how accessibility delivers better seo (search engine optimisation) - webinar 26 june 2014
DESCRIPTION
Every business relies on search engines to generate traffic, but if SEO is seen as an essential part of any online business strategy then making your website accessible is usually cast as a 'nice to have'. Although they may know about legal requirements for accessibility, many marketers and digital specialists have not identified the link between accessible content and better SEO performance. In this webinar, AbilityNet's Head of Digital Inclusion Robin Christopherson and special guest Gerry White of leading SEO agency SiteVisibility use examples to show how accessible digital content improves SEO performance. A recording of the webinar is available on the AbilityNet website at www.abilitynet.org.uk/webinarsTRANSCRIPT
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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SEO and Accessibility
AbilityNet Accessibility Webinars
26 June 2014
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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SEO and Accessibility
How can ensuring accessibility of your website improve SEO performance?
• Top tips
• Best practice
• Your questions
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Welcome
Robin Christopherson, AbilityNet
Gerry White, Site Visibility
Mark Walker, AbilityNet
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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• Accessibility Testing
• User Testing
• Design Reviews
• Desktop, Mobile and Tablet Integration
• Accessibility Accreditation
• My Computer My Way
• Accessibility Webinars
AbilityNet Accessibility Services
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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About Site Visibility
• Content Marketing
• SEO
• Analytics & CRO
• Paid Search
• Social Media Marketing
• Training & Pubic Speaking
• Internet Marketing Podcast
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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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.
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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What do we mean by SEO?
• Optimising content
• Search engines drive traffic
• Marketing goals
• Technical requirements
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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How accessibility helps SEO
Good practice
• Editorial quality
• Alt-text and good link text
• Multimedia content
And some bad
• Hidden text abuse
• Doorway pages
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Editorial quality
• Good copy
• Well structured content
• Heirarchy: Titles, headers, etc
• Clear and concise
• Keyword focus
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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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’
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Why alt-text matters
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Why alt-text matters
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Multimedia content
• Dealing with Flash
• HTML5
• Making content indexable
• Captions not searchable
• Transcripts for videos
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Jimmy Wales and Tech4Good Awards
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Hidden Text + Doorway Pages
• How search engines have changed
• How hidden text works
• What are doorway pages?
• The impact on accessibility
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Other things that affect SEO
• Get it right on-site
• But still needs the off-site profile
• Natural and genuine engagement
• Connections with influencers
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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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
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
Your Questions
Travel and Tourism Sector Report
1pm, 22 July 2014
www.abilitynet.org.uk/webinars
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
Contact us
+44 (0) 1926 465 247
www.abilitynet.org.uk/webinars www.sitevisibility.com
www.slideshare.com/abilitynet
www.twitter.com/abilitynet