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A Guide to On-Page SEO for Ecommerce Websites

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On-page SEO can help your ecommerce website rank higher, engage users, drive more traffic, and convert more leads.

People typically start their product research with a search (usually on Google).

To make an informed buying decision, they usually:

  • Compare prices and features.
  • Read reviews.
  • Search for tips and advice.

If your website isn’t visible when people are searching for the products you sell, you’re losing out on potential customers and profits.

Let’s examine some of the most significant concepts for improving on-page SEO and winning valuable organic traffic.

Keyword Research & Optimization

If you want people to find you, you have to use the right words.

If you want greater visibility in search engines, you have to use the right words.

Notice a pattern there?

You must optimize for both people and search engines.

You can choose from many useful keyword research tools.

For example, Ahrefs Keywords Explorer provides keyword suggestions for any business niche or search engine. You can monitor and manage the metrics that reflect how efficiently your keywords match user queries.

Some other free keyword research tools include Google Trends, Keyword Shitter, Google Correlate, Wordtracker Scout, and Google Search Console.

Here are a few tips on how to use the keywords you find:

  • Place the most important keywords in page titles, headers, subheaders, paragraph copy, product descriptions, image file names and alt text, meta title and description, and URLs. Use different variations.
  • Put all details (shipping costs, user reviews, return policy) on the product page. If the customer has to leave the page to look for extra information, they are more likely to leave the website altogether.

A Guide to On-Page SEO for Ecommerce Websites

  • Provide users with real value by writing a helpful copy. Avoid unnecessary keyword stuffing, which can appear suspicious to Google.
  • Update your seasonal sales in a timely manner. Don’t disappoint your customers.

Content

Product Pages

Remember that people, not Google, buy your services and products, so it is vital to optimizing your ecommerce pages to satisfy users’ intentions.

Start by evaluating your competitors’ websites. Your analysis can shed some light on which factors are worthy of attention. Look for:

  • Multilingual websites.
  • Specific colors used in product page designs.
  • Characteristics of services/products.
  • The number and the appearance of calls to action, or CTAs.

To improve your on-page SEO, consider removing unavailable products from your index. When left in indexing for an extended period of time, these pages can eventually hurt your ranking.

You can arrange your work in the following manner:

  • Compare the number of indexed pages in Google Search Console with the number of indexed pages from your Sitemap, as well as the number of pages from Google organic.
  • Make sure that only pages from your Sitemap are open for Google indexing.

Category Pages

Ecommerce website owners often pay the most attention to product pages, landing pages, and the homepage of their websites, forgetting that category pages in their catalog should also look great because they directly influence conversions and search rankings.

If web users do not like the appearance of a category page, they will not even open product pages, and all your SEO efforts will be in vain.

Here are some key metrics to monitor in order to keep your category pages optimized:

  • Conversion rate: The ratio comparing the number of sales to the number of site visitors.
  • Engagement: The time visitors spend on the website’s pages. The longer people spend viewing your content, the more likely they are to buy something.
  • Click-through rate: Transitions from category pages to product pages.
  • Revenue per visitor: The ratio between your revenue and the number of visitors. This metric is even more important than the conversion rate. It is better to have fewer clients buying expensive items than many customers buying inexpensive products.

Blog

A decade ago, blogging was mainly perceived as an entertaining add-on, but today, this powerful tool is actively used by ecommerce companies.

A blog can help your ecommerce site deliver valuable information to customers, gain their loyalty, and build strong relationships. Also, by incorporating popular keywords into blog articles, you will attract more visits from search engines.

Here are some criteria for high-quality SEO optimized content:

  • It should include strong queries that bring your pages to the top of search rankings.
  • Your posts should answer questions that are frequently asked by your clients: how to use some products, how to choose among several similar services, how to extend the lifespan of items purchased, etc.
  • Apart from text, your articles should include vivid and captivating visuals to break up text segments and keep readers engaged.
  • Your articles should contain links to product and category pages in your catalog.
  • You should thoroughly proofread and edit your content for grammatical errors, as well as misleading or obsolete information.

