A comprehensive evaluation of the Women Employed website.

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Content
Analysis
Kristin Ardese | September 2023

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Introduction
About Women Employed
SEO Analytics
In evaluating the website’s title tags, meta descriptions and header
elements, I have conducted a comprehensive assessment that
will best determine if they are in best practice for search engine
optimization (SEO).
Title Tags
Women Employed demonstrates to be sufficient in using their
page title elements. Their website holds no duplicate page titles,
and all 78 titles are present. It is important to note the range in
length that the titles have. The shortest title: “Women Employed,”
falls below the minimum recommendation of 200 pixels. Contrary
to this, their longest title: “Illinois No Salary History Law: Your
Questions Answered- Women Employed,” exceeds the maximum
recommendation of 60 characters.
The majority of Women Employed’s website titles lean towards
being short and cryptic. These offer limited descriptions that
prioritize conciseness over elaboration. While most titles are easy
to read, there is certainly room for improvement in terms of detail.
Examples
One of the titles that does adhere to best SEO practices is
“Women Employed- 50 Years of Leading Chance for Working
Women.” This title holds a balance of being succinct and
descriptive.
Conversely, the title “Blog- Women Employed” poorly adheres to
best SEO practices. It lacks description and engagement, hurting
its chances of drawing clicks and traffic.
Founded in 1973 by a small group of Chicago women, Women
Employed is a non-profit organization deeply committed
to advocating for gender equity. Their mission focuses on
empowering women in the workforce by collaborating with
government agencies, conducting impactful research, and
championing legislation.
Website: https:/
/womenemployed.org/
This report presents a comprehensive assessment of the website
belonging to Women Employed. By focusing on search engine
optimization (SEO), accessibility, content quality, and architecture,
it can be determined how well Women Employed is positioned on
digital platforms. This report aims to provide valuable insights that
will enhance the performance of Women Employed’s mission.

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Title Tags (cont.)
Meta Descriptions
As opposed to the title tags, Women Employed’s meta
descriptions present far steeper challenges. A significant 73 out
of 78 meta descriptions are missing from the search page. While
the existing meta descriptions are detailed and hold variety, they
spill over the recommended length of 155 characters. The paired
combination of lacking meta descriptions and lengthy existing
ones negatively impacts SEO performance.
Examples
Neither of the existing meta descriptions would be considered
ideal due to their excessive length. Ideally, meta descriptions
should convey the page message in about 100 characters, getting
the reader to the point without being too vague.
Page Titles
Poor Meta Description
Source: https:/
/www.screamingfrog.co.uk/seo-spider/

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Header Elements
At first glance, one might assume that Women Employed effectively
utilizes HTML header elements on their website, as it demonstrates
a visually appealing hierarchy. However, when analyzed through
Screaming Frog SEO, it reveals significant problems. 77 out of 78 h1
headers report as missing, raising content awareness concerns.
While the h1 titles lack SEO optimization, the h2 titles appear to be
highly prominent, with only one missing. Although pulling their weight
amongst header elements, they could still benefit from a revision.
There are 32 duplicated h2 titles, which could be detrimental to SEO
optimization and user experience.
Accessibility
The Women Employed website utilizes alt-tags for a significant portion
of its images. Out of the ten images used on the site, 7 have alternative
text associated with them. Despite this, it is important to note that
30% of the images are not optimized for accessibility. This can pose
challenges for individuals with disabilities who rely on screen readers
or other assistive technologies.
Examples
While a majority of the site images have alternative texts, the quality of
them varies. For example, an image that reads “Celebrating 50 Years”
has an alt-tag that simply repeats the text as “Celebrating 50 Years.”
This would offer an accurate description for an individual using a
screen reader.
In contrast to this, a more complex image on this website needs to be
more accurate in its description. This image or slideshow showcases
a few historical photos of women’s equality. Despite its dynamic
nature, the alt-tag is vague and unclear. It reads: “50th-anniversary
photo scroll.” This offers little insight into what is being shown, thus
insufficient for accessibility.
Alt-Tags
H1
Good Alt-Tag
Bad Alt-Tag
Source: https:/
/www.screamingfrog.co.uk/seo-spider/

