Many businesses see SEO and web accessibility as separate things. But in reality, they work together.
As an SEO copywriter, I’ve spent years helping businesses rank higher, attract more traffic, and improve their online presence. I understand how Google works, how to optimise content for search intent, and how to structure websites for better user engagement.
But the more I dive into web accessibility, the more I realise how SEO best practices naturally align with web accessibility principles.
When you make a website accessible, you’re also making it easier for Google to crawl, index, and rank.
Here’s what I mean.
5 ways SEO and web accessibility work together
1. Alt Text
Alt text is short for ‘alternative text’ for images. It’s a description of an image to help people with vision impairments who rely on screen readers to interpret images. Providing a descriptive alt text makes sure they get the full context of the image.
However did you know that google also relies on alt text to understand images? Google can’t see images so it uses the alt text to help rank them in search results. Well-written alt text improves image SEO and overall page relevant.
2. Heading structures
One of the key ways to make websites easier to read is to break up chunks of text with headings. In the meta data, headings are flagged using heading tags. H1 is the most important followed by H2, H3 all the way down to H6. Google scans H1, H2, and H3 tags to understand content structure and improve search rankings.
However good structure and heading tags are also crucial for accessibility. Clear headings make it easier for users, particularly those using assistive technology, to navigate content effectively.
The headings should be in chronological order, which means you shouldn’t have an H4 tag after an H2 tag. They should go in a logical order down the page.
3. Faster page loading time
A fast page speed is a crucial ranking factor for Google. Websites with a fast load time and good user experience will see a lower bounce rate and better engagement. Google rewards those websites by promoting them above sites with a slower speed.
A faster site can also benefit users with disabilities. Not only is a slow loading page annoying, they can affect the usability of many assistive technologies like screen readers and voice recognition software. The screen reader might start reading some parts of the page before the whole page is loaded, making it confusing for users.
4. Description links
You probably see this littered throughout the web. Often people link from phrases like ‘click here’ or ‘read more’. However this isn’t considered best practice, particularly for accessibility.
When a person is using a screen reader, they depend on clear, informative links. For example, instead of saying ‘read more about me by clicking here’ you’d write ‘you can read more about me’ with the link covering the whole description.
Descriptive links have an SEO benefit too. Google prioritises description anchor text for contextual relevance As Google says in their documentation:
Good anchor text is descriptive, reasonably concise, and relevant to the page that it’s on and to the page it links to. It provides context for the link, and sets the expectation for your readers. The better your anchor text, the easier it is for people to navigate your site and for Google to understand what the page you’re linking to is about.
5. Captions and transcripts
Captions and transcripts are crucial for people who are deaf or hard of hearing. It’s impossible for them to understand what is being said in a video if there isn’t an accessible way for them to consume it.
Transcripts and captions can be beneficial for everyone. Perhaps you’re in a quiet place like a library, bus or under your child’s cot trying to get them to sleep (yep that was me once).
Or perhaps you absorb information better when you can read along with the words rather than listening to the transcript. One study found 91% of videos with captions are watched until the end compared with 66% of videos without captions.
Captions and transcripts benefit SEO rankings too. Google can’t watch videos but they can read transcripts and captions, improving search visibility.
Why SEO and web accessibility matters for healthcare, aged and disability care, parenting, and education
Many of the industries I work with (healthcare, aged and disability care, parenting, and education) serve audiences that depend on accessible websites. A patient looking up symptoms, a family researching aged care options, a student with a learning disability or a parent googling ‘why won’t my baby sleep’? They all need clear, structured, and easy-to-navigate content.
Consider this:
- 5.5 million Australians (21.4%) has a disability. (Source: Australian Bureau of Statistics)
- 17.1% of Australians are aged 65 years and over (up from 15.9% in 2018). (Source: Australian Bureau of Statistics)
- It’s estimated 3.6 million Australians live with at least mild hearing loss, which is 14.5% of the population. (Source: Public Health Research and Practice)
- About 444,400 Australians aged 55 or more are visually impaired (Source: Australian Institute of Health and Welfare)
That’s a lot of people who might be missing out. An inaccessible website doesn’t just mean frustrated users, it means missed opportunities.
People who can’t access information easily will leave your site and find one that meets their needs. And Google notices when users bounce quickly which affects your rankings.
My takeaway: SEO and web accessibility go hand in hand
We all need to make the web a better place. Optimising for search isn’t just about pleasing an algorithm, it’s about making sure everyone can access the information they need.
As an SEO writer, I’m excited to help businesses make their websites both search-friendly and truly inclusive. If you’d like to find out more about how I can help your organisation, please send me an email or visit my contact page to book a chat in my diary.