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Web Accessibility: Optimizing for Inclusivity a...

Web Accessibility: Optimizing for Inclusivity and SEO

Slides for The importance of Localization for SERP Conf. Vienna, celebrated on the 30th October 2024.

Sara Fernández Carmona

October 27, 2024
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  1. Hallo Wien! • International SEO Consultant • hreflang="es-ES" • Admin

    at SEO Barcelona • Polyglot • Background in Translation and Localization • Master’s in UX/UI Design @sarafdez /in/internationalseo sara-fernandez.com
  2. Accessibility is just about adding alt text Accessibility only benefits

    a small group of users It’s too expensive to make a website accessible by @sarafdez at #SERPConf Yeah, you’re all right, and Google doesn’t care!
  3. “Accessibility ensures that environments, products, and services allow everyone to

    participate equally and autonomously.” by @sarafdez at #SERPConf
  4. ‘Accessibility’ vs. ‘disability’ by @sarafdez at #SERPConf Accessibility and disability

    are often confused, but they are not the same. A person with a disability can participate in activities effectively in an accessible environment.
  5. Ensuring accessibility for diverse needs by @sarafdez at #SERPConf •

    Hearing loss: ◦ Captions or transcripts allow individuals to access video content equally. • Color blindness: ◦ High contrast colors and avoiding sole reliance on color-coding ensure clear information. • Limited mobility: ◦ Voice commands and adaptive keyboards facilitate effective navigation.
  6. “Disability can affect vision, hearing, mobility, mental health, neurodiversity and

    speech, and it can be classified as permanent, temporary or situational.” by @sarafdez at #SERPConf
  7. • Motor: ◦ A person missing an arm may have

    difficulty performing tasks requiring both hands. • Visual: ◦ A blind individual faces challenges in perceiving visual information. • Auditory: ◦ A deaf person is unable to hear sounds, impacting communication and awareness. • Communicative: ◦ A mute individual cannot communicate verbally. Permanent disabilities by @sarafdez at #SERPConf
  8. • Motor: ◦ An individual with a fractured arm has

    limited use of that limb temporarily. • Visual: ◦ Someone with cataracts experiences impaired vision until treated. • Auditory: ◦ An ear infection may cause temporary hearing loss. • Communicative: ◦ A person with laryngitis temporarily loses the ability to speak. Temporary disabilities by @sarafdez at #SERPConf
  9. • Motor: ◦ A parent holding a baby has limited

    use of their hands temporarily. • Visual: ◦ A person walking outside in bright sunlight may have difficulty seeing their phone screen clearly. • Auditory: ◦ A waiter in a noisy bar may find it difficult to hear customers over the background noise. • Communicative: ◦ A person with a strong accent may struggle to communicate with those unfamiliar with it. Situational disabilities by @sarafdez at #SERPConf
  10. At some point in our lives, we will all experience

    some form of disability. by @sarafdez at #SERPConf
  11. The Microsoft approach by @sarafdez at #SERPConf It explores how

    people interact with technology and environments, recognizing that anyone can experience a disability at times. As professionals, we must: Create accessible and usable experiences for all. Align with universal design principles to ensure products and environments are accessible, regardless of age, ability or situation. https://inclusive.microsoft.design/
  12. “An estimated 1.3 billion people—about 16% of the global population—currently

    experience significant disability.” by @sarafdez at #SERPConf
  13. “101 million people in the EU live with some form

    of disability—that’s 1 in 4 adults.” by @sarafdez at #SERPConf
  14. If 101 million people in the EU have some degree

    of disability (1 in 4 adults)... • Targeting 1% of the EU population equals 1,010,000 users with disabilities. • If 10% (100,000 users) subscribe to our product at €9.99/month, that’s around €1 million/month in revenue. Business revenue potential by @sarafdez at #SERPConf
  15. • Convincing executives of the importance of accessibility can be

    challenging, but the numbers speak for themselves. • The focus should not just be on gaining customers, but empowering users and creating a respectful, inclusive environment that meets their needs. Convincing our stakeholders by @sarafdez at #SERPConf
  16. It’s key to educate stakeholders—developers, business owners and clients—on: •

    The importance and benefits of web accessibility. • Legal requirements in their jurisdictions. • The ethical responsibility of making all products and services accessible. • Considering the real diversity of users that interact with a site, not just the “average” or “target” user. Educating our stakeholders by @sarafdez at #SERPConf
  17. “Accessibility ensures that environments, products, and services allow everyone to

    participate equally and autonomously.” by @sarafdez at #SERPConf
  18. • Effective date: 28th June 2025. • Applies to businesses

    trading in the EU, regardless of location, including UK businesses and their suppliers. • Covers all digital products and services: ◦ Public sector websites ◦ Private sector online stores and platforms European Accessibility Act (EAA) by @sarafdez at #SERPConf https://ec.europa.eu/social/main.jsp?catId=1202&langId=en
  19. EAA: What does it cover? by @sarafdez at #SERPConf Products:

