SEO and Accessibility: Technical SEO

An Introduction to Accessibility and SEO Marketing

Welcome to Rank Website! To begin us up after our spoil, guest host Cooper Hollmaier has put together a three-part series that suggests how search engine marketing and accessibility pass hand-in-hand.

In element one, he introduces us to what accessibility in SEO approach, goes through a few not unusual myths associated with the work to make web sites optimized and accessible, and discusses some of the primary impacts that work may have.

Photo of the whiteboard explaining how SEO and accessibility pass hand in hand.
Click at the whiteboard photograph above to open a excessive resolution version in a new tab!
Video Transcription
Hey, Moz lovers. Welcome to the modern-day version of Whiteboard Friday. I’m Cooper Hollmaier. Today we’re going to be speaking about search engine marketing and accessibility: the concept of optimizing not only for some of our audience, but all of our audience.

I’ve been doing SEO seeing that 2016, and I started out operating on small businesses, neighborhood mother-and-pop shops. Then I discovered the appeal of e-trade search engine marketing, and I’ve been doing that ever seeing that. Today I paintings on an in-house team doing technical SEO for a large outdoor e-commerce retailer.

The relationship among SEO and accessibility
Now, in case you’re some thing like me, that search engine optimization is a bit bit more than simply code on the page and replica that is crafted to satisfy searchers’ purpose. Whether you’re a pro SEO seasoned or you’re looking for the cutting-edge tips as that mother-and-pop store, or you are maybe starting out in an search engine optimization function for the primary time, you understand that we need to take our content that we are generating and we have to, in some way, make certain that it suggests up in search engines like google.

Hand drawing of a web page and a robotic.
So for me, as a technical SEO, maybe I’m considering such things as my H1 tag or my paragraph tag or my title tag, for this example page here for Mozville Dog Rescue.

Now most of the time I could say my task revolves around the idea of making sure that what I’m doing, the stuff I’m generating, what I’m designing for, can be visible, digested, fed on, and then basically regurgitated by way of our pal the bot.

Optimize for human beings, now not simply bots
But have you stopped to think about maybe there may be a larger target audience out there? Maybe it is extra than simply my bots. If you are thinking that manner, you are transferring closer to the right path. You’re moving in the direction of a greater inclusive technique. You’re considering greater than just a seek engine however additionally the customers, the people which are consuming that content material, engaging with it, and maybe even attractive together with your business.

Hand drawing of a person in the spotlight on a degree vs an ensemble properly-lit on a level.
If you think about handiest optimizing for bots, you’re considering some thing kind of like a person sitting in a highlight on a level. You can see that man or woman the front and center, but you maybe cannot see the surrounding cast because they are out there inside the darkness. What we need to do is we want to consider a bigger institution of humans.

We want to take that spotlight away and deliver every person a threat to polish, absolutely everyone a danger to devour, interact with, and be thrilled through the content that you’re generating. So as you are thinking about seo, as you are considering building a new product, carrier, revel in, reflect onconsideration on not simply can a search engine bot see that. We recognize it is crucial as an SEO.

How do human beings interact together with your content material?
Handwritten listing asking if the content material is perceivable, operable, understandable, and strong
But additionally think about can different humans interact with, interact with, or be compelled with the aid of this content material. If the answer is no, you have got a few problems. But I can come up with some recommendations on how to remedy those problems. When you are making some content, whether or not it’s advertising material each digitally and on a website or offline in a few kind of print cloth, ask your self these 4 matters.

Content ought to be perceivable, operable, understandable, and strong
Is my content material perceivable? Is it able to be seen or understood, or does it exist for my user? Is it operable? Can they do something with it? Is it understandable? Am I writing at the proper reading degree? Am I explaining this in a way it is going to be consumable by way of a large target audience and maybe not just someone with a PhD? Is that content material strong? Is what I’m constructing available in a couple of special codecs, fonts, sizes, and many others., in order that, irrespective of who my person is, they are going a good way to recognize what I’ve given them?

These are the four principles of net accessibility. These are the hints that the Web Consortium has given us, and you could follow them every time that you’re building something new, or maybe retrofitting something antique.

Hand drawing of a Playbill, known as
For instance, let’s assume you have this playbill or you have perhaps a menu for a eating place. If I do not provide that menu or that playbill in each a digital and a print layout, I come to be in a situation where a person who desires Braille, desires a display reader, want some kind of assistive era for you to recognize and eat that content material, goes to be sort of overlooked within the dark.

