Visually impaired individuals, like Amber, are able to use the Internet to
manage money, shop and perform a variety of other tasks by installing
"screen reader" software on their computers that
searches for codes
embedded on Web sites. These codes enable text and graphics to be read or
described audibly. The software also lets the blind navigate sites by using
keystrokes instead of a mouse. However, not all Web sites are optimally
designed for use by Internet consumers who have visual impairments.
.fa_inline_results, .fa_inline_results.left {
margin-right: 20px;
margin-top: 0;
width: 220px;
clear: left;
}
.fa_inline_results.right {
margin-left: 20px;
margin-right: 0;
}
.fa_inline_results h4 {
margin: 0;
font-size: 8pt;
line-height: 12px;
padding-bottom: 4px;
border-bottom: 1px dotted #c3d2dc;
}
.fa_inline_results ul {
list-style-type: disc;
list-style-position: inside;
color: #3769DD;
margin: 0 0 15px;
padding: 0;
}
.fa_inline_results ul li {
margin: 0;
padding: 0;
}
.fa_inline_results ul li.title {
color: #333;
list-style-type: none;
font-weight: bold;
}
.fa_inline_results ul li.articles {
color: #333;
list-style-type: none;
}
.fa_inline_results, .fa_inline_results.left {
margin-right: 20px;
margin-top: 0;
width: 220px;
clear: left;
}
.fa_inline_results.right {
margin-left: 20px;
margin-right: 0;
}
.fa_inline_results h4 {
margin: 0;
font-size: 8pt;
line-height: 12px;
padding-bottom: 4px;
border-bottom: 1px dotted #c3d2dc;
}
.fa_inline_results ul {
list-style-type: disc;
list-style-position: inside;
color: #3769DD;
margin: 0 0 15px;
padding: 0;
}
.fa_inline_results ul li {
margin: 0;
padding: 0;
}
.fa_inline_results ul li.title {
color: #333;
list-style-type: none;
font-weight: bold;
}
.fa_inline_results ul li.articles {
color: #333;
list-style-type: none;
}
In a quest to make Web sites more accessible to the visually impaired, SEO
Inc.'s Grant, along with the National Federation of the Blind and other
advocacy organizations, is encouraging retailers to make the necessary
changes that will allow users with "screen reader software" and other
technology to navigate and listen to the text throughout their Web sites.
"I just don't think the awareness and knowledge to become Section 508
compliant or to have a site that is at least navigable for adaptive
technologies is quite clear," says Grant, whose SEO Inc. professional search engine marketing firm
assists businesses in making their sites more visible in the major search
properties, as well as making their Web sites more accessible to the
visually impaired. Making a Web site more accessible, he notes, can include
tagging images with word descriptions, allowing the software to "read"
those images aloud. There also are many other factors often overlooked --
those that actually help the adaptive technologies work correctly.
"It's a win-win situation for companies to make these changes... and by
doing so, they not only broaden their visibility online, but they open
themselves up to a completely new user demographic, ultimately, allowing
for easier navigation and the ability to make purchases."
The Americans with Disabilities Act (ADA) requires stores, restaurants and
other businesses to provide access to people with mental and physical
disabilities. Since the Internet emerged, several lawsuits have focused on
what Web site owners should be required to do to make their pages
accessible to the disabled. Perhaps one of the most prominent in recent
years is the legal action initiated against Target Corp. by the National
Federation of the Blind and a consumer group, which charge that the big
retailer violates federal and California laws in failing to make its Web
site user-friendly to visually impaired consumers. Last month, U.S.
District Judge Marilyn Hall Patel granted class-action status to the
lawsuit, alleging that Target Corp. is in violation of California law and
the ADA because screen-reading software doesn't work on parts of its Web
site, essentially making it unusable for blind people.
While the case against Target may be months away from being settled, it is
already beginning to raise awareness globally about the work and rewards of
accommodating the needs of online shoppers with disabilities, explains
Grant.
Robert Stigile, President, NFB, California, supports Grant's efforts. "The
recent decision on the Target lawsuit is a major break in the case, for it
tells Target that they will indeed need to change their Web site so that
blind Americans will be able to shop there," says Stigile.
When this suit is over, he adds, all companies will eventually need to
change their Web sites so that they are accessible to the visually
impaired. "After all, blind Americans are people who want to shop online...
they want to purchase items just like sighted people do, and should be able
to," says Stigile.
According to Grant, business owners need to understand that taking the
proper steps to make their Web sites accessible to the blind and visually
impaired does not always entail a huge price tag. "It's more a matter of
some thought behind it, and a little bit of hard work."
For more information about SEO Inc. call toll-free at (877) 736-0006 or
visit www.seoinc.com .
About Search Engine Optimization Inc.:
Search Engine Optimization Inc. is an
integrated search engine marketing company that specializes in
achieving high rankings for their clients on the Internet's major search
engines. SEO Inc. creates highly targeted optimization campaigns geared
towards unique online business objectives. Leveraging more than 40 years of
combined Internet marketing experience, SEO Inc.'s certified search engine
specialists have developed and honed a suite of highly effective,
proprietary optimization and marketing methodologies that have placed more
than 700 leading corporations in the top rankings of world's leading search
engines.
Add to Digg Bookmark with del.icio.us Add to Newsvine
Author: Array
Previous news: 13 January 2008
|
Home