Let’s talk about something that makes the internet better for everyone – accessibility. It’s not just about ticking boxes or meeting legal requirements. It’s about making sure everyone can enjoy and engage with online content. The best part? When you prioritise accessibility, you also improve usability and boost your SEO in the process. Win-win! 

On February 20th, 2025, I had the joy of sharing these ideas at the Women in Tech SEO Festival in London to over 400 incredible humans. And I can’t wait to bring the conversation to the BIG Cornish Tech Showcase on February 27th. 

But don’t worry if you missed it, in this article I recap the content of my talk.
Download the slide deck.

I believe accessibility should be at the heart of every digital experience. Because when your website is easy to use for everyone, you naturally create a more engaging, discoverable, and effective online presence. 

Let’s dive into why accessibility and SEO are a perfect match! 

The shop analogy  

You’re heading to a shop, ready to spend your hard-earned cash. 

But the front door is locked. 

No worries – there’s a side entrance! 

Except it’s hidden up some rickety stairs, and there’s zero signage. 

You finally get in, but you’re feeling silly and frustrated. You probably don’t want to come back anytime soon. 

Now imagine how many websites make their users feel like this every day. 

SEO as a shop 

SEO is like rolling out the red carpet for search engines. It’s about tweaking your website so it gets noticed, loved, and ranked higher in search results. 

Imagine you’ve got an amazing shop, but it’s hidden down a back alley. SEO is the big neon sign that gets people to find you! 

Accessibility as a shop 

Accessibility is like a shop that gets it. 

It has a ramp and stairs. Doors that open like magic. Wide aisles, clear signs, comfy lighting, and no blaring music. 

Everyone feels welcome! 

That’s what accessibility on the web is all about: making sure everyone can easily navigate and enjoy. 

You know when you’re squinting at a website with tiny, grey text on a white background? 

Or battling a tiny button on your phone, trying to get your thumb to the right spot? Those are accessibility issues. 

Now imagine trying to use those tricky sites with just a keyboard or a screen reader. That’s the daily struggle for so many people. 

Web accessibility is all about inclusion  

It’s simple – everyone should be able to use your site. 

Whether someone has a disability, an injury, or is stuck with painfully slow Wi-Fi in the middle of nowhere, they should still have a great experience. 

And here’s the best part: when you make your site accessible, you’re not just helping the people who need it – you’re creating a smoother, friendlier experience for everyone. 

Oh, and did I mention? Search engines love accessible sites too. It’s a win-win! 

Accessibility and SEO; a perfect match  

People often think accessibility is just a legal compliance box to tick. 

But here’s the thing: it’s so much more than that. 

Accessible design makes your site better for everyone. 

Think about it – alt text helps screen readers and provides context for image search. Logical site structures aid navigation for users with disabilities and help search engine crawlers index your site more effectively. 

Let’s break down some key areas where accessibility and SEO align perfectly: 

Colour contrast  

For accessibility: Strong contrast ensures that users with visual impairments, colour blindness, or low vision can easily read your content. 

For SEO: Search engines want your content to be readable. Poor contrast increases bounce rates and reduces the time visitors spend on your site. 

Colours may look great together, but not all combinations are accessible. Having a contrast cheat sheet helps ensure you’re always passing accessibility standards. 

The label on this paint has a yellow T on a white background, which is very hard to read so it looks like a shelf of pain.  

Here is our colour pallet as another example. Colours may look great together but the colour contrast isn’t accessible. Having a cheat sheet to hand helps you make sure you’re always passing.  

Purple on blue is a pass when in a large font size, but a fail in a smaller font size.  

Alt tags  

For accessibility: Alt tags provide a text description for images, ensuring users utilising screen readers can understand the content. 

For SEO: Search engines use alt text to understand image context, which can improve image search rankings and overall page SEO. 

Top tip: Write alt text that conveys meaning, not just appearance. And no need to say “image of” – screen readers already know! But make sure to end with a full stop so it knows when to stop.  

Accessible multimedia  

For accessibility: Providing captions, transcripts, and descriptive audio ensures that everyone can engage with your multimedia content – even if they can’t hear it. 

