Overlapping factors in search engine optimization and web accessibility

Submitted by mlb78 on Fri, 09/16/2016 - 17:22
TitleOverlapping factors in search engine optimization and web accessibility
Publication TypeJournal Article
Year of Publication2013
AuthorsMoreno, Lourdes, and Martínez, Paloma
JournalOnline Information Review
ISBN Number0741905111117
Keywordsinternet, Search engines, Web accessibility, world wide web
AbstractPurpose - 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.
NotesThis article stressed the importance of search engine optimization in improving web accessibility. Moreover, it specifically highlights web companies' coporate responsibility to provide online contents of high-quality. Only through the combination of decent design and contens can users be offered satisfactory user experience.
DOI10.1108/OIR-04-2012-0063