Securing SEO: HTTPS, SSL and Accessibility Guidelines

Chapter 6: Unit 3: Security and Accessibility

Security & Accessibility

After completing this unit, you will learn:

  • What are security and accessibility, and how do they affect your site’s technical SEO
  • How to use HTTPS and SSL to secure your site and improve your SEO
  • How to optimize your site for accessibility and SEO
  • How to identify and recover from penalties caused by security or accessibility issues

1. Why is website security important for SEO?

Ensuring the security of a website is essential for both user trust and search engine rankings. Search engines prioritize secure websites as they want to provide a safe browsing experience for their users. A secure website builds trust among visitors and minimizes the risk of data breaches or malicious activities. Moreover, search engines, like Google, take security into account when determining search rankings, and websites with secure connections are more likely to rank higher in search results.

Implementing security measures, such as using HTTPS and SSL certificates, helps protect user data, prevent hacking attempts, and safeguard sensitive information exchanged between the user’s browser and the website’s server. By prioritizing website security, you create a solid foundation for SEO success and establish a reputation as a trustworthy online entity.

2. The role of HTTPS and SSL in SEO

2.1 What is HTTPS and SSL?

HTTPS (Hypertext Transfer Protocol Secure) is the secure version of HTTP, the protocol used for transferring data between a user’s browser and a website’s server. It encrypts the data exchanged to ensure privacy and prevent unauthorized access or tampering. HTTPS is implemented through the use of SSL (Secure Sockets Layer) certificates, which establish a secure connection between the user and the website.1,2

2.2 Why is HTTPS important for SEO?

HTTPS is not only essential for website security but also has a direct impact on SEO. Google, in particular, considers HTTPS as a ranking signal and rewards websites that have implemented it. Websites using HTTPS receive a slight boost in search rankings, which can positively influence organic traffic and visibility.

Moreover, users have become more conscious of website security and are more likely to trust websites with secure connections. Seeing the padlock symbol and “https://” in the browser’s address bar instills confidence in users, encouraging them to stay longer on the website, engage with its content, and potentially convert into customers or subscribers.

2.3 How to implement HTTPS and SSL?

Implementing HTTPS and SSL involves the following steps:

  1. Acquire an SSL certificate: SSL certificates can be obtained from reputable Certificate Authorities (CAs) or through hosting providers. There are different types of SSL certificates, including domain-validated (DV), organization-validated (OV), and extended validation (EV) certificates, each providing varying levels of authentication and assurance.
  2. Install the SSL certificate: Once the SSL certificate is acquired, it needs to be installed on the website’s server. This process may vary depending on the hosting environment. In some cases, hosting providers offer automatic installation options, simplifying the process.
  3. Configure website redirects: To ensure a seamless transition to HTTPS, it’s crucial to set up proper redirects from HTTP to HTTPS. This redirects visitors and search engines to the secure version of the website.
  4. Update internal links and resources: Update all internal links and resources (e.g., images, scripts, stylesheets) to use the HTTPS protocol. This includes ensuring that all assets are loaded securely to prevent mixed content warnings.
  5. Update external links: If other websites are linking to your website, reach out to the webmasters and request that they update the links to the HTTPS version. This helps maintain link equity and ensures a consistent user experience.

3. The overlap between SEO and website accessibility

Website accessibility refers to designing and developing websites in a way that makes them inclusive and usable for all individuals, regardless of their disabilities or impairments. While accessibility primarily focuses on improving user experience for people with disabilities, it also benefits users without disabilities by enhancing overall usability and user satisfaction.

Search engines, like Google, value user experience and strive to provide the most relevant and accessible results to their users. Therefore, websites that prioritize accessibility are likely favored by search engines, resulting in improved search rankings and organic visibility.

In addition to the SEO benefits, it is essential to make websites accessible to comply with legal requirements, such as the Web Content Accessibility Guidelines (WCAG), in many jurisdictions. By ensuring accessibility, you provide equal opportunities for all users to access and engage with your website’s content.

Example: An online educational platform dedicated to providing learning resources for individuals with visual impairments decided to enhance website accessibility. They implemented features such as alternative text (alt text) for images, clear and concise headings, descriptive link text, and provided closed captions for their video content. By prioritizing accessibility, the platform not only attracted more visually impaired learners but also saw an increase in organic traffic from search engines. Additionally, they received positive feedback from both users with disabilities and those without, appreciating the inclusive design and ease of use.

