SEO Archives /Tag - 216digital

The Role of Voice Search in Web Accessibility

You’ve probably asked your phone a question today without thinking twice. Maybe it was Siri checking the weather or Alexa queuing up your favorite playlist. That’s voice search doing its thing—and it’s woven into how we interact with the digital world now.

But here’s something you might not realize: the same structure that helps your site show up in voice search also makes it more accessible to people who use screen readers and other assistive tools. When we talk about building for voice technology, we’re also talking about building for inclusion.

Let’s dig into how these two ideas go hand in hand—and why getting your structure right is the secret sauce.

Getting on the Same Page: What Are Voice Search and Accessibility?

Voice search means using your voice to ask a device a question or give it a command. You might say, “What’s the weather like today?” or “Find gluten-free pizza near me.” Then Siri, Google Assistant, or Alexa takes your words, figures out what you meant, and pulls up the best answer.

Behind the scenes, voice search uses natural language processing (NLP) and smart algorithms to understand what you’re saying—even if you don’t use perfect grammar. It’s fast, hands-free, and often easier than typing—especially on small screens.

What Do We Mean by Accessibility?

Web accessibility means making websites usable for everyone—including people with visual, hearing, motor, or cognitive disabilities. That might mean someone uses a keyboard instead of a mouse or listens to a screen reader read out loud what’s on a page.

When we design for accessibility, we’re saying, “Hey, your ability shouldn’t limit your access to information.”

Where These Two Worlds Meet

Here’s the interesting part: the same choices that make your website accessible also help it work better for voice search. If your website is easy to read and well-organized, it’s easier for a voice assistant to grab your content and turn it into an answer. That’s the beauty of thoughtful design—it works for everyone.

Why Semantic Structure Is the Secret Ingredient

What Is Semantic Structure, and Why Should You Care?

Semantic HTML uses tags like <header>, <article>, and <nav> to describe what parts of your content mean—not just how they look. So, instead of using a <div> for everything, semantic structure helps define sections of your page in a meaningful way.

Why does this matter? Because both screen readers and voice search tools rely on that structure to understand your content. It’s like giving your website a roadmap.

Helping Screen Readers Do Their Job

When a person who is blind visits your site, they may use a screen reader to “hear” your content. Semantic HTML tells that screen reader, “Hey, this is a menu,” or “This is a headline.” Without that structure, the screen reader just sees a mess of code—and the user gets lost.

Boosting Your Content’s Voice Search Visibility

Search engines also use your page’s structure to figure out what it’s about. If your content is organized clearly, Google is more likely to surface it as a top answer when someone uses voice search. That means you’re helping users—and helping your business.

Making Your Website Voice-Friendly and Accessible

Use Clear, Logical Headings

Good headings help everyone navigate your content, whether they’re reading or listening. Think of your headers like signs on a hiking trail—they guide people through your information. A proper heading structure also makes it easier for voice search to understand what your content covers.

Let your headings follow a natural outline: start with <h1> for your main title, then <h2>, <h3>, and so on. This creates a roadmap that screen readers and voice assistants can follow with ease. No guessing. No confusion. Just clear, easy-to-scan information.

Don’t Skip the Alt Text

The alt text describes what’s in an image. This helps people who use screen readers, but it also helps search engines—and, by extension, voice assistants—figure out what your images are about. Well-written alt text is a win-win.

Think of it as giving your images a voice—so they’re not just seen but understood.

Make Navigation Intuitive

Menus should be simple, predictable, and keyboard-friendly. If someone can use a keyboard or screen reader to get around your site easily, it’s more likely that voice tech can too. Clear navigation helps everyone find what they need—faster.

Avoid clever layouts that might look nice visually but confuse assistive tools. Stick with patterns that are familiar and functional.

Mobile-First Means Voice-Ready

More people use voice search on mobile than on desktops. So if your site doesn’t work well on mobile, you’re missing out. Make sure buttons are easy to tap, content fits the screen, and nothing requires a mouse to work.

Voice users often multitask—cooking, driving, and walking the dog. If your mobile layout stumbles, so does your voice experience.

Speed Isn’t Optional

Slow sites hurt everyone—especially those using screen readers or voice assistants who expect fast answers. A quick-loading page means users get what they need without waiting, and voice search can grab your content more efficiently.

And let’s face it—no one likes waiting for a spinning wheel to load, whether you’re typing, tapping, or talking.

Content Tips That Work for Everyone—Humans and Machines

Write the Way People Talk

People don’t speak the same way they write essays. So, if you want to show up in voice search, write like you’re having a conversation. Use simple words. Short sentences. Ask and answer common questions the way real people would say them out loud.

Answer Questions Up Front

Most voice search queries are questions. So structure your content to answer those questions clearly, right at the top. Think of how someone might ask: “How do I bake a potato?” Then make sure your content responds directly: “To bake a potato, preheat your oven to 400°F…”

It’s not just helpful—it’s exactly what voice assistants are scanning for.

Use Schema Markup to Give Extra Context

Schema markup is a special kind of code that gives search engines more information about your content—whether it’s a recipe, an event, or a FAQ. Adding schema helps your chances of being chosen for a voice search response.

It’s like giving search engines a detailed map of your page—and better maps mean better directions for your users.

How to Make Your Website More Accessible (And Keep It That Way)

Start with the Guidelines

The Web Content Accessibility Guidelines (WCAG) are the gold standard for accessible web design. They cover everything from contrast ratios to keyboard navigation. Learn them. Use them. Live by them.

Run an Accessibility Audit

Even the best teams miss things. That’s why regular audits matter. Use free tools like WAVE by WebAIM or Google Lighthouse to find common issues. Or better yet, partner with a team like 216digital to run a full audit and get expert help fixing what matters most.

Train Your Team

Accessibility isn’t just the dev team’s job. Everyone who touches your website—designers, developers, writers—should know basic accessibility best practices. Make it part of your process, not an afterthought.

Keep Learning and Adapting

The internet changes. So do the rules. Stay updated on WCAG changes, and keep checking your site to make sure it stays compliant and user-friendly.

Monitor Accessibility Over Time

Tools like 216digital’s a11y.Radar helps you stay ahead of problems. Ongoing monitoring means fewer surprises, better user experiences, and less risk.

Hey Siri, Let’s Wrap This Up

At the end of the day, building an accessible website makes it easier for everyone to use—including people talking to their phones. Voice search and accessibility rely on the same thing: clear structure, thoughtful design, and content that makes sense to both people and machines.

Whether you’re a developer, designer, marketer, or writer, now’s the time to build with both in mind. Because the future of the web isn’t just visual—it’s vocal.

Ready to make your website more accessible, voice-search friendly, and future-ready?

216digital can help you every step of the way—from accessibility audits and developer training to ongoing monitoring with our a11y.Radar service. Contact us today to start building a more inclusive digital experience.

Greg McNeil

April 21, 2025

The Benefits of Web Accessibility

Accessibility, Digital Marketing, Marketing, SEO, voice search, Web Accessibility, Website Accessibility

Alt Text or Image Description? Why Accessibility Comes First

“Should you optimize for SEO or accessibility?” That’s the wrong question.

Let’s be honest—there’s a lot of confusion floating around online, especially on social media, about the difference between alt text and image descriptions. Some folks say you should cram keywords into alt tags. Others say just describe the image “vaguely” for the algorithm. Neither approach helps real people—and they don’t help your brand either.

This article clears things up. We’ll break down the key differences between alt text and image descriptions, explain how both support accessibility and SEO (yes, both!), and offer practical ways to use them well. The goal? Helping you create content that’s not just searchable, but actually usable—for everyone.

Because putting accessibility first doesn’t mean you have to sacrifice SEO. In fact, it means building digital spaces that work better for all users, including search engines.

What Is Alt Text?

