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


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Want to dominate search optimization in 2014 and bring more conversions with every visitor who lands on your website? The secret is in building accessible applications that both humans and machine algorithms love. With more than 1billion of world's population being disabled, you cannot ignore this side of market…Google is disabled too & Google always say’s create crawlable & accessible content.

Want proof check YouTube captions, transcripts & slide share’s text only version…..not convinced then check your Gmail & you can find something called “Basic Html View”…Google , Facebook, Twitter etc. care about accessibility and just by following few simple fundamentals you can build a accessible website/application.

Raghavendra Satish Peri presented about the Accessibility, Search Engine Optimization & Conversion Optimization at SEMpO Hyderabad Digital Marketing summit. Connect with Raghava at

Published in: Marketing, Technology, Design
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How Building a Accessible Website leads to Better Search Traffic and Conversions

  1. 1. Accessibility SEO and Conversion Optimization 6/9/2014© 2014 Deque Systems, Inc. 1
  2. 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, runs marathons , speaks at various conferences & volunteers for various causes… 6/9/2014© 2014 Deque Systems, Inc. 2
  3. 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. 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. 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. 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. 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. 8. Resources Resource URL Essential guide to digital accessibility guide-digital-accessibility website accessibility checklist 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. s/ Webaim WAVE tools accessible mega menus accessibility/Accessible-Mega-Menu/ 6/9/2014© 2014 Deque Systems, Inc. 8
  9. 9. Resources 6/9/2014© 2014 Deque Systems, Inc. 9 accessible media player ayer ATBAR wordpress plugin wpaccessibility wordpress plugin accessibility/ WCAG2.0 Guidelines WAI-ARIA author practices practices/
  10. 10. Get in Touch….. Email : Mobile: +91-96329 96321 Follow me on twitter @ Friend me on Facebook @ Connect with me on LinkedIn @ 6/9/2014© 2014 Deque Systems, Inc. 10