Today, the good folks at SEOmoz published an extensive article documenting their statistical findings on web site ranking factors, as gathered from the data in their LinkScape analysis tool. It’s a good article, and demonstrates some interesting results they’ve garnered from the data available in the extensive LinkScape database.

One of their major takeaways in the article was a little disturbing to me.

“Alt attributes of images are probably pretty important places to use your keywords[.]” Explaining (Some of) Google’s Algorithm with Pretty Charts & Math Stuff, October 22nd, 2009

I’m not in anyway disputing their results; their data indicates that placing keywords in alt attributes is of benefit to search engine rankings. Whether that’s true or not is irrelevant to me; I simply want to discuss how this information should be best used.

SEOmoz, of course, is a company dedicated to the study and practice of search engine optimization and marketing. Their goal is to learn what they need to know in order to best put into practice the promotion of web sites. That’s great. My goal, however, is to make sure that users with disabilities are able to use and access web sites successfully without having to jump through unnecessary or unhelpful hoops along their way.

This is a particular case where the SEO method must be used cautiously and selectively if at all. What I want to convey in this article is the fact that while using keywords in alt attributes may help your web site rank, it can also result in a significantly less accessible web site, if applied poorly.

What’s the problem with alt attributes?

While sighted users will never even be aware of an alt attribute value in normal web browsing, screen reader users depend on them. Excess verbiage can render an image-based menu unusable, as I observed in a recent site review at Practical eCommerce. The same unnecessary use of keyword terminology in contextual images can easily confuse or distract a user; and the use of keywords with spacer or ornamental images can cause a web site to be completely unnavigable.

It’s all a question of information overload: practically speaking, if a web site uses images to convey information, a screen reader user can’t disable them without rendering the web site unusable. If the site also fills other images with extra text, the same user may be overwhelmed by an unnecessary volume of keyword phrases.

The SEOmoz report does continue to remark that “Keyword stuffing may be holding you back,” and the overuse of keywords in alt attributes can certainly qualify as keyword stuffing.

You shouldn’t take away from this article that using a keyword in an image alt attribute is totally unacceptable. That’s really not the case: just be selective. I wouldn’t condemn you for using the text “About ProductName” instead of “About” for a navigational image, or using a sensible alt attribute for a contextual image, such as “Woman using our ProductName.” Just remember that keyword stuffing is keyword stuffing, wherever you put the words.

And never place any value in the alt attribute for a purely decorational or spacing image. Please. Just an empty attribute.

Best practices: keywords in alt attributes
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Continuing updates: Cli.gs gets a temporary stay of execution. Keep watching for further news — I may end up making these changes after all, but for now I’ll wait and see.

The Cli.gs URL shortening service is due to be closed down on Sunday, October 25th. At this time, the service will stop accepting new short URLs and generating statistics, but will continue to forward visitors at least through the end of November.

What does this mean for WP to Twitter?

Shortly before October 25th, I will release a very important update to WP to Twitter which will encompass the following changes:

1. I will remove support for new Cli.gs shortened URLs.
2. To continue offering choice, I will add support for at least one additional shortener.
3. Users with Cli.gs as their selected shortener will be given a choice what shortener they’d like to switch to.
4. If no choice is made, users will be switched to un-shortened URLs

Additionally, I aim to add support for custom shortened URLs – URLs shortened on your own domain. However, this may not happen by October 25th.

WP to Twitter update: Cli.gs to be shut down
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Read my review of of Pets Contained at Practical eCommerce.

It’s always interesting to see what I’ve written after the editors have had their way with it…

New Accessibility Review at Practical eCommerce
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Not a bad way to get a handle on WordPress plugin authoring. There may be a better way to approach the subject, but I can’t honestly say that I know what it might be.

The fact is, WordPress plugins are incredibly powerful and cover an enormous breadth of possibilities. As the guide indicates, the WordPress plugin API is essentially a WordPress-specific method of accessing the entirety of the PHP programming language. If you can do something with PHP, you can probably do it in a WordPress plugin.

The book has a basic assumption that you’re already fairly sophisticated in your use of PHP programming. Rather than hold your hands through PHP logic, the important information provided in this book is about how to make use of the WordPress specific functions which will allow your script to tie to WordPress — and the key information that plugin authors need to be responsible for the security of their own scripts.