Alt text—short for alternative text—is the text you add in HTML to describe an image. It looks something like this:

<img src="pancakes.jpg" alt="Pancakes" />

This little string of text has a few big jobs:

It shows up if an image doesn’t load.
It tells screen readers what the image is for users who can’t see it.
It can help with SEO if written well—but that’s not its main job.

Alt text is usually short and direct. Think “Chocolate cake on a plate” or “Man typing on laptop.” It’s added when you upload images to your website, blog, or CMS.

But here’s the catch: alt text can be too short. It doesn’t always provide enough detail, especially if you’re trying to convey mood, emotion, or complex ideas.

That’s where image descriptions come in.

What Are Image Descriptions?

An image description is a fuller explanation of what an image shows. It’s like telling a story with words instead of just naming what’s in the picture.

Here’s an example:

Alt Text: “Pancakes”

Image Description: “A tall stack of fluffy pancakes covered in golden syrup, powdered sugar, and slices of fresh strawberries and bananas on a white ceramic plate.”

See the difference?

Image descriptions give blind or visually impaired users a more complete picture of what everyone else sees. They may appear near the image in the caption, in surrounding content, or even inside ARIA labels for complex visuals like graphs or maps.

In short: alt text gives a label. Image descriptions give life.

Alt Tags vs. Image Descriptions: Key Differences

Let’s break this down side by side:

Alt Tags	Image Descriptions
Short, a few words	Full sentences
Placed in code (`alt=""`)	In visible content or metadata
Helps screen readers	Helps screen readers and gives more context
SEO-friendly	SEO-friendly
Often auto-generated	Often auto-generated

Think of alt tags as headlines. Image descriptions? They’re the full story.

How Image Descriptions Support Both Accessibility and SEO

Here’s the good news: you don’t have to choose between helping people and helping search engines. Done right, an image description does both.

Let’s say you’re a restaurant. Here’s an example of an image description could look:

“A stack of pancakes from Alexa’s Pancake House, topped with maple syrup, whipped cream, and sliced strawberries.”

This gives a full visual for screen reader users and includes relevant keywords (like your business name) in a natural way.

No stuffing. No tricks. Just useful, clear, descriptive writing.

Tips

Keep your writing simple and honest.
Use your keyword (like image description) naturally—don’t overdo it.
Don’t sacrifice clarity for search performance. Do both.

SEO Pitfalls That Undermine Accessibility

Now let’s talk about what not to do.

Some people think alt text is a great place to dump keywords. That’s a big accessibility mistake. Imagine using a screen reader and hearing:

“Pizza, best pizza, NYC pizza, cheap pizza, pizza restaurant.”

Helpful? Nope. Just frustrating.

Here’s What to Avoid

Keyword packing in alt attributes.
Using phrases that don’t describe the actual image.
Ignoring image descriptions altogether.

A Better Approach

Use short, honest alt text.
Add rich image descriptions nearby for complex images.
Use filenames, captions, and surrounding text to support SEO goals.

Why Accessibility Must Come First

Yes, SEO matters. But accessibility should always come first.

Why?

Because someone who is blind, low-vision, or has a cognitive disability deserves to understand your content just like everyone else. Accessibility means inclusion. It also means better design for all users—including those with slow connections, temporary impairments, or different learning needs.

And let’s not forget: choosing accessibility shows what your brand stands for.

It’s not just for websites either. Platforms like Instagram, Pinterest, and TikTok are full of visuals. People with disabilities use them every day. They deserve full, rich image descriptions too.

Best Practices for Writing Accessible Image Descriptions

Here’s how to get it right:

Keep It Clear and Concise: Avoid long, rambling sentences. Use plain language.
Be Contextual: What’s the purpose of the image? What matters in this moment?
Use Natural Language: Don’t write like a robot. Imagine you’re explaining the image to a friend who can’t see it.
Use Both When Needed: For things like infographics or charts, use a short alt tag and include a detailed image description nearby.
Test with Screen Readers: Listen to how your image description sounds aloud. Would someone understand it without seeing the image?

The Role of Content Creators, Developers, and Marketers

Creating accessible content is a team effort.

Writers and Content Creators: Should know how to write clear image descriptions that include important context.
Developers and Designers: Need to code alt attributes properly and make sure screen readers work well on their platforms.
Marketers and SEO Pros: Can drive results while still being inclusive. Collaboration with accessibility experts is key.

A Better Internet Starts with Better Habits

Here’s the takeaway: You can do both. But accessibility has to come first.

At 216digital, we believe digital accessibility isn’t optional—it’s part of building a better internet. Every well-written image description, every thoughtfully placed alt tag, every small decision adds up.

Not sure if your site is truly accessible? Wondering what your legal obligations are under the ADA?

We can help. Schedule an ADA Accessibility Briefing with our team. It’s your first step toward a more inclusive, compliant, and trustworthy online presence. Let’s build something better—together.

Greg McNeil

April 3, 2025

How-to Guides

Accessibility, Alt text, image description, SEO, WCAG, Web Accessibility

Alt Text: Why Marketing Copy Hurts Accessibility
Have you ever hovered over an image on a webpage and noticed a small snippet of text appear? That text is called “alt text,” and it plays a powerful role in how people experience your site—especially those who rely on screen readers. Yet it often remains an afterthought. That’s a problem. When handled correctly, it not only helps visually impaired users understand your images, but it can also support your SEO goals. On the other hand, stuffing alt text with keywords or using it as hidden ad space can frustrate visitors and hurt your search rankings.

In this article, you’ll learn why alternative text matters, how it benefits both accessibility and SEO, and how to write it in a clear, concise, and helpful way rather than a spammy or sales-focused one. Whether you’re a solo entrepreneur, a web developer, or part of a digital marketing team, these principles will help you craft alt text that meets user needs without alienating search engines—or your audience.

Why Alt Text Matters

Imagine you’re shopping for a laptop case online, and you can’t see the product images. Screen reader users rely on alt text to “hear” what’s happening in each image, from color to texture. If it is nothing more than “Get the best laptop case here,” that user is left with zero details about the product. They might simply leave for a site that offers the information they need. When you write alt text that clearly states “Black leather laptop case with a zipper and handle,” you empower all customers, including those with visual impairments, to make informed decisions.

SEO Wins

Search engines analyze alt text to better understand what each image represents. This can give your site a leg up in search rankings for relevant queries. However, algorithms have grown smart enough to recognize keyword-stuffed or spammy text. If your alt text reads like a desperate attempt to shoehorn “laptop case” 10 times, you might do more harm than good. Concise, descriptive text helps Google and other search engines match your site with the people who genuinely want to find your products.

Common Alt Text Pitfalls

Keyword Overuse

It can be tempting to sneak in extra keywords to boost SEO. But endless repetition—like “car seat protector, seat protector for cars, vinyl seat protector”—makes the text clunky and unhelpful. Search algorithms can detect spammy patterns, and users who rely on screen readers will find the repetition tedious or confusing.

Marketing Copy Disguised as Descriptions

Some site owners treat alt text fields as free ad space, writing something like:

“Our top-selling leather laptop case, now 20% off! Don’t miss this exclusive deal—buy today!“

While it may read like a catchy tagline, it doesn’t describe the image. A screen reader user learns nothing about color, texture, or design. Plus, Google doesn’t benefit from vague promotional language and might even flag your page as low-quality.

Empty or Missing Alt Text

Perhaps the biggest mistake is neglecting alt text entirely. In that case, a screen reader user hears nothing—just empty space—making it impossible to engage with or understand the image. If a product image is critical to your sales, that’s a huge missed opportunity.

Repeating “Image of”

Screen readers already announce that an element is an image. If your alt text says “Image of a black laptop case,” it’s redundant. Jump straight to the essential details: “Black leather laptop case with a zipper and handle.”