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In terms of overall accessibility, this website exhibits room
for improvement. After further evaluating its color contrast
accessibility, many errors were found. There are 17 instances of
contrast errors throughout the website, which may significantly
hinder the readability of those with visual impairments. This may
not seem impactful; however, 1 in 12 men have a color deficiency
(Colour Blind Awareness, 2023).
Additionally, there are 13 redundant links, four redundant
title texts, and 3 skipped headings. This could further lead to
navigation difficulties for those relying on keyboard navigation.
To enhance the accessibility of their website, alt-tags should be
added to all images. This would ensure that all individuals with
visual impairments can understand and access the content. In
addition, utilizing higher contrast within header elements and
removing redundant links will assist in making this website more
accessible. A commitment to accessibility is crucial, especially for
a non-profit website that fights for equal rights.
Major Accessibility Guidelines
Content
Women Employed utilizes a variety of different platforms to disperse their
content effectively. Their website uses written content such as blog posts
and informative articles to educate their audience about women-focused
issues. These include Equal Pay, Fair Scheduling, Minimum Wage, Paid Sick
Time and Paid Leave, Sexual Harassment and Pregnancy Fairness. These
primary content pieces serve to raise awareness about gender disparities
and how to promote policy change.
Website
Women Employed excels in using captivating color palettes and
typefaces that enhance the visual appeal of their website. Their use
of icons and clipart contributes to a seamless user flow, making the
content easy to understand. With the use of these elements, Women
Employed successfully assembled a powerful yet welcoming nature for
their website.
Visual Elements
Source: https:/
/wave.webaim.org

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Although Women Employed is prominent on many platforms, their
content is repetitive. LinkedIn, Facebook, Instagram, and Twitter
consistently post the same exact content. However, their YouTube channel
includes diverse videos that offer more variation. These include interviews,
tell-alls, and Spanish translations, providing a comprehensive approach to
engage their audience.
Social Media Writing
The quality of Women Employed’s content is high overall. With
informative written content and well-researched data, the audience’s
needs for learning and awareness are fulfilled.
The organization’s social media posts are written in a similar fashion;
however, they lack variety. By adjusting the written content to the
nuances of each social media platform, Women Employed can leverage
their impact and better their content awareness.
Quality

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The content featured on the Women Employed website effectively conveys
the organization’s mission and aligns with its target audience. Women
Employed’s audience is likely comprised of women, marginalized groups,
poverty-stricken groups, government officials, and the Illinois/Chicago
metropolitan area.
Audience
Architecture
The website is mobile-friendly and adapts from PC to mobile interfaces
for the most part. However, a notable drawback is that the drop-down
menus available on the computer version are absent on the mobile
version. Instead, clicking on a main navigation tab redirects users to
its respective page without access to subtabs. This limitation restricts
mobile users from fully exploring the website’s content.
Despite this issue, Women Employed’s accessibility feature for
language barriers is a positive adaptation. This allows user to switch
to a wide selection of languages, expanding their outreach to a more
diverse audience. Additionally, the search function performs just as
well on a mobile interface, contributing to the positive aspects of their
mobile experience.
Mobile Site
The Women Employed website establishes a consistent voice
throughout its written content. It contains action-oriented tones that
aim to cultivate solutions. Using “WE” throughout the written pieces
reinforces a collective and powerful identity.
Examples
There is a clear determination to move forward and build on prior
achievements. The writer speaks directly to the audience, with
urgency to join their mission. Overall, the voice of writing establishes
empowerment and a clear call to action.
Voice
Empowerment
Building on achievements

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While there are no breadcrumbs present on the website, there are a
variety of other navigational waypoints to take note of. These include
the navigation menu, footer menu, and search functionality.
Navigation Menu
Women Employed’s navigation menu is made up of six primary
navigation tabs. Each of these tabs holds about ten submenu items,
presenting a comprehensive structure for users to access a wide
content selection. However, the mobile version of the website lacks
dropdown menus to submenu items, which can hinder a user’s ability
to access all of the site content.
Navigational Waypoints
Footer Menu
The footer menu is a functional and helpful component of this
website. It offers access to resources such as disclaimers, the privacy
policy, information about the Board of Directors, and opportunities to
work with the organization. Additionally, a search feature in the footer
enhances user convenience.
Search Functionality.
Women Employed’s website includes a functional search bar that
performs effectively. Upon conducting searches using keywords like
“pregnant,” “pay gap,” and “sexual assault,” I found articles, pages,
and blogs within the website quickly.well on a mobile interface,
contributing to the positive aspects of their mobile experience.
Submenu Items Present
No Submenu Items Present
Footer Menu Items
No Submenu Items Present

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Content
Analysis