SlideShare a Scribd company logo
Accessibility, strategy and schema.
Do they go hand in hand?
Slideshare.net/bethbarnham1
@bethbarnham
Beth Barnham | Liberty Marketing
<script type="application/ld+json">
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"@context": "https://schema.org/",
"@type": "Person",
"name": "Beth Barnham",
"description": "Likes long walks in the countryside, plays football, and
on a rainy day often found with a book in hand",
"jobTitle": “Senior Technical SEO Specialist",
"knowsAbout": “Technical SEO, Schema, Strategy and Accessibility",
"worksFor": "Liberty Marketing",
"email": "beth.barnham@libertymarketing.co.uk",
"address": {
"@type": "PostalAddress",
"addressLocality": "Cardiff",
"addressRegion": "South Wales",
"postalCode": "CF14 5GJ",
"streetAddress": "Purbeck House, Lambourne Crescent"
},
"sameAs" : [ "https://linkedin.com/in/bethbarnham/",
"https://twitter.com/bethbarnham"]
}
</script>
What is Schema?
A form of structured data
which converts HTML
from an unstructured
mess to something easier
to understand
Connects the dots between what it
thinks you mean and what you
actually mean
@bethbarnham
Schema doesn’t need to be maintained,
but it does need to be checked for best
practice.
@bethbarnham
What is Accessibility?
@bethbarnham
Typically, it is about how a
place, service, provision is
accessed due to cost,
disability, distance, class
@bethbarnham
Digital Accessibility
@bethbarnham
It’s often thought of as
only for people who have
visual impairments
@bethbarnham
Includes all types of
disabilities
@bethbarnham
Colour contrast ratio
@bethbarnham
Colour contrast ratio
@bethbarnham
Document landmark
@bethbarnham
<main aria-labelledby="title1">
<h1 id="title1">title for main content area 1<h1>
.... main content area 1 ....
</main>
....
<main aria-labelledby="title2">
<h1 id="title2">title for main content area 2<h1>
.... main content area 2 ....
</main>
@bethbarnham
Buttons with visible and
detectable text
in code
@bethbarnham
Unique ID attribute
values
@bethbarnham
Sequential headings
<h1>
<h2>
<h3>
<h1>
<h4>
<h2>
✅
✅
✅
❌
❌
❌
@bethbarnham
Same name links
should do same thing
@bethbarnham
‘Skip links’ on
navigation heavy sites
@bethbarnham
If images are decorative
then ensure the alt text is
null alt=“”
@bethbarnham
Make the alt text
descriptive
@bethbarnham
Table showing % people in
Cardiff who like cheese
❌
@bethbarnham
Table showing that 86% of
people in Cardiff prefer
Caerphilly cheese to Red Leicester
✅
Deque Accessibility Covid Report 2021
73% of respondents reported that
COVID-19 has “raised the
awareness and impact of
accessibility for their organization”
Deque Accessibility Covid Report 2021
Overall, the results indicate an
increased awareness around the
digital channel and accessibility
Deque Accessibility Covid Report 2021
Digital accessibility complaints
from
people with disabilities
increased
Deque Accessibility Covid Report 2021
The percentage facing barriers
increased 32% from last year
15% of the global
population has a
disability
1 billion people
currently need
assistive
technology
14.6 million
disabled people
in the UK
21% of working
adults have
a disability
@bethbarnham
There is still SO
much work to be
done
What is Strategy?
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
Strategy is a common
word in marketing
@bethbarnham
What does it
mean?
@bethbarnham
Leaders interpret this for
what the accomplishment
is
@bethbarnham
But strategy is so much
more than that and so
much less
@bethbarnham
It’s one part of the
business
@bethbarnham
Encompass
Digital
Executable
@bethbarnham
HOW are we gonna get to where
we need to be?
@bethbarnham
Do they really sit hand in hand?
Surely to grow, we’re all
about rankings and cool
SEO stuff, right?