Writing Alt Text the Right Way

Focus on Real Descriptions

The primary function of alt text is to describe the image so someone can visualize it through words. For a black vinyl car seat protector, a simple yet complete phrase might be:

“Black vinyl seat protector on the driver’s seat with a zippered pocket.”

This gives useful details while remaining concise—no filler like “best seat protector,” no repeated keywords, and no promotional language.

Keep It Concise Yet Informative

Alt text generally doesn’t need to be more than one or two short sentences. Offer key details without overwhelming the user. For a laptop case, mentioning the color, material, and whether it has a handle or zipper is usually enough. Screen reader users just need the essentials to identify or comprehend the image.

Context Is Important

If the image has a functional role—like a button or a link—clarify that. For instance, if users click an image to add a product to their cart:

“Add to cart button for black vinyl seat protector”

This way, a screen reader announces the function, not just the object in the image.

Skip Redundant Phrases

Screen readers typically announce that an element is an image, so writing “Image of” or “Graphic showing” is unnecessary. Go straight into the description. It keeps your text short and saves valuable time for the user.

The Real-World Impact of Bad Alt Text

Frustrating Users

When alt text is stuffed with marketing copy or random keywords, it becomes meaningless for users with visual impairments. They hear a repetitive sales pitch instead of valuable information. This frustration often leads them to abandon your site, which hurts your brand image—and your bottom line.

Possible Legal Ramifications

In an era of heightened focus on digital accessibility, businesses risk legal consequences by not meeting basic standards. Some organizations have faced lawsuits for failing to include alt text. While legal outcomes vary by location and industry, it’s best to be proactive.

Lower Search Engine Rankings

Search engines want to display content that offers value. If your alt text is obviously spammy or unhelpful, algorithms may penalize your pages or push them further down the results. A high bounce rate—where users leave quickly due to poor user experience—also signals to Google that your site isn’t meeting visitor needs.

Practical Steps to Improve Your Alt Text

Conduct an Alt Text Audit

Start by reviewing your site for missing or poor-quality alt text. Tools like the WAVE Web Accessibility Evaluation Tool highlight potential issues. Many SEO platforms also include site audits that can reveal duplicated alternative text text or keyword stuffing.

Leverage AI Judiciously

AI can be a lifesaver if you have thousands of product images. Tools like Google Vision offer automated descriptions, but they’re not always accurate. AI might misidentify colors or add superfluous words, so always review automatically generated alt text for accuracy and clarity.

Follow Recognized Guidelines

The Web Content Accessibility Guidelines (WCAG) provide standardized advice on writing effective alternative. Aim to:
- Describe the image’s important details.
- Keep it concise.
- Skip filler words like “picture of.”
- Use empty alt text (alt=" ") for purely decorative images that don’t add information.
Test with Real Users

Whenever possible, invite screen reader users to test your site. No automated tool can replace real feedback from people who use assistive technology daily. They’ll quickly tell you if your alt text is too vague, too repetitive, or missing crucial details. Their firsthand insights can highlight any confusion or gaps.

Best Practices at a Glance
- Prioritize clarity: Let users know exactly what they’re “seeing” through your words.
- Stick to relevant details: Think color, material, function, or context—not ad slogans.
- Limit keywords: A single, well-placed keyword can assist SEO. Overuse can sabotage it.
- Adapt to the image: Product angles differ, so describe each image’s unique perspective.
- Check surrounding text: If “black laptop case” appears in the product name next to the image, you may not need to repeat it in the alt text.
Conclusion

In today’s competitive online environment, you can’t afford to overlook the importance of alt text. A single line of well-chosen words can be the difference between an inclusive, intuitive user experience and a site that feels incomplete to a significant segment of your audience. By writing concise, descriptive alt text—free from keyword stuffing and promotional fluff—you create a more welcoming website and help search engines better understand your content.

If you’re ready to enhance your site’s accessibility while protecting its SEO standing, consider partnering with 216digital. We’ll help you fine-tune your alt text (and the rest of your site) so that every visitor, whether they see your images or hear them described, gets the information they need. Embracing accessibility and clarity isn’t just the right thing to do—it’s also a savvy move for your online presence.
Greg McNeil

March 28, 2025

The Benefits of Web Accessibility

Accessibility, Alt text, How-to, Image Alt Text, Marketing, SEO, WCAG, Website Accessibility
WCAG Tips Every Content Creator Should Know
When you’re creating content for the web, accessibility might not always be the first thing on your mind. You’re busy crafting engaging stories, writing catchy headlines, or finding the perfect image. But here’s the deal: ignoring accessibility can limit your audience and potentially land you in legal trouble. That’s where Web Content Accessibility Guidelines (WCAG) comes in—and yes, it’s easier than you think.

Let’s break down what WCAG is, why it matters for content creators, and how you can make your content shine for everyone.

What is WCAG, and Why Should You Care?

WCAG stands for Web Content Accessibility Guidelines, but don’t let the formal name intimidate you. These guidelines are essentially a roadmap for making websites, apps, and digital content usable for everyone—whether someone has a disability or not. Developed by the World Wide Web Consortium (W3C), WCAG focuses on four key principles: making content perceivable, operable, understandable, and robust (POUR). Think of it as a checklist to ensure your site is accessible to as many people as possible.

It’s all about ensuring that everyone, regardless of their abilities, can engage with your website. Sounds important, right? It is.

And it’s not just for developers! WCAG applies to everyone involved in building a website, including content creators. Accessible content expands your reach, enhances the user experience, boosts your site’s SEO, and helps you avoid potential legal pitfalls. In short, accessibility isn’t a chore—it’s a win-win.

The Benefits of Accessible Content

Expand Your Audience Reach

Did you know that 28.7% of adults in the U.S.—that’s over 61 million people—live with a disability? Globally, this number jumps to over 1 billion people, or 16% of the world’s population. Aligning your content with WCAG opens the door to a massive audience that often faces barriers online. Accessible content ensures these users can interact with your brand just as easily as anyone else.

Boost SEO

Accessible content improves your website’s visibility. For example, alternative text for images helps search engines understand your visuals, while properly structured headings and clear navigation improve crawlability. Research shows that websites meeting accessibility standards often rank higher in search engine results, giving you an edge over competitors who overlook these guidelines.

Enhance User Experience

Accessibility benefits everyone—not just those with disabilities. A study by Forrester Research found that improving user experience can increase conversion rates by up to 200%. Features like video captions, clear navigation, and legible fonts make it easier for users of all abilities to engage with your content.

Avoid Legal Risks

Lawsuits related to digital accessibility are on the rise. In the U.S., 4,605 web accessibility lawsuits were filed under the ADA in 2023—a nearly 13% increase from the previous year. Following WCAG not only protects your brand from potential litigation but also demonstrates your commitment to inclusivity.

Practical WCAG Tips for Content Creators

Making your content accessible doesn’t require a complete overhaul. Small, thoughtful changes can make a huge difference. Let’s dive into some practical tips for content creators, with expanded advice to make each step actionable.

Use Proper Headings

Headings aren’t just for organizing your thoughts—they’re essential for accessibility. Structured headings (H1, H2, H3, etc.) create a clear hierarchy that helps all users, including those using screen readers, navigate your content easily.
- Start with a single H1 as the main title of your page.
- Use H2 for main sections and H3 for subsections. Avoid skipping levels (e.g., going from H1 directly to H3).
- Write headings that are concise but descriptive. For example, “Tips for Accessible Content” is better than “Tips.”
Properly structured headings also improve SEO by signaling the importance of your content to search engines.

Add Alternative Text for Images

Alternative text (alt text) describes the content of an image for users who can’t see it. This helps screen reader users and also boosts SEO by making your images searchable.
- Be specific and relevant. Instead of “Picture of a cake,” use “A three-tiered chocolate cake with white icing and red roses.”
- Avoid saying “Image of” or “Picture of”—screen readers already indicate it’s an image.
- If an image is decorative and doesn’t convey critical information, use a null alt attribute (alt=" ") so screen readers can skip it.
Alt text should fit naturally into your content, adding context without overloading users with unnecessary details.