    • Computers and operating systems • Smartphones and other communication devices • TV equipment related to digital television services • ATMs and payment terminals • E-readers • Ticketing and check-in machines
  20. EAA: What does it cover? by @sarafdez at #SERPConf Services:

    • E-commerce • Banking services • Phone services • Websites and mobile services • Electronic tickets • E-books • Access to audiovisual media services (AVMS) • Calls to the European emergency number 112
  21. • Promote a more inclusive society. • Support independent living

    for individuals with physical, mental, intellectual, or sensory impairments. • Ensure accessibility for groups such as seniors, pregnant women, or those with temporary limitations (e.g., travelers with luggage). EAA: Objectives by @sarafdez at #SERPConf
  22. Digital products and services must: • Be accessible and usable

    by all, regardless of abilities or circumstances. • Remove barriers that limit access, ensuring equal opportunities for interaction and engagement. • Provide alternatives for those with sensory or functional limitations (e.g., captions for audio content). EAA: Requirements by @sarafdez at #SERPConf
  23. • Adapt designs to accommodate temporary and situational disabilities (e.g.,

    large buttons for easy navigation on mobile devices). • Ensure compliance with standards that align with the Web Content Accessibility Guidelines (WCAG). EAA: Requirements by @sarafdez at #SERPConf
  24. • Regulatory authorities may impose fines, varying by location, violation,

    and business size. • Some countries, like Ireland, may impose prison sentences for severe breaches. • Organizations may face lawsuits, court orders, or settlements from advocacy groups or individuals. • Legal action can force businesses to rectify accessibility issues. EAA: Penalties by @sarafdez at #SERPConf
  25. • Non-compliance can lead to negative publicity, harming your brand's

    reputation. • Inaccessible products/services alienate users, while accessible ones attract a diverse audience. • EAA compliance will be critical for public/private procurement. Non-compliant businesses risk exclusion from these opportunities. EAA: Penalties by @sarafdez at #SERPConf
  26. Every business must: • Consult legal teams: ◦ Ensure the

    EAA is on their radar and understand its implications. • Assess impact: ◦ Determine how the EAA applies to your business and operations. EAA: Key actions for businesses by @sarafdez at #SERPConf
  27. Every business must: • Evaluate accessibility: ◦ Review the accessibility

    of products and services to identify gaps. • Develop a compliance plan: ◦ Create and implement a plan to address concerns and achieve compliance before the new legislation takes effect. EAA: Key actions for businesses by @sarafdez at #SERPConf
  28. • WCAG: Web Content Accessibility Guidelines by W3C (World Wide

    Web Consortium). ◦ First introduced in 1999, expanded for evolving technologies and user needs. ◦ Part of the Web Accessibility Initiative (WAI). ◦ Provides detailed guidance for meeting accessibility requirements. Auditing accessibility: WCAG by @sarafdez at #SERPConf https://www.w3.org/WAI/standards-guidelines/
  29. • Compliance levels: ◦ Level A: Basic accessibility; minimum requirements

    for some user groups. ◦ Level AA: Recommended for most businesses; meets diverse user needs. ◦ Level AAA: Highest standard; challenging to achieve for all content. Auditing accessibility: WCAG by @sarafdez at #SERPConf
  30. The WCAG guidelines are organized into four main principles (POUR):

    • Perceptible: ◦ Information and UI components must be presented in ways users can perceive. • Operable: ◦ Users must be able to interact with and navigate the interface. • Understandable: ◦ Information and operation must be clear and easily comprehensible. • Robust: ◦ Content must be compatible with current and evolving technologies. WCAG: Key principles (POUR) by @sarafdez at #SERPConf
  31. • Device and browser testing: ◦ Test your site across

    various devices and browsers to confirm that content is accessible and displays correctly. • User testing: ◦ Include participants with different disabilities or abilities from the early design stages to gather valuable feedback. ◦ Conduct surveys to measure the accessibility of products and services, helping to make informed decisions. User and device testing by @sarafdez at #SERPConf
  32. • Self-testing tools: ◦ Use tools like NVDA (NonVisual Desktop

