content of images can’t be seen by search engines

• Descriptions need to help site visitors use your service

• Well-labelled links eg NOT ‘click here’



Why alt-text matters



Multimedia content

• Dealing with Flash

• HTML5

• Making content indexable

• Captions not searchable

• Transcripts for videos



Jimmy Wales and Tech4Good Awards



Hidden Text + Doorway Pages

• How search engines have changed

• How hidden text works

• What are doorway pages?

• The impact on accessibility



Other things that affect SEO

• Get it right on-site

• But still needs the off-site profile

• Natural and genuine engagement

• Connections with influencers



Common ground

• Google likes well-formed pages and good quality content

• Remember you can’t see images as text

• Content that is not readable = not searchable

• Make sure all the links are meaningful

• Don’t stuff keywords into titles or headers

• Talk how your users talk and answers the questions that people are looking for

• Inverted pyramid = most important content at the top



Your Questions

Travel and Tourism Sector Report

1pm, 22 July 2014

www.abilitynet.org.uk/webinars



Contact us

[email protected]

[email protected]

+44 (0) 1926 465 247

[email protected]

www.abilitynet.org.uk/webinars www.sitevisibility.com

www.slideshare.com/abilitynet

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How Accessibility Delivers Better SEO (Search Engine Optimisation) - webinar 26 June 2014

Technology

Transcript of How Accessibility Delivers Better SEO (Search Engine Optimisation) - webinar 26 June 2014