SEO and Accessibility: How They Work Together.

1. SEO and Accessibility: How They Work Together. Christine Laikind – Founder, SCS Digital Marketing Advocacy Speaker on Web Accessibility www.scs-digitalmarketing.com | www.christinelaikind.com

2. Web Accessibility • What does it mean • In short: it is making the website inclusive and accessible to everyone – including to those who have disabilities.

3. Why It is Important • 25% of adults* in the US have some sort of disability – demographic that you are ignoring and leaving money or opportunities behind. • ADA lawsuits on the rise. Small businesses are affected. It is not just large companies that are getting sued. *301 million people are adults in USA. Estimated 52 million adults have some sort of disability.

4. Inclusion • It is the right thing to do. Web Accessibility means equal access for everyone – including those who have disability.

5. Address the myths • It cost too much (to do the ”stuff” to make web accessible) • There’s really no benefit or ROI (to make web accessible) • It will interfere with functionality and design (of my website to make it web accessible)

6. Reality • There is really no extra cost – it needs to become part of the design process, not an after thought. • There is a benefit and ROI= increased rankings, new demographics, additional revenue from an optimized site. • An optimized site is actually a well designed website with good user experience.

7. FACT: websites that take web accessibility seriously consistently rank higher than their competition on Google and YouTube. • Why? Because Search engine optimization (SEO) best practices and Web Content Accessibility Guidelines (WCAG) actually overlap!

8. Web Accessibility • To understand Web Accessibility – first, understand how the web is being used by those who have a disability: • Assistive Devices • Keyboard • Screen Readers • Captioning or Transcripts And lastly – how you design the website also has an effect on web accessibility.

9. Web Accessibility Web accessibility can help improve your SEO by keeping your website’s interface cleaner, easier to navigate, and improving the bounce rate among other benefits.

10. Web Accessibility and Your Market • Web Accessibility means that people with disabilities can use the web. • How they “experience” it may be different, but they still have the right to access or experience the “content” you are delivering. • Web Accessibility benefits everyone not just those who have “disabilities.”

11. Every Day People • Three types of disabilities: • Permanent: blind, deaf, dyslexic, color blindness, high performing autism, and so on • Episodic: example of this would be epilepsy, mental illness, migraines, pstd • Conditional or Situational: example can be slow internet connection or broken leg or arm,

12. SUCCESS • CONTENT is KING in both accessibility and SEO. • SEO and UX equals success, right? Web Accessibility and UX equals SEO and that equals Success.

13. How Does Web Accessibility Improve SEO? • Let’s count the ways: (SEO BEST PRACTICES and WEB ACCESSIBILITY that are in close alignment) • Mobile Friendly • Using Proper Alternative Text for Images • Easy to Use Navigation (clear and consistent) • Providing Descriptive Link Text • Ensuring Page Titles are descriptive yet succinct • Providing transcripts and captions for video and audio • Providing useful links to relevant and related resources

14. Mobile Friendly • Easy to Use Navigation • Buttons and Links • Size (screen and font size) • https://blog.hubspot.com/marketing/mobile-website-design-examples

15. Mobile Friendly • Shutterfly • Evernote • Zappos

16. Proper Titles and Descriptions • Good on-page SEO practices • Titles, H1, H2, H3, and descriptions • Title tags will ensure each of your web pages has descriptive short title that tells what the page is all about. • H1, H2, H3 – use them correctly as in proper structure • H1 • H2 • H3 • Use buttons for buttons, anchors for anchors

17. Proper Titles and Headers • Good on-page SEO practices • Titles, H1, H2, H3, and descriptions • Title tags will ensure each of your web pages has descriptive short title that tells what the page is all about • H1, H2, H3 – use them correctly • Use buttons for buttons, anchors for anchors

18. Alt-Tags • Good on-page SEO practices • Use Alt-tags for all of your images – improves your accessibility and USER EXPERIENCE • Alt tags on all image will also provide greater relevance to search engines • It is a lazy and bad habit to be uploading images like: “img001.jpg.”

19. Alt-Tags • Why It’s Important? • Accessibility • Alt text is a tenet of accessible web design. Its original (and still primary) purpose is to describe images to visitors who are unable to see them. This includes screen readers and browsers that block images, but it also includes users who are sight-impaired or otherwise unable to visually identify an image.

20. Alt-Tags • Why It’s Important? • Image SEO • alt text offers you another opportunity to include your target keyword. With on-page keyword usage still pulling weight as a search engine ranking factor, it's in your best interest to create alt text that both describes the image and, if possible, includes a keyword or keyword phrase you're targeting.

21. Alt-Tags • When do you Not use Alt-Tags? • Decorative Images • Do not present important content, are used for layout or non-informative purposes and o not appear within a link.

22. Good Alt-tags • Describe the image as specifically as possible. Alt text is, first and foremost, designed to provide text explanations of images for users who are unable to see them. • Keep it (relatively) short. The most popular screen readers cut off alt text at around 125 characters. • Use your keywords. Alt text provides you another opportunity to include your target keyword on a page, and thus another opportunity to signal to search engines that your page is highly relevant to a particular search query. While your first priority should be describing and providing context to the image, if it makes sense to do so, include your keyword in the alt text of at least one image on the page.

23. Good Alt-tags

25. Video and Audio Files • Close Captions and Transcripts • Provide them for your videos and podcasts • Text transcript will make it easier for Google and other search engines to index the content • It will help your Google ranking • Not only benefits the deaf, think about temporary or situational “disability”

26. Quick Intro – Christine Laikind • Digital Marketing Agency for Speakers, Coaches and Trainers • Advocacy Speaker on Web Accessibility • Born deaf due to genetic defect • Do know ASL, but don’t use it • I depend on lip reading to understand others and use various technology to conduct business.

27. Copy of this presentation • https://www.scs-digitalmarketing.com/events/