The next wave of internet users: SEO, UX, and accessibility for emerging markets

As the next wave of internet users comes online, primarily from emerging markets, we as marketers are facing a unique set of challenges as well as opportunities. This isn't just about expanding the reach of the websites/companies we work for; it's about fundamentally rethinking how we design and optimise online experiences for billions of internet users coming online for the very first time, and under very different circumstances to our own.

Transcript

1. Who’s this guy?
2. Jimmy Rippon
3. Tech SEO Content Links SEO v1
4. UX Tech SEO Content Links SEO v2
5. UX Tech SEO Content Links Accessibility SEO v3
6. Global population growth Source: Meltwater
7. Global internet user growth Source: Meltwater
8. Why does web accessibility matter? “Access to information is a fundamental freedom”
9. Google’s Next Billion Users
10. Next billion user (NBU) initiative …aims to make technology “helpful, relevant and inclusive for people new to the internet”
11. Next billion users
12. What challenges do they face?
13. 1. Tech constraints 2. Digital proficiency 3. Social considerations
14. Tech constraints
15. Memory & storage • Slower • Cheaper • Less ram • Less storage
16. Damaged devices • Second hand • Cracked screens • Could even cause injury • Often used in landscape mode or zoomed in
17. Connectivity • Expensive data • Poor phone signal (2G) • Unstable wifi • Frequent power outages
18. Digital proficiency
19. Accounts one user/ one device/ one account
20. Icons
21. Social considerations
22. Women (& children) • Privacy • Little relevant content • Due to no one creating • Time constraints
23. Literacy & language • Only 17% of the world speaks English • India has 120+ languages and 25% are illiterate • 20% use the web in 2+ languages
24. Culture & environment • Colour has meaning • Often outdoors • Payment methods vary e.g. COD and Pix
25. How do we overcome these challenges?
26. Memory & storage • Android Go • Youtube Go • Tecno in Africa • Jio in India
27. Damaged devices
28. Connectivity • Avoid, minify, or defer JS and CSS • Resource hints • Fonts, images & video • SSR or progressive rendering • Loading indicators • Download for later
29. Accounts • Is an account needed? • If so, explain why • Explain how data is used • Guide them through the process
30. Icons • Are there alternatives to using icons? • Minimise icons • Label icons e.g. Konga
31. Women (& children) • Research how many users are women • Create content & communities • Instil women with confidence e.g. Jiopages incognito pin
32. Literacy & language • Localise (duh) • Recognise users may switch language • Flesch readability test • Icons to supplement text
33. Culture & environment • Make colour relevant (symbolism varies a lot) • High contrast (sunlight) • Dark mode (battery life) • Preferred payment methods
34. Special mention - Nigeria
35. Nigeria
36. Takeaways 1. Accessibility has many facets 2. SEOs must think like UX researchers 3. Good accessibility = good UX = good SEO 4. When you design for simplicity first, you design for everyone 5. Offer value for nothing in return
37. Thank you