This is an extremely important piece of information, and can’t be emphasized enough. Probably the biggest flaw in this book is that plugin security isn’t highlighted sufficiently. It’s not that the book doesn’t state clearly that plugin authors need to take care of security, but it doesn’t do it on every single page in six-inch bold type….

But I digress.

On the whole, you can learn a lot from this book, whether you’re a beginner at WordPress plugin authoring or not. The breadth of WordPress plugin capabilities means that most experienced authors don’t know everything, so there’s almost certainly something here for you — but it starts simple, and within the first 30 pages you’ll already have a usable, practical plugin written.

Review: WordPress Plugin Development: Beginner’s Guide, by Vladimir Prelovac
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

The goal of this article isn’t to tear down the hard work web site owners have done, so I’m not as harsh as I might be in another context — it’s also not a paid consulting review, so I’m not as thorough as I could be.

The purpose of these reviews is to provide an overview of some accessibility problems on every site reviewed; it’s superficial, but it will hopefully help make ecommerce web site owners more conscious of the issues they face with users with disabilities.

The first review is available today: Accessibility Review: Lori’s Wigsite.

I know perfectly well that this review, and the ones to come, will be leaving issues out. This is unavoidable. However, I’m interested in comments concerning these missing issues — if you are passionately concerned about elements left out, covered too superficially, or dismissed too quickly, let me know about it! I can’t cover everything, but I do want to know your thoughts.

Accessibility Review at Practical eCommerce
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Shari Thurow, a well-respected researcher in the search engine optimization and usability realm, suggested that separating the two concepts is, in fact, ridiculous.

Well, that may be. However, I think that it’s crucial to break a task into parts if you want to gain a thorough understanding of the whole. Search engine marketing is an excellent example of a whole which is greater than the sum of it’s parts.

As I see it, building a search engine friendly site is one of the first stages of best practice search marketing. The adage “if you build it, they will come” fails to hold, however: a site which is constructed merely to be search engine friendly will gain little to no traffic.

Being part of the process

Being search engine friendly is a part of the process of search engine optimization; which is, itself, a part of the process of search engine marketing. In addition to these two aspects, search engine marketing may also include pay-per-click advertising, print advertising, link building and social media participation. Search engine marketing is a large area, and very, very few people are expert in all aspects. I’m certainly not.

From a marketing standpoint, what parts of this marketing whole are necessary for your business to succeed is going to vary radically depending on your industry and the way your business intersects with the internet. It will also depend on your definition of success. If you’re looking to maximize growth, you’ll probably want to be investing in all aspects of marketing.

So I’m arguing that search marketing, while clearly a practice in which the parts of the whole are highly interwoven and carry clear dependencies on each other, can nonetheless be separated into it’s component parts for a variety of reasons, including for the sake of discussion.

Now let me take this a step further. Not only is it possible to separate search engine marketing into separate aspects for discussion, it’s valuable.

If you want to understand the interactions between the different aspects of a task, it’s important to have some information about all parts. In this context, it’s necessary to treat the whole of search engine marketing in a given discussion. However, when you want to understand the details of a specific task, it’s important to stay focused on your part of that task.

It’s necessary for practitioners in search engine marketing to know, in general, what the impact their work will be on all aspects of the marketing campaign. It is crucial for practitioners in search marketing to know, in detail, exactly how to perform their own tasks in the best possible manner for their clients. It’s important to treat an area of expertise specifically. Talking through the nature of that area; comparing and contrasting it to other related areas; considering the specific nature of tasks within that area of expertise: these are all ways of better defining and refining knowledge on a specific subject.

Why does this matter?

It doesn’t, really. It’s all semantics. Search engine optimization is the commonly known term, and it frequently is understood to encapsulate search engine marketing. Or the other way around. The industries around search engines and marketing (and just about anything internet) are young, and the vocabularies aren’t really all the firmly established. As a result, some people have a very firm opinion of what a given term means which may not always coincide with others definitions.

Well, that’s why we write about it. We’re all hoping that our definitions will ultimately win.

Taking a holistic view of SEO in parts.
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

(The original also did this for meta keywords and meta descriptions — but the demonstration of this “logic” only requires one field.)