Color Contrast

Color contrast is vital for users with visual impairments, such as color blindness or low vision. Text that blends into the background is difficult to read, even for users without disabilities.
- Use a contrast ratio of at least 4.5:1 for regular text and 3:1 for large text (as per WCAG SC 1.4.3).
- Avoid using color alone to convey meaning. For instance, instead of relying on red text to indicate an error, include a descriptive message like “Please enter a valid email address.”
- Test your designs with online contrast checkers to ensure compliance.
Strong contrast not only aids accessibility but also improves readability and engagement for all users.

Choose Accessible Fonts

The typeface you use plays a significant role in how accessible your content is. Some fonts are more legible than others, particularly for users with visual impairments or learning disabilities.
- Opt for sans-serif fonts like Arial, Verdana, or Tahoma, which are easier to read on screens.
- Ensure your font size is large enough—typically at least 16px for body text.
- Avoid excessive italics or decorative fonts that may be hard to read.
Accessible fonts contribute to a cleaner, more professional appearance that benefits all users.

Write Descriptive Links

Vague link text like “Click here” or “Learn more” can be confusing for screen reader users. Instead, use descriptive link text that tells users where the link will take them.
- Good example: “Read our guide on WCAG compliance for content creators.”
- Bad example: “Click here.”
- Ensure links make sense out of context. Some users navigate sites by jumping between links, so each one should provide value on its own.
Descriptive links also make your content easier to scan and improve your site’s SEO.

Create Accessible Tables

Tables are useful for presenting data but can become a nightmare for accessibility if not designed properly.
- Use headers (<th> tags) for column or row titles. This helps screen readers understand the table structure.
- Avoid merging cells or using tables for layout purposes—this confuses assistive technologies.
- Include captions to explain the table’s purpose. For example, “Table showing monthly website traffic for 2023.”
Accessible tables ensure your data is comprehensible for all users, not just those using traditional browsers.

Caption Your Videos

Video captions aren’t just helpful for people who are deaf or hard of hearing—they’re valuable for anyone in a noisy or quiet environment.
- Include both closed captions (user-controlled) and open captions (always visible).
- Ensure captions are synced accurately with the dialogue or sounds.
- For additional accessibility, provide a transcript that includes all spoken words, sound effects, and meaningful visual elements.
Well-captioned videos increase engagement, improve retention, and align with WCAG guidelines.

Use Plain Language

Accessible content isn’t just about design—it’s also about the words you choose. Writing in plain language ensures your content is easy to understand for a broad audience, including users with cognitive disabilities.
- Break complex ideas into smaller, simpler sentences.
- Define jargon or technical terms the first time they appear.
- Use bullet points and lists to organize information clearly.
Plain language isn’t dumbing down your content; it’s making it more approachable and impactful.

Monitor Accessibility Regularly

Creating accessible content isn’t a one-and-done task. Websites are dynamic, with new pages, updates, and features being added constantly. This means your accessibility efforts need regular check-ins to ensure compliance with WCAG standards. Neglecting this can leave you vulnerable to accessibility gaps, which not only alienate users but could also lead to legal risks.

Thankfully, tools like a11y.Radar make monitoring accessibility easier and more effective. This specialized service continuously scans your site for issues, giving you a clear, actionable picture of your site’s compliance status.

Final Thoughts

Accessibility doesn’t have to be overwhelming, and you don’t have to tackle it alone. With WCAG as your guide and the right support, you can create content that reaches more people, performs better in search engines, and provides an exceptional user experience. But ensuring accessibility is more than a one-time effort—it’s an ongoing process.

That’s where we come in.

At 216digital, we specialize in making web accessibility simple and actionable for content creators just like you. Whether you’re new to WCAG or need help fine-tuning your content strategy, our ADA briefing is the perfect place to start.

Schedule your ADA briefing today, and let us show you how to make your content accessible, impactful, and compliant—all while reaching a broader audience and safeguarding your business. Accessibility is an opportunity, and together, we can help you unlock it.
Greg McNeil

November 26, 2024

WCAG Compliance

Accessibility, Content Creators, Content Writing, SEO, WCAG, WCAG Compliance, Web Accessibility
Shifting the Mindset Around Website Accessibility
When you think of “website accessibility,” what immediately comes to mind? For many, it may sound like a checkbox to mark off. But what if we transformed that mindset from an obligation to a valuable opportunity? Let’s delve into how shifting our perspective on accessibility can lead to enhanced experiences for all and generate significant value for businesses.

The Current Mindset Around Website Accessibility

Many website owners and content creators now think of web accessibility as something they “have to do.” It’s often seen as a set of rules to follow—like ensuring websites meet legal requirements or comply with the Americans with Disabilities Act (ADA). While meeting these standards is important, viewing accessibility solely as a legal obligation misses the bigger picture.

Accessibility isn’t just about rules; it’s about making digital spaces welcoming for all. This includes people with disabilities who may use screen readers or other assistive technologies. When we think of it this way, we can start to see how accessibility can enhance the overall user experience, benefiting everyone—not just those with disabilities.

The Value of Accessibility for All Users

Imagine visiting a website that’s easy to navigate, with clear text and helpful features. Sounds great, right? That’s what accessibility brings—it makes online experiences better for everyone. When websites are designed with accessibility in mind, they become more user-friendly. This means people of all ages and abilities can find what they need quickly and easily.

Think about a busy parent holding a baby in one arm and trying to use your site with one hand. Designs that make it easier to navigate with a keyboard or have larger buttons help them, just like they help users with motor difficulties.

By embracing accessibility, you’re improving the experience for everyone. This leads to happier users, longer visits to your site, and more people doing what you hope they will—like making a purchase or signing up for a newsletter. When customers find your website easy to use, they’re more likely to come back and tell others about it.

So, accessibility isn’t just about helping people with disabilities; it’s about enhancing the experience for everyone who visits your site.

Accessibility as a Business Opportunity

Now, let’s talk business. Making your website accessible isn’t just the right thing to do; it’s also a smart move. When you make your site easy for everyone to use, you show that your brand cares about inclusivity. This can boost your reputation and attract more customers.

Market Potential

Consider the market potential. People with disabilities have significant spending power. In the United States alone, they have an estimated $490 billion to spend. Globally, when you include their friends and families, this amount rises to an astounding $8 trillion, according to the Return on Disability Group. By making your website accessible, you’re reaching a market that’s often overlooked.

Search Engine Optimization

Accessibility also helps with search engine optimization (SEO), meaning your site can rank higher in search results. Many accessibility best practices—like using alt text for images, clear link texts, and well-structured content—also make your site easier for search engines to understand. This can lead to more people visiting your site, which can turn into increased sales and sign-ups.

Mitigate Legal Risk

Lawsuits related to web accessibility are on the rise. In the U.S., the number of ADA Title III lawsuits filed in federal court increased by over 100% from 2018 to 2023, according to Useablenet. By proactively addressing accessibility, you not only avoid potential legal costs but also demonstrate corporate responsibility, appealing to a broader audience and opening doors to new partnerships.

Accessibility, Innovation, and Creativity for Problem Solving

When we focus on accessibility, we often think about making things easier for people with disabilities. But what if we turned that around? Working on accessibility can spark new ideas and creativity within your team. This can lead to solutions that help all users and make your brand stand out.

Some of today’s most popular technologies, like voice assistants and text messaging, were first developed to help people with disabilities but are now used by everyone. Designing with accessibility in mind encourages teams to think outside the box. For example, adding captions to videos not only helps those with hearing impairments but also makes your content more engaging and improves SEO.

