Overlapping factors in search engine optimization and web accessibility

Lourdes Moreno · Paloma Martı́nez

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Digital Accessibility for Disabilities Information Retrieval and Search Behavior Web visibility and informetrics

Abstract

Purpose The purpose of this paper is to show that the pursuit of a high search engine relevance ranking for a webpage is not necessarily incompatible with the pursuit of web accessibility. Design/methodology/approach The research described arose from an investigation into the observed phenomenon that pages from accessible websites regularly appear near the top of search engine (such as Google) results, without any deliberate effort having been made through the application of search engine optimization (SEO) techniques to achieve this. The reasons for this phenomenon appear to be found in the numerous similarities and overlapping characteristics between SEO factors and web accessibility guidelines. Context is provided through a review of sources including accessibility standards and relevant SEO studies and the relationship between SEO and web accessibility is described. The particular overlapping factors between the two are identified and the precise nature of the overlaps is explained in greater detail. Findings The available literature provides firm evidence that the overlapping factors not only serve to ensure the accessibility of a website for all users, but are also useful for the optimization of the website's search engine ranking. The research demonstrates that any SEO project undertaken should include, as a prerequisite, the proper design of accessible web content, inasmuch as search engines will interpret the web accessibility achieved as an indicator of quality and will be able to better access and index the resulting web content. Originality/value The present study indicates how developing websites with high visibility in search engine results also makes their content more accessible.

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References

2003Improving web accessibility: a study of webmaster perceptions 2011Accessibility of U.S. federal government home pages: Section 508 compliance and site accessibility statements 2010Accessibility design issues with UK e-government sites 2006The accessibility of Chinese local government Web sites: An exploratory study 2007Accessibility 2.0

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