WEST PALM BEACH, FL – In a recent analysis conducted by Semrush in partnership with AccessibilityChecker.org and BuiltWith, evidence is mounting that improving web accessibility may do more than just make websites easier to use—it could also lead to a significant boost in organic search traffic.
The study evaluated 847 websites that had implemented various accessibility enhancements, such as improved semantic HTML, clearer heading structures, alt text for images, and better mobile usability. After implementing these changes, more than 73% of the websites saw measurable gains in organic search visibility. The average increase in traffic was approximately 12%, with some websites seeing increases of more than 50%.
These findings align with what many SEO professionals have long suspected: accessibility and search engine optimization (SEO) go hand-in-hand. Practices that make a site more accessible to users with disabilities- like using screen readers or navigating with keyboards – also tend to improve the way search engines crawl and interpret website content.
Not only does accessibility broaden the audience and improve user experience, but it can also reduce bounce rates and increase dwell time-two behavioral signals often associated with better performance in search engine rankings.
Beyond SEO, accessibility carries important legal and ethical considerations. With increasing global focus on digital inclusion and compliance with standards like the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG), website owners have more reasons than ever to take accessibility seriously.
From a business perspective, failing to address accessibility could mean missing out on a sizable portion of potential customers. Conversely, prioritizing it may unlock untapped traffic sources and demonstrate a commitment to inclusivity.
For companies seeking to gain a competitive edge in search rankings while doing the right thing for users, the message is clear: accessibility improvements are no longer optional – they’re essential.
Key Takeaways from the Study
Organic Traffic Gains
- After adding accessibility solutions, 73.4% of the sites saw increased organic traffic.
- On average, traffic grew by about 12% per site post-implementation.
Growth Distribution
- 66.1% of domains had traffic growth between 1% and 50%.
- A small portion (around 7.3%) saw increases above 50%, while 26.6% experienced declines.
Why Accessibility Helps SEO
- Shared foundations: accessibility best practices – like SEMANTIC HTML, alt text for images, meaningful anchor texts, clear heading structure—also support search engine crawling and ranking.
- Enhanced UX fundamentals (fast mobile responsiveness, improved site structure) reduce bounce rates and improve engagement, which are known SEO signals.
Business & Inclusion Benefits
- Accessibility is a legal (e.g. ADA, WCAG) and ethical responsibility.
- It expands your audience to people using assistive technologies or those with temporary or situational impairments. This leads to a more inclusive experience and broader reach.
Why It Matters
Accessibility and SEO are interconnected:
- Accessibility improvements make sites more indexable, structurally sound, and user-friendly for both humans and bots.
- They help capture users who would otherwise bounce due to poor usability.
- From a business standpoint, being inclusive can increase conversions, broaden your market, and help avoid legal risks.
Key Stats Summary
| Metric | Finding |
|---|---|
| Websites analyzed | 847 |
| Sites seeing traffic increase | 73.4% |
| Average organic traffic gain | ~12% |
| Majority growth range | 1%–50% |
In Summary
The Semrush study provides clear empirical support: implementing accessibility fixes not only improves inclusion – it drives measurable SEO performance, with average gains of ~12% in organic traffic and broader reach. Accessibility work delivers both moral purpose and solid business value.