They’re no longer going a good way to do those things. In the instance of a menu, I can not order from a restaurant if I don’t know what they offer for me to order. So it is important that we make certain that our content material and the things we’re generating, the marketing materials that we’re growing, are perceivable, operable, understandable, and sturdy.

But ok, I’m best speakme approximately maybe one example of disability.

Types of disability
List of examples of disabilities.
When I say “disability,” what does that imply to you? You may think about an aged member of the family who desires a cane to walk. You would possibly think of your pal who has a tough time analyzing massive phrases or receives traumatic when there’s a math check coming up in class. If it’s the case, you’d be speaking about handiest two sorts of disability, maybe frame shape, form and size disabilities for someone who is taking walks with a cane, or cognitive disabilities or even mastering disabilities that your friend is probably experiencing.

There are a bunch of various other varieties of disabilities that even I failed to know about till I found out about it. Those would possibly include blindness, low imaginative and prescient, deaf-blindness, shade blindness. I’m the primary to admit here that this whiteboard being in blue and purple and green and black may not be the most on hand for someone with colorblindness. That’s why it is essential that we’ve closed captioning and a transcript below this video. These all make this content extra on hand.

Auditory, cognitive, anxiety, temper, seizure. You can see that this list is long and it’s not exhaustive. There are a ton of various kinds of incapacity, and many of them aren’t even perceivable through you or I. People can be tormented by disability and coping with this of their existence that you might not realize.

So it’s important to understand that we need to start optimizing content material no longer just for bots however for human beings as nicely. We need to make certain that people are able to virtually devour and interact with our content.

So how does this relate on your world as an search engine optimization? Well, there may be lots of similarities between accessibility paintings and SEO paintings, and I need to kind of break that down into a few myths and legends.

Myths and legends

  1. It has a small impact
    Number one, commonly people will say accessibility most effective affects a small institution of people. We’re searching at this thru a lens of capable-bodied folks that we assume, okay, they could see my content if I write it on the page. But the reality is one in five people within the United States are handling a incapacity. That’s plenty of human beings.

That’s nearly 60 million humans. So it is now not a small problem if you inquire from me. For SEO, if I do something for search engine marketing, if I write a tag title tag, if I write a meta description, if I craft my H1 in a sure way, I may not simplest be assisting a bot, however I’m also assisting possibly other channels of marketing as well.

I’m going to assist that email marketing campaign have a higher name. I’m going to have that pay-according to-click ad it really is going to have a better page to visit. So small impact is really a delusion. Accessibility and search engine optimization each fall into that bucket in which they effect loads more humans than I think we normally understand.

  1. It’s a brief-time period hassle
    Number two, it is a quick-term hassle. For accessibility, the capability with the intention to order from a menu or read this playbill is extra than a brief-time period problem.

It’s going to manifest each time I visit that commercial enterprise or this restaurant. So it is essential that we preserve our accessibility work ongoing and continue to enhance and evolve our practices. We recognise that for search engine marketing it’s a 0-sum sport, too. We understand that the sector is continually changing. Search algorithms are changing. User reason and conduct is changing.

So it is critical that we live on top of our search engine optimization work and make certain that our commercial enterprise knows that search engine optimization work in case you’re working in an corporation state of affairs. So that manner we are no longer falling in the back of our competitors, and we are no longer disadvantaging human beings that we may not recognize we are disadvantaging.

Three. Worry about it at the quit
Number 3, we ought to do it at the give up. I hear this plenty when we’re speaking about search engine marketing however for accessibility in particular, too.

Hey, I have this internet site. Maybe we must do an audit. Then we can do some paintings to remediate this problem so that the website becomes reachable. It’s continually quicker, inexpensive, and less difficult to make a internet site reachable from the get-move than to do it retroactively, and try this kind of retrofitting. For search engine optimization, we recognise that it’s way less complicated and also a lot greater powerful if we construct content for customers with SEO insights to inform what they’re seeking out, what questions we need to answer.

If you trying to optimize something after the fact, a number of instances I suppose you will find that the content material which you’re generating feels like it’s search engine optimization pushed. It’s not going to feel like it’s for a client as it wasn’t. You’re coming in after the truth.

Four. It costs an excessive amount of
Number four, it price too much cash. You recognize what cost a lot of money? Lawsuits. If you don’t work on accessibility first and foremost, within the starting of the system and in an ongoing fashion, you may locate I think that accessibility court cases can price your enterprise lots greater, and they can be detrimental.