4. Strategies for ensuring website accessibility

4.1 Text content and readability

Ensure your website’s text content is accessible to a diverse range of users:

  • Use clear and legible fonts: Choose fonts that are easy to read, particularly for users with visual impairments. Avoid small font sizes and use sufficient color contrast between the text and background.
  • Provide resizable text: Allow users to adjust the font size according to their preferences. This can be achieved by using relative font sizes in CSS.
  • Write concise and descriptive content: Use plain language and concise sentences to convey information effectively. Break down complex topics into easily understandable sections, and provide descriptive headings and subheadings to assist users in navigating the content.

4.2 Alternative text for images

Including alternative text (alt text) for images is crucial for users who cannot see the images or rely on assistive technologies. Alt text should provide a concise and meaningful description of the image, conveying its purpose and context. Use keywords appropriately, but avoid keyword stuffing.

4.3 Forms and interactive elements

Ensure that forms and interactive elements on your website are accessible:

  • Provide clear instructions: Clearly label form fields and provide instructions or hints to guide users through the form-filling process. Use error messages to alert users of any input errors.
  • Use appropriate form validation: Implement form validation to help users correct input errors easily. Provide clear error messages that indicate the specific issues with the user’s input.
  • Ensure compatibility with assistive technologies: Test forms and interactive elements with assistive technologies, such as screen readers and keyboard navigation, to ensure they function correctly and can be easily used by all users.

Example: An e-commerce website decided to improve accessibility to cater to a wider audience. They revamped their website structure, ensuring clear and intuitive navigation. They provided concise headings and descriptive link text throughout the website, making it easier for screen readers to interpret the content. They also optimized their product images by adding alt text that accurately described each image. Additionally, they implemented accessible forms, offering clear instructions and appropriate validation. These accessibility improvements resulted in higher organic rankings, increased website traffic, and positive feedback from users with disabilities.

5. Overcoming penalties and ensuring a seamless user experience

Search engines impose penalties on websites that violate their guidelines or engage in manipulative practices. These penalties can severely impact search rankings and organic visibility. It is crucial to be proactive in ensuring a seamless user experience and avoiding penalties. Here are some strategies:

5.1 Identify and rectify security vulnerabilities

Regularly audit your website for potential security vulnerabilities that could lead to penalties or compromises in user data. Keep your website software, plugins, and themes up to date to patch any security vulnerabilities. Conduct security audits and penetration testing to identify and address potential weaknesses in your website’s infrastructure. Regularly monitor your website’s access logs and implement measures to block suspicious or malicious activity.

5.2 Optimize website performance

Website speed and performance play a significant role in user experience and SEO. Optimize your website’s load times by minimizing file sizes, leveraging caching techniques, and utilizing content delivery networks (CDNs) to serve content from geographically distributed servers. Compress images, eliminate unnecessary scripts and stylesheets, and prioritize critical resources to improve website performance.

5.3 Ensure cross-browser compatibility

Test your website across different browsers and devices to ensure consistent functionality and user experience. Consider various screen sizes, resolutions, and operating systems to ensure your website displays correctly and functions optimally across multiple platforms. Address any compatibility issues that may arise to avoid penalties and provide a positive user experience.

Topic 2: SEO and Accessibility Overlaps

1. What is the relationship between SEO and accessibility?

SEO and accessibility are two distinct but interconnected aspects of website optimization. While SEO focuses on improving a website’s visibility in search engine rankings, accessibility aims to ensure that all users, including those with disabilities, can access and navigate a website easily. Although their goals differ, there are several areas where SEO and accessibility overlap, leading to mutual benefits.

2. How does website accessibility impact SEO?

a. Improved User Experience: When a website is accessible, it becomes more user-friendly for everyone, including individuals with disabilities. By enhancing the user experience, accessibility can increase user engagement metrics such as time spent on site, page views, and lower bounce rates. These positive signals can indirectly impact SEO rankings as search engines consider user experience as a ranking factor.

b. Expanded Reach and Target Audience: Making a website accessible allows it to cater to a wider audience, including individuals with disabilities who rely on assistive technologies like screen readers or voice commands. By accommodating diverse user needs, websites can attract more visitors and potentially expand their customer base.

c. Increased Organic Traffic: An accessible website that is properly optimized for search engines has a higher chance of ranking well in search results. When search engines crawl and index websites, they consider accessibility factors such as proper HTML structure, alternative text for images, and descriptive link text. These elements not only make the website more accessible but also contribute to improved organic visibility and increased traffic.

