Successful Sites- Issue 013 - More Than Search and SEO Plus Usability

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How Image Links Can Help Build a Better User and Search Experience

There are webmasters out there who believe that good design, usability, and SEO can't co-exist in the same site; that effective SEO will ruin usability or design elements. While there are plenty of examples that seem to prove this point, it doesn't have to be that way.

Ask for advice on building a search-friendly website, and one of the tips you will often recieve is to use text links throughout your site. Text links are read by search engine spiders and render the same regardless of the type of browser being used. They are accessible by screen readers and can be easily identified as links using CSS rollover properties. It's great advice and you can't go wrong using text links.

However, sometimes the most relevant phrase for a page is just too long to use in your primary navigation without looking awkward or simply including too much information for the typical site user. That's when image links may be a better choice.

Image Links VS Text Links for SEO

Text that makes up a link is referred to as anchor text and it can be a powerful tool for search engine optimization. The text in the link tells the search engine what that page is about, and it is so powerful that pages can rank well for terms found only in links to the page and not on the page itself. (Type "miserable failure" into a Google search for an example.)

Customized text links are highly prized for their ability to improve rankings for specific search terms and it makes sense to use them on your internal pages, since those pages "count" when the engines look at links and relevance.

Image links are followed and counted as well, and the text in the alt attribute for the image serves the same function as anchor text. General theory holds that alt text isn't as "powerful" as link text, and for good reason. Webmasters who try to "game the system" stuff zillions of phrases into their image alts in an attempt to rank better for those terms. Because it isn't an element that is likely to be seen by users (unless they hover over an image), it can be more easily abused. In general, search engines prefer to give more weight to elements that users can see.

While it's difficult to prove that alt text on image links is "less important" than text links, it does seem to make sense that text links have a little more "weight" than image links.

The SEO Challenge

From an SEO standpoint, it's a pretty smart move. From a design and usability standpoint, it stinks. Users have to look at extra words in the links that are there to help them find the page, but are superfluous and annoying to someone already in the site.

Image Links Get the Job Done

The answer is to put those long, relevant, but awkward keyword phrases into the alt attribute of an image link. If your home page really is about "digital camera repair services", you can put that in the alt attribute of an image link that simply displays the word "home".

Image links can be used throughout the site for sites with awkward keyword phrases, or be used selectively for pages like "Home", "Contact Us", "About Us", and other key pages that are best identified with short phrases, but can be described better using an alt attribute such as "Contact the Digital Camera Repair Service Center".

It's Not a Question of "Better" or "Worse"

Text and image links both serve a function and you can build a site using exclusively one or the other, and it will be fine. However, when you consider the terms that you want to rank well with and the need to balance simplicity with specific words, image links offer an alternative to wordy text links that don't integrate into your navigation very well.

Getting a mild boost for your desired keyword phrase in an alt attribute is STILL better than getting "full" credit for "About Us". It just makes sense to use those internal links to help identify the full topic of the page. Just remember not to go overboard when adding your alt text- only use the phrase that best describes the page.

Scottie Claiborne is the Web Marketing Strategist for The Karcher Group and the facilitator of the Successful Sites Newsletter. She is a speaker at the Search Engine Strategies conferences and the High Rankings Seminars as well as the administrator of the High Rankings Forum.

High Rankings Web Marketing Seminar- March 31-April 1, 2005

Learn all the aspects of web marketing that you need to know in this 2-day, hands-on Web marketing seminar that includes practical work on your own site. Time is running out! Register now to learn from: Jill Whalen, Debra O'Neill Mastaler, Christine Churchill, Karon Thackston, Matt Bailey, Dan Theis, and Scottie Claiborne.

Keyword Stuffing = Parking in Handicapped Spaces

Hopefully not. However, many websites that I've seen are doing the equivalent of parking in handicapped spaces and very few people are saying anything about it. It's about time we start taking care of the user, ALL users, rather than just the ones who are able see the site how you see it.

Users utilizing assistive technology are increasing, both in number and in the awareness of web designers. According to the US Center for the Blind, there are over 1.3 million Americans that are legally blind, and over 10 million are visually impaired and can benefit from assistive technology.