In a competitive market, new ideas are crucial to staying ahead. Accessibility challenges your team to consider different perspectives and needs. This can lead to fresh ideas and solutions that set your business apart.

Connecting Accessibility with Corporate Social Responsibility

Today’s consumers care about more than just the products they buy—they also care about the impact companies have on society. By focusing on web accessibility, you can strengthen your company’s commitment to social responsibility. It shows that you value diversity and inclusion, which can connect with customers who want to support businesses that share their values.

A study by Cone Communications found that 87% of consumers would buy from a company that supports an issue they care about, and 76% would stop buying if they found out a brand acted against their beliefs. By making accessibility a priority, you’re showing a commitment to inclusion, which resonates with values-driven consumers.

Accessibility isn’t just the right thing to do; it’s an important part of modern business ethics. It sends a message that your company wants to make a positive difference.

From “Why” to “How”: Putting Website Accessibility into Action

Changing how we view accessibility—from a duty to an opportunity—requires a new approach. By prioritizing web accessibility, your business can create better digital experiences for everyone while boosting your reputation and expanding your reach.

So, how do you begin? Start small but think big:
- Share Real-Life Stories: Use videos or testimonials that show how people with disabilities interact with digital content. Real stories have a way of making abstract concepts tangible. Seeing the difference their work makes can inspire your team to think creatively about building more accessible features.
- Foster Cross-Department Collaboration: Accessibility should be a shared responsibility. Bring together designers, developers, marketers, and content creators to ensure accessibility is part of every stage of a project. This holistic approach helps create a seamless, inclusive experience for users.
- Integrate Accessibility Into Your Core Strategy: Make accessibility a crucial part of your business strategy and product development. Don’t treat it as an add-on or afterthought. Prioritize accessibility from the beginning of your planning process—whether it’s for a website redesign, a new product launch, or a marketing campaign.
- Keep Accessibility Up to Date: Accessibility isn’t a one-time effort. Schedule regular audits to review your website, apps, and other digital content. Stay informed about changing accessibility standards and emerging best practices to make sure you’re continually improving.
Ready to take the next step? Schedule an ADA briefing with 216digital today. Our experts will walk you through the essentials of web accessibility, help identify gaps, and show you how it can become a key driver of growth for your business. Let’s turn this obligation into a lasting opportunity!
Greg McNeil

October 17, 2024

The Benefits of Web Accessibility

Accessibility, ADA Compliance, SEO, UX, WCAG, Website Accessibility
How to Make Your Blog Accessible to All Readers

Creating a blog that’s accessible to everyone isn’t just good for your readers—it’s also a win for your website’s success. When we talk about web accessibility, we mean making sure that people of all abilities can access and understand your content. This includes individuals with disabilities who may use assistive technologies like screen readers. And there’s an added bonus: making your blog accessible can also improve your SEO (Search Engine Optimization), boosting your site’s visibility in search engines.

In this guide, we’ll explore several steps to ensure your blog is accessible to everyone, with a focus on improving usability and optimizing it for search engines. Whether you’re a website owner, developer, or content creator, these practical tips will help you reach a wider audience and provide a better experience for all users.

How Accessible Content Helps SEO

Let’s start with the big question: How does making your blog accessible help with SEO? Search engines, like Google, favor websites that provide a better user experience, and accessibility plays a big role in this.

When your blog is accessible, it’s easier for search engines to understand the content. Things like descriptive image alt text, structured headings, and meaningful links all give search engines more information about what’s on your page. This helps your content rank higher in search results. And since more people (including those with disabilities) can interact with your site, you’ll have a broader audience—another positive signal for SEO.

By making your blog accessible, you’ll not only help people who rely on assistive technology, but you’ll also make your content easier to find for everyone. It’s a win-win!

Use Headings to Convey Meaning and Structure

One of the easiest ways to make your blog more accessible is by using headings properly. Headings help break up your content and make it easier to follow. But they’re more than just big, bold text—they’re essential for screen readers to understand the structure of a page (per WCAG 1.3.1).

When you use headings (H1, H2, H3, etc.), you’re telling both readers and search engines what’s important on the page. Your main title should be an H1, and any subtopics should be in descending order of importance using H2s and H3s. For example, in this article, “Use Headings to Convey Meaning and Structure” is an H2 because it’s a main section, while smaller points could be H3s.

Headings allow users to skim your blog and quickly find the information they’re looking for. This is especially helpful for readers using assistive technology, as screen readers rely on heading tags to navigate a webpage.

Keep Content Clear and Concise

Nobody likes wading through long, complicated paragraphs. Most people scan online content rather than reading it word-for-word. That’s why it’s important to keep your writing clear, concise, and easy to digest (per WCAG 3.1.5).

Simple, straightforward language isn’t just good for accessibility—it’s good for your readers in general. If someone lands on your blog and can quickly understand the point you’re making, they’re more likely to stick around.

This is especially true for people with cognitive disabilities who may have difficulty processing complex information. Break up your text into short paragraphs, use bullet points or numbered lists where appropriate, and avoid using jargon unless absolutely necessary.

Remember: the clearer your content, the more accessible it is to everyone.

Describe Your Images

Images add visual interest to your blog posts, but they can create barriers if not handled properly. For people who are blind or have low vision, images need to be described in a way that makes sense with the content (per WCAG 1.1.1).

That’s where alt text comes in. Alt text is a short description of an image that is read aloud by screen readers. It should be clear and concise, describing the image’s purpose in the context of your blog post. For example, if you have a picture of a dog in a blog about pet care, your alt text might say “Golden retriever lying on grass” rather than just “dog.”

Good alt text is essential for both accessibility and SEO. Search engines can’t “see” images, but they can read alt text. By describing your images accurately, you’re helping both users and search engines understand your content better.

Make Link Text Meaningful

“Click here” is a common phrase you’ll see in blogs, but it’s not very helpful for accessibility or SEO. Instead, make your link text descriptive and relevant to the page it’s pointing to (per WCAG 2.4.4).

For instance, instead of writing “Click here for more information,” you could write “Learn more about web accessibility.” This is more meaningful for readers and screen readers alike because it gives them an idea of what they’ll find when they click the link.

Meaningful link text also helps with SEO because it gives search engines more context about the linked content. It’s another small tweak that can make a big difference in accessibility and search visibility.

Check the Comment Form—Is It Labeled Properly?

If you allow comments on your blog, it’s important to make sure your comment form is accessible. Many standard comment forms aren’t labeled properly, which can be a problem for people using screen readers (per WCAG 1.3.1).

Check that each field (like “Name,” “Email,” and “Comment”) has a label that screen readers can read aloud. This will make it easier for everyone to interact with your blog, and it shows that you care about your entire audience’s experience.

If you’re using a popular blogging platform like WordPress, there are plugins that can help ensure your forms are accessible. But it’s always a good idea to double-check that everything is labeled correctly.

Use Flexible Font Sizes

Another way to make your blog accessible is by using flexible font sizes. Not everyone has perfect vision, and some users may need to increase the font size to read your content comfortably (per WCAG 1.4.4).

Make sure your blog’s text can be resized without breaking the layout or making the page hard to navigate. You can do this by using relative units like “em” or percentages instead of fixed pixel sizes. This way, readers can adjust the font size according to their preferences.

In addition, choose fonts that are easy to read. Avoid overly decorative fonts and make sure there’s enough contrast between your text and background.

Put Your Blogroll on the Right-Hand Side

Placing your blogroll or navigation bar on the right-hand side of the page can improve accessibility. Many users with screen readers or keyboard navigation tools scan content from left to right. By placing the most important content (your actual blog post) on the left side and your blogroll or other navigation elements on the right, you make it easier for people to access what they came for (per WCAG 2.4.3).

It’s a small change, but it can significantly enhance the usability of your blog for people using assistive technology.