@bethbarnham
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
bigger
@bethbarnham
picture
@bethbarnham
Strategy
Strategy
Schema
Strategy
Accessibility
Schema
Strategy
Rankings
Accessibility
Schema
Strategy
Internal
Linking
Accessibility
Schema
Strategy
Site Speed
Accessibility
Schema
Strategy
Schema
Technical
Health
Strategy
Schema
Content
Quality
Strategy
Developer
Support
Accessibility
Schema
Strategy
GA/GTM
Tracking
Accessibility
Schema
Strategy
Indexation
Accessibility
Schema
Strategy
Cannibalisation
Accessibility
Schema
Strategy
Crawling
Accessibility
Schema
Strategy
User Journey
Accessibility
Schema
Strategy
International
Accessibility
Schema
Strategy
Schema
Rankings
Site Speed
Internal Linking
Technical Health
Content Quality
Backlinks
Developer
support
GA / GTM &
Tracking
Cannibalisation
Indexation
International
Crawling
User journey
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
The more inaccessible
a site is
@bethbarnham
the less your site
converts
@bethbarnham
the less revenue
generated
@bethbarnham
“It doesn’t affect
us, we’re B2B not
B2C’’
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
“It’s up to the user to
find additional
technology to access
our website’’
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
Putting the price tag of
accessing a website onto a
disabled user is unacceptable
@bethbarnham
How do they fit
together?
Schema builds relationships
between your
content, context & entities
@bethbarnham
Let’s start off at
SERPs level
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
The images don’t have alt text.
When you hover over them, the images
are blank.
By including an image description in your
product schema, this will pull through to
the carousels.
@bethbarnham
<img src=“vans-leopard-
hitop.jpg" alt=“Vans
Leopard Print Sk8 Hi-
Top" width="500" height="
600">
Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO
Adding alt text and product
descriptions as standard on all
images
@bethbarnham
Featured Snippet
Answering a long-tail question
can help searchers to find
information easier
@bethbarnham
Some cool stats
@bethbarnham
10 million websites use
schema (just 1%)
8% of those said they work on
their markup once
(SEW, schema.org)
@bethbarnham
Including schema in your
accessibility efforts is the
best strategy
@bethbarnham
Visibility
blogPosting, Article,
HowTo, Recipe
Keyword
strategy
@bethbarnham
Conversions
Event,
JobPosting,
Product
Meeting Google’s
search gallery
guidelines
@bethbarnham
Authority &
Trust
Organization, sameAs,
Website, Logo, Image
LocalBusiness
Wiki, social
media &
directories
@bethbarnham
Yeah, cool… but
why should I care?
@bethbarnham
Reactive and proactive
with its versatility
@bethbarnham
Studies suggest
3x CTR increase
@bethbarnham
Preparing for volatility or
changes in the SERPs with a
widely researched strategy is
important
@bethbarnham
Event
Place
Person
Recipe
JobPosting
Organization
@bethbarnham
CreativeWork
Schema Hierarchy
CreativeWork
@bethbarnham
Textual property values
Generic creative work
CreativeWork Textual property values
accessMode
Things that they
describe
@bethbarnham
CreativeWork Textual property values
accessMode
Things that they
describe
accessibilityFeature
@bethbarnham
CreativeWork Textual property values
accessMode
Things that they
describe
accessibilityFeature
@bethbarnham
inLanguage
CreativeWork Textual property values
accessMode
Things that they
describe
accessibilityFeature
@bethbarnham
inLanguage
accessibilitySummary
"accessibilitySummary": "Short
descriptions are provided; long
descriptions of the images are not
needed for most readers."
@bethbarnham
CreativeWork
LocalBusiness
sameAs
Link to Google My Business Listing using entities
@bethbarnham
specialOpeningHoursSpecification
Specify different opening hours where Sensory
Hour is utilised
Currently no support for
physical access information
@bethbarnham
Ecommerce
Indicates the stock levels, availability,
full product
descriptions of each individual product
Product
@bethbarnham
Color, Category, size, sku, productID
For product variations including colour is
really important
imageDescription
Pulls through ID of images into carousels
@bethbarnham
Using schema will not solve your accessibility
issues.
