We understand that Google uses a variety of ranking factors to determine where a URL will appear on search engine results pages (SERPs). According to Google, site accessibility is not a primary ranking factor because it is difficult to measure. So, assuming that's the case, is there a link between accessibility and SEO? But do you know what exactly web accessibility is? Website accessibility ensures that people with any disability can access the website, navigate it and understand it without any issues.
Web accessibility is also applicable to mobile applications. It benefits the user with permanent and temporary impairments. Website accessibility is of utmost importance. It enables all the users to navigate the site easily. Moreover, it also improves their web experience. Not only this, the users can find the exact information they are looking for. A few companies in Australia provide logo design services and create logos by keeping users accessibility in mind. It includes using appropriate colours and maintaining a proper ratio of contrast to improve readability. This is specifically done for people with visual impairments such as colour blindness.
Accessibility Factors Affecting Your SEO
Your website must be accessible. Not only for search engines but also the users. Below we have listed the accessibility factors affecting SEO.
Navigation
To display the most important pages, the navigation of a website is helpful to users. They can find what they are looking for. Moreover, it also displays the most important pages on the site. This is beneficial to both users and search engine crawlers.
In general, navigation links are clickable. Which means all keyboards and screen readers can read them.
To ensure that your navigation is accessible, only include primary pages rather than the entire site. Otherwise, this can confuse all users while indicating to search engine crawlers that you have a flat site architecture.
Page Structure
The structure of your web page has a significant impact on the experience of your audience. Every visitor benefits from having the most important information at the top. Making sure your page flows well and that related content is under a heading (as in this article) helps greatly.
Heading
Screen readers rely on headings to provide a quick overview of the content without listening to every word. They use headings to find information that is relevant to them quickly. This technique is also used by people who navigate your page solely with a keyboard (without a mouse).
Suppose your headings are not in order, and you accidentally skip a level. For instance, if you use Heading 1 and 3 but leave out Heading 2 from your page, you are causing issues for your visitors and your search engine rankings.
Your page's title should always be Heading 1, and there should only be one Heading 1 on your page. To see a working example, examine the structure of this page using your browser's developer tools (usually found under the 'View' menu at the top).
Readability
It is also critical for users and search engines to ensure that any content on a website is readable.
One of the most effective ways to assist users with cognitive disabilities is to provide a simplified reading level of content.
This will also benefit users whose first language differs from the one used on the website. Moreover, to those who may be distracted while reading content.
To improve a website's readability, avoid jargon or difficult language. Furthermore, make sure the text is left-aligned and lists are present.
Readable URLs are also important for accessibility. Best practices include making URLs easy to read and understand and using word separators like dashes.
URLs should inform users of what to expect when they click on a page, and search engines use them to help them understand the page's context.
Alt Text
The image alt text, which provides textual alternatives for users with visual impairments, is perhaps the most well-known SEO and accessibility intersection.
Screen readers read alt text aloud. For this purpose, it must be accurate and relevant. You must not optimize it for bots only by stuffing it with keywords.
Alt text is also important to assist search engine crawlers in understanding the context of an image. Thus, image search results can display it.
Machine learning algorithms have advanced rapidly in recent years. Thus, allowing search engines to determine if keyword stuffing within alt text is present easily.
Anchor Text
Anchor text describes the page's content to which a link is directed. It can describe the page's purpose and assist users in deciding whether to click the link to the destination page.
Screen readers typically tab through a page and notify users when they find a link before announcing the anchor text.
Users will then press enter to follow the link if it appears useful.
Search engine crawlers also use anchor text to help them understand the context of the destination page.
Furthermore, the sentence in which the link is present is beneficial for both SEO and accessibility.
When writing anchor text, make sure it's not just a generic "click here" message but also relevant to the page being linked.
Links
The text you write for your links should be descriptive and clear. Inform your visitor of the destination of the link.
Links are another important component of accessibility because screen readers and people with visual impairments require clarity as they navigate your site.
Also, ensure that all of the links on the page are distinct. Avoid phrases like 'Read more' or 'Read this article.' This must be more descriptive and helpful for those who cannot see your content.
Accessibility Evaluation
Several tools are available for accessibility testing, including many Chrome extensions that can be run in the browser to evaluate specific web pages. Here are a few that I found particularly useful while researching accessibility.
Siteimprove Checker for Accessibility
The Siteimprove Accessibility Checker provides a comprehensive overview of a page's accessibility issues, along with detailed explanations of how they affect users.
This tool also provides identity and the issues and recommendations for resolving them.
Lighthouse by Google
Google's Lighthouse tool performs an accessibility audit and provides a score similar to the one used for performance.
Unlike performance audits, however, each accessibility test is either a pass or a fail, and the page will not receive any points for partial passing.
Wrap Up
There is no logical link between web accessibility and search engine optimization. While it is logical that Google considers ranking factors, none appear to have a discernible effect on indexed lists. That does not mean you should avoid it.
Web accessibility standards are a legal requirement, so a site not in good legal standing will likely face some negative consequences. So, having a natural, easy-to-use, and accessible site is good practice for making SEO progress.
Thus to make your website accessible, you must:
- Put the most critical information near the top of the page.
- Use headings and subheadings to break up your content. Check that your headings are correct and that you have accurately summarised the content below.
- Use short, simple sentences.
- Provide descriptive alt text and optimise your images so they are smaller in file size than necessary.
- Make sure your links are descriptive and one-of-a-kind.
- There must be sufficient contrast between the text and the background.
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