Conclusion

Making your blog accessible isn’t just about being inclusive—it also helps with SEO and makes your site easier to use. By using clear headings, adding alt text to images, writing simply, and making sure your site is easy to navigate, you’ll make your blog better for everyone.

Accessibility can be simple. With a few easy updates, you can make your blog a welcoming place for everyone, including people with disabilities. Not only will this improve your SEO and grow your audience, but it will also make your site more user-friendly.

If you’re unsure where to start or want to make sure you’re on the right track, schedule an ADA briefing with 216digital. We’re here to help you make your blog accessible and successful!

Greg McNeil

September 5, 2024

How-to Guides

Content Writing, digital accessibility, How-to, SEO, Web Accessibility
How Accessibility Is a Business Advantage

In today’s digital world, accessibility isn’t just about doing the right thing; it’s about gaining a competitive edge. Embracing web accessibility can open doors to new customers, boost your search engine rankings, and protect your business from potential legal risks. More than that, it enhances the overall user experience, which translates to customer loyalty and retention. Let’s explore how making your website accessible benefits your business and why you should prioritize it today.

Accessibility Drives Customer Experience and Retention

At the heart of any successful business is a strong customer experience. When you prioritize accessibility, you ensure that every visitor, regardless of their abilities, can navigate and interact with your site. Imagine a potential customer with a visual impairment trying to read your content. If your website isn’t designed with accessibility in mind, you might lose that customer before they even get to know your products or services.

By making your website accessible, you send a message that you care about all your customers. This commitment builds trust, a key ingredient in customer loyalty. When people know they can rely on your site to meet their needs, they’ll keep coming back. And repeat customers are more likely to recommend your business to others, creating a positive cycle of growth and retention.

Mitigating Legal and Reputational Risks

The legal landscape around digital accessibility is changing rapidly. In the United States, businesses are increasingly being held accountable for failing to make their websites accessible. Lawsuits related to the Americans with Disabilities Act (ADA) are on the rise, and the costs can be significant—not just in terms of fines but also in damage to your reputation.

By proactively addressing accessibility issues, you can avoid these legal headaches. More importantly, you’ll be seen as a leader in your industry, committed to inclusivity and fairness. This can boost your brand’s reputation and set you apart from competitors who may still be lagging in this area.

216digital’s web remediation services are designed to help businesses like yours stay ahead of the curve. We can help you identify potential risks and address them before they become legal liabilities, ensuring that your website is welcoming to all users.

Enhancing User Experience and Engagement

Good design is accessible design. When you make your website accessible, you’re not just helping people with disabilities; you’re improving the user experience for everyone. For instance, clear and easy-to-read fonts, intuitive navigation, and fast load times benefit all users, regardless of their abilities.

When visitors have a smooth and enjoyable experience on your site, they’re more likely to engage with your content, stay longer, and make purchases. Accessibility features like keyboard navigation, text-to-speech options, and video captions can make your content more engaging and accessible to a broader audience.

At 216digital, we focus on enhancing user experience through our comprehensive web remediation services. Our phased approach ensures that your website is not only accessible but also optimized for engagement and performance, creating a seamless experience for all users.

Expanding Your Customer Base

Did you know that over 61 million adults in the United States live with a disability? That’s 26% of the population that could be your customers—if your website is accessible. By making your site more inclusive, you can tap into this often-overlooked market.

But it’s not just about people with disabilities. Accessible websites are easier for everyone to use, including older adults, people with temporary injuries, and even those with slow internet connections. In other words, accessibility broadens your reach, allowing you to connect with a more diverse audience.

Expanding your customer base means more potential sales, and that’s a win for any business.

Cost Savings

You might think that making your website accessible is an expensive undertaking. However, consider the long-term savings. Investing in accessibility upfront can save you from costly lawsuits, as we mentioned earlier, but it can also reduce future development costs.

By incorporating accessibility into your website from the beginning, you avoid the need for expensive redesigns or retrofits later on. Plus, accessible websites are often more streamlined and efficient, which can reduce hosting and maintenance costs.

Our team at 216digital is skilled at integrating accessibility into your website in a cost-effective way. Our approach ensures that you get the most value for your investment, with no unnecessary expenses.

Improved Search Engine Ranking

Accessibility and search engine optimization (SEO) go hand in hand. Search engines like Google prioritize websites that are easy to navigate, with clear headings, alternative text for images, and fast load times—all key components of an accessible website.

When your website is accessible, it’s more likely to rank higher in search engine results. This means more visibility, more traffic, and more potential customers finding your business online.

For more information on SEO and web accessibility, check out our article “Web Accessibility and Search Engine Optimization: a Powerful Combination.”

Brand Reputation

In today’s socially conscious world, consumers are paying attention to how businesses treat their customers. Companies that prioritize accessibility are seen as forward-thinking, inclusive, and caring. This positive perception can enhance your brand reputation and attract loyal customers who appreciate your commitment to inclusivity.

When your brand is associated with positive values like accessibility, you’re more likely to stand out in a crowded market. People want to support businesses that align with their values, and accessibility is increasingly becoming a priority for many consumers.

Future-Proofing Your Business

The digital world is constantly evolving, and accessibility is no exception. What’s considered accessible today might not meet the standards of tomorrow. By making accessibility a priority now, you’re future-proofing your business against changes in technology and regulations.

Being proactive about accessibility means you’re prepared for whatever comes next. Whether it’s new laws, emerging technologies, or shifts in consumer expectations, having a solid foundation in accessibility ensures that your business can adapt and thrive.

216digital’s web remediation services are designed to help you stay ahead of the curve. Our ongoing support and a11y.Radar monitoring services ensure that your website remains compliant and accessible as standards evolve, giving you peace of mind and a competitive edge.

Wrapping Up

Accessibility isn’t just a buzzword; it’s a business advantage. From driving customer experience and retention to mitigating legal risks, enhancing user engagement, and improving your search engine rankings, accessibility offers countless benefits. It’s an investment that pays off in the form of a more inclusive, engaging, and successful website.

At 216digital, we’re here to help you unlock the full potential of web accessibility. Our comprehensive web remediation services ensure that your website is optimized for performance and engagement. Don’t miss out on the opportunity to make accessibility your business’s secret weapon.

Whether you’re just starting your accessibility journey or looking to enhance your current efforts, 216digital has the expertise and tools to help you succeed. Let’s make your website a place where everyone feels welcome.

Find out where you stand by scheduling a complementary ADA Strategy Briefing today.

Greg McNeil

August 15, 2024

The Benefits of Web Accessibility

Accessibility, ADA Compliance, ADA Website Compliance, digital accessibility, SEO, Web Accessibility, Website Accessibility
Web Accessibility and Search Engine Optimization: a Powerful Combination
On-page search engine optimization (SEO) and web accessibility are two crucial components of a successful website. But what many people don’t realize is that web accessibility and SEO have a lot more in common than you might think. Both aim to make websites more usable and understandable, whether for human users or search engines. By making your web pages accessible to everyone, you’re also boosting your chances of being found on search engines. Below, we will examine how web accessibility and SEO work hand in hand when it comes to:
1. Meaningful Page Titles

A page title is a short, concise name of a web page. It appears in the HTML code as a <title> tag and is usually visible at the top of the user’s browser bar. Page titles help improve web accessibility and SEO by determining the content of a page.

How Do Meaningful Page Titles Help Web Accessibility?

Web accessibility requires page titles that provide a brief and accurate description of the page’s content. For example, Success Criterion 2.4.2 of the Web Content Accessibility Guidelines (WCAG) 2.1 says that users should be able to quickly understand the page’s purpose without reading the content.

The title tag should be concise and should be at most 60 characters. Short and snappy page titles provide a better user experience, especially for users with a screen reader that hear content. The title should also be unique to each page on a website, and it should be relevant to the content. Good page titles help users identify content quickly and reliably.

