"Target" Should Be Targeting the Blind and SEO Too !

I just read an interesting article on grokdotcom.com regarding Target and a precedent setting class action suit.

A precedent-setting U.S. Federal class action lawsuit ruling has been filed against Target will require the click-and-mortar retailer to make its website accessible to the blind and visually impaired. Online enforcement of the Americans With Disabilities Act (ADA) could mean that e-tailers nationwide would have to ensure their sites are accessible to blind visitors, or they'll leave the door open for another good ol' American class action suit.
Target had 10 months since the beginning of the court case, and, so far, has refused to make minor changes to their site. The main complaints with Target’s site are as follows:

• No alt tags on its images for screen readers to tell what an image contains
• Visitors cannot complete their checkout process without the use of a mouse
• Lack of descriptive headings to mark separations in a page
• No explanations for visual maps on the site.

These are simple changes that are fundamentals to web design. In fact, a list of guidelines for creating blind-accessible pages makes recommendations that are very similar to what we at Future Now advocate to increase conversion for all visitors — visually-impaired or not.

What amazes me about Target not wanting to make such minor changes is the fact that some of these changes would also improve SEO and hence their rankings in general. Why would a company of that size not want to be found in organic search??? Why would they want to cut out a portion of their customers? Its not all about sales. Its also about reputation management, branding, community building etc...

Start paying attention Target ! Many social media sites will pick up articles like this and it will damage your reputation. Begin the damage control now. Its time. Comply with the feds and everyone benefits, especially you.

Lets highlight in green below what also benefits SEO.

• Use descriptive alt tags
• Speak in the active voice
• Be clear and concise
• Write copy at a 5th grade reading level
• Avoid jargon
• Use bulleted lists to break apart key points
• Use white space effectively
• Use clear and accurate links that tell the visitor where she is going
• Use descriptive titles, headings, and headlines
• Make one key point per page
• Use the simplest words you can to get your point across"

I think that all sites should be forced to be compliant with accessibility standards. As grokdotcom.com implies, its not that hard to be compliant. Check your site with their checklist below:

1. Can you enlarge the text on your site and still read it? (press ctrl +)
2. Can you change the color scheme of your browser and still read everything clearly? (This is for people who are dyslexic or colorblind.)
3. Test your web copy for readability (i.e., grade level), as well as the percentage of active-voice sentences.
4. Is it possible to navigate your site without a mouse? If so, can you successfully complete all necessary tasks?
5. Do you have descriptive titles, headings, and headlines?
6. Does your site rely heavily on vague links, like "click here".
7. Do you describe any image maps (define)?
8. Do you use descriptive alt tags?
9. If you have PDF files, do you have a link to Adobe Access? Most screen readers cannot read PDF files.
10. If you have pages that rely on Flash, Java, or other plug-ins, are there alternate links to plain HTML pages?
11. Run your pages through this tool: webxact.watchfire.com

Comment and let me know if your site passes muster.