 
<? if (is_front_page()) { ?>
	<title>Handwritten title</title>
<? } elseif (is_page("page-name")) { ?>
	<title><?= get_post_meta(334, 'meta_title', TRUE); ?> | <? bloginfo('name'); ?></title>
<? } elseif (is_page("page-name-2")) { ?>
	<title><?= get_post_meta(383, 'meta_title', TRUE); ?> | <? bloginfo('name'); ?></title>
<? } elseif (is_page("page-name-3")) { ?>
	<title><?= get_post_meta(381, 'meta_title', TRUE); ?> | <? bloginfo('name'); ?></title>
<? } elseif (is_page("page-name-4")) { ?>
	<title><?= get_post_meta(383, 'meta_title', TRUE); ?> | <? bloginfo('name'); ?></title>
<? } elseif (is_page("page-name-5")) { ?>
	<title><?= get_post_meta(387, 'meta_title', TRUE); ?> | <? bloginfo('name'); ?></title>
<? } ?>

And so on. For approximately 40 separate pages. It made my brain hurt. For reference, the exact same thing — for all pages on the site — could have been accomplished (with better fallback conditions, in fact) with this code:

 
<?php if (get_post_meta($wp_query->post->ID, 'meta_title', true)=="" && is_page() ) { ?>
	<title><? wp_title('|', true, 'right'); ?> <? bloginfo('name'); ?></title>
<?php } else { ?>
	<title><?php echo stripslashes(get_post_meta($wp_query->post->ID, 'meta_title', true)); ?> | <? bloginfo('name'); ?></title>
<?php } ?>

Now, the original code may actually look cleaner — it does, after all, have fewer functions and fewer variables. However, the second example is a hell of a lot more maintainable.

If you add a new page to the site in the first example, you have to:

1. Create the new page.
2. Add a custom field with the title.
3. Check the new page’s ID.
4. Find the theme file which contains the meta data references.
5. Add a new line in the elseif loops which references your new page first by slug and then by ID

With the second example, you simply:

1. Create the new page.
2. Add a custom field with the title.

No coding, no PHP, no editing themes — it just works. Well, isn’t that handy? This is just basic good coding practice: make your code reusable. There’s absolutely no reason to code something into your WordPress Themes which is not readily transportable unless you’re doing yourself a favor by avoiding an unnecessary server call by hard-coding the site name or other known elements.

The basic difference between these two examples is simple: the first requires you to hard code the ID and page slug for each example; the second grabs the post ID from the existing post object. The second example also has a fall-back if no information has been entered in a given custom field — which is lacking in the original code.

Word to the wise: save yourself some work!

How NOT to use Post meta fields in WordPress Themes
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Granted, I was on vacation for a big chunk of the last four weeks, so we’ll call that an excuse.

The new column is Accessibility and the Checkout Process, summarizing a few of the key issues to be aware of when you’re trying to make sure that people with disabilities can get through your store — and succeed with your ultimate ecommerce goal.

New Column at Practical eCommerce: Checkout Process
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

Although I’m not a lawyer, I do pay some attention to the nature of legal issues surrounding web accessibility. They’re murky, but this article attempts to shed some light on how the law covers accessibility issues on the internet.

Hope you’re able to get some value out of the article!

New Column at Practical eCommerce: Accessibility and the Law
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design

It does, however, intimate one of my pet peeves in documents promoting web accessibility:

Hey good lookin’

“But accessibility always compromises the design, doesn’t it?”

Wrong. Your site can still look beautiful.

This doesn’t precisely say that compromise is not required for accessibility; but it’s certainly implied by the language chosen.

To suggest that compromise is not required is simply a mis-representation of the truth about accessible web design: you do have to make compromises. Whether they’re compromises concerning how information is presented, the color contrast between elements, the specific uses of language or technology, you have to make compromises.

The perception seems to be that making compromises for accessibility means that you create an unattractive web site or otherwise decrease the aesthetic value of your web creation. This is not true: but it’s inaccurate to say that you don’t make compromises.

Truth: Effective accessible design has requirements which will require compromise in many areas.

It’s important to educate all participants in a web design project on accessibility before any serious work is done, to help prevent problems. If the designer knows to check contrast levels before proposing a design, they’ll start by creating an aesthetically elegant design with the color palette available. If they aren’t aware of these problems, you’ll end up making compromises on colors — and, without extensive modifications, it is entirely possible that these compromises could have a damaging effect on the aesthetics of the site.

Compromise shouldn’t damage aesthetics or accessibility: but poor planning almost certainly will.

Making compromises for accessibility
Copyright 2004 – 2009 Joseph C Dolson, Accessible Web Design