Having an accessible strategy in place is
essential, but schema could be a part of that.
@bethbarnham
Resources
• WAVE
• Axe Dev Tools
• Lighthouse
• Deque Accessibility Report
• Google Search Central
• W3 Accessibility
• Schema.org
@bethbarnham
Thank you!
@bethbarnham // @_libertydigital

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Accessibility, strategy and schema - do they go hand in hand? Beth Barnham BrightonSEO

Editor's Notes

  1. Schema refers to a framework that helps organise and interpret information. It can take the form of a featured snippet to show more relevant, rich results for the specific search intent.
  2. A framework to convert an unstructured mess to something easier to understand for the search engine. Connects the dots between what it thinks you mean and what you actually mean as a searcher. Search engines are intuitive and intelligent and are made up of millions of algorithms and machine learning practices, so making it easier to decipher specific code on your website speeds up the process. Can be in various coding forms RDFa, microdata or JSON-LD Tells search engines the context of what you’re talking about
  3. A framework to convert an unstructured mess to something easier to understand for the search engine. Connects the dots between what it thinks you mean and what you actually mean as a searcher. Search engines are intuitive and intelligent and are made up of millions of algorithms and machine learning practices, so making it easier to decipher specific code on your website speeds up the process. Can be in various coding forms RDFa, microdata or JSON-LD Tells search engines the context of what you’re talking about
  4. Ping emails from search gallery for new versions
  5. This is why ensuring your website is as accessible in all areas is the most important thing so that all types of users can use your products / services
  6. In this instance we’re talking about digital accessibility This is why ensuring your website is as accessible in all areas is the most important thing so that all types of users can use your products / services
  7. In this instance we’re talking about digital accessibility This is why ensuring your website is as accessible in all areas is the most important thing so that all types of users can use your products / services
  8. This is why ensuring your website is as accessible in all areas is the most important thing so that all types of users can use your products / services Users who may have additional needs, using keyboards, external devices, eye movement, readers
  9. Completely inaccessible
  10. Making sure the contrast ratio is sufficient
  11. Adding a document landmark so there’s a central point on the page
  12. Adding a document landmark so there’s a central point on the page
  13. Adding discernible text is essential to ensuring that buttons aren’t skipped over. Vital when CTAs are on page
  14. If you must display the same name on a link, make sure they do the same thing
  15. Add in skip links so that keyboard users can tab through the page easier
  16. Non-descriptive example
  17. Non-descriptive example
  18. For navigation heavy sites, the skip link’s target should be relevant, with little surrounding elements as possible. For users who use the keyboard or alternative ways to navigate than a mouse
  19. I looked at the Deque Accessibility report https://accessibility.deque.com/hubfs/Accessibility-COVID-Report-2021.pdf Deque Accessibility Covid Report 2021
  20. https://accessibility.deque.com/hubfs/Accessibility-COVID-Report-2021.pdf Deque Accessibility Covid Report 2021 This is great that there is a heightened awareness, but what do we do with it? How do we get it from here, to here
  21. https://accessibility.deque.com/hubfs/Accessibility-COVID-Report-2021.pdf Deque Accessibility Covid Report 2021 The more people were at home needing to access services online, the more it became apparent that most websites just weren’t up to scratch for users differing needs.
  22. https://accessibility.deque.com/hubfs/Accessibility-COVID-Report-2021.pdf Deque Accessibility Covid Report 2021 The more people were at home needing to access services online, the more it became apparent that most websites just weren’t up to scratch for users differing needs.