But so can SEO and penalties. If you’re taking a shortcut, if you do not take the time to consider what your consumer wishes, how this is going to be acquired by means of a seek engine in addition to customers in preferred, I suppose you will find that those consequences are going to hurt plenty more than doing it proper the first time and doing it in an ongoing style.

Five. It’s distracting
Number 5, it is distracting.

For accessibility, in a variety of cases the things that we’re going to be imposing aren’t going to be visible for your average consumer. They’re going to be visible to assistive technology and the display screen readers and the matters that humans with disabilities is probably the usage of to interact with the same content that someone else is. But in most cases, it’s better to be correct and there and visible in phrases of what a display screen reader can see than be not possible to use altogether.

For search engine optimization, we realize that terrible and unethical search engine marketing is obvious. We’ve seen keyword stuffing. We’ve visible a gaggle of links on a page that don’t belong or don’t in reality offer cost to my consumer. That is greater distracting I assume, than doing the paintings to make it right.

Okay, so there is some similarities between accessibility and search engine optimization.

In most instances, there may be a totally huge impact in case you do it proper. It’s no longer a quick-time period hassle. It’s ongoing. We should not do it at the cease. We should be doing it at the beginning. It actually would not value that a whole lot cash if you do it proper as compared to in case you do it incorrect and get it wrong. Then number five is, in most instances, the quality paintings is going unnoticed because it’s organic, it is moral, it’s sincere.

The impact of accessibility work
Hand drawing of a hammer underneath the phrase

So what is the impact of doing accessibility work and additionally I guess doing search engine marketing paintings that aligns with accessibility practices?

  1. Makes the impossible, viable!
    Number one, it facilitates people with disabilities first and main. It makes the impossible viable.
  2. It enables companies
    Number two, it helps groups. You as a commercial enterprise owner or as someone who is optimizing a website for a enterprise or even maybe a person who is just looking to get into search engine marketing and analyze more, it’s going to help your public perception.

If you’re making a website this is reachable, it’s going to be obvious and those are going to thank you for that. They’re going to mention, “Oh, this organization cares about every body and a numerous group of talents.” It’s going to be a extra durable revel in for your customers. When you begin to think about such things as textual content options and captioning and transcripts and you form of construct this exercise up over the years and also you truely construct this addiction of doing accessible work and inclusive work, you’ll find that your internet site is greater durable.

It’s less probable to be hit by means of those algorithm adjustments and things like that, in which humans have taken the fast-term technique. I know you will love this. It’s going to help your search engine marketing. It’s going to offer you a larger audience. You’ve now taken your spotlight cognizance on simply your bots and you’ve improved it to see the whole degree in front of you. So a larger target market goes to be in the front of you as properly for a business, and that means extra money and more humans and sincerely a lot much less troubles.

I think we all recognize this one, but lawsuits. If you try this, in case you start imposing accessibility paintings, you start thinking about accessibility first and foremost as you’re developing matters, you’re going to have plenty less proceedings. People are not going to bitch. They aren’t going to be dissatisfied by means of your lack of accessibility due to the fact you may not have any. It will be handy and inclusive for each person.

Three. It enables family and pals
Then variety 3, doing accessibility paintings, considering accessibility, thinking about whether or not my website, whether or not my advertising and marketing fabric goes so as to be ate up and enjoyed by means of people is going to help those own family and pals who’re working with humans with disabilities. It’s going to make things viable for human beings with disabilities. It’s going to make their lives extra unbiased and therefore release a touch bit of that burden on own family and pals.

It’s additionally going to permit you, as a practitioner, as an SEO or maybe some other subject, to have a risk to interact with human beings with greater diverse perspectives, research more, get a richer, extra intimate experience with those one-of-a-kind customers and craft a better universal revel in.

So as you could see, accessibility and SEO are very comparable, and it is essential to recognize that we need to form of shift our mind-set from considering just optimize for bots, how can I get Google to see this, how can I get other engines like google to peer this, and think about humans first and use the rich insights that we get from search engine optimization and the gear they provide us without spending a dime to make a large impact on people and regular life.

Now what?
Okay, so now what do I do with this information? — is the query you might have. Well, you can examine and take a look at. So you could analyze a little bit more about accessibility by means of checking out Global Accessibility Awareness Day. You can be a part of a meetup. There are tons of people out there who’re as passionate as I am about accessibility, who can display you the manner and come up with recommendations and hints on a way to reflect onconsideration on this.

