Search Engine Optimisation, User Experience and Digital Accessibility

Accessibility Enhances User Experience.  That is, the aim is to ensure that websites and online content is usable and accessible to everyone regardless of ability or disability. By implementing accessibility features such as alternative text for images, proper heading structures, and keyboard navigation, all users are provided with a better experience. When users can easily navigate and consume content, they are more likely to stay on your website, reducing bounce rates and increasing user engagement signals that search engines consider for ranking purposes.


Use of alternate text and descriptive titles provides benefits for SEO.  Search engines cannot “see” images or understand their context without textual descriptions. Alt text, or alternative text, is used to provide a textual description of an image, making it accessible to screen readers and search engine crawlers. By incorporating descriptive alt text, you not only improve accessibility but also provide search engines with valuable information about the image’s content. This enhances the overall SEO of your website, as search engines can understand and index your images more effectively, potentially leading to improved organic search visibility.


Properly structured headings using HTML tags (H1, H2, H3, etc.) contribute to both accessibility and SEO. Headings provide a logical hierarchy for content, making it easier for all users to scan and understand your webpage. Search engines also rely on headings to understand the structure and relevance of your content. By incorporating relevant keywords into headings, you can further optimize your content for SEO while ensuring it remains accessible to all users.


Mobile devices now dominate internet usage, and search engines prioritize mobile-friendly websites in their rankings. Digital accessibility goes hand in hand with mobile responsiveness, as both strive to provide a seamless user experience across different devices and screen sizes. When your website is accessible and responsive, it is more likely to rank higher in mobile search results, ultimately improving your SEO performance.


Digital accessibility is not only a best practice but also a legal requirement in many jurisdictions. In Australia, the standard is AS EN 301549:2020 which is based on the W3C Web Content Accessibility Guidelines. Websites that are not accessible may face legal consequences and potential penalties. By prioritizing accessibility, you not only avoid legal complications but also ensure your website is inclusive and welcoming to all users. This positive user experience contributes to higher engagement, longer visit durations, and increased chances of generating valuable backlinks and social media mentions, all of which positively impact your SEO efforts.


Investing in digital accessibility is a win-win situation. By making `your website accessible, you are improving the user experience for all visitors, leading to increased user engagement and potentially better SEO performance. Accessibility features such as alt text, structured headings, and mobile-friendly design contribute to a more inclusive and search engine-friendly website. Prioritizing digital accessibility is not just the right thing to do—it’s a smart SEO strategy that can drive long-term success for your online presence.

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