ADA Compliance, TikTok Marketing, and Macy’s Reinvents Itself
Our livestream cut out at this point but you can watch the continuation of Ask Wildman 2/24 below!
Miles: [00:00:00] That’s a good start. I’m on mute. Hello and welcome to Ask Wildman, my name is Miles Bassett, and this is an open Q and A brought to you by Wildman Web Solutions. We are a digital marketing agency based here in Lawrence, Kansas. We specialize in bringing. Digital marketing services to small and medium-sized businesses.
So that’s websites, SEO, social media, marketing design services, ad campaigns, the works and we are here every week. Streaming live to our Facebook and YouTube pages to answer your questions, any, and all questions you want to ask us about advertising marketing technology business in general, we are here to answer those questions.
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If it’s not already we’ll be publishing to anywhere podcasts are heard. To help me today answering your questions. I have Mr. Mike Hannah two one Mike.
Mike: [00:03:16] Good morning, Miles. How in the heck are you doing today, sir? Good to see ya.
Miles: [00:03:23] Hi, I’m doing great. I am so happy. It’s a beautiful day. It is no longer sub-Zero here in Kansas. Thank God. That was a little bit long for me with those Arctic conditions. I’m ready to be done with that for a little while.
Mike: [00:03:37] Ah, make a man out of you, back in my day. No, just kidding. Yeah.
Miles: [00:03:42] Walked up Hill both ways it was snow. Yes.
Mike: [00:03:54] We’ll get some questions to to answer and and be of service to some folks today.
Miles: [00:04:00] Yeah. So, this is an open Q and A for anyone and everyone who wants to join in here. So, we’ll have a couple of topics that we want to, that we’re going to go over. But if you have any questions about, getting your business online, leveraging social media, improving your website, showing up in the search, whatever it is you want to ask us about, this is what we do all day, every day, professionally. And we are happy to give you the secret sauce on anything and everything that we do here. So, we’ll be here for the next half hour or so. Just live streaming again.
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Okay. So, we’re going to be starting with a couple of questions coming in through the emails and that we’ve just gotten from clients over the last week or so. I guess I’ll start, I’ve got a fairly simple one here, relatively speaking. Anyway, we had someone ask about ADA compliance. If you’re not familiar with this most websites aren’t required to be ADA compliant.
But it is a really nice thing to do. This is what was that acronym Americans with disabilities act? Yes. American with disabilities act there. I was going to get there. I just needed a little time. So, I’m still, I need it. I need a couple more cups of this before. I’m all the way at full speed. So yeah, the Americans with disability act requires websites to Configure their sites in certain ways, so that people mostly focusing on the visually impaired can still interact with your website in a meaningful way.
So, there’s a lot of different disabilities that can interfere with someone’s ability to Work with your website, but the big one that we’re going to focus on here is that visual impairment, because they are interacting with your website in a way that no one else is, or utilizing tools like screen readers, that heavily rely on the text content of your website.
So, it’s not just, the pictures aren’t going to be as relevant. It’s that the site itself, the structure of it influences how we interact with it. Tells us what we can click and what we can’t. What’s a button, what’s an image. What’s a link. You don’t even realize it when you’re looking through a website, but you recognize that this little bit here is a slightly different color, and therefore, that is a link and that’s something that is not present for the visually impaired. Utilizing tools like screen readers, they can scroll through a website, hover over things, and it will audibly tell them what it is that they’re looking at. What’s on the page or what they’re focusing on with their mouse.
So, in order to be ADA compliant and to be useful to people like that who are browsing your site and want to engage with your content, you really gotta focus on the text side of your site. It’s actually helps in a couple of different ways, even if you are, mean and don’t care about visually disabled people visually impaired people there’s still some benefits to having some of these things in here and really leveraging the tech side of your site.
Cause that’s also what search engines are seeing and other crawlers, they’re just seeing the text. They don’t know what that is a picture of necessarily. This could be a good option for anyone and everyone to really look into the big things that you want to do for for making your site compliant and really leveraging the tech side of everything is to focus on your metadata for your pages, for your posts, for your images, pretty much anything that you’re adding to your website.
It will come with something called metadata. Metadata is information about the item, not information on the item. Or the object that we’re talking about, again, that can be a page or an image or a video, whatever it is, this has information about that object. It’ll give you an opportunity to put in something called a title, and that’s just, very, very brief one or two words of what this thing actually is.
Potentially a description or a tags or categories depending on what kind of technology you’re using to build your website and what kind of information you’re uploading. It’ll give you a bunch of different options to input this metadata more accurate metadata that you apply to your images, to your posts, to your new pages.
