How Digital Accessibility Enhances SEO and User Experience
Be an #a11y, promoting accessibility with this numeronym that represents the 11 letters between "a" and "y."
Learn how digital accessibility improves SEO and user experience. Discover practical tips to make your website accessible, boost search rankings, and comply with ADA guidelines.
By Nick Fiorellini
Introduction
Digital accessibility is not just nice to have — it's a necessity.
But what if I tell you that digital accessibility also positively impacts your website’s search engine optimization (SEO)? Or, how in some cases, it’s also the law?
Under regulations like the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act, businesses and organizations are required to ensure their digital content is accessible.
My Perspective on Accessibility
My commitment to digital accessibility comes from firsthand experience. I used to work at a school for the blind, where I witnessed how inaccessible websites created significant barriers for students. Many students faced unnecessary challenges because sites lacked proper headings, alt text, and keyboard navigation. The most frustrating part? Many content management systems (CMS) already offer the tools to make websites accessible, but those features often go unused or are implemented incorrectly.
Through my time at the school, I also had the opportunity to learn from teachers of the visually impaired (TVIs) and paraeducators about the Expanded Core Curriculum (ECC). This curriculum includes specialized instruction with assistive technology and emphasizes goals for students to become as independent as possible. Seeing students navigate the web using tools like JAWS or Apple’s VoiceOver, again, showcased the importance of accessible design.
It was these experiences that made me passionate about advocating for digital accessibility in my marketing practices. No marketing plan is complete without making sure it’s designed with all users in mind.
So, What Is Digital Accessibility?
Good question! Digital accessibility refers to the practice of ensuring that websites, apps, and digital content are usable by people with disabilities. This includes users with visual, auditory, motor, and cognitive impairments. By following accessibility guidelines such as the Web Content Accessibility Guidelines (WCAG), brands can create more inclusive digital experiences.
The Link Between Accessibility and SEO
Search engines like Google prioritize user experience when ranking content. Many accessibility practices align with key SEO strategies, leading to better visibility and improved performance. Here’s how:
Improved Site Structure: Using proper headings (H1, H2, H3) and descriptive link text enhances both accessibility and site readability. Search engines can better understand and index your content.
Alt Text for Images: Providing alt text for images allows screen readers to convey visual information to visually impaired users while also offering search engines relevant context for image search results.
Video and Audio Transcripts: Including transcripts and captions improves accessibility for deaf or hard-of-hearing users while also increasing keyword density for SEO.
Fast Loading Times: Accessible websites often prioritize clean code and efficient design, leading to faster load times that search engines reward.
Mobile-Friendliness: Accessibility standards emphasize responsive design, which is a major factor in Google’s mobile-first indexing.
Practical Tips for Accessible SEO
Use Descriptive Titles and Meta Descriptions: Ensure each page has an engaging title and a concise meta description that accurately describes the content.
Optimize Images with Alt Text: Describe images using relevant keywords without keyword stuffing.
Create Readable Content: Break up text using headings, lists, and white space to enhance readability for all users.
Add Transcripts and Captions: Provide transcripts for videos and captions for multimedia content.
Ensure Keyboard Navigation: Make sure users can navigate your site using a keyboard or assistive technology.
Final Thoughts
Digital accessibility and SEO go hand in hand. By implementing accessible design practices, brands can create more inclusive experiences while boosting their search engine rankings. Prioritizing accessibility isn’t just the right thing to do, it’s a strategic advantage.