For SEO: Search engines rely on these descriptions to index content effectively. Captions and transcripts also boost search visibility for video and audio. 

Responsive design  

For accessibility: A responsive site adjusts seamlessly to different screen sizes, ensuring that users with various needs can interact with your content 
– Screen readers need to read content accurately across different screen sizes. 
– Text resizing – low vision users may require text to be resized easily without breaking the layout. 

For SEO: Search engines favour mobile-friendly and responsive designs, which improve user experience and search rankings. 

Clear language  

For accessibility: Clear, plain language benefits everyone, especially users with cognitive impairments, learning disabilities, or non-native speakers. 

For SEO: Content that is easy to read and understand improves user experience, lowers bounce rates, and increases engagement. 

Consistent navigation  

For accessibility: Predictable, consistent navigation supports users with disabilities by reducing confusion and making content easier to find. 

For SEO: Clear, logical navigation helps search engines crawl and index your site more effectively, improving your rankings. 

Descriptive anchor text  

For accessibility: Descriptive links provide clear context for users relying on screen readers, improving their navigation experience. 

For SEO: Search engines use anchor text to understand the linked content’s relevance, boosting your search performance. 

Instead of “Click here,” try: “Learn more about our services” or “Read the full article.” 

How do we replace “click here” with more natural language  

Avoid generic phrases like “click here” – instead, use descriptive, action-oriented text that reflects the link’s purpose.

Be descriptive:

• “Learn more about our services” instead of “Click here to learn more.”
• “Read the full article” instead of “Click here for more information.

Provide context:

• “View the full event agenda” instead of “Click here to view the agenda.”
• “Book a consultation with our team” instead of “Click here to book a consultation.”

Use action words:

• “Get more details” instead of “Click here for details.”
• “Register for the event” instead of “Click here to register.”
  
  

Shared goals  

There’s loads of overlap between accessibility and SEO. You might already be improving accessibility without even realising it! 

• Clear site structures help both users and search engines navigate. 

• Descriptive links boost keyword relevance and improve user understanding. 

• Fast-loading sites improve accessibility and are favoured by search engines. 

• Alt text supports screen readers while enhancing image search. 

• Consistent navigation benefits all users and helps search engines index your content. 

• Accessible forms improve usability and can increase conversions. 

• Readable content enhances comprehension and increases search visibility. 

How to make a business case  

It can be tough to get buy-in for accessibility improvements. But here are some compelling reasons why it’s good for business: 

• 1 billion+ people globally have disabilities – that’s a huge market opportunity. 

• Accessible sites are search engine-friendly – better user experience means better rankings. 

• Inclusive design lowers bounce rates and increases conversions – everyone wins. 
  
  

My top tips for gaining an accessibility advantage

• Structure your content: Headings (H1 to H6) should create a clear hierarchy. 

• Keyboard navigation: Test your site with just a keyboard. 

• Colour contrast: Ensure readability for all.  

• Accessible forms: Label inputs clearly and provide helpful error messages. 

• Use clear headings: Organise content with hierarchical and descriptive headings. 

• Provide alt text: Describe images meaningfully. 

• Ensure mobile responsiveness: Design for seamless use on all devices and screen sizes. 

• Enable keyboard navigation: Ensure all elements are usable without a mouse. 

• Write clear link text: Use descriptive links, e.g., “View our services” instead of “Click here.” 

• Add video captions and transcripts: Include captions and text transcripts for multimedia. 

• Prioritise mobile accessibility: it’s not just about responsive design but about ensuring touch-friendly navigation.  

• You can’t do it all overnight:  be kind to yourself. Incremental gains are good! 

I firmly believe that not everyone is your target audience, but everyone should be welcome on your site. If it doesn’t work for everyone, it works for no one.   
 

Accessibility isn’t just about inclusivity – it’s about creating better experiences for everyone and improving your SEO.  
 
When you prioritise accessible design, you:  

• Align with SEO best practices 

• Open your site to a broader audience 

• Improve key performance metrics 

• Gain an advantage over your competitors  
  
  

Small changes lead to big impact – let’s keep building a web where everyone belongs. 
 

Need help reviewing your website SEO and accessibility? Get in touch!