In a busy digital landscape, many websites use flash graphics or complex website features to stand out. One of the best ways to set your website apart from the crowd is by implementing a carefully crafted SEO strategy and ensuring that your website is accessible to all potential users.
The good news for website owners and developers alike is that many of the steps taken to increase web accessibility benefit SEO, and vice versa. While they may seem like separate entities—one focused on usability for all and the other on visibility in search engines—they often overlap. This means that whilst working to improve your website’s accessibility, you’re also laying a solid foundation for a strong SEO strategy.
What is SEO?
SEO, also called Search Engine Optimisation, is the process of enhancing a website’s visibility on search engines such as Google. It involves optimising content, improving site structure and building backlinks to increase organic (non-paid) traffic. The ultimate goal is to rank higher in search results, making it easier for users to find relevant information or services.
What is Web Accessibility?
Web Accessibility refers to the process of making websites useable for all people, including those with disabilities or impairments. This involves a range of tasks, such as carefully considering the user interface and user journey of a website, to providing alternative text for images and adhering to the Web Content Accessibility Guidelines (WCAG). The aim is to create an inclusive online experience that allows everyone to access information and services equally.
Due to the requirements set out by Google (and other search engines), many of the requirements for effective SEO also benefit the overall accessibility of the website. These can include:
- User experience
Both SEO and Web Accessibility prioritise the user’s experience. An accessible website is not only functional for those with additional needs, but will often provide a seamless user experience that makes navigating and accessing vital information much easier. This, in turn, increases user retention and decresese bounce rates – behaviours which search engines often analyse to evaluate a website’s SEO efforts and whether a website offers valuable content for searchers. - Semantic HTML and Website Structure
Accessibility often emphasises the use of Semantic HTML (like headings, lists, and alt text) and clear website structures. This not only aids users who rely on assistive technology (such as screen readers), but helps search engines to better understand the content and structure of a website. Properly structured content can lead to better indexing by search engines, and potentially richer search results (like featured snippets). - Page Load Speed
Accessibility best practices often include optimising web content (such as images and other media) to ensure faster load times. This ensures that websites can be loaded quickly on a range of different devices so that those using older technology are not left behind. In addition, search engines consider page speed as a ranking factor, so enhancing your website’s overall speed will benefit both accessibility and SEO performance. - Mobile Optimisation
With more than half of website visits being mobile-based, web accessibility and SEO both advocate for a mobile-friendly design. A responsive website improves the user experience for everyone, including those with additional needs, and are also favoured by search engines. - ALT Text
Alternative text (or ALT Text) for images is essential for visually impaired users to understand the content of the image and its relevance to the content on the page. It also serves as a way for search engines to understand the content of images. Including descriptive metadata for website assets can no only enrich the website experience for someone with visual impairments, but can enhance the overall SEO of a website.
By prioritising accessibility on your website, you are creating a more inclusive user experience and enhancing your site’s search engine visibility. As the digital landscape continues to evolve, merging these two elements will become the cornerstone for any successful online strategy.
A website that is both accessible and optimised for search engines benefits all users, offers an improved user experience, increases engagement, improves the chance of higher ranking and fosters a robust online presence.
