Semantic HTML
Using HTML elements according to their meaning — article, nav, main, table, time — rather than generic divs styled to look right.
Technicala11y
Web accessibility (WCAG)
Designing and building so people with disabilities can use a site, guided by the W3C's Web Content Accessibility Guidelines.
In full
Accessibility is not a ranking factor, but it overlaps heavily with SEO: semantic structure, descriptive link text, alt attributes, keyboard-operable navigation and sufficient contrast all improve machine readability as well as human usability. WCAG 2.2 is the current widely referenced version and underpins legal requirements in many jurisdictions, including the European Accessibility Act. Automated tools catch only a fraction of issues; manual testing is required.
Example
Replacing 'click here' link text with descriptive anchors improves screen reader navigation and gives crawlers meaningful anchor text.
Related terms
Alt text
The alt attribute describing an image's content and function for screen readers, for cases where the image fails to load, and for image…
Anchor text
The visible, clickable text of a hyperlink, used by search engines as a description of the destination page.
Heading structure (H1-H6)
The hierarchy of HTML heading elements that conveys a document's outline to users, assistive technology and parsers.
Page experience
Google's umbrella term for signals about how users perceive interacting with a page, including Core Web Vitals, HTTPS and absence of…