The more adherent you’re going to be to towards tools used by the visually impaired. So, when they hover over an image, they’re going to get their screen reader to say something that is actually relevant. I’ll see some people; they just use those spots for their own keywords. So, it’s not actually a picture of, I don’t know, they put up a picture of a dog on their website.
And instead of saying, on the title, this is a picture of a dog. It says their keywords for their business. So that could be helpful in search, but it’s definitely not. ADA compliant is definitely not doing any services to the visually impaired. They’re interacting with your website. So, make sure that this is accurate information.
Ideally you are putting in some relevant keywords in there because hopefully the images on your site, the pages on your site are relevant to your business. Those two things really should go hand in hand. But really, you’re going to want to put something in there that is descriptive.
Think if I couldn’t see what this is, and I just had to have someone describe it to me and tell me what it is that I’m looking at. That’s what this needs to be. And there’s not a whole lot of, there’s some very extensive guidelines when it comes to ADA compliance specifically. But in general, as long as you make an effort towards something like that, you’re putting in relevant titles and descriptions for each one of your website pages.
And for each one of your pieces of media that you put up there then. You’re probably going to be in a pretty good position. A lot of people don’t do this. So, if you just put in a good effort to put in these good titles and relevant descriptions then you’re going to be in a pretty good place.
If you really want to go above and beyond, then check out the website content accessibility guidelines. This is just a. Fricking textbook on all of the things that you can do to tick all of those boxes and make sure that you are a hundred percent in compliance and there are some tools out there.
There are some that come with website builders, like for for WordPress, for example, cause that’s a super popular one. There are ADA specific plugins that you can do. It’ll plug into your site. It’ll find everywhere where you are missing the Mark and tell you what to do. So, all you have to do is fill in the blanks and it will make your site compliant.
And there’s tools like that all over the place. So, if you’re a really wanting to hit all of that and you really want to check all those boxes or your industry for whatever reason requires it. Make sure to use one of those tools to scan your site and find all of the opportunities for compliance improvements.
Mike: [00:10:58] Yeah. That’s a great Miles. They’re getting the the site scanner, just so you can double check and be sure because a lot of people don’t know what to look for. And as you just laid out there there’s a lot of layers to this. And the other thing I think, is to be cautious of what state you’re in.
I know some States they do have laws. regarding this, I’ve heard a horror story out of California, I believe it was where there are companies out there that literally they’re predatory companies, and they literally go and find unsuspecting businesses and basically hold their site hostage for ransom and say, Hey, we’re going to report you.
Get your website shut down if you don’t. If you don’t, do what we say. And somebody I heard that was telling us this sad story, he said, their lawyers are basically like, you could fight this and win, and it cost you a hundred grand or you could pay him the 10,000 they want, and they had to write a check for $10,000.
I don’t think we have to worry about that. Here in the Kansas City area, some of our clients and certain people who might find the show may be in a state where that’s happening. And just another, I know business owners, we have a million things to check off, but it’s just another thing to put on the list to cover your, you know, what and make sure you don’t get ended up with being held ransom or a fine from the state or some sort of litigation over it.
And the fact that, this there’s a lot of, visually impaired people out there and you want to make sure that those people can navigate your website. That’s really where it comes from.
Miles: [00:12:25] Yes, there is a hierarchy of goals here. First, you need to make your site so that people can interact with it regardless of their visual abilities.
And secondly to not get sued. And then the third is to hopefully rank a little bit better, improve your search results. So, make sure to have your priorities in order when you’re working on this, but yes, there are businesses like that. I haven’t sure if I’m going to call them businesses, predatory organizations that go out and sue people they are usually looking for a settlement, an out of court settlement.
Because, the way that the laws are written here generally, like I said, if you are, you’re making an effort towards that, a real effort to make your site compliant, then you’re not going to be held legally accountable for not having a, exactly proper title on one of your pictures or something.
It’s subjective in how they measure that. So as long as it looks like you were putting in Some sort of real effort there. You’re not just completely ignoring the concept then you’re probably not going to be held legally liable, but there are people that will try to look for that adequate settlement, knowing that fighting something like that can be very difficult and expensive.
Got it. All right. So, if you guys have any questions on compliance issues or anything like this, then please throw those questions in the comments. This is an open Q and a to anyone and everyone who’s watching or seeing this later feel free to email us questions had asked wild firstname.lastname@example.org and we’ll get to you later.
If you have any questions on compliance or anything else regarding digital marketing, please throw those questions in the comments below and we’ll get to them as they come up.