Meta Title & Description

The meta title and description are short but meaningful elements. They give you favorable exposure in search engines because web users see them when choosing from among a number of similar sources.

Your meta title and description should briefly summarize the subject of the page in a way that makes people want to visit and further explore it.

H tags

Header tags (H1, H2, H3, and so on) are extremely important, since they make up the structure of your articles. When visiting blogs and product pages, web users first look at headers and, within a few seconds, decide whether the material is worthy of their attention.

Also, headers are valuable from an SEO standpoint. Google pays more attention to these tags than to the body text.

Keeping in mind these two nuances, compile H tags reflecting an idea of each textual segment and including relevant keywords.

Reviews

You may run a top-notch advertising campaign and sing the praises of your company through all available information channels, but prospective clients will still approach your brand with a bit of skepticism, suspecting you are emphasizing your products’ advantages just to hit high sales.

It is another story when web users read unbiased testimonials on independent review platforms.

People tend to trust other consumers, and 91% of all consumers trust online reviews as much as personal recommendations from friends or family.

Posting a lot of positive reviews on your product pages can pay off big. Negative comments won’t have as much of an impact, as long as they are in the minority.

Let’s be honest, every product has some drawbacks, and the absence of dissatisfied buyers may seem suspicious.

A Guide to On-Page SEO for Ecommerce Websites

Customer opinions are more helpful for on-page SEO than you may think.

Reviews provide original, fresh and consistent content that is helpful for both search engines and potential customers. Not to mention that reviews often contain relevant keywords, which come as an added bonus.

Encouraging users to leave reviews is more or less a marketing goal. As an SEO specialist, your task is to analyze existing comments and point out their quality and quantity.

The best way to gain more reviews is through well-thought-out email marketing and by making it easy and convenient for shoppers to leave reviews on your website.

Content Audit

Remember that content does not exist to simply fill empty spaces in your blog and catalog.

Content is your weapon for conquering the market. So make it powerful and striking.

You will never know if your content is truly effective if you don’t evaluate it.

Regular analysis and updating outdated information will help you achieve excellence.

Choose a specific point in time to revise all your published content. That could be once per month or once per year.

Monitor the behavior of your target audience in terms of comments, clicks, average reading time, and other metrics.

Analyze questions that customers frequently ask of your customer support team, and use them as topics for your blog articles.

Also, if you notice some interesting content solutions on your competitors’ websites, be sure to leverage them.

Images

Image optimization is a smart investment of your time, as it has the potential to improve your page speed tremendously.

Here are the most crucial points to keep in mind when working with images:

  • Perfect format: PNG and GIF for large areas of solid colors, JPG for photos.
  • Compression: There is a variety of free or paid tools and online services to compress your images.
  • Aesthetics: Product images should be appealing, awaken positive emotions, and stimulate web users to place an order. It is best to enlist the support of a professional photographer to showcase your products from the best possible perspective.
  • SEO: Incorporate keywords into alt text, especially text surrounding images.

Video

When working with video, pay attention to the following practices:

  • Use MP4 format, as it produces the smallest file size.
  • Select the optimal file size with your visitors’ screen size in mind.
  • Remember to compress all video files.
  • Reduce the length when possible.
  • Upload the video to YouTube, Vimeo, or other similar resources instead of serving them locally.

User Experience

Checking and improving usability is an essential task for every SEO specialist.

Your job is to perform an accurate analysis, including the following factors:

  • How much time does the average user spend on the page?
  • What is the bounce rate?
  • How well do the CTAs perform?
  • Which pages are most visited?

Bring your results to the table, and get your marketing and development teams involved. Issues that negatively affect usability can be either technical or non-technical.

For instance, too many ads, poor copy, too big or too small fonts, buttons that don’t work, and other issues can dramatically affect usability.

Your task is to find those weak points and to delegate relevant tasks to other team members.

Below, we list the most important elements influencing user experience.

