Sara Fernández International SEO Consultant Web Accessibility: Optimizing for Inclusivity and SEO Panel: Content Marketing & Semantic SEO

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

We all know this stakeholder… by @sarafdez at #SERPConf

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!

It’s time to fight misconceptions. by @sarafdez at #SERPConf

First, let’s get the basics right… by @sarafdez at #SERPConf

“Accessibility ensures that environments, products, and services allow everyone to participate equally and autonomously.” by @sarafdez at #SERPConf

‘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.

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.

“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

● 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

● 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

● 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

by @sarafdez at #SERPConf Disability is a spectrum

At some point in our lives, we will all experience some form of disability. by @sarafdez at #SERPConf

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/

Time to convince our stakeholders… by @sarafdez at #SERPConf

“An estimated 1.3 billion people—about 16% of the global population—currently experience significant disability.” by @sarafdez at #SERPConf

“101 million people in the EU live with some form of disability—that’s 1 in 4 adults.” by @sarafdez at #SERPConf

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

Accessibility is not just necessary; it’s VERY profitable. by @sarafdez at #SERPConf

● 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

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

“Accessibility ensures that environments, products, and services allow everyone to participate equally and autonomously.” by @sarafdez at #SERPConf

European Accessibility Act by @sarafdez at #SERPConf

If all else fails, legal trouble will get stakeholders’ attention… by @sarafdez at #SERPConf

● 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

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

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

● 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

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

● 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

● 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

● 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

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

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

How to audit accessibility by @sarafdez at #SERPConf

● 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/

● 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

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

Tools to verify accessibility by @sarafdez at #SERPConf

● 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

● 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

● 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

Mozilla Firefox by @sarafdez at #SERPConf

● 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

Google Chrome by @sarafdez at #SERPConf

● 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

WAVE by @sarafdez at #SERPConf

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.

Sitebulb by @sarafdez at #SERPConf

● 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

Before we wrap up… by @sarafdez at #SERPConf

● 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

● 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

● 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

“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

“Accessibility goes beyond business—it’s a human right. Creating accessible websites means respecting all users, regardless of their limitations.” by @sarafdez at #SERPConf

by @sarafdez at #SERPConf Thank you! Any questions? Slides available at: https://speakerdeck.com/sarafernandezseo @sarafdez /in/internationalseo sara-fernandez.com