Businesses whose websites are inaccessible by disabled people could damage their SEO rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2019, 4:12 AM GMT+0

The lack of website access for the disabled could be against the law.

As per the American with Disabilities Act of 1990, website owners must design online content that is accessible to disabled persons using the site. Following this legislation, the World Wide Web Consortium’s Web Accessibility Initiative has issued Web Content Accessibility Guidelines which makes recommendations to ensure more accessibility-friendly content.

These recommendations include suggestions for keyboard functionality, text alternatives for visually or cognitively-disable users, and predictive navigation recognised by assistive technologies. The author suggests getting guidance from organisations specialising in internet accessibility and conducting a website audit to identify accessibility bottlenecks.

Websites with higher accessibility features tend to achieve better Google rankings. Google may also downgrade rankings if its algorithms consider a website’s meta-signals to lack accessibility, thus resulting in a loss of prospective customers.

Read the original article

[5 minute read]

Explore more data & articles