You can subscribe to a publication. I’ve covered a chunk.Ly hyperlink here, bit.Ly/wbf-week, for White Board Friday. You can sign up for a weekly publication from Accessibility Weekly and get more suggestions and hints and honestly cool memories approximately how humans are doing this and implementing this work on their own enterprise. Then you can additionally take a look at your real pages. Once you form of get this focus and start expertise how accessibility suits into your workflow, you could use either WAVE or Axe, and I’ve protected the bit.Ly links right here and down underneath, and you may examine those gear as simply any other aspect you may do to make certain that the belongings you’re producing are seen, they are accessible, they’re able to be accessed by way of assistive technology.

Thanks for spending some time with me today and speaking approximately search engine marketing and accessibility. I certainly wish that this changes your perspective and offers you a broader idea of the way you may effect humans’s day by day lives with the SEO and the accessibility work you’re doing to your very own business. Thanks. Have a great one.

Search engine marketing and Accessibility: Content
Whiteboard Friday web page search engine optimization
The creator’s perspectives are absolutely his or her very own (aside from the unlikely event of hypnosis) and might not usually replicate the views of Moz.

As SEOs, our aim while we are developing content is to offer equitable access, which means that content isn’t just available to engines like google, but also to human beings of all competencies. In the second one installment of his three-part accessibility collection, Cooper indicates you how to make sure that your super content material is accessible via bots AND people.

Photo of the whiteboard with handwritten notes on how content material SEOs can cognizance on accessibility.
Click at the whiteboard picture above to open a high decision model in a brand new tab!
Video Transcription
Hey, Moz fans. Welcome to the modern day version of Whiteboard Friday. I’m Cooper Hollmaier. I started out doing search engine marketing in 2016, and today I worked at a big outside strong point store supporting make our techniques for technical search engine marketing come alive. Thank you for attending this Session 2 of 3 of our SEO and accessibility series.

It all begins with accessibility
If you’ve taken the intro to SEO route here at Moz, you are probably familiar with the concept called Mozlow’s hierarchy of search engine marketing desires. If you are no longer, the primary idea is that we have to have a few foundational factors which are needed to make us rank in seek engine consequences, after which we are able to layer some things on top to make us extra aggressive in the ones effects.

A pyramid-shaped chart showing how exclusive elements of search engine marketing are graded in keeping with how critical they are. The decrease levels are ‘essential to rankings’ and the higher tiers ‘improve competitiveness’. Bottom tier: Crawl accessibility (so engines can reach and index your content material). Second tier: Compelling content (that answers the searcher’s question). 3rd tier: Keyword optimized (to draw searchers and engines).4th tier: Great person revel in (along with speedy load speed, ease of use, and compelling UI on any tool). Fifth tier: Share-worthy content material (that earns hyperlinks, citations, and amplification). Sixth tier: Title, URL, & description (to draw high CTR inside the rankings). Top tier: Snippet/schema markup (to face out in SERPs).
But it all begins with move slowly accessibility, and in the same way it starts offevolved with fundamental human accessibility as nicely. Our intention whilst we are developing content material is to offer equitable get right of entry to. So this indicates my content material isn’t simplest to be had to search engines like google but humans of all abilties as well. Let’s observe an example.

Making assumptions about your target market
Let’s say I’m a eating place. Commonly you may see restaurants submit their menu inside the home windows of their stores or stores. Well, the trouble with this concept, whilst it seems easy due to the fact all and sundry can stroll by way of, they do not have to study my Facebook or my internet site, and they are able to study the menu, see what they like or don’t like, and then choose to engage with my commercial enterprise and experience my food.

Hand drawing of a menu with “Ordering Food” written above it.
What’s terrible approximately this is that we have made some assumptions about our best target market. We’ve assumed that they’re the common top and that they may be tall enough on the way to see the menu that I published in my window. We’ve assumed that they have extremely good vision, that they on a rainy day can see the menu items and nonetheless make the selection to come inner. We’ve also assumed that via not inclusive of any pix on our menu human beings recognise what we’re speaking approximately.

They’re acquainted with the delicacies that I’m making or the elaborate culinary, eloquent culinary language that I’m the usage of to explain my dishes. But I think what you’ll locate is that these assumptions are unique as opposed to inclusive, and we want to be which include all of our target market participants. So as an example, count on perhaps my individual isn’t an average top. How do I account for that?