In many circles and forums, the prospect of being forced to design accessible web sites is met with cries of unfairness, indifference or even a few callous comments. Disabled users are growing in number, especially as assistive technology continues to improve and become more affordable. Disabled users need to be recognized and understood.

The Challenge of Accessibility

Being disabled is a dichotic lifestyle. Most disabled people would never describe themselves as limited or restricted, as they are using what they know. Yet society has a way of not considering the needs or understanding those that they attempt to help. Others simply show their discomfort by disdain or even disparagement.

My father has been physically disabled for the past 20 years. Seeing both his resourcefulness in using computers, and then the Internet, I have been educated about the challenges people have using web sites. He uses the Internet for his online business, as well as for multiple other ventures. For disabled users, the Internet is freedom.

Assistive Technology

Assistive technology can help by giving users an alternate means of viewing information. Screen readers, Braille displays, user-defined stylesheets, magnification; all of these allow alternate means of viewing web pages. However, many search engine optimization tactics interfere with the user experience for these technologies. By using amateurish, misinformed and thoughtless tactics, disabled users are unable to understand web pages and are essentially told to "stay away" because they are not able to view the information as a "normal" person may. These tactics may be hidden from regular users, but because the optimizer is only thinking of rankings, alternate browsers and technology and those using them are subjected to poorly designed and poorly marketed pages.

Tactics that preclude assistive technology have at their root a search engine optimization method that creates inherent problems; keyword stuffing. Keyword stuffing involves an attempt to gain rankings by forcing as many keywords as possible in a page, utilizing elements such as the title attribute, alt attributes, link titles and more. By stuffing keywords into every available attribute, tag or background, users in assistive technology are forced to listen or view these long strings of keywords, with no context, sense or understanding of any structure.

These are usually uncovered as soon as a screen reader loads the page, and the title attribute is read to the user. Most disabled users will be forgiving on a short stuffed title, as most web pages either overdo it or provide nothing at all. However, "invisible" text such as white text on a white background, stuffed div tags full of keywords positioned to be at the top of the code and stuffed noscript information. By stuffing these elements, a screen reader, Braille display or defined CSS will show all of these to the user and displace the normal page display in a typical Internet Explorer browser.

Visually impaired users combat poorly designed pages by listing the links. Screen readers will provide a list of links and anchor text to the user, so that they may choose from the list of links to find the information they need. Listing these links can be an exercise in futility on some "optimized" web sites. Lists of keyword-stuffed anchor text links, "invisible" links, and hidden links to doorway pages are all exposed to the disabled users, furthering their frustration with the site.

Accessibility Applies to All Sites

Search engine optimization needs to grow up, and move beyond juvenile tactics to inflate rankings. True optimization creates a website that is an accessible, valuable site to users on all platforms, browsers and user-agents. Ensuring that a web site is able to communicate to all users, regardless of disability and access is part of marketing a web presence. Otherwise, you may as well hang out a sign, "handicapped not welcome."

Matthew Bailey is a web marketing analyst for The Karcher Group. He is a forum administrator at the High Rankings Forum and a popular speaker at Jupiter Media's Search Engine Strategies conferences.

Wrap Up

The Seattle High Rankings Seminar is Around the Corner

I feel like I just got back, but it's time to get the suitcases out again- the Seattle High Rankings Seminar is less than 2 weeks away!

I think the High Rankings seminars are a great value for anyone who is getting started in (or generally confused by) web marketing. We cover a broad range of topics, not just SEO. And the workshop sessions are an excellent opportunity to get some specific advice and strategies on your own site.

Personally, I love the more laid-back atmosphere and the opportunity to get to know the attendees in the smaller sessions. Since it's limited to 40 participants, we have time to really go into details and answer questions one on one. If you are going to join us, be sure to register ASAP or you may miss out!

Spring is Here!

I don't know what the weather is like in your part of the world, but it's definitely spring here! The pear trees and daffodils are blooming and everything just smells like spring. (OK, well, pear tree blossoms actually smell like dead fish when they are through blooming, but we haven't gotten to that point yet.)

There's nothing like warm weather to brighten the spirits, so I hope you get to see lots of sun in your part of the world soon.

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Issue #014- Image Links for SEO and Website Accessibility

Images, Alts, and Accessibility

Fast Links