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

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

For live captions please sign in at www.ai-live.com Click on 'Join My Session’ and log in using the session ID SEOA2606A

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

www.twitter.com/abilitynet