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Accessibility SEO and
Conversion Optimization
6/9/2014© 2014 Deque Systems, Inc. 1
Introduction & my personal profile
Raghava works for Deque Software’s as Senior Accessibility
Consultant, He is passionate about updating himself with the world of
digital technology… he writes a personal blog at
www.raghava.in, runs marathons , speaks at various conferences &
volunteers for various causes…
6/9/2014© 2014 Deque Systems, Inc. 2
Understanding Fundamentals
• Relationship between accessibility & SEO
• Search spiders & people with disability follow the same approach in
understanding a web page
• No use of creating content with poor usability & accessibility
• An accessible application improves search rankings & conversions
indirectly.
6/9/2014© 2014 Deque Systems, Inc. 3
• Page titles
• Heading structures
• Alternative text for images
• Page load speed
• Anchor text
• Transcripts for audio/video
content
• Code validation
• Search & site map
• Consistent navigation
6/9/2014© 2014 Deque Systems, Inc. 4
Factors of technical SEO especially on
page optimization blends with
accessibility.
HTML5 & ARIA markups might have
indirect effect on search rankings
• <Figure> and <figcaption> for associating images and descriptive
text.
• <nav>, <header>, <footer>, <article>, and <aside> for better
identifying significant page areas.
• <Details> and <summary> for associating related content.
• Associated <track> elements with <audio> and <video>.
• Microformats, RDFa, microelements, <time> and many similar
features can provide useful metadata and functionality.
• Taken from webaim.
6/9/2014© 2014 Deque Systems, Inc. 5
Planning your accessibility strategy
• What is that you are selling?
• Information, product or service
• Identify your audience
• Choosing a platform. (using content management system like
wordpress, joomla, drupal etc... or custom made?)
• Design phase- visual design & wire frames
• Development cycle- test & validate the code using validation tools &
assistive aids “fire eyes plugin, NVDA screen reader“
6/9/2014© 2014 Deque Systems, Inc. 6
Planning your accessibility strategy
Cont.
• Content planning- content accessibility must be core consideration
while creating
• Blog post, newsletters, PDF’s, white papers, podcasts, videos etc...
6/9/2014© 2014 Deque Systems, Inc. 7
Resources
Resource URL
Essential guide to digital accessibility http://accessibility.deque.com/essential-
guide-digital-accessibility
website accessibility checklist http://accessibility.deque.com/website-
accessibility-checklist-download
Automated testing tools
Deque systems fireeyes plugin for firefox
will check errors related to colour
contrast, HTML, CSS, Reading order, ARIA
attributes.
http://www.deque.com/products/fireeye
s/
Webaim WAVE tools http://wave.webaim.org/
accessible mega menus https://github.com/adobe-
accessibility/Accessible-Mega-Menu/
6/9/2014© 2014 Deque Systems, Inc. 8
Resources
6/9/2014© 2014 Deque Systems, Inc. 9
accessible media player https://github.com/ghinda/acornmediapl
ayer
ATBAR wordpress plugin http://wordpress.org/plugins/atbar/
wpaccessibility wordpress plugin http://wordpress.org/plugins/wp-
accessibility/
WCAG2.0 Guidelines http://www.w3.org/TR/WCAG20/
WAI-ARIA author practices http://www.w3.org/TR/wai-aria-
practices/
Get in Touch…..
Email : raghava@digitalchallenger.com
Mobile: +91-96329 96321
Follow me on twitter @ www.twitter.com/artofvision
Friend me on Facebook @ www.facebook.com/raghava
Connect with me on LinkedIn @ www.linkedin.com/in/raghavasatish
6/9/2014© 2014 Deque Systems, Inc. 10

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How Building a Accessible Website leads to Better Search Traffic and Conversions

  • 1. Accessibility SEO and Conversion Optimization 6/9/2014© 2014 Deque Systems, Inc. 1
  • 2. Introduction & my personal profile Raghava works for Deque Software’s as Senior Accessibility Consultant, He is passionate about updating himself with the world of digital technology… he writes a personal blog at www.raghava.in, runs marathons , speaks at various conferences & volunteers for various causes… 6/9/2014© 2014 Deque Systems, Inc. 2
  • 3. Understanding Fundamentals • Relationship between accessibility & SEO • Search spiders & people with disability follow the same approach in understanding a web page • No use of creating content with poor usability & accessibility • An accessible application improves search rankings & conversions indirectly. 6/9/2014© 2014 Deque Systems, Inc. 3
  • 4. • Page titles • Heading structures • Alternative text for images • Page load speed • Anchor text • Transcripts for audio/video content • Code validation • Search & site map • Consistent navigation 6/9/2014© 2014 Deque Systems, Inc. 4 Factors of technical SEO especially on page optimization blends with accessibility.
  • 5. HTML5 & ARIA markups might have indirect effect on search rankings • <Figure> and <figcaption> for associating images and descriptive text. • <nav>, <header>, <footer>, <article>, and <aside> for better identifying significant page areas. • <Details> and <summary> for associating related content. • Associated <track> elements with <audio> and <video>. • Microformats, RDFa, microelements, <time> and many similar features can provide useful metadata and functionality. • Taken from webaim. 6/9/2014© 2014 Deque Systems, Inc. 5
  • 6. Planning your accessibility strategy • What is that you are selling? • Information, product or service • Identify your audience • Choosing a platform. (using content management system like wordpress, joomla, drupal etc... or custom made?) • Design phase- visual design & wire frames • Development cycle- test & validate the code using validation tools & assistive aids “fire eyes plugin, NVDA screen reader“ 6/9/2014© 2014 Deque Systems, Inc. 6
  • 7. Planning your accessibility strategy Cont. • Content planning- content accessibility must be core consideration while creating • Blog post, newsletters, PDF’s, white papers, podcasts, videos etc... 6/9/2014© 2014 Deque Systems, Inc. 7
  • 8. Resources Resource URL Essential guide to digital accessibility http://accessibility.deque.com/essential- guide-digital-accessibility website accessibility checklist http://accessibility.deque.com/website- accessibility-checklist-download Automated testing tools Deque systems fireeyes plugin for firefox will check errors related to colour contrast, HTML, CSS, Reading order, ARIA attributes. http://www.deque.com/products/fireeye s/ Webaim WAVE tools http://wave.webaim.org/ accessible mega menus https://github.com/adobe- accessibility/Accessible-Mega-Menu/ 6/9/2014© 2014 Deque Systems, Inc. 8
  • 9. Resources 6/9/2014© 2014 Deque Systems, Inc. 9 accessible media player https://github.com/ghinda/acornmediapl ayer ATBAR wordpress plugin http://wordpress.org/plugins/atbar/ wpaccessibility wordpress plugin http://wordpress.org/plugins/wp- accessibility/ WCAG2.0 Guidelines http://www.w3.org/TR/WCAG20/ WAI-ARIA author practices http://www.w3.org/TR/wai-aria- practices/
  • 10. Get in Touch….. Email : raghava@digitalchallenger.com Mobile: +91-96329 96321 Follow me on twitter @ www.twitter.com/artofvision Friend me on Facebook @ www.facebook.com/raghava Connect with me on LinkedIn @ www.linkedin.com/in/raghavasatish 6/9/2014© 2014 Deque Systems, Inc. 10