Adcon 2026 download.
This year Adcon, in the main, has verified and validated what I've been saying for the last 4 years and have known for much longer!
Consistency is key.
Repeating little habits has a compounding massive benefit.
THAT is what Inclusive Optimisation is all about.
Yes, it is basic stuff.
No, there is no trick or magic pill.
If you are told some scary story about SEO being dead, ask how that person has been doing their SEO because I say they've not been doing it right.
That doesn't mean they are dishonest, it just means they don't know what they don't know. If they have never experienced accessibility before then they won’t have any idea of it’s power.
Accessibility is not about a person's disability, it is about a website's inadequacy and there's a big difference. 'Inadequacy' puts the onus on the website functionality not the 'ability' of the person and it IS relevant to every business.
Why does Accessibility matter to every business?
The technology that SEO uses, i.e. search engines/bots is the same technology that speech readers were built on, that’s where they’ve come from. Back when websites were ‘new media’ there was no competition for digital real estate. There has always been the need to make websites available to every ability.
Roll forward to a busy internet where everyone is competing for the ‘first page of Google’ and there is a need for a system to be able to find what they are looking for.
Unless your business specifically wants to keep out people with big fingers this is relevant to you.
Unless you specifically don’t want busy working mums to find your website while they’ve got a baby sleeping (finally) in their arms and have 40 mins to scroll one handed then this matters to you.
How about the commuter who has the same half hour or more on the packed train or tube to finally book that appointment, order that gift or catch up on that magazine subscription?
Accessibility matters more than ever because it has a direct affect on your ranking in search, and the performance of your website.
- Inclusive Optimisation WILL save you money on pay per click ads.
- The better the consistent match to the search term – the better the quality score of your page.
- The better the quality score of your page – the sooner your ad will win out the bid at a lower cost per click (CPC)
Why isn’t everyone doing this?
Because they didn’t know about it either. It’s not widely taught. You have to dig like a mole to find it. Ironically, it’s been like ‘the blind leading the blind!’ Forgive the pun, like I’ve said before this technology was designed for a very important purpose and has been developed to fulfill another one.
94% of websites are not fully accessible. That means you need to be part of that 6%. It’s very unlikely that your competitors are in that 6% so this is an opportunity for you to lead the way.
What's changed
Generative engines (AI bots) still need to read the code in and content on your website and humans still need to be able to use your site when they get there!
How humans are searching has changed because they see Ai as a little person in the machine that they can have a conversation with. They are asking conversational questions which have seen an increase in the success of conversational content. Blogs are out performing service pages because they answer the long question.
This doesn’t mean SEO is dead! On the contrary it’s more important than ever (if you are doing it right!).
Quick adjustments that will help.
Put a few FAQs on relevant pages.
- Don't waffle.
- Answer concisely first. Then elaborate the context.
- Make the page validate your expertise. (awards, experience etc.)
What's not changed
Make sure your page grabs every opportunity available to consistently communicate your message relevantly. No you don’t keyword stuff. You simply and naturally talk about and explain your topic, service or product like you were explaining it to anybody that doesn’t know about it yet.
Want to know where those opportunities are?
They are predominantly sitting in accessibility.
- Alt tags (the words speech readers say out loud when they hit your image)
- Title tags (images and links) (these are the ones that show up on hover)
- Anchor text (the words you have made into a hyperlink)
- Naming conventions (images, files, videos,)
- Location paths (where you store files you link to and download from)
Where to start with SEO
SEO is compounding. Start with your images or your links and work through your main pages. Every page can be found independently so make sure you are specific to the topic of that page.
Start making tweaks and changes to how you add content to your online presence and you will start to see the improvement over time. Not that long either, depending on how fast you implement.
One thing is for sure. I've had enough of the scare mongering and people being charged good money to be left no better off with no idea what was or wasn't done for them.
Let's make the internet a better place one website at a time.
#Adcon AdClients