  23. That’s 1 billion people
  24. Leave alone the humanitarian case for inclusion, if you can commercially afford to exclude this market, that is wild
  25. Leave alone the humanitarian case for inclusion, if you can commercially afford to exclude this market, that is wild
  26. Leave alone the humanitarian case for inclusion, if you can commercially afford to exclude this market, that is wild
  27. https://accessibility.deque.com/hubfs/Accessibility-COVID-Report-2021.pdf Deque Accessibility Covid Report 2021 Covid-19, the very thing that has impacted the disabled community most, is ironically and sadly the thing that has led to organizations realizing that their website is not accessible.
  28. Strategy is one part of the process that helps to connect everything all together
  29. Pretty standard, right? It includes the what, how, why, whom, but each are equal parts which makes up the whole organization It encompasses everything digital into something executable
  30. Again, pretty simple.
  31. Why should schema and accessibility be a crucial part of your strategy? Surely we’re all about rankings
  32. Rankings are cool but there’s far more to it than that
  33. Think of this as a Strategy road leads to strategy lane But without accessibility, the strategy can’t be executed fully Are cars parked on dropped kerbs? Are there kissing gates in the community which prevent wheelchair users access, are there no lifts in the community centre? This is what’s preventing your website from being accessed by this massive community
  34. But what this talk is really about is how accessibility and schema can work together
  35. And so on. Not rocket science
  36. There’s 4.7 million disabled workers in the UK We’re all responsible
  37. Rankings are cool but there’s far more to it than that
  38. There’s 4.7 million disabled workers in the UK
  39. Rankings are cool but there’s far more to it than that
  40. Disabled people already spend on average more than £500 extra a month just because they have a disability. We should not be gatekeeping websites so that users still have to pay without leaving their house to enjoy browsing, shopping, finding information
  41. How can we position the business differently to other businesses? Supports your E-A-T and content strategy
  42. What’s wrong with these product carousels?
  43. What’s wrong with these product carousels?
  44. This is what you might add below the ‘Product Name’ on a product listing for Google
  45. A featured snippet will help the searcher to find the information they need in the SERPs straight away. For informational searches this is important, not only because it’s readable instantly, the text is on the SERP for users who use assistive technology
  46. How can we position the business differently to other businesses? Supports your E-A-T and content strategy
  47. https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/ There’s a massive potential here for structured data on the SERPs
  48. What do you want to achieve? If it’s visibility, then blogPosting, Article, HowTo, Recipe are all areas for content strategies which will increase visibility and feed into your keyword strategy Using the keyword strategy you can ensure that your alt text uses some priority keywords whilst writing for the user
  49. If it’s conversions, then using types such as Event, JobPosting, Product to all meet the latest Google search gallery guidelines would be the most important element.
  50. If it’s for authority and trust, using Organization, LocalBusiness and linking your entity to other entities on the web is important to signal to search engines that your business is the same as other places on the web. You’re essentially telling Google, oh hey, that’s me, yeah that’s me too, oh yeah I own that one as well. Google connects all the dots and increases your authority.
  51. https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/
  52. https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/
  53. According to Search Engine Watch’s 2018 study, there is a 3x CTR increase when using structured data https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/
  54. https://www.searchenginewatch.com/2017/04/18/the-state-of-schema-org-what-are-the-biggest-challenges-surrounding-schema-markup/
  55. Used in tandem with properties within the "Thing" Properties are within a “Thing”, nested within one another, with arrays and other JS properties
  56. Unfortunately – there is no accessible property for LocalBusiness so we can’t specify whether our outlets are accessible, wheelchair friendly. However, you could use special opening times However this can be done with a Google My Business property. This is a really useful feature tores
  57. Wheelchair-accessible entrance Wheelchair-accessible toilet Wheelchair-accessible seating Wheelchair-accessible parking Wheelchair-accessible lift
  58. There is scope on Github to do this but nothing is outlined as of yet
  59. Product schema is the best for ecommerce ProductCollection, ProductGroup, IndividualProduct
  60. Strategy, accessibility and schema all work together really well and need to be a