The Power of Accessibility: Transforming SEO & Discoverability 

Why Accessibility Matters Beyond Compliance 

Website accessibility is often framed as a legal requirement—an obligation to meet the Web Content Accessibility Guidelines (WCAG) and comply with regulations like the European Accessibility Act (Read more about what the EAA means for businesses here). 

But beyond legal risk mitigation, accessibility is also influential for your website’s overall digital performance. An accessible website isn’t just about inclusivity: it directly impacts SEO, user experience (UX), and discoverability across search engines and beyond. 

Search engines like Google prioritise usability, and many of the core principles of accessibility align perfectly with what makes a site rank higher. But the impact doesn’t stop at SEO. Good accessibility practices enhance discoverability across voice search, social media, and assistive technologies as well. 

In this article, Remarkable’s James Gray, VP Experience Marketing, and Aaron Ingram, QA Practice Lead, discuss how accessibility and SEO work hand in hand, and why prioritising accessibility is one of the smartest investments for your digital marketing strategy. 

Does Accessibility Affect SEO? Google’s Stance 

In short: yes, Google’s algorithm considers accessibility factors when ranking websites. While Google has never explicitly stated that accessibility is a direct ranking factor, many accessibility elements contribute to Google’s Core Web Vitals and overall Page Experience signals, which all directly affect rankings. 

Here’s how accessibility aligns with Google’s ranking criteria: 

• Page Experience (UX Signals): Google prioritises sites that offer a smooth, easy-to-navigate experience; a fundamental principle of accessibility. 

• Core Web Vitals: Fast loading times, visual stability, and interactivity (part of accessibility best practices) are key performance metrics in Google’s ranking system. 

• Structured Data & Readability: Proper use of headings, alt text, and semantic HTML (all accessibility features) helps Google understand and index content better.

Elements of Accessibility That Boost SEO

1.Alt Text for Images

• Helps visually impaired users understand images via screen readers. 

• Improves image search ranking (Google Images relies on alt text for indexing).

2. Proper Heading Structure (H1, H2, H3, etc.)

• Provides clarity for screen readers and enhances content structure for search engines. 

• Google uses headings to determine the main topics of a page, improving keyword relevance.

3. Descriptive Link Text

• “Click here” offers no context, while “Download our SEO Guide” helps both users and search engines understand the content’s purpose. 

4. Keyboard Navigation & Skip Links

• Many users rely on keyboard navigation instead of a mouse. A well-structured navigation system benefits both accessibility and site crawlability.

5. Video Transcripts & Closed Captions

• Boost accessibility for hearing-impaired users. 

• Enhance video SEO by providing text-based content for Google to index.

6. Readable, Clear Content

• Simple language benefits people with cognitive disabilities and reduces bounce rates, increasing dwell time—a key ranking factor. 

Beyond SEO: Accessibility Enhances Discoverability Everywhere 

Search engine optimisation is just one part of discoverability. A truly accessible website makes it easier for users to find and engage with your content across different platforms, devices, and assistive technologies.

1.Voice Search & Assistive Tech

Voice search (Siri, Alexa, Google Assistant) relies on structured content and clear navigation. Many accessibility best practices, such as structured headings and properly labelled buttons, help search engines process and deliver content effectively for voice search queries.

2. Social Media & Content Sharing

• Descriptive alt text and captions on social media posts improve engagement and increase discoverability for visually impaired users. 

• Accessible video content with captions and transcripts makes your brand more shareable across platforms.

3. Mobile Usability & Core Web Vitals

• Google prioritises mobile-friendly sites, and many accessibility best practices (e.g., large tap targets, readable fonts) align with mobile optimisation. 

• Improved Core Web Vitals (loading speed, interactivity, visual stability) benefit both accessibility and search rankings.

4. The Age of Connected Discoverability

Accessibility contributes to a much broader discoverability strategy—one that goes beyond traditional SEO and into a more connected, intelligent search landscape. To understand how search is evolving in 2025 and beyond, read our insights on Connected Discoverability here. 

Better Accessibility = Better Digital Experiences 

Ultimately, accessibility is about creating better digital experiences for everyone. The principles of good design, usability, and SEO are all deeply intertwined. By making your site more accessible, you’re naturally improving search rankings, user engagement, and overall brand visibility. 

Quick Wins to Improve Accessibility & SEO Today: 

• Add alt text to all images. 

• Ensure clear heading structures 

• Improve page speed & mobile usability. 

• Provide video transcripts & captions. 

• Make links descriptive & meaningful.  

Need an Accessibility or SEO Audit? Let’s Talk! 

If you want to ensure your website is fully accessible and optimised for search engines, the team at Remarkable can help. We offer comprehensive Accessibility & SEO Audits to uncover opportunities for better rankings, user experience, and compliance. 

Get in touch today to schedule a consultation and start making your digital presence more inclusive, discoverable, and high-performing.

 

Remarkable are one of the world’s leading digital experience agencies. As a double platinum  Sitecore  and  Optimizely partner, we offer technology solutions to help brands build experiences that convert.