As a busy marketer with an overflowing to-do list, you may have deprioritized web accessibility in favor of other pressing needs. But you should absolutely move it (back) up to the top of your list as quickly as possible.
The reason? Accessibility and improved SEO performance go hand-in-hand. While this has long been the case, now there’s additional proof: a recent Semrush study found that having an accessible website improves SEO – boosting search rankings by more than 23%, improving keyword rankings by 27%, and creating a 19% boost in domain authority.
These jaw-dropping results underscore what our team here at Northwoods has experienced and shared with our clients for years: good accessibility is inherently good SEO.
How SEO and Accessibility Complement Each Other
Efforts in one area naturally complement the other, making digital experiences better for all users – not just those with disabilities:
- Both SEO and accessibility require a well-structured, machine-readable website. Whether it's a human user, search engine crawler or a screen reader, clear content organization using appropriate metadata and image alt text enhances both accessibility and search performance.
- Both web accessibility and SEO aim to ensure that content is accessible to a broader audience. The misconception that accessibility caters only to users with disabilities is widespread. However, the reality is that a focus on accessibility enhances user experience for all, not just those with physical, neurologic, or other kinds of disabilities.
Why Web Accessibility Hasn't Been a Focus for Most Organizations
A lack of focus on web accessibility often stems from not understanding its benefits. From a bottom-line perspective, accessibility isn’t merely a compliance requirement but a strategic advantage.
Twenty-five percent of web users have some form of disability. Ignoring accessibility means excluding up to 25% of your users. And that means losing out on a significant amount of potential business.
Investing in accessibility can also lead to a competitive edge. Despite the prevalence of digital solutions, 95-96% of top sites remain inaccessible, with an average of 51 errors per homepage. This presents a significant opportunity for organizations to differentiate themselves by being in the top 5-10% of all websites for accessibility, while also reaping the benefits of improved SEO.
What’s not to like?!
The Misconception About Accessibility Overlays and Widgets
Overlays and accessibility widgets promise quick fixes but often fail to deliver genuine accessibility improvements. In fact, most of them only review about 30% of web accessibility errors.[SS1] [JS2]
Even more concerning, web accessibility overlays and widgets can actually make your site accessibility worse by failing to address the underlying issues that are best remedied at the code level.
So, What Can You Do Right Now to Improve Website Accessibility & SEO?
Use Semantic Structure and Image Alt Text
Using proper semantic structure and image alt text are crucial for both SEO and accessibility. Conversely, overuse or misuse of alt text, such as keyword stuffing, is counterproductive. Don’t do it.
Alt text should always complement your content, not duplicate it unnecessarily.
Create Internal Backlinks
Internal backlinking (creating links from content on one of your site pages to another page) is a powerful yet often overlooked SEO tool that also supports accessibility by creating clear navigation paths for users and search engines alike.
Stop Using Carousels and Sliders
Sliders and carousels, while popular, are often ineffective and inaccessible. They provide poor user engagement and can be difficult for users who rely on assistive devices to navigate, particularly those using keyboards or screen readers.
Consider them vanity features that compromise your user experience – and slow your site down – without delivering on their intended purpose.
Implement Keyboard Navigation & Focus States
Ensure keyboard navigation and visible focus states are available for users relying on assistive devices. A single line of CSS code – such as “outline: none;” on focus states – can remove default browser styles and render a site completely inaccessible to sighted keyboard users.
Use Chrome Lighthouse
Chrome Lighthouse is an invaluable tool for assessing web accessibility, offering insights into areas like best practices and performance as well. Lighthouse runs a series of tests to generate a detailed report with accessibility insights and diagnostics that you can act on right away.
Access it directly through Chrome’s developer tools or find it as the engine behind many other accessibility tools.
Don’t Get Distracted by AI Tools for SEO
The rise of AI tools like ChatGPT has influenced user behavior, but traditional SEO principles remain key. High-quality content that’s easily navigable and well-structured will continue to perform well regardless of any changes in search algorithms or AI search tools.
By reinforcing the synergy between SEO and accessibility, your organization can ensure it remains competitive in a rapidly evolving digital landscape – creating exceptional experiences for all users. Remember: good accessibility is inherently good SEO.
If you need help assessing your site’s accessibility or SEO performance, reach out. We’ll ensure your web accessibility and SEO efforts are working together seamlessly to meet your users’ needs while helping you achieve your business goals.
