Web Accessibility and synergies to SEO

Many companies are aligning their websites to web accessibility compliance without being asked. The EU policy 2102 provides an impulse for it. It says that all websites that are at least 50% publicly owned must meet the web accessibility compliance from September 2020. What many companies probably do not know yet is that by aligning their website according to the WCAG guidelines, they are simultaneously making SEO optimizations and thus use synergy effects from two different areas of competence. Websites that try to make their content accessible have already taken a step towards onpage optimization (SEO).
 

Web accessibilty and SEO

Web accessibility is characterized by the fact that all functions and information are accessible to all visitors with different ways of perception. This means that websites are prepared for screen readers according to certain criteria, so that they are readable for machines. The same principle also applies to SEO. This means that websites must be made accessible for the most important search engines and in such a way that they appear on the first page on Google, because only these websites receive, on average, 91.5% of the traffic share (see also article in Search Engine Journal). 

So in the end, both are about making a website readable for machines - for search engines and for screen readers. 

Most of the SEO requirements are already covered if the screen reader can interpret the page correctly.  

In the following we present you some synergy effects of web accessibility and SEO, these refer to: 

Alt text
User Experience (UX)
Anchor text
Title tags
HTML structure
Reliability

Alt text used by screen readers and search engines

To describe an image, but also audio and video content on a website, "alt-tags" or “alt text” are used. This allows screen readers to process the image and make it accessible to users with visual disability by reading the text aloud. Therefore alt text should reflect what is visible on the image so that a visually impaired person can understand the image in conjunction with the text. At the same time, an alt text that includes keywords serves to improve search engine optimization, since search engines use alt tags to describe an image on a website.

Tip: Use alt tags and add short informative text that conveys what is visible on the image which conveys what is to be seen on the picture. Integrate keywords of the respective page, but do not do keyword stuffing (see also SEO text writing - 5 tips).

UX - Better accessibility and influence on Google

A good accessible website is strongly optimized for usability (UX) and a good UX website in turn has a positive effect on the ranking in Google SERPs (SEO). UX is not a classic ranking factor, since it is not possible to read the thoughts of the users. Thus, conclusions can only be drawn about good UX, for example, based on session duration, bounce rate, click rate, etc. A website should therefore be designed with a high degree of empathy for its users - including people with disabilities. 

Tip: The following UX parameters should be considered so that Google rates the site positively and makes it more accessible:

- Create qualitative content
- Optimize loading time on mobile devices
- Create internal links
- Ensure easy navigation
- Insert visual elements such as pictures, videos and graphics
- Achieve fast loading times
- Avoid layout shift 
- Integrate less advertising

Using anchor text for WCAG and SEO

In order to ensure that people with disabilities have optimal access to the content you created, links must also be understandable outside the context. Link text called “anchor text” such as "more" or "here" should be avoided and “speaking links” such as "SEO text writing - 5 tips" should be used. This is also a common practice in SEO. A concise choice of words for anchor texts is recommended in SEO and should be accompanied by corresponding keywords or synonyms of the page.  

Tip: Use meaningful link texts.

Title tags - navigation assistant and ranking factor

A title tag is the first component of a web page that is read by a screen reader and is used for efficient navigation. In SEO it is useful for ranking a page in a search engine. Even if title tag do not appear on the page itself, the title tag appears as a heading in SERPs (Search Engine Result Pages). Thereby every URL has to be given a unique title tag. Title tags are important - both for accessibility and for search engine optimization, they should contain keywords that accurately reflect the content of the page. 

Tip: The title tag summarizes the content of a page and should be unique. Certain criteria, such as the correct length, should be considered. A tool like the SERP Snippet Generator from Sistrix can be used for this.

HTML structure supports WCAG and SEO

Maintaining a logical content structure serves all users, especially those who are cognitively impaired or dependent on the screen readers. From an SEO point of view, the key is to divide the content into meaningful sections with headings containing the most important search terms. Search engines and screen readers read a website from top to bottom and only interpret the concrete HTML instructions. Elements should be created in the correct order and marked with <h1> to <h6>. A clean HTML structure leads to a better content ratio, which in turn makes the search engine happy.

Tip: Use a hierarchical layout of the HTML structure and highlight <h1> to <h6> elements.

Reliable websites in context of WCAG and SEO

In the SEO scene, reliable websites are also called YMYL - Your Money, Your Life sites. These are mainly about topics like health, medicine and legal issues - which can influence your money or life. Websites that are not considered trustworthy and authoritative are ranked lower by Google or fall out of the index. Google gives websites of public authorities or recognized brands a higher rank than, for example, those of NGOs or companies. Therefore it is understandable that it is hard for small web portals or sites to build up brand awareness. Reliable websites also (indirectly) have a positive effect on accessibility. This prevents people with disabilities from falling for deceitful websites.

The video "Be an an Accessibility Anti-Hero" von Drupal Colorado (see from the 18 minute on) also provides a good overview of the synergies between SEO and Accessibility.

Conclusion

Good concept of content is worthwhile in two ways

With accessible websites not only a larger clientele is reached and a broader mass of customers with purchasing power is addressed, accessible websites can also help the Google ranking. Accessible web design alone is not a ranking factor, although some elements of accessibility do have a positive effect on SEO. This means that although two different areas of expertise are dealt with here, synergy effects are used sensibly.