Navigation

It should be easy for customers to find the information and products they need. Make sure your menu is convenient, intuitive, and provides the shortest pathways to different sections. When your website is pleasant and easy to use, visitors will stay there longer.

Internal Linking

Internal linking should be well-thought-out for ecommerce sites.

There are three major reasons to use internal linking:

  • Simplify on-site navigation for users and offer them engaging content related to the information they are interested in.
  • Help search engines to crawl your site and identify the themes of your content.
  • Encourage users to stay longer on your site by visiting multiple product pages.

Let’s say a customer is not totally delighted with an item they clicked on in Google SERP. Will they leave the website immediately? Not necessarily, if you offer them links to other similar options. This can be your first step toward converting leads.

A Guide to On-Page SEO for Ecommerce Websites

Internal linking also helps establish your own anchor text. This is an excellent way to ensure your top keywords will occupy the first positions in search.

The best takeaways for a proper internal linking strategy:

  • Add links where appropriate only.
  • Don’t place too many links with similar anchors.
  • Leverage the power of breadcrumbs to help users understand the site’s multi-level hierarchy for better navigation.
  • The most clickable links are those with engaging images. Take this into consideration, to keep users on your website.

Related Products

When someone is ready to take action and buy something on your website, why not offer related products to increase your revenue?

For example, a furniture brand might offer a set of chairs to a customer buying a table. A hotel booking website might offer discounted deals on rental cars.

People appreciate helpful services that satisfy all their needs and make their lives easier.

FAQ / About Us / Contact pages

When optimizing your general pages, think about your FAQ content. People will go elsewhere if you are unable to answer their questions.

No matter how descriptive your products/services pages are, users will still have some questions. Having an informative FAQ page on your site can help fill the gap.

Make sure you cover all the basic information, including the website’s security measures, shipping options, and return policies. Providing this information can increase buyer trust and skyrocket your sales.

An engaging About Us section will add stars to your reputation. Tell prospective clients about your history, corporate values, and your company’s key merits. This lets visitors know they are dealing with a reputable business and not a fly-by-night website.

On your Contact page, list all the ways users can contact you, including phone and FAX numbers, email addresses, Skype, WhatsApp, social network pages, website contact forms and live chat.

Comparisons

Simplify the decision-making process for your buyers by providing a convenient product comparison tool.

It should collect and compare basic data from product descriptions and suggest the best options, based on customer needs.

Product Videos

Make videos showing how your products can be used. Choose a suitable format for your niche.

If you sell equipment, for example, provide installation and maintenance tips. Or if you sell cosmetics, you could create your own beauty vlog and publish makeup lessons.

Showing visitors how to use your products builds trust and boosts conversions.

Site search

Spare your customers from having to browse through your entire site to find what they need.

A prominently displayed search box helps them quickly find the product they are looking for.

Amazon is a good example. Their search box takes shoppers directly to the desired product category.

Summary

On-page SEO can help your business grow by leaps and bounds.

and boost your brand image in the webspace.


Featured Image: Paulo Bobita



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Why behavior analysis is important online business

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30-second summary:

  • A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
  • In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
  • Developing analytical skills can help you better manage these obstacles.
  • MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.

In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.

Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:

  • Real-time analytics
  • Mobile analytics
  • Attribution modeling
  • Segmentation
  • Ecommerce tracking
  • Funnel analysis
  • Cohort analysis
  • Cross-device tracking
  • In-page analytics (Session recording, click tracking, heatmaps)
  • Goal conversion tracking
  • Event tracking
  • A/B testing

Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

What is a Cohort Analysis and why is it important?

Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.

Cohort Analysis Example – Finding Engagement Drop

Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.

Cohort table for behavior analysis

The best way for visualizing this data is to chart out the retention curve, portraying retention over time.

Cohort Curve - Behavior analysis

This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.

Cohort Analysis Comparison – Organic vs Direct

The below cohort analysis indicates that organic traffic has a better retention rate than direct.

Cohort - Organic vs Direct - Behavior analysis

 

Visitor behavior analysis and its importance

It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.

Screenshot - Mouseflow - Understanding visitors' behavior analysis

If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.

Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:

Screenshot - Mouseflow_Filters

In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.

 GA Behaviour Flow

The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.

Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.



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Top 15 Chrome extensions for social media marketers

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30-second summary:

  • When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper.
  • As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera.
  • Bhavik Soni shares a list of the top 15 Chrome extensions that will make social media marketers more productive, smart, and efficient.
  • These are categorized into extensions for – Productivity, research and tracking, content creation and implementation, and digital marketing. Dive in!

When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper. From simple theme-based to technical coding-related, the extension list in chrome is practically endless.

This extension-packed list also boasts a wide variety of efficient social media extensions that boost professionalism, punctuality, and productivity. And, who wouldn’t love a convenient free plugin that makes life easier!

As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera. These extension apps create a focus-orientated and organized work environment by keeping marketers updated on project developments, sending to-do reminders, enhancing content, and more.

In short, these install-and-use plugins act as the ace up their sleeves for social network marketers. They work as useful gadgets and trained assistants. They are the must-have social media marketing tools for every marketer.

You can optimize and make Google work for you in a jiffy by adding these 15 Chrome Extensions to your browser today.

Chrome Productivity Extensions

1. StayFocused: App block & website block google chrome extension

Designed to boost productivity, the StayFocused extension limits the amount of time you spend on vanity Googling. It offers the brute force you need somedays to anchor your focus to what’s more important.

Pricing:

Free

2. Momentum: Personal dashboard new tab chrome extension

Perhaps, Momentum is the best Chrome extension for productivity. It steers your focus from idle to important by motivating you with quotes, encouraging positivity with mantras, and inspiring with serene photography. Features like Daily Focus, To-Do, Countdowns, Metrics, Event Reminder and Links help you browse the internet with intent. What’s more? The plus version is available for just $3.33/month.

Pricing

$3.33/month

Research and tracking extensions

3. Diigo Web Collector: Highlighter and bookmarker for chrome

Diigo is a research chrome extension that lets you highlight important phrases, bookmark and save pages, write notes, and collect references at a single place. It comes in handy for social media marketers, who generally invest hours in R&D for planning a campaign, learning trends, and comparing the competitor’s strategy.

Pricing:

Free

4. Google Analytics URL Builder: Online UTM tracking

This is a tracking extension that lets you build UTM parameters. With the help of this plugin, you will be able to gauge the effectiveness of the UTM tags used in the campaigns. Google Analytics URL Builder also allows you to share templates with others, saves time when you have to generate URLs manually, and shares progress with clients.

Pricing:

Free

5. Ghostery: Makes web cleaner, faster, and safer

Ghostery is designed to block ads and trackers, this productivity chrome extension makes a great social media marketing tool. With its help, you will be able to learn the trackers on the competitor’s sites that they use to attract, engage, and convert the visitors.

Pricing

$11.99 USD /month/user*

6. SpyFu: SEO and PPC tools for professionals

Yet another efficient tracker extension that lets you peek into the competitor’s site data. Spyfu reveals extensive information, including where the competitor appeared on Google in the past nine years. The social media marketing (SMM) plugin also shows all keywords bought on AdWords, every ad variation, and every organic rank for $33/month.

Pricing

$33/month

Content creation and implementation

7. Canva: Design is all around us

How social media advertising will perform relies a lot on visuals. Photo-driven platforms like Instagram and Pinterest yield better ROI than content-driven Twitter or Facebook. It is because photos get more engagement. To ensure you can make most of this social media trend, creating impressive and attention-grabbing posts become imperative. It is where Canva comes into the picture.

Pricing

Free

8. Figure it Out: Solve your time zone pain

A digital marketer works for clients and target audiences in different time zones. For them, Figure it Out proves to be a handy tool. It is an extension that lets you keep track of up to 10 time zones, and makes scheduling posts accordingly.

Pricing

Free and paid ($3/month)

9. WhatFont: Identify fonts on web pages

We get it, fonts are tricky. Download an app, and it gives you hundreds of fonts that are too similar-looking, too familiar, or too quirky for your campaign. One day you browse a site – may be a competitor’s – and find just the font you were looking for but have no clue which one it is.