If they’re now not the average height, seeing the menu might be impossible. Assume that maybe they have low imaginative and prescient or blindness and ask your self, “Is this to be had digitally or in a Braille well matched layout that they could get entry to, too?” Or maybe add a few images, upload some special language to your menu to help human beings recognize the culinary language that you’re the usage of, due to the fact without that they won’t apprehend and they may pick out to keep away from your eating place versus come in and spot it.

Ask “What if?”
Handwritten list of “what if” inquiries to ask your self when making assumptions about your audience.
So these are matters you could do to expect the pleasant and provide a various institution of human beings a better experience.

Let’s do some math. If you’ve got 1,000 human beings on your eating place every month, we realize from final time that 1 in five people on average have a disability within the United States. That way 200 of those 1,000 people have a incapacity, and you are with the exception of them with the aid of no longer such as some records or other mediums to eat your menu.

That compounded as two hundred humans times let’s say an average of $15 a meal, it truly is $3,000 a month you are leaving at the table pretty actually. So reflect onconsideration on that. It’s not just about imparting equitable get entry to, but it’ll price your business money too, and $three,000 a month could be very high-priced, mainly for a small enterprise. I’m certain you are pronouncing, “Cooper, what if I’m no longer a small enterprise? What if I want human beings to buy my product or give me a lead or come join up for my carrier?”

Hand drawing of various content material mediums to use for people of various competencies, inclusive of podcasts, emails, and films.
That’s k. These policies observe to you too. It’s the attitude. If you’ve got a podcast, an e-mail e-newsletter, a blog, a internet site, I would implore you to invite the question, “As someone with _, can I _?” Fill in that first clean with such things as as a person with colorblindness, ADHD, dyslexia, tough of listening to, Down syndrome, can I and fill in that 2d clean with something you want human beings to do at your business.

Can I buy a product? Can I study this article? Can I enjoy this podcast? If the solution to that question, that string of wondering, isn’t any, you have a touch little bit of a trouble. You have some work to do, proper?

Web Content Accessibility Guidelines
Handwritten list of WCAG criteria: POUR.
What I’m speaking about is following the Web Content Accessibility Guidelines, and those are usually known as WCAG or “Wikag.” These guidelines are installation to make sure that our content on the web is accessible.

I suppose you’ll find that as you make your content material accessible for people of various talents, you will have your content accessible for engines like google of diverse abilities too. So following the 4 ideas of Web Content Accessibility Guidelines, they may be POUR or “Pour”: Perceivable, Operable, Understandable, or Robust, I think you’ll find that your content material resonates better with your target audience, you exclude much less target audience individuals, and your search engine optimization will ultimately handiest be that a great deal higher.

So what do I suggest via perceivable? What I mean by perceivable is we all do not need to observe a brick of textual content. I suppose this is pretty clean. We generally tend to encompass things like snap shots, video, and audio on our pages. What I need you to do is do not forget any time you’re the use of the ones wealthy media factors to consist of a textual content opportunity. So this indicates snap shots, include alt text. Videos, include captions and transcripts.

Audio, equal aspect, consist of the transcript so if I can’t pay attention that audio with my speakers, I’m able to both convert it into something I can use or I’m able to enjoy it in some different manner. Then when we’re speakme about video, inclusive of an ASL interpreter or converting your presentation into American Sign Language can also be a bit bit more inclusive for the target market you’re looking to reach and prevent a touch little bit of that cash we mentioned earlier.

Operable, what I suggest by using this is: Are your hyperlinks pronouncing “Click Here” or “Learn More,” or are they genuinely telling me where I’m going as a user? Think approximately your users here. We know we like anchor text. We recognize that engines like google love to peer wherein we are going too. So “Click Here” and “Learn More” are not as descriptive as they may be. They’re no longer as operable. It’s hard for me as a consumer to function your website or your e-mail publication or your podcast.

Is my content material understandable? So that is some thing I have a tough time doing too from time to time, however considering is the content material that I’m writing at a studying level that my audience goes to experience that. Have I described it in a language that my clients apprehend? Oftentimes I suppose we get caught in SEO and we start to use a variety of search engine marketing language, especially if you’re running at like an business enterprise with clients.

Taking the time to interrupt it down into language it really is extra comprehensible will will let you resonate with a larger set of target market participants, however also it will permit you usually to seize those seek terms too, proper? People aren’t searching up PhD stage things in Google search. They’re searching up language that we will all apprehend, so don’t forget that.