3. What are some examples of SEO and accessibility overlaps?

a. Alt Text for Images: One area where SEO and accessibility overlap is the use of alternative text (alt text) for images. Alt text provides a textual description of an image, allowing individuals who use screen readers or have images disabled to understand the content. From an SEO perspective, alt text is also valuable as it provides context for search engines to index and rank the image. By optimizing alt text with relevant keywords while ensuring it accurately describes the image, websites can simultaneously improve accessibility and enhance SEO.

Example: Consider a website selling customizable sneakers. Instead of using generic alt text like “image1” for product images, it is beneficial to provide descriptive alt text such as “Customizable red sneakers with white laces and logo.” This alt text caters to users with visual impairments while also enhancing the image’s SEO value.

b. Semantic HTML Markup: Search engines prioritize websites that utilize semantic HTML markup, which helps them understand the structure and hierarchy of content. Similarly, individuals with disabilities often rely on assistive technologies that interpret the HTML structure to navigate a webpage effectively. By using proper heading tags (h1, h2, h3, etc.) and semantic elements (such as <nav> for navigation menus), websites can improve both accessibility and SEO.

Example: In a blog post about “Top SEO Strategies,” using an h1 tag for the main title and h2 tags for subheadings allows screen readers to present the content in a structured manner. At the same time, search engines understand the hierarchical relationship between the headings, contributing to improved visibility in search results.

c. Mobile-Friendly Design: Mobile accessibility is crucial both for users with disabilities and search engine rankings. Websites that provide a seamless user experience on mobile devices tend to rank higher in mobile search results. By implementing responsive design, optimizing font sizes, and ensuring easy navigation, websites can make their content accessible to users on various devices while positively influencing their mobile SEO performance.

Example: A local restaurant’s website should be mobile-friendly to accommodate users searching for nearby dining options on their smartphones. By employing a responsive design approach and optimizing the website’s mobile usability, the restaurant not only enhances accessibility for all users but also improves its chances of appearing prominently in mobile search results.

4. How can website owners optimize for both SEO and accessibility?

a. Conduct an Accessibility Audit: Start by conducting a comprehensive accessibility audit of the website to identify areas that need improvement. Tools like the WAVE Web Accessibility Evaluation Tool can help identify accessibility issues, such as missing alt text, improper heading structure, or inadequate color contrast. By addressing these issues, website owners can enhance both accessibility and SEO.

b. Create Accessible Content: Ensure that all website content, including text, images, videos, and audio, is accessible. Use descriptive alt text for images, provide transcripts or captions for multimedia content, and make sure that the content is readable and easy to understand.

c. Optimize Page Load Speed: Optimize images, minify CSS and JavaScript files, and leverage caching techniques to improve page load speed. This optimization benefits both users and search engines.

d. Follow Web Standards: Adhere to web standards and best practices for HTML, CSS, and JavaScript coding. By using proper semantic markup, organizing content logically, and ensuring compatibility with assistive technologies, websites can enhance accessibility and facilitate search engine crawling and indexing.

e. Ensure Mobile Responsiveness: With mobile devices accounting for a significant portion of internet traffic, it is crucial to design websites that are mobile-responsive. Implement responsive design techniques, optimize tap targets for touchscreens, and test the website’s performance across different mobile devices and screen sizes.


You have reached the end of Chapter 6: Technical SEO. In this unit, you learned about security and accessibility, and how they affect your site’s technical SEO. You also learned how to use HTTPS and SSL to secure your site and improve your SEO. You also learned how to optimize your site for accessibility and SEO. You also learned how to identify and recover from penalties caused by security or accessibility issues.

In the next chapter, you will learn about off-page SEO and link building, and how they can boost your site’s authority and rankings.

We hope you enjoyed this chapter and found it useful. If you have any questions or feedback, please feel free to contact us. Thank you for choosing our course, and happy learning!

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