That’s when WhatFont comes to the rescue. A single click and it reveals not only the name but also the family, style, weight, size, line height, and color of the font.

Pricing

Free

10. Unsplash Instant: Beautiful photos in your new tab

For every social media marketing post, there is a tedious task to find high-quality, professional stock pictures, usually for free. Unsplash Instant lets you find great photos ranging from flowers and skies to desktops and artsy portraits. You can save them for free and use it for all kinds of commercial use.

Pricing

Free

11. Colorzilla: Advanced colorful goodies

Colorzilla allows you to hover over any color shown on a webpage and learn about its hex code for future use in a social media ad post. With this plugin, you will be able to create consistent color themes, appealing visuals, and come up with perfect palettes.

Pricing

Free

12. Sniply: Drive conversion through content

Social media promotions through third-party content are more effective when they include a tempting call-to-action that takes the reader to your own online space. Sniply helps you make those conversion-generating posts by letting you add custom CTA to any piece of content. On the dashboard, the plugin will show how many clicks your links are getting and the level of engagement for tracking purposes.

Pricing

$29/month

Digital marketing extensions

13. IFTTT for Marketing and social media automation

IFTTT free digital marketing extension syncs multiple apps and automates them, thus saving a lot of time and effort. In simple terms, you could post a pic on a dozen different platforms all at once.

Pricing

Free

14. Buffer: Share content easily

With this social media extension, you will be able to schedule and manage posts across different platforms. Buffer will also let you follow up with analytics to track the performance of each post.

Pricing

$85/mo

15. LastPass: Free password manager

By downloading the LastPass Chrome extension, you will not need to remember dozens of passwords to each social media platform. This free password manager will do it for you. You could also create a master password through LastPass.

Pricing

Free

Let’s sum it up

Here’s a guide to 15 best Chrome extensions available for social media marketers. From saving bookmarks to managing posts and passwords, these plugins will work as assistants to digital professionals.

Note: Details like pricing are subject to change as per the respective tool provider.

Bhavik Soni is a Creative Writer at Auto Monkey. We provide an original analysis of the latest happenings in the social media industry. Connect with Latest Social Media Trends and News plus tips on Twitter, Facebook, and other social tools on the web.



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How to make your website ADA-compliant and win at SEO

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30-second summary:

  • The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites.
  • An ADA-compliant website helps more people than those covered by ADA.
  • There are many SEO benefits such as increased visibility on google image searches, and featured snippets.
  • Co-founder of Ally digital media, Abhishek Shah says, “Responsive websites help with ADA compliance and further improve your website’s overall search presence.”
  • The four best ways to make your website ADA-compliant with a clear outline of its ADA as well as SEO benefits.

The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites. Specifically, Title III of the ADA has taken an official stand on how websites should be accessible for disabled users. However, when you look at what’s necessary to make a website ADA-compliant, you will see that these also will help improve your site’s SEO.

Some elements such as title tags, heading structure, alt text, and responsive design are things all websites should include. By ensuring these are done properly and in an ADA-compliant way will maximize your website’s effectiveness.

How ADA accessibility prioritization benefits everyone

Ensuring your website complies with the ADA helps you serve a larger audience and gives a boost to your search engine rankings. This is because most of the necessary components of making your website ADA compliant feed directly into SEO best practices.

After all, the whole point is to make your website easier to view, understand, and navigate. What business doesn’t want all that for their website?

Four ways an ADA-compliant website helps improve your SEO

Here are 4 ADA-compliant must-haves (in no particular order) that will help improve your SEO. This list is by no means comprehensive, but it is a good place to start.

1. Title tags help screen searches and readers

Title tags are very basic SEO. They let the reader, and search engines, know what the page is about. A title tag doesn’t show up on your website. Rather, it appears on the results page of a search engine, and the tab at the top of your web browser.

