| Did you know that nearly 20 percent of all Web | | | | will surely influence the outcome. In Australia, a similar |
| users have some form of disability? | | | | suit was brought a couple of years ago by a blind |
| "Making your site accessible for all is a matter of | | | | person against the Olympic Committee because he |
| courtesy, is good business practice, and is not | | | | could not get tickets online. The suit resulted in a win |
| difficult," explains Robert Roberts, a professional SEO | | | | for him: a $20,000 damage settlement. |
| who owns the SEO Toolbox ( | | | | "What all this means is that sooner or later, any |
| In fact, Roberts believes that Web accessibility issues | | | | Internet site offering goods and services will have to |
| are so important that he's been having monthly chat | | | | comply with accessibility standards." |
| sessions on the subject for students at the | | | | In Roberts' accessibility section ( he's placed a link to |
| Academy of Web Specialists ( He's also created a | | | | the lawsuit, if you'd like to learn more. |
| special section of his Web site that's devoted to | | | | What if you have an image that conveys information, |
| accessibility issues ( | | | | such as a pie chart, graph, or schedule? A simple alt |
| Roberts states that disabilities can be anything from | | | | tag description isn't sufficient to convey that |
| "simple" color blindness to more severe disabilities. | | | | information adequately. Roberts explains a |
| The Use of Alt Text to Solve Accessibility Issues | | | | work-around for this problem: |
| "Let's start with image alt tags. You can use the alt | | | | "There are a couple of things you can do, with one |
| tag to your advantage, not just for SEO purposes. | | | | being right in the tag itself: you can use the 'longdesc' |
| The alt description tells those users with assistive | | | | element. The longdesc is actually a link to another |
| technologies what the image is about. | | | | page where you can lay out the information in text |
| "There is the issue of lots of clear images meant to | | | | format. |
| be used as spacers in layouts. Should you use an alt | | | | "Here is a sample tag: |
| tag for every one of those? Yes, in a sense, you | | | | |
| use what's called the Null Alt, meaning an empty alt | | | | "The problem with the longdesc attribute is that it is |
| tag, like this: alt="". Notice that there is no space | | | | not widely supported by assistive technology. As a |
| between the quotes, which means that assistive | | | | result, an alternative convention is suggested, using a |
| devices will bypass the image and not try to explain | | | | D-Link. This is a text link placed immediately after the |
| it. But if you don't use it, assistive devices will show a | | | | image. It is a link to the same descriptive page |
| blank where the image would be or cause other | | | | contained in the longdesc attribute. This way, you are |
| display issues. | | | | sure that it can't be missed." |
| "The alt tag for navigation images is critical. Actually, | | | | Here's an example using the D-Link: |
| you should use text navigation wherever possible, as | | | | D |
| good SEO's, but there are times when the layout | | | | Some Accessibility Solutions Are Actually Beneficial |
| uses buttons, which brings up another issue - that of | | | | from an SEO Standpoint |
| navigation preceding content." | | | | Since Search Engine Marketers often use alt text as |
| Solving the Problem of Navigation Preceding Content | | | | an extra spot to place keywords, can it still be used |
| Roberts continues, "When a person using an assistive | | | | in that manner? |
| device opens a Web page, he or she is usually | | | | "Bear in mind that it should not be only for keywords, |
| greeted by lots of navigation before getting to the | | | | because it really is an assistive aid. What I've done is |
| content. Furthermore, an assistive device like a | | | | something like this: 'keyword keyword - link to |
| screen reader will read ALL of the navigation every | | | | description page'," explains Roberts. |
| single time. One solution is to include a "skip | | | | Roberts continues, "A link to a more informative text |
| navigation" link that allows the person to jump to the | | | | explanation of a pie chart or whatever can only add |
| page content. This can be in the form of a tiny | | | | to search engine relevancy because you can make |
| hidden clear image linked to an anchor tag. | | | | the additional page focus on a keyword. Accessibility |
| "If you would like to see an example, take a look at | | | | also applies to things like WAP, handheld devices, and |
| the source code for any page at SEO Toolbox ( The | | | | telephonic devices. |
| logo at the top of the page is linked to the menu, | | | | "People need to see what your information is and |
| because the menu markup is actually at the bottom | | | | how to get to it. The matter of tables is important |
| of the HTML code. You would be able to use this | | | | not only because of accessibility but because it will |
| strategy with any assistive device or in a text | | | | actually be easier for search engines to get around in |
| browser like Lynx." | | | | them. There is a brief example of this on the regular |
| Why Accessibility Issues Are So Important These | | | | SEO Toolbox site: There is more complete |
| Days | | | | information, with two examples, at: |
| "One of the reasons all of this is so important," says | | | | ables_layout.html." |
| Roberts, "is because of a lawsuit in progress that | | | | "After all," Roberts continues, "which do you think will |
| looks like it may get to the Supreme Court. A blind | | | | be better for relevancy? If a spider must wade |
| man in Florida is suing Southwest Airlines because he | | | | through yards of code before getting to your |
| is unable to complete normal transactions on their | | | | content, or if the spider can see your content first |
| Web site." | | | | thing? The answer is pretty obvious." |
| By means of explanation, the Americans with | | | | If you aren't using Lynx, Roberts recommends adding |
| Disabilities Act provides provisions on the accessibility | | | | it as part of your Web development arsenal for |
| of public accommodations to the disabled, and this is | | | | seeing how your pages look in a variety of browsers. |
| the Act that is being referenced in the case. | | | | ( |
| The plaintiffs in the case claim that Congress wrote | | | | Lynx is a free, predominately text-based browser |
| the ADA so broadly that the Internet is covered, | | | | that will give you an idea of how those with |
| meaning that it 'applies to Internet Web sites just as | | | | disabilities view your site. Many Web visitors prefer it |
| it does to brick-and-mortar facilities like movie | | | | because it doesn't support JavaScript, Flash, or |
| theaters and department stores.' | | | | DHTML and is free of popups. |
| The defendants (Southwest Airlines and American | | | | For More Information |
| Airlines) have taken the position that Congress never | | | | According to Roberts, one of the best books on the |
| meant to include the Internet, because cyberspace | | | | topic of accessibility is Constructing Accessible Web |
| was in its infancy at the time the law was written. | | | | Sites by Jim Thatcher. The book just hit the shelves |
| So, the argument is whether a Web site is a 'public | | | | and covers what you need to know in an efficient, |
| accommodation' under Title III of the ADA. | | | | easy-to-understand manner. |
| "But," continues Roberts, "there is a precedent that | | | | |