    Access, https://www.nvaccess.org) to simulate visual impairments and test for text, link, and graphic accessibility. ◦ Perform manual tests, such as navigating with only the keyboard or using screen readers to complete tasks blindfolded. • Finding participants: ◦ Partner with NGOs, schools, and support groups specializing in various disabilities to find diverse users for testing. User and device testing by @sarafdez at #SERPConf
  33. • Built-in accessibility tools: ◦ Right-click on a webpage in

    Firefox and select “Inspect”. In the menu, choose “Accessibility” to open the accessibility inspector. • Check for issues: ◦ Click “Check for issues” to analyze contrast, clickable elements, and labels for accessibility improvements. • Simulate visual impairments: ◦ Use the “Simulate” dropdown to view the page as someone with protanopia (cannot see red), achromatopsia (no color), and more. Mozilla Firefox by @sarafdez at #SERPConf
  34. • Accessing the tool: ◦ Right-click on a webpage and

    select “Inspect”. In the console, choose “Lighthouse”. ◦ In Lighthouse, select “Accessibility” and run the analysis. The tool provides an accessibility score and highlights areas for improvement. Google Chrome by @sarafdez at #SERPConf
  35. • Available online at https://wave.webaim.org/ • Also available as a

    Chrome extension: WAVE Evaluation Tool. • How to use it? ◦ Enter the URL of the webpage you want to analyze. ◦ WAVE scans for accessibility issues, highlighting errors and warnings directly on the web content. ◦ The tool marks issues with icons and highlights them for easy identification, making it simple to locate and address problems. WAVE by @sarafdez at #SERPConf
  36. Sitebulb by @sarafdez at #SERPConf Sitebulb is an advanced SEO

    audit tool that also supports accessibility analysis across multiple pages at once. • Setting up an accessibility audit: ◦ Use the “Chrome Crawler” option to enable accessibility checks. ◦ Activate the accessibility audit option during setup. • Results and reporting: ◦ After the crawl, access detailed reports and suggestions for improving accessibility. ◦ Customize audits to check for specific WCAG compliance levels during the scan.
  37. • Chrome extensions: ◦ Colorblindly: Simulates up to 8 different

    vision impairments to test user experience on web pages. ◦ axe DevTools: Adds an extra tab in Chrome’s console to identify errors and provide suggestions for improvement. • WordPress plugin: ◦ WordPress Accessibility Checker: Integrates directly with WordPress, allowing for real-time accessibility testing during content editing. Supports bulk scans and generates reports for multiple pages simultaneously. Extensions and plugins by @sarafdez at #SERPConf
  38. • What are they? ◦ Widgets or plugins that add

    accessibility features like font size changes, contrast adjustments, or text-to-speech options. • Why they fall short ◦ These tools provide only superficial fixes, not real solutions. ◦ True accessibility requires building a website that considers all users from the start, including those using assistive technologies. ◦ Real compliance involves deep structural review and clear language, which widgets cannot achieve. Avoid accessibility widgets by @sarafdez at #SERPConf
  39. • Content & language: ◦ Use simple language. Avoid jargon

    and write clearly for all reading levels. ◦ Break information into short paragraphs and bullet points. • Structure & navigation: ◦ Use headings (H1, H2, H3) for clear structure. ◦ Create descriptive links (e.g., “Learn more about accessibility” instead of “Click here”). • Visuals & contrast: ◦ Ensure high contrast between text and background. ◦ Use alt text for images and provide transcripts for videos. • Accessible interaction: ◦ Make buttons at least 44px x 96px with sufficient padding. ◦ Allow navigation using only a keyboard. Best SXO accessibility practices by @sarafdez at #SERPConf
  40. • Don’t use color alone: ◦ Avoid relying solely on

    color to convey information. ◦ Combine colors with symbols, icons, illustrations, or text for better communication. ◦ Example: Instead of just using red to indicate a user is busy, add the text “Busy” alongside the color. • Typography & readability: ◦ Choose legible fonts (e.g., Arial, Verdana) and ensure adequate line spacing (150% of font size). ◦ Avoid complex backgrounds; keep a simple design. • Multi-device compatibility: ◦ Optimize for zoom and responsiveness on various devices. ◦ Ensure viewport compatibility (e.g., 16px for phones). Best SXO accessibility practices by @sarafdez at #SERPConf
  41. “Accessibility goes beyond a checklist of best practices. It is

    a continuous effort aimed at providing a beneficial experience for as many people as possible.” by @sarafdez at #SERPConf
  42. “Accessibility goes beyond business—it’s a human right. Creating accessible websites

    means respecting all users, regardless of their limitations.” by @sarafdez at #SERPConf
  43. by @sarafdez at #SERPConf Thank you! Any questions? Slides available

    at: https://speakerdeck.com/sarafernandezseo @sarafdez /in/internationalseo sara-fernandez.com