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How does web accessibility affect SEO and user engagement?

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Web accessibility is the practice of designing and developing websites that are usable by everyone, regardless of their abilities, disabilities, or preferences. It is not only a matter of social responsibility and legal compliance, but also a way to improve your SEO and user engagement. In this article, we will explain how web accessibility affects these aspects and how you can implement some best practices to make your website more accessible.

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1 What is web accessibility and why is it important?

Web accessibility means that your website can be accessed and understood by all your potential visitors, including those who use assistive technologies, such as screen readers, keyboards, or voice commands. It also means that your website adapts to different devices, browsers, and network conditions. Web accessibility is important because it ensures that you do not exclude or discriminate any segment of your audience, and that you comply with the Web Content Accessibility Guidelines (WCAG), which are the international standards for web accessibility.

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Patrice Acer, RN

Registered Nurse
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In my experience as a healthcare provider I've witnessed, patients with sensory loss and those using assistive technologies, greatly benefit from user accessibility when it comes to web content. This is an important consideration for all, and one not to be overlooked during design.

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2 How does web accessibility affect SEO?

Web accessibility and SEO share a common goal of making websites more understandable and user-friendly for humans and machines. By following web accessibility principles, you can improve your SEO in various ways. For example, using semantic HTML, clear headings, descriptive links, and alt text for images can increase your crawlability and indexability. Additionally, providing informative and engaging content that is structured with headings, lists, and tables can enhance your relevance and authority. Moreover, reducing bounce rates, increasing dwell time, and encouraging repeat visits can boost user signals and retention. Finally, using responsive design, optimizing images, and minifying code can enhance mobile-friendliness and speed.

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Mark Walker

AbilityNet + Tech4Good Awards + TechShare Pro
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AbilityNet has provided advice about SEO and accessibility for many years and this recent podcast episode includes content experts from Google discussing SEO and accessibility https://www.podbean.com/ew/pb-atvn7-139c8ee One helpful insight is to think about the Google Crawler as a screenreader, using text to work out the meaning and value of the information of the page, rather than layout or graphics. Correctly structured headings and the clarity of the words boost comprehension and therefore rank higher for authenticity and authority.

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Matt Ainsworth

Self-Employed. Digital Problem Solver.
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ADA complaint websites are good for everyone and good for SERP rankings. This article explains better than me. https://www.searchenginewatch.com/2020/09/21/how-to-make-your-website-ada-compliant-and-win-at-seo/?amp=1

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3 How does web accessibility affect user engagement?

Web accessibility has an effect on user engagement, which is the measure of how visitors interact with a website and how satisfied they are with their experience. By making a website more accessible, it can improve user engagement by expanding the reach and diversity of visitors, building trust and loyalty, increasing conversions and sales, and enhancing the brand reputation. This is done by removing barriers and frustrations that might prevent visitors from completing their goals or taking action, as well as showing that the website is inclusive and of high quality.

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Leeza Martinez

I solve problems for a living
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Websites that are inaccessible can create significant barriers for users with disabilities, such as those with visual impairments like blindness, color blindness, or low vision, physical impairments that limit their mobility or dexterity, and hearing impairments. For example, a person who is blind may use a screen reader to navigate a website, but if the site lacks proper labeling or alternative text for images, the screen reader will not be able to convey the information to the user effectively. This can lead to frustration and ultimately provide a negative experience for the user.

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4 How can you make your website more accessible?

Making your website more accessible is an ongoing process that requires planning, testing, and maintenance. To start improving your web accessibility, you should conduct an accessibility audit to identify and fix any issues or gaps. Additionally, follow the WCAG guidelines and the four principles of web accessibility: perceivable, operable, understandable, and robust. Utilize web accessibility tools and resources such as validators, checkers, simulators, and tutorials to help you implement and monitor web accessibility. Finally, invite feedback from your visitors, particularly those who use assistive technologies or have accessibility needs to enhance your website's usability and accessibility.

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5 What are some web accessibility best practices?

In order to make your website compliant with WCAG guidelines, there are several web accessibility best practices you should follow. For example, providing alternative text for images and audio, using clear and consistent navigation, labels, and instructions, ensuring sufficient color contrast and font size, offering multiple ways to access content and functionality, and testing your website with different devices, browsers, and assistive technologies. Not only is web accessibility a good practice, but it can also be a smart strategy to optimize your website for SEO and user engagement. By making your website more accessible, you can reach more people and provide a better experience while growing your business.

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Nirav Parmar

Technology Evangelist at Softweb Solutions Inc
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Provide transcripts and captions for multimedia content: For videos and audio content, provide transcripts and captions, which can be helpful for people with hearing impairments.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Christina James

Senior Instructional Designer | Accessibility Specialist | 508 Trusted Tester | CPACC | Creative Problem Solver | Education Technology | Passionate about making people's lives easier through Technology
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Here are some numbers to consider on why you should make your website more accessible, "People with disabilities have?nearly half a trillion dollars in disposable income—the after-tax dollars for basic necessities such as housing, food, and clothing." Source: https://www.air.org/event/policy-panel-purchasing-power-people-disabilities 27% of Adults in the United States have some type of disability Source: https://www.cdc.gov/ncbddd/disabilityandhealth/infographic-disability-impacts-all.html

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How does web accessibility affect SEO and user engagement?

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6

1 What is web accessibility and why is it important?

2 How does web accessibility affect SEO?

3 How does web accessibility affect user engagement?

4 How can you make your website more accessible?

5 What are some web accessibility best practices?

6 Here’s what else to consider

Web Design

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How does web accessibility affect SEO and user engagement?

1

2

3

4

5

6

1 What is web accessibility and why is it important?

2 How does web accessibility affect SEO?

3 How does web accessibility affect user engagement?

4 How can you make your website more accessible?

5 What are some web accessibility best practices?

6 Here’s what else to consider

Web Design

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