Then sturdy, this kind of touches such things as: Is my website mobile friendly? Is it responsive? Are the matters that I’m generating well matched with a lot of technologies and these technology encompass assistive technology? So POUR, recollect the ones matters while producing net content material. You should not want a monocle to study what you are generating. You should not want a PhD to study what you’re generating. It must be definitely, clearly clean for a diverse group of human beings to access the stuff that you produce.

If you want some more information about WCAG, there may be a link proper here, and it is going to be related within the backside of this publish as well.

What can content material SEOs do?
Handwritten listing of 7 things SEOs can do to use accessibility practices of their paintings.
So what can you do as a content material search engine optimization?

You can write informative and precise page titles. Those web page titles be counted for not just engines like google but human beings as nicely and assistive technologies.
You can use headings efficaciously. Commonly I’ll see people use those H tags. You’re possibly acquainted with the H1, however H2, 3, 4, 5 and 6 count too to fashion the web page in a positive manner and make the text bolder or brighter or larger, and as a way to be extraordinary. But as a person who’s the usage of assistive era or someone who’s seeking to apprehend the discern-infant relationships among matters on a page, it’ll be lots tougher for me to do this if I’m now not the usage of those headings effectively.
Links are for customers. One component I constantly ask myself is, “Is this link at the page for search engine marketing, or is it for my purchaser?” If the solution is it is just at the web page for SEO, come returned to the desk, figure out a way to make an SEO pleasant technique to a consumer trouble, and put a hyperlink on the page it is going to resonate with clients and additionally help your SEO. Not just one or the alternative.
Plan for a textual content opportunity. No matter what you are building, I’m certain it will involve a few wealthy media. Plan to consist of captions, transcripts, ASL interpretation to your presentation from day one.
Over-describe what’s going on. We understand that descriptions are going to help select up additional synonyms and additional speakme points for search engines like google as well. We recognise that being more complete and honest and moral will in the end cause a better SEO final results. It additionally enables humans, normal human beings with diverse abilties get that identical final results as properly. Let them revel in it. Make this about customers and no longer just engines like google, and I think you will discover that each events win.
Provide clear instructions, so what you need people to do. Don’t make it difficult to convert.
Number 7 is write content material which you need to study.
I might ask you to shut your eyes and pay attention to the content which you’ve written on the page and ask yourself, “Is this SEO optimized, or is that this constructed in a way that a purchaser could want to engage with it?” What I need you to try and do is try and discern out, “How can I write this piece of content in a way that is just seamless? It’s invisible, and I’ve even optimized this for search engine marketing. It just seems like it’s a everyday piece of content material that resonates with me.”

Hand drawing of a stick parent holding the hand of a robot. “Helping humans + bots.”
That’s what you are looking for. The nice SEO is invisible. Help human beings and bots. Not simply bots or not just human beings. So focus at the Web Accessibility Guidelines. If you need a few greater statistics approximately WCAG, it is proper there. Next time, we are going to talk about technical SEO and some at the back of-the-scenes code as a way to make your internet site more available for all.

Search engine optimization and Accessibility: Technical SEO
search engine marketing Services search engine optimization
The author’s perspectives are entirely his or her personal (apart from the not going event of hypnosis) and might not continually reflect the perspectives of Moz.

We desire you’ve loved this collection on search engine marketing and accessibility. In the very last installment, Cooper shows you ways the technical search engine marketing strategies you implement across your website online can assist make it extra perceivable, operable, understandable, and robust.

Photo of the whiteboard with handwritten notes on how technical SEOs can attention on accessibility.
Click on the whiteboard photograph above to open a larger version in a new tab!
Video Transcription
Hey, Moz lovers. Welcome to the modern-day version of Whiteboard Friday. I’m Cooper Hollmaier. I’ve been doing search engine optimization due to the fact that 2016, and today I work for a large out of doors store assisting our technical search engine marketing method come to lifestyles. Thank you a lot for attending this collection on SEO and accessibility.

I wish which you’ve received a broad attitude and new suggestions and hints for creating content that no longer most effective is resonating with your audience, performs well in seek, but is likewise on hand to more people. Today we’re going to speak about technical search engine marketing and accessibility.

Technical search engine optimization and accessibility
Let’s dive in. Last time we talked about Web Content Accessibility Guidelines, and you might remember the fact that the 4 concepts of WCAG are perceivable, operable, understandable, and strong.

As a technical search engine marketing, you’re likely maximum worried with perceivable because your daily operations, your daily paintings movement includes ensuring that the pages, the content, the stories you are creating are available to search engines like google and perceivable to search engines.

