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User Experience and Accessibility - BrightonSEO March 2021

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Niki Mosier's BrightonSEO 2021 talk.

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User Experience and Accessibility - BrightonSEO March 2021

  1. 1. User Experience and Accessibility
  2. 2. I am Niki Head of SEO & Content at AgentSync You can find me at @nikers85 HELLO!
  3. 3. . 1. What is Accessibility 2. What is User Experience 3. Why both matter for SEO
  4. 4. Broadly speaking, when we say a site is accessible, we mean that the site’s content is available, and its functionality can be operated, by literally anyone.
  5. 5. “ 57 million Americans have a disability… (that’s ~17% of the population)
  6. 6. Why is web accessibility important?
  7. 7. ...the inclusive practice of ensuring there are no barriers that prevent interaction with, or access to, websites on the World Wide Web by people with physical disabilities
  8. 8. Don’t exclude people from using your products or services
  9. 9. Visual
  10. 10. Auditory
  11. 11. Mobility #BrightonSEO @nikers85
  12. 12. Cognitive
  13. 13. The negative implications to not having an accessible website ● Narrowing your potential target market
  14. 14. The negative implications to not having an accessible website ● Narrowing your potential target market ● Lost revenue
  15. 15. The negative implications to not having an accessible website ● Narrowing your potential target market ● Lost revenue ● Negative brand reputation
  16. 16. The negative implications to not having an accessible website ● Narrowing your potential target market ● Lost revenue ● Negative brand reputation ● Legal Implications
  17. 17. What does an accessible website mean?
  18. 18. Perceivable - Information can be presented in different ways WCAG defines 4 principles: P O U R
  19. 19. Perceivable - Information can be presented in different ways Operable - Functionality can be used in different modalities WCAG defines 4 principles: P O U R
  20. 20. Perceivable - Information can be presented in different ways Operable - Functionality can be used in different modalities Understandable - Information and functionality is understandable WCAG defines 4 principles: P O U R
  21. 21. Perceivable - Information can be presented in different ways Operable - Functionality can be used in different modalities Understandable - Information and functionality is understandable Robust - Content can be interpreted reliably WCAG defines 4 principles: P O U R
  22. 22. Common issues people have online Text that doesn’t wrap
  23. 23. Common issues people have online Links without anchor text
  24. 24. Common issues people have online Code issues for keyboard only users
  25. 25. Common issues people have online Font size
  26. 26. Common issues people have online Poor Contrast
  27. 27. Common issues people have online Reliance on Color
  28. 28. Common issues people have online Animations and carousels
  29. 29. Common issues people have online Page time limits
  30. 30. 3 sets of accessibility guidelines Web Content Accessibility Guidelines (WCAG) Authoring Tool Accessibility Guidelines (ATAG) User Agent Accessibility Guidelines (UAAG)
  31. 31. User Experience... Gives users the answer they are looking for
  32. 32. User Experience... Answers the users question fast
  33. 33. User Experience... Provides answers on a site that is accessible on all devices
  34. 34. Page Experience Interactivity: Users are able to interact quickly with elements on the site.
  35. 35. Page Experience Loading performance: A fast server response time will result in better performance.
  36. 36. Page Experience Visual stability: Content should not jump around the page as it is loading.
  37. 37. Page Experience Mobile-friendliness: Users should be able to access the page via mobile and enjoy the same experience as desktop users. 43
  38. 38. Page Experience Security: The page should run on HTTPS
  39. 39. Page Experience Browsing safety: Safe browsing checks for security issues including malware, deceptive pages, harmful downloads, and uncommon downloads
  40. 40. Page Experience Presence of intrusive interstitials: This might include aspects like pop-ups and ads that intrude on the main reading and viewing experience. Content should be easily accessible.
  41. 41. CORE WEB VITALS Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
  42. 42. CORE WEB VITALS First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.
  43. 43. CORE WEB VITALS Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.
  44. 44. https://bit.ly/3ldZZHR
  45. 45. WHAT MAKES A GOOD MOBILE SITE? Mobile users are goal-oriented. They expect to be able to get what they need, immediately, and on their own terms.
  46. 46. 53
  47. 47. Potential Negative Impacts Poor SERP visibility
  48. 48. Potential Negative Impacts Decreased Conversions
  49. 49. Potential Negative Impacts Poor bounce rate
  50. 50. Potential Negative Impacts Low number of leads
  51. 51. 58 SEO & User Experience Page Titles
  52. 52. 59 SEO & User Experience Headings
  53. 53. 60 SEO & User Experience Sitemaps
  54. 54. 61 SEO & User Experience Anchor Text
  55. 55. 62 SEO & User Experience Breadcrumb Links
  56. 56. 63 SEO & User Experience Alt Text
  57. 57. 64 SEO & User Experience Navigation
  58. 58. 65 SEO & User Experience Readability
  59. 59. 66 SEO & User Experience User Interactions
  60. 60. Testing and Implementing Wave Evaluation Tool
  61. 61. Testing and Implementing Siteimprove Accessibility Checker
  62. 62. Testing and Implementing Lighthouse
  63. 63. Testing and Implementing » WP Accessibility » WP Accessibility Helper » wA11y – The Web Accessibility Toolbox » accessiBe
  64. 64. RESOURCES https://seosly.com/google-page-experience-audit/ - Olga Zarzeczna https://www.contentkingapp.com/academy/ux-seo/ - ContentKing https://www.deepcrawl.com/blog/events/page-experience/ - Jamie Indigo
  65. 65. https://crux-compare.netlify.app/
  66. 66. Niki Mosier Twitter: @nikers85 nikimosier.com Slide link:https://bit.ly/nikibright onseo2021 THANK YOU!!!
  • AlyonaZhuravleva

    Jul. 3, 2021
  • kmcvey

    Mar. 25, 2021
  • EdCarbery

    Mar. 25, 2021

Niki Mosier's BrightonSEO 2021 talk.

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