SEO and Accessibility: Content [Series Part 2]

SEO and Accessibility: Content [Series Part 2]

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The creator’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and might not at all times replicate the views of Moz.

As SEOs, our aim once we’re creating content material is to offer equitable entry, which implies that content material isn’t simply accessible to serps, but additionally to individuals of all talents. Within the second installment of his three-part accessibility collection, Cooper reveals you ways to make sure that your superb content material is accessible by bots AND individuals.

Photo of the whiteboard with handwritten notes on how content SEOs can focus on accessibility.

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Hey, Moz followers. Welcome to the newest version of Whiteboard Friday. I am Cooper Hollmaier. I began doing SEO in 2016, and immediately I labored at a big out of doors specialty retailer serving to make our methods for technical SEO come alive. Thanks for attending this Session 2 of three of our SEO and accessibility collection. 

All of it begins with accessibility

In case you’ve taken the intro to SEO course right here at Moz, you are in all probability conversant in the idea referred to as Mozlow’s hierarchy of SEO wants. In case you’re not, the fundamental concept is that now we have to have some foundational parts which are wanted to make us rank in search engine outcomes, and then we will layer some issues on prime to make us extra aggressive in these outcomes.

A pyramid-shaped chart showing how different elements of SEO are graded according to how essential they are. The lower tiers are 'essential to rankings' and the higher tiers 'improve competitiveness'. Bottom tier: Crawl accessibility (so engines can reach and index your content). 2nd tier: Compelling content (that answers the searcher's query). 3rd tier: Keyword optimized (to attract searchers and engines).4th tier: Great user experience (including fast load speed, ease of use, and compelling UI on any device). 5th tier: Share-worthy content (that earns links, citations, and amplification). 6th tier: Title, URL, & description (to draw high CTR in the rankings). Top tier: Snippet/schema markup (to stand out in SERPs).

However it all begins with crawl accessibility, and in the identical manner it begins with primary human accessibility as effectively. Our aim once we’re creating content material is to offer equitable entry. So this implies my content material is just not solely accessible to serps however individuals of all talents as effectively. Let us take a look at an instance.

Making assumptions about your viewers

As an instance I am a restaurant. Generally you will see eating places publish their menu within the home windows of their shops or retailers. Effectively, the issue with this concept, whereas it appears simple as a result of anybody can stroll by, they do not have to take a look at my Fb or my web site, and they will have a look at the menu, see what they like or do not like, and then select to interact with my enterprise and take pleasure in my meals.

Hand drawing of a menu with "Ordering Food" written above it.

What’s dangerous about that is that we have made some assumptions about our preferrred viewers. We have assumed that they are the common top and that they are tall sufficient to have the ability to see the menu that I posted in my window. We have assumed that they’ve nice imaginative and prescient, that they on a wet day can see the menu gadgets and nonetheless make the choice to return inside. We have additionally assumed that by not together with any footage on our menu individuals know what we’re speaking about.

They’re conversant in the delicacies that I am making or the flowery culinary, eloquent culinary language that I am utilizing to explain my dishes. However I feel what you will discover is that these assumptions are unique versus inclusive, and we wish to be inclusive of all of our viewers members. So for instance, assume possibly my particular person is just not a mean top. How do I account for that?

If they are not the common top, seeing the menu may be not possible. Assume that possibly they’ve low imaginative and prescient or blindness and ask your self, “Is this available digitally or in a Braille compatible format that they can access, too?” Or possibly add some footage, add some completely different language to your menu to assist individuals perceive the culinary language that you just’re utilizing, as a result of with out that they may not perceive and they may select to keep away from your restaurant versus are available and see it.

Ask “What if?”

Handwritten list of "what if" questions to ask yourself when making assumptions about your audience.

So these are issues you are able to do to imagine the perfect and present a various group of individuals a greater expertise. 

Let’s do some math. When you have 1,000 individuals in your restaurant each month, we all know from final time that 1 in 5 individuals on common have a incapacity in the US. Which means 200 of these 1,000 individuals have a incapacity, and you are excluding them by not together with some info or different mediums to devour your menu.

That compounded as 200 individuals instances as an example a mean of $15 a meal, that is $3,000 a month you are leaving on the desk fairly actually. So take into consideration that. It is not nearly offering equitable entry, however it should value your online business cash too, and $3,000 a month could be very costly, particularly for a small enterprise. I am positive you are saying, “Cooper, what if I’m not a small business? What if I want people to buy my product or give me a lead or come sign up for my service?””

Hand drawing of different content mediums to use for people of different abilities, including podcasts, emails, and videos.

That is okay. These guidelines apply to you too. It is the mindset. When you have a podcast, an e-mail e-newsletter, a weblog, an internet site, I might implore you to ask the query, “As a person with __________, can I __________?” Fill in that first clean with issues like as an individual with colorblindness, ADHD, dyslexia, laborious of listening to, Down syndrome, can I and fill in that second clean with no matter you need individuals to do at your online business.

Can I purchase a product? Can I learn this text? Can I take pleasure in this podcast? If the reply to that query, that string of questioning, isn’t any, you’ve somewhat little bit of an issue. You’ve got some work to do, proper? 

Net Content Accessibility Tips

Handwritten list of WCAG criteria: POUR.

What I am speaking about is following the Net Content Accessibility Tips, and these are generally referred to as WCAG or “Wikag.” These tips are set as much as guarantee that our content material on the net is accessible.