How Does a Meaningful Title Tag Help SEO?

A page’s <title> tag is a clickable link displayed on a search engine’s results page. The information gathered from a page’s title determines its relevance to a user’s search query and placement within their search results. After all, web accessibility and SEO are about getting relevant content to users.

For example, suppose you were to use the search query “web accessibility” and “SEO.” In that case, the results will include titles with the exact terms included. If your <title> matches the content of your page, it is more likely to be found in search engine results and keep users engaged.

2. Headings

Headings, or <h> tags, give structure and hierarchy to the content on a web page. They appear more prominent than other text through font size or weight, making scanning and navigating the page more accessible for users.

How Do Headings Help Web Accessibility?

UHeadings help users navigate and understand the content quickly. They are typically formatted using HTML code, ranging from the main title, <h1>, to <h6> subheadings within the content. Each heading level serves a specific purpose in organizing the content. According to the Web Content Accessibility Guidelines (WCAG) Success Criterion 1.3.1, it is essential to use headings in a logical and sequential order. Starting with the <h1> heading and using subsequent headings in order, like so:
- <h1>Main heading</h1>
- <h2>Section heading</h2>
- <h3>Subsection heading</h3>
- <h4>Sub-subsection heading</h4>
By formatting the heading correctly, individuals with disabilities can navigate content logically and meaningfully.

How Do Headings Help SEO?

In addition to accessibility, headings are also critical for SEO, as they help search engines understand the content of a page. Search engines use headers to determine the relevance to a person’s search based on the keywords used and the significance of the content to their search.

3. Lists

As you know, lists containing text, images, and multimedia content can be ordered or random. However, using lists on a website can make the content more organized and scannable, helping to improve the user’s experience. But what you might not realize is that for the benefits of web accessibility and SEO.

How Do Lists Help Web Accessibility?

Lists can be a valuable tool for web accessibility because they help users navigate content logically and efficiently. For example, sight users will recognize lists with indentations or icons such as bullets or numbers. However, lists must be appropriately marked up within the website’s code to stand out from other content.

List markups define a group of related items or information presented in a particular order. For instance, <ul> is used for unorganized lists, <ol> for ordered lists, and <dl> for definition lists. By defining and using list markups correctly, your website will meet several WCAG success criteria, including:
- Success Criterion 1.3.1: Information and Relationships – Lists help to organize information and create relationships between related items.
- Success Criterion 2.4.3: Focus Order – Lists help to create a logical reading order, which is essential for users who rely on keyboard navigation.
How Do Lists Help SEO?

Search engines crawl a website’s content using complex algorithms to determine the relevancy and quality of a user’s query. Using lists can highlight the content’s critical points and make it easier for the algorithm to identify them.

Moreover, lists can help users navigate content logically and efficiently, improving the user’s experience. When users have a positive experience on a website, they are more likely to stay longer, share the content, and come back. This can significantly increase the overall traffic and engagement on the website, improving its ranking on SERPs.

4. Descriptive links

Interlinking content is an integral part of our customer journey. Being descriptive in the text you use to link to a new page is helpful for the user’s experience. It’s also beneficial for web accessibility and SEO.

How Do Descriptive Links Help Web Accessibility?

Descriptive links are hyperlinks that help users understand the link’s destination or purpose before they click. Rather than using vague or generic terms like “click here” or “read more,” descriptive links provide context for users and search engines. A screen reader user might navigate through all the links on a page to find where they want to go. Being descriptive helps them find what they’re looking for more easily.

Descriptive links also help meet essential web accessibility guidelines. For instance, WCAG 2.4.4 requires a descriptive title to provide the link’s destination context. Additionally, WCAG 2.4.9 states a process or technique should be available to identify each link’s purpose from the link text alone.

How Do Descriptive Links Help SEO?

Descriptive text, or anchor text, as SEO professionals call it, helps search engines understand the content and purpose of a link. However, when links use generic or vague text, search engines cannot accurately categorize the page and rank it appropriately in search results.

Using descriptive links that include keywords related to the page’s content can help search engines understand the purpose and context of their pages—as a result, leading to higher search rankings and visibility.

5. Breadcrumbs

Breadcrumbs are a navigation aid that appears at the top of a page and shows a user’s path to the current page. The name “breadcrumbs” comes from the story of Hansel and Gretel, where the characters leave a trail of breadcrumbs to help them find their way back home. Similarly, website breadcrumbs help users navigate to the homepage or higher-level pages.

Breadcrumbs typically appear as a horizontal menu bar showing the user’s website location. For instance, a breadcrumb trail might look like this:

Home > Category > Subcategory > Product

How Do Breadcrumbs Help Web Accessibility?

Breadcrumbs provide clear and consistent navigation to help users find necessary information, as outlined in WCAG 2.4:8: Location. They help to improve the user experience for everyone. But are particularly helpful for people with disabilities.

For example, they help people with memory problems or low attention span from becoming confused as they flow through pages. They also help screen reader users go back through a set of grouped pages much quicker.

How Do Breadcrumbs Help SEO?

Breadcrumbs can also help with SEO by providing additional contextual information to search engines. For example, breadcrumbs help search engines understand the structure and hierarchy of a website, allowing them to index and rank pages.

When implementing breadcrumbs for SEO purposes, it’s important to use structured data to help search engines understand the breadcrumb structure. Structured data is a standardized format that allows search engines to understand the content and design of a website.

6. Alternative Text for Images

When most web developers or digital marketers think of the overlap between accessibility and SEO, alternative text is usually one of the first elements that come to mind. Alternative text or alt text is an HTML attribute value used to describe an image. It’s beneficial for users with visual impairments that rely on screen readers. Screen readers read the alternative text, describing the image to the user and providing context they might have missed otherwise.

How Does Alternative Text Help Web Accessibility?

Alternative text is crucial in web accessibility because it provides a non-sighted visitor with the same experiences as a sighted visitor. Therefore, it should be accurate, clear, and provide meaningful information.

All non-text content is required by WCAG 1.1.1, “Non-text Content,” to have a text alternative that serves the equivalent purpose. However, there are exceptions for non-text content that is pure decoration, only for visual formatting or is not present to users. In that case, alt text is not required. However, images need to be implemented in a way that assistive technologies can ignore.

How Does Alternative Text Help SEO?

Search engines recognize the information in alt attributes. While it’s not a significant ranking signal, it does contribute. After all, it adds more context to your page’s content, especially if you want the images on your website to appear high in Google Image searches.

Google’s Image Publishing Guidelines state, “alt text along with computer vision algorithms and the contents of the page to understand the subject matter of the image.” However, don’t feel tempted to stuff your keywords into alt text. This is bad practice for both accessibility and SEO.

7. Audio and Video Transcriptions

In the same way, alternative text for non-text content opens up visual content. Transcripts and captions do the same for audio and video content. They capture the spoken words, sounds, and other audio elements and transcribe them into text format. The text can make the content accessible to people who are deaf, hard of hearing, or prefer to read instead of listen.

How Do Audio and Video Transcriptions Help Web Accessibility?

Users who are deaf and hard of hearing rely on accurate video and audio transcriptions to access any non-visual content in video or audio format. By providing transcriptions, you can ensure that all visitors to your website can access and understand the content you present.

If you use audio or video content on your website, adding captions to the video or transcribing the content helps you meet these success criteria in WCAG 2.1, including:
How Do Audio and Video Transcriptions Help SEO?

Although search engines are getting smarter, they are not listening to your videos and indexing what’s said, so they rely on the surrounding text to understand the content. By providing accurate transcriptions, you provide search engines with a complete understanding of the content in your audio and video files, which can help boost your website’s SEO. When videos have engaging and exciting content, providing a transcription on the same page or within the video is critical.

