Date post: | 28-Nov-2014 |
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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
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Your Questions
Travel and Tourism Sector Report
1pm, 22 July 2014
www.abilitynet.org.uk/webinars
AbilityNet Accessibility Services www.abilitynet.org.uk/webinars
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Contact us
+44 (0) 1926 465 247
www.abilitynet.org.uk/webinars www.sitevisibility.com
www.slideshare.com/abilitynet
www.twitter.com/abilitynet