Accessibility Notes

It is important that we try to make our content as user friendly as we can. Here are some pointers that we should remember when designing, writing/ and building our pages to help our customers who are for example visually impaired or colour blind.


Users can have difficulty understanding images that are not accompanied by a text description. Within the alt text try to:

  • Let the users know what the image is

  • What the image represents

  • If it is a link, and where the link will take you.

  • Where text is burnt into the image, write this in the alt text/ title tags of the image.

  • Don’t forget to add text to infographics.



Some users may find it hard to read content where there is not enough contrast between text and image. This can include:

  • Text overlay on a background image

  • Colours of text and background colour

  • Allow colours to contrast. Be wary of using yellow, blue and green close to one another. Black text on a white background is generally best practice, due to it being readable for most audiences.

  • Be sure to also distinguish blocks of content from one another using visual separation (such as whitespace or borders).



Just like sighted users scan the page for linked text, visually-impaired users can use their screen readers to scan for links. So try to:

  • Properly describe where the link will go. Using “click here” is not considered descriptive, and is ineffective for a screen reader user.

  • The most unique content of the link should be presented first, as screen reader users will often navigate the links list by searching via the first letter.

  • Underline your links or make sure that there is a colour contrast between hyperlinked text and regular text, to help colour blind users find links.



There should be enough space or the element should be able to grow, to allow users to enlarge font sizes by 3 times to help them view our content.



SEO Notes

General rule is to make the content as useful and as easy to understand for our customers. Google will see this, and raise our pages up the ranking.

When putting a SEO plan together you will need to allow around 2 months before you see any improvements through on Google. Ideally content pages should be very specific to a given topic—usually a product or an object.

SEO Checklist

To help you when building your pages please use the checklist below:

1 Title tags

Added within Management center, this one of the most important SEO parts to the page. PHD will be able to supply the best copy to use here.

2 H1 title tag

Wrapping your headline tag within a <h1>tag. At the moment Management centre automatically adds this to the page, but will also change the hierarchy name as well.

3 Headers

Wrap your content in the correct tags. Eg <h2>, </h2>, <h3>, so Google can see the page is correctly structured.

4 Content

Use engaging imagery, text content, videos to show Google that we have a breadth of content on our subject type, and make sure that content isn’t duplicated within your pages. Also provide unique content about the given subject of your page.

5 Text

Drop in the keywords you want to appear highly for, within the body copy and headers of the page. Don’t keyword cram as this will lower your page within Google. Brightedge tends to allow the same keyword to be used around 10 times in the page.

6 Keywords

Wrap your content in the correct tags. Eg <h2>, </h2>, <h3>, so Google can see the page is correctly structured.

7 Image size

Use images no bigger than 100KB and use to help reduce the size of your image without reducing the quality.

8 Image name

Within the filename of your images use the target keyword for that image.

9 Alt text

Properly describe the context of the image within the alt text, remembering to add in the keywords you are targeting for that image.

10 Link text

Within the anchor text describe the page you are linking to, so both users and search engines can understand where they are going.

11 URLs

Make URL’s friendly, by making these shorter and keyword rich.

12 Responsive

Make sure your page renders correctly at both maximum and minimum width.

13 301 redirects

Redirect old redundant pages to the latest version to reduce duplicated content and allow our old pages that are high ranking in google to have a destination.


What Google is looking for

“Remember that Google cares a lot about how visitors interact with your content. If users click on your page from the search page but then bounce back to search, this will drop you down the ranking”.

“Think about the searcher. Give the user the experience they need and the answers they want”.

Make your content — semantically, lexically, and logically.

  • A) is on-topic and relevant,

  • B) includes critical answers to searchers’ questions, and

  • C) has credible, accurate information.