I feel you will discover that as you make your content material accessible for individuals of numerous talents, you are going to have your content material accessible for serps of numerous talents too. So following the 4 rules of Net Content Accessibility Tips, they’re POUR or “Pour”: Perceivable, Operable, Comprehensible, or Sturdy, I feel you will discover that your content material resonates higher along with your viewers, you exclude much less viewers members, and your SEO will finally solely be that a lot better.

Perceivable

So what do I imply by perceivable? What I imply by perceivable is all of us do not wish to have a look at a brick of textual content. I feel that is fairly clear. We have a tendency to incorporate issues like photographs, video, and audio on our pages. What I need you to do is contemplate any time you are utilizing these wealthy media parts to incorporate a textual content different. So this implies photographs, embrace alt textual content. Movies, embrace captions and transcripts.

Audio, identical factor, embrace the transcript so if I am unable to hear that audio with my audio system, I will both convert it into one thing I can use or I will take pleasure in it in another manner. Then once we’re speaking about video, together with an ASL interpreter or changing your presentation into American Signal Language may also be somewhat bit extra inclusive for the viewers you are attempting to achieve and prevent somewhat little bit of that cash we talked about earlier.

Operable

Operable, what I imply by that is: Are your hyperlinks saying “Click Here” or “Learn More,” or are they actually telling me the place I am going as a person? Take into consideration your customers right here. We all know we love anchor textual content. We all know that serps like to see the place we’re going too. So “Click Here” and “Learn More” aren’t as descriptive as they might be. They are not as operable. It is laborious for me as a person to function your web site or your e-mail e-newsletter or your podcast.

Comprehensible

Is my content material comprehensible? So that is one thing I’ve a tough time doing too typically, however contemplating is the content material that I am writing at a studying stage that my viewers goes to take pleasure in that. Have I described it in a language that my clients perceive? Oftentimes I feel we get caught in SEO and we begin to use plenty of SEO language, particularly in case you’re working at like an company with purchasers.

Taking the time to interrupt it down into language that is extra comprehensible will assist you to resonate with a bigger set of viewers members, but additionally it should permit you typically to seize these search phrases too, proper? Individuals aren’t wanting up PhD stage issues in Google search. They’re wanting up language that we will all perceive, so contemplate that. 

Sturdy

Then strong, this type of touches issues like: Is my web site cellular pleasant? Is it responsive? Are the issues that I am producing suitable with plenty of applied sciences and these applied sciences embrace assistive applied sciences? So POUR, keep in mind these issues when producing internet content material. You should not want a monocle to learn what you are producing. You should not want a PhD to learn what you are producing. It ought to be actually, very easy for a various group of individuals to entry the stuff that you just produce.

If you would like some extra details about WCAG, there is a hyperlink proper right here, and it will likely be linked within the backside of this publish as effectively. 

What can content material SEOs do?

Handwritten list of seven things SEOs can do to apply accessibility practices in their work.

So what are you able to do as a content material SEO? 

  1. You may write informative and distinctive web page titles. These web page titles matter for not simply serps however individuals as effectively and assistive applied sciences. 
  2. You should utilize headings accurately. Generally I will see individuals use these H tags. You are in all probability conversant in the H1, however H2, 3, 4, 5 and 6 matter too to fashion the web page in a sure manner and make the textual content bolder or brighter or bigger, and that will likely be nice. However as somebody who’s utilizing assistive expertise or somebody who’s attempting to know the parent-child relationships between issues on a web page, it’ll be lots more durable for me to do this if I am not utilizing these headings accurately.
  3. Hyperlinks are for customers. One factor I at all times ask myself is, “Is this link on the page for SEO, or is it for my customer?” If the reply is it is simply on the web page for SEO, come again to the desk, determine a method to make an SEO pleasant method to a buyer drawback, and put a hyperlink on the web page that is going to resonate with clients and additionally assist your SEO. Not only one or the opposite.
  4. Plan for a textual content different. It doesn’t matter what you are constructing, I am positive it’ll contain some wealthy media. Plan to incorporate captions, transcripts, ASL interpretation in your presentation from day one. 
  5. Over-describe what’s occurring. We all know that descriptions are going to assist decide up extra synonyms and extra speaking factors for serps as effectively. We all know that being extra complete and sincere and moral will finally result in a greater SEO final result. It additionally helps individuals, regular individuals with numerous talents get that very same final result as effectively. Allow them to take pleasure in it. Make this about clients and not simply serps, and I feel you will discover that each events win. 
  6. Present clear directions, so what you need individuals to do. Do not make it laborious to transform. 
  7. Quantity 7 is write content material that you just wish to learn.

I might ask you to shut your eyes and take heed to the content material that you have written on the web page and ask your self, “Is this SEO optimized, or is this built in a way that a customer would want to engage with it?” What I need you to attempt to do is attempt to determine, “How can I write this piece of content in a way that is just seamless? It’s invisible, and I’ve even optimized this for SEO. It just feels like it’s a normal piece of content that resonates with me.”

Hand drawing of a stick figure holding the hand of a robot. "Helping people + bots."

That is what you are on the lookout for. The very best SEO is invisible. Assist individuals and bots. Not simply bots or not simply individuals. So concentrate on the Net Accessibility Tips. If you would like some extra details about WCAG, it is proper there. Subsequent time, we will speak about technical SEO and some behind-the-scenes code that may make your web site extra accessible for all.

Thanks for watching.



Courtesy: Source

#SEO #Accessibility #Content #Sequence #Part

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