A lot of times whilst we undergo SEO tips or SEO audits, I hear plenty of not unusual themes, just like the header tag is baked into the photo and so a seek engine cannot see it, or the content material I’m generating is seen to bots however it is now not visible to human beings. These are issues with base degree notion. I need you to take that mind-set and keep in mind if you follow that in your whole target market as properly. So can all your humans which might be hoping to engage together with your product or service or experience, are they able to understand all the matters you need to offer at a base stage?

  1. Styles
    Image of handwritten list of fashion adjustments including native textual content, no keyword stuffing, and colour comparison.
    Some things you might be wondering might be just like what you’ll be seeing on this audit, like: Is all of my textual content at the page visible? Is it lively textual content? Is it native to the web page, so can I pick out it and duplicate and paste it, or is it baked into the photograph and unreachable by way of assistive generation or browsers or what have you? You may also be questioning: Is the color assessment to my historical past and my textual content, is it the right assessment?

Is there enough clarity and crispness between my layout factors? If things appear a little bit fuzzy or it’s not pretty clear that something is obtainable to a seek engine and a user, move returned to the drawing board and figure out a way to make each of those things work out nicely.

  1. Rich media
    Image of handwritten list of wealthy media improvements.
    We additionally like to add pictures, textual content, video, and audio to the pages that we are constructing for our customers. It’s critical that these rich factors, now that we are form of past the fundamental text and the styling elements, the wealthy elements we’re placing at the page are perceivable through all of your users as well. There’s a couple of things we will do to make that occur. For pics, giving them a text alternative and supplying something this is in addition to that imagery will assist it’s visible through a display screen reader and understood by way of a person who has a visible incapacity.

Also naming matters with human-friendly names versus “DSC1352.JPEG” is going to assist search engines in addition to assistive technology see that image and apprehend what it is. On-web page context, it is also critical which you placed pix on pages that upload price. You want to enlighten a consumer with some extra content to provide them a little bit extra of a sense or give them some extra context on what you are speaking about. Add images for value, now not simply to show up in Google photograph seek.

What approximately video? So video is a touch bit one of a kind. Video has a series of transferring photos. So on every occasion I consider motion, I assume to myself, “How can I make sure that if a consumer desires to forestall this movement, they can?”

Having clean playback controls is critical while we are talking approximately accessibility in addition to having a notable video player enjoy for any person. In addition, synchronous equivalents for the ones text options. We mentioned snap shots having text options. Videos need to have textual content alternatives as properly, however they need to be synchronized to time with that video. Otherwise they won’t make sense in context.

Then making sure that they’re distinguishable. This is the same between video and audio. We need to ensure that the foreground and the heritage are without difficulty distinguishable from one another. If your video feels muddy, in case your audio feels muddy and it takes me straining my ear or straining my eyes which will see that content and understand what is going on, you need to be a bit bit more crisp, a touch bit extra clear on those two distinctions.

Then text transcripts. Just like you want closed captions for movies, for audio you need to have a text transcript, so if I’m maybe in a noisy area and I cannot pay attention the audio or I don’t have my headphones plugged in or I had to use assistive era, I’m able to get right of entry to that audio.

These are all matters that you’ll be seeing as you’re reviewing code as a technical search engine optimization and you need to be aware of.

If you do not have these things taking place, in your internet site, I could empower you to invite those questions, the tough questions like: Hey, is there a textual content opportunity to this photo? How will someone with a visual disability, how will someone with an auditory incapacity get admission to this stuff?

Three. Page structure
Photo of hand drawn images comparing distinct web page systems.
Three and four are about page structure and semantic HTML. So this is a bit bit less about is this perceivable and is it form of understandable.

It’s sort of grazing the understandable, but it should be a little bit approximately belief, too. Having a bunch of H1s on a page, as you may consider, a search engine may understand as very confused, right? They’re like, ok, there’s a bunch of H1s in this web page. I’m no longer sincerely certain what this page is about. Adding shape and cascading headings to signify discern-child relationships is going to assist your content be a touch bit extra perceivable. It’s going to be easier to recognize what is happening.

Four. Semantic HTML
Same thing with semantic HTML. We have a tendency to position plenty of divs and spans and unidentifiable elements in our HTML. But by marking them up in more appropriate methods, in order that we understand what their which means is, apprehend what the ones tags include, whether or not it’s navigation or bureaucracy or tables, providing that more layer of facts and understandability is going to permit search engines like google and assistive era in order to parse via those matters, to permit them to perceive the things you’re setting on your page which can be one of a kind from each other and offer a richer enjoy.

