Google has been at the forefront of this battle, helping webmasters to fight back against spam bots and other malicious software. Their latest solution (which I recommend) is the
reCAPTCHA v3, which is not only free, but displayed by millions of websites every day. one in three people aged 65-74 have trouble hearing, making it an issue more common than we think. Applied to our context, this is particularly relevant, as the number of video and podcasts available on the web will only increase over time. Here are some recommendations to make them more accessible:
Video captions: As you probably already know, YouTube is already generating automatic captions, which are reliable enough for most of the videos and languages. You can, however, add more precise and suitable captions on your own, as explained in this YouTube captions guide.
Video transcriptions: Especially for SEO, there are many benefits about adding a transcription to your videos. Search engines will be able to add more context to the video itself, possibly enhancing rankings. In addition, having an extra copy box will provide you with more internal linking opportunities, for example linking a content page to product pages.
Podcasts: As you’re probably already aware, Google has recently rolled out podcast results in search, taking another step in making audio a first-class search citizen. The main features were the introduction of the podcast structured data and the possibility to search for the audio content, which is now transcribed by Google. This made the podcast audio quality more important than ever, with elements such as recording a high-resolution file and post-editing significant both for Google and the users. 3. Motor
Mobility and dexterity issues are also more common than we think. Online forms can be tricky to fill in at any age, plus call to actions shouldn’t be a “one-size-fits-all” but be adjusted to suit different demographics. Here are a few recommendations:
Forms: It might not appear evident, but sometimes forms could be a nightmare to fill in, even for a younger audience. As per best practice, it’s important to remember that form inputs should be displayed in a strictly logical order, starting from basic information such as name and email and having them easily accessible with a keyboard as well.
Regarding the design, it’s recommendable to use a single-column design, combined with a straightforward inline form validation field (see image below).
Call to actions: Call to actions targeting a broader variety of age groups should focus on providing more granular and benefit-oriented information. This is because adults and seniors tend to read more and consider a decision for longer than a younger audience. In addition, it’s also recommendable to be as consistent as possible in the wording, avoiding Internet jargon and making sure that the message is understandable by any audience. 4. Cognitive
Cognitive impairment has an impact on memory, attention, problem-solving and visual and verbal comprehension. According to
statista.com, in 2016 it was estimated that around 4.5% of the US population aged 18 to 64 years suffered from some forms of cognitive impairment. The same figure peaked at 8.9% for the age group of 65 . Here are some guidelines:
Simple design: Simple design is key in reducing the impact of cognitive issues, regardless of age. To begin with, the visual of the page has to be free of any clutter, easy to scan, and highlight just the information the user might look for. Search engine homepage evolution is a great example of this, as it’s clearly visible from this 1999 Altavista homepage VS a 2019 Google homepage.
Source a smart use of anchor texts for links (avoid “click here”) and be populated with lists/bullet points. For more information, you can also visit plainlanguage.gov for the US, or Plain English Campaign for the UK.
Forgetfulness: Future-proof UX should also take into consideration forgetfulness. To minimize the impact of it, best practice recommends to improve page load speed, make clicked links clearly visible and allow the users to access the content in multiple ways, such as offering a resource in a PDF format too. More resources
Improving accessibility is a topic of growing importance, with plenty of resources available online. Among others, I recommend the Nielsen Norman Group study about
usability for senior citizens, and the Web Accessibility Initiative, created by the W3C. Wrapping up
As we have seen, future-proofing your UX can be a tricky subject. It involves best practice for visual, hearing, motor and cognitive issues, making it quite a broad topic to navigate. To find a good balance, I recommend using A/B split testing and user feedback, as implementing recommendations is certainly a good idea, but great UX is built by making mistakes and learning best practice along the way.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Marco Bonomo is a London-based SEO specialist. He is involved in SEO strategy planning and technical SEO for leading e-commerce and governmental websites, focusing on the UK. Marco is also an avid reader and a digital marketing advocate, contributing to a variety of online publications, including Smart Insights and Search Engine Watch. When he’s not busy developing new skills, he enjoys traveling, photography and exploring London’s secret spots.