In Summary

Despite being separate disciplines, many of the same practices we use in web accessibility also open the doors for search engines. By working on one, we enhance the other. After all, a better user experience for your visitors also offers a better understanding to search crawlers.

That being said, If you’d like to talk further about your web accessibility initiative, schedule a complimentary ADA Strategy Briefing today with the experts at 216digital. We will help you take the steps towards web accessibility on your terms by developing a strategy to integrate WCAG 2.1 compliance into your development roadmap as part of the development process.
Greg McNeil

February 28, 2023

SEO, The Benefits of Web Accessibility

ADA Compliance, Digital Marketing, SEO, Website Accessibility
The Small Business Marketing Guide to Surviving COVID-19

The coronavirus (COVID-19) has been a drastic agent of change across the globe. It’s forced us to adapt how we live and work to the new pandemic environment.

If things go right and we flatten the coronavirus curve, we could be social distancing for quite a while. Already, this has put many small businesses in a difficult position, especially those that rely on in-store purchases.

It’s important to work together during this time. So, to help other small businesses, we’re sharing this guide to digital marketing during COVID-19. By improving your business’ presence on the internet, not only can you endure the pandemic, but build the foundation for success when it ends.

(more…)

Greg McNeil

April 17, 2020

SEO

Coronavirus, COVID-19, Digital Marketing, ecommerce website, SEO
Marketing Meets the Age of eCommerce

In 2017, Cyber Monday shoppers raked in a record-breaking $6.59 billion dollars. It was recorded as the largest online shopping day ever with sales increasing 16.8% over the year prior. It even topped Black Friday online sales by $1.5 billion, if you can believe it. With numbers climbing each year, it will be interesting to see what sales 2018 bring.

Cyber Monday is the online equivalent to Black Friday shopping, without all of the chaos and waiting in line! It was birthed out of the ever-growing digital age, where millions of consumers have chosen to skip the 3 AM alarm and avoid the unruly mobs at major retail stores. Now with your computer, mobile phone or tablet, you can check out your favorite retail spots at your own convenience. The savings are usually just as good and you don’t even have to leave the comfort of your own home. This means no more cutting into your holiday and interrupting time with your friends and family.

Capitalize on Cyber Monday

If you are looking to take advantage of this growing trend, it is important to keep these tips in mind. Many people believe that most Cyber Monday shoppers already know what they want and are just waiting for sales to begin. This is not always the case. While it is common that most Black Friday and Cyber Monday shoppers form a game plan for where they are shopping, most consumers are visually driven. Don’t underestimate the ability to turn heads and draw attention, even on your website. Suggestive marketing and product placement work just as well in person as they do online, so keep cross-selling and suggestive selling products that are associated with one another. Dedicate an entire section to related products.

Start your content campaign by optimizing your products. SEO is a crucial tool to have all year, not just during this weekend. Doing your keyword research is a habit that never goes out of style, especially right before sales are expected to spike. Content and descriptions rich with SEO keywords will help your products be easily discoverable by the search engines. Be sure to include Black Friday/ Cyber Monday related keywords in your content and use wording that creates a sense of urgency to your consumers, such as “for a limited time only” or “while supplies last.”

Also, plan a schedule for your sales to ensure the correct discounts are applied at the appropriate times. Remember it is important to be competitive to stand out among the competition. Consumers are looking for a minimum of 20% off the original price, but Thanksgiving weekend is the time to go big or go home. You need to get yourself noticed among the thousands of competitors out there.

Social media is also a great way to capitalize on traffic. Not only is it a great way to gain exposure, but social media allows users to engage with your product. Your brand will get more visibility and others can engage with items, even users who aren’t shopping. This is extremely important as these are the users that come back in the future. Much of social media engagement depends on getting your name out there and developing a following.

The Amazon Myth

One thing to keep in mind is sales don’t always begin in the Amazon funnel. It is important to keep your Amazon storefront optimized accordingly, but don’t neglect regular search or PPC campaigns. Contrary to popular belief, most searches don’t begin with Amazon. A research study showed that 70% of searches begin as a query or a phrase in a search engine. If you are one of the consumers who aren’t sure what they want specifically or where to even find it, you would probably want to avoid Amazon initially. You would need to do your research first. Keywords that use phrases like “near me” are a great way to capitalize on that search. It makes more sense to ask a search engine than it does to start browsing blindly through products.

Often times the funnel does direct you towards Amazon if your products are optimized correctly. In optimizing your products for SEO, you actually have the opportunity to capture both types of search queries by using similar keywords. Don’t neglect your organic optimization by just focusing on Amazon when you are trying to gain visibility. It is better to be safe and plan for both than to miss a channel entirely.

Convenience Means Conversions

The beauty of online shopping is the ease of the transaction. Keep all the technical aspects of your page optimized to encourage a positive user experience. Site speed is crucial, especially during the chaos of Black Friday and Cyber Monday. If your site speed is slow or appears to have a lag time, your customers may take their business to one of your many competitors. Timing is everything, especially this weekend. If you can ensure a smooth transaction during heavy traffic, it is much more likely that users will remember this experience. Always leave an impression to keep them coming back, even once the holidays pass.

Greg McNeil

November 28, 2018

SEO

Black Friday, Cyber Monday, Digital Marketing, ecommerce design, SEO

Getting on the Same Page: What Are Voice Search and Accessibility?

What Do We Mean by Accessibility?

Where These Two Worlds Meet

Why Semantic Structure Is the Secret Ingredient

What Is Semantic Structure, and Why Should You Care?

Helping Screen Readers Do Their Job

Boosting Your Content’s Voice Search Visibility

Making Your Website Voice-Friendly and Accessible

Use Clear, Logical Headings

Don’t Skip the Alt Text

Make Navigation Intuitive

Mobile-First Means Voice-Ready

Speed Isn’t Optional

Content Tips That Work for Everyone—Humans and Machines

Write the Way People Talk

Answer Questions Up Front

Use Schema Markup to Give Extra Context

How to Make Your Website More Accessible (And Keep It That Way)

Start with the Guidelines

Run an Accessibility Audit

Train Your Team

Keep Learning and Adapting

Monitor Accessibility Over Time

Hey Siri, Let’s Wrap This Up

What Is Alt Text?

What Are Image Descriptions?

Alt Tags vs. Image Descriptions: Key Differences

How Image Descriptions Support Both Accessibility and SEO

Tips

SEO Pitfalls That Undermine Accessibility

Here’s What to Avoid

A Better Approach

Why Accessibility Must Come First

Best Practices for Writing Accessible Image Descriptions

The Role of Content Creators, Developers, and Marketers

A Better Internet Starts with Better Habits

Why Alt Text Matters

SEO Wins

Common Alt Text Pitfalls

Keyword Overuse

Marketing Copy Disguised as Descriptions

Empty or Missing Alt Text

Repeating “Image of”

Writing Alt Text the Right Way

Focus on Real Descriptions

Keep It Concise Yet Informative

Context Is Important

Skip Redundant Phrases

The Real-World Impact of Bad Alt Text

Frustrating Users

Possible Legal Ramifications

Lower Search Engine Rankings

Practical Steps to Improve Your Alt Text

Conduct an Alt Text Audit

Leverage AI Judiciously

Follow Recognized Guidelines

Test with Real Users

Best Practices at a Glance

Conclusion

What is WCAG, and Why Should You Care?

The Benefits of Accessible Content

Expand Your Audience Reach

Boost SEO

Enhance User Experience

Avoid Legal Risks

Practical WCAG Tips for Content Creators

Use Proper Headings

Add Alternative Text for Images

Color Contrast

Choose Accessible Fonts

Write Descriptive Links

Create Accessible Tables

Caption Your Videos

Use Plain Language

Monitor Accessibility Regularly

Final Thoughts

The Current Mindset Around Website Accessibility

The Value of Accessibility for All Users

Accessibility as a Business Opportunity

Market Potential