SEO benefits

Title tags, while basic SEO, are very important. This tag needs to match your user’s intent. For example, when someone googles “best phone” the phrase best phone (or a variation like “best smartphone”) will appear in the title tag.

Writing a title that accurately reflects what the page is about is the best way to get found and clicked on. It’s why a title tag should be specific: “The best Android phones for 2020” is far better than “Why you will want to buy one of these phones.”

ADA benefits

For those who need screen readers to help them use a computer, a specific title tag such as the above example is much more user-friendly. So, it is vital the title tag accurately reflects the page content.

The accessibility guidelines say the title should be “The best Android phones for 2020” instead of “Why you will want to buy one of these phones.”

2. Descriptive alt text

Alt text is not the same thing as a caption. A caption is visible usually beneath an image. Whereas alt text is not visible on the front end of the site. The alt text is a written alternative to a page’s visual elements. This includes: .jpegs, .pngs, and .gifs. the alt text is a description of an image that lives in the backend of the site.

SEO benefits

Alt text lets search engines know the subject matter of an image. It also helps search engines to better understand the page. Additionally, if you want images to show up in Google, then writing descriptive alt text is a must-have.

ADA benefits

For web users with visual impairment using screen readers, descriptive alt text is read aloud. This helps a visually impaired reader get a better sense of what’s going on, on any given page.

A useful descriptive alt text might be: “woman at café with laptop drinking coffee” 

A useless alt text would be: “SEO tips for freelancers | Get more clients with SEO | Writing your way to success with SEO”

3. Responsive design

Responsive design has been around since 2012/2013 in one form or another. But it means more than just your website being able to adapt to whichever screen size it finds itself on.

It’s about where your logo sits, how easy is your site to navigate, how easy is it to read, and how quickly does it load?

SEO benefits

Websites that offer good, functional user experience rank better in search results. User experience isn’t just one ranking factor but an umbrella term for quite a few. Google has said that a site that takes longer than three seconds to load on a mobile site will rank higher.

How easy content is to read (and how useful it is) is also an important ranking factor.

ADA benefits

Good responsive design puts the user first. It starts from the premise that a website needs to be easy to look at, easy to navigate, and be easy to understand.

This is why you need legible text for the visually impaired. As well as quick load times for people with slow internet. And straightforward navigation to make it easy for people to get around your website.

4. Proper heading (and subheading) structure

Headings (which show up in the code as <h1> or <h2> or <h3> etc.) define your content’s hierarchy. These headings (and subheadings) work along similar lines to when you wrote essays in school.

Proper heading structure:

  • Goes in order: a h3 doesn’t go directly after a h1.
  • Describes the copy beneath it.
  • Follows a sequence: if your h2 is “4 ways…” then the h3s would be each of those points.

SEO benefits

When your writing is clearly structured it is easier to read, and easier to follow. It’s also easier for Google to crawl your content and understand what is the most important (starting with h1, and so on).

Good header structure can also your content appear in the featured snippets in the search engine results page (SERPs).

ADA benefits

For users who have limited reading comprehension or cognitive impairments, clear and direct headings make it easier to read. Headings and subheadings let a reader know what’s worth reading and what’s worth skipping over.

And just like a reader skips heading, so too can a screen reader. Which only reinforces the need for a strong, clear heading structure.

An example of a website that has both good SEO and is ADA compliant is Enviro Safety Products. When you review this site you will see it ticks all the boxes, and provides the user a seamless, friendly experience.

Americans with Disabilities Act (ADA-compliant) - Example

Source: Enviro Safety Products

How making your website ADA compliant will help you win at SEO

By applying all the necessary ADA compliant elements to your website, you are helping the one in four Americans with a disability use your website. Additionally, you will also greatly enhance your website’s SEO.

If you would like to know more about how making your website ADA compliant will help you win at SEO, you can throw questions in the comments section below.

Abhishek Shah is the co-founder of Ally Digital Media, a leading voice in digital media and marketing. He advocates for evidence-based marketing strategies to fuel the businesses. He can be found on Twitter @abiishek.





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