Okay, so we are able to understand the content. But how do we make sure that it is operable?

  1. HTML sitemaps
    Photo of hand drawn HTML sitemap example.
    A couple of SEO tips that I regularly see people making are build an HTML sitemap and placed breadcrumbs in your web page. A lot of times you might get a few pushback from that. The HTML web page map is tremendous vital we understand for SEO, for discoverability of those pages deep in our website’s hierarchy.

We recognise that breadcrumbs are also pretty equally essential for discoverability. Both of these elements help customers with assistive generation better navigate the internet site. The HTML web site map permits for if your menu does not include all of the pages for your internet site or if it is difficult or you’re the usage of JavaScript or a few different generation it truly is not accessible to my tech stack.

  1. Breadcrumbs
    Photo of hand drawn breadcrumbs example.
    Then breadcrumbs permit me to parse up and down the specific let’s assume it is a product seek web page on an e-trade website while not having to go back to the menu and then parse thru each single menu object once more. So these two are top notch crucial for navigation however also mainly for folks that are navigating with a keyboard and the use of assistive technology.
  2. Develop keyboard-first
    Photo of hand drawn pc and keyboard.
    Then a non-search engine marketing thing however critical though and relatable, increase your internet site and your enjoy keyboard first. Not absolutely everyone has a mouse or the capacity to use a mouse because of a movement disability or due to an impairment or due to a lack of generation or hardware. So make certain you develop keyboard first, and you’re going to form of encapsulate more of these human beings which you’re looking to encapsulate along with your target audience.


  1. Language
    Photo of handwritten HTML code specifying LANG=
    Understandable. So we talk approximately in global search engine optimization, when we are managing unique countries and extraordinary languages, how critical it is to apply the HTML on our page to signify what the language of the page is. It allows search engines like google and yahoo provide the right effects inside the proper perhaps country wide or international context. It also helps screen readers examine your content material aloud in the right language.
  2. Navigational layout
    Photo of hand drawn web web page examples.
    Then navigational layout and interstitials I suppose are quite not unusual, however nobody likes a navigation or a layout of a website it’s difficult. The less difficult you are making it, the simpler it’s miles for humans to transform or do what you’re seeking out them to do with this internet site, whether it’s examine, whether or not it’s purchase, whether or not it’s interact in a provider. That’s less difficult while the navigation and layout is streamlined and we’re not the use of distinct phrases in one of a kind locations to mean the equal element. It’s even more crucial for humans with assistive technology.
  3. Interstitials
    Photo of hand drawn web page with an
    Interstitials, no person likes the ones pop-u.S.A.In our face, that do not permit us to browse the rest of the website. Google would not love them either. But in particular humans with assistive era, if we are no longer treating the ones pop-americain the right manner, we’re going to end up in a situation where customers may be in a keyboard lure and they can’t get out of the interstitial, or they do not understand that an interstitial is even put up on the web page. So it is crucial to be very conscious when the use of interstitials.

Last however no longer least is powerful. How do we make certain that the content we’re setting on the page is well matched for a huge variety of gadgets and eventualities?

  1. Validation
    Photo of hand drawn example of JSON+LD validation.
    Just using proper HTML is a big way to try this. You can use a validator and you can study your HTML, your CSS, and your JSON-LD. Creating the proper code and particularly while you’re the usage of semantic HTML as nicely imparting meaning to that code, you are going to have lots higher experience and everything your constructing is greater digestible.
  2. Responsive
    Photo of hand drawn picture of internet pages resizing for cellular, medium displays, and large displays.
    Is your website responsive? You should be doing this already. But if you’re no longer, make sure it is running on a cell and a desktop and a tablet tool and the layout remains the same, it’s simply perhaps resized or re-imaged in a specific way.
  3. Interactable
    Photo of hand drawn net page with arrows to suggest distinct interactions to be had.
    Make sure it’s interactable. If a user desires to be capable of zoom in due to the fact they’ve a visual incapacity or they need with the intention to trade the colors, does your technology to your website permit them to try this? It should. If you do these 3 matters on the lowest, I assume it’s going to do a variety of heavy lifting and you will ought to do a lot less work due to the fact you’ve got type of constructed within the framework, the inspiration to be reachable.

That’s technical search engine marketing and accessibility. If you’ve got more questions or need some validation equipment, you may ship me an email to [email protected] for some more advice. I hope which you take this and also you end up more and more inclusive inside the way that you’re doing SEO inside the future.

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