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SEO and Accessibility: Web Services

The most logically thought out and easy to use website doesn’t amount to a hill of beans if people can’t find it. Search Engine Optimization (SEO) is increasingly important for websites that want to stand out from their competition by being at the top of your intended audience’s search results. Accessibility – making sure the site follows semantics and other rules on structure – not only ensures compliance with government regulations, but improves the SEO of the site as well.

Search Engine Optimization

Web Services work diligently to improve the organic search rankings – that is, consistently showing up in the top tier of search results without having to resort to paid advertising keyword placement strategies. By continuously adapting to the needs of audiences and search trends, we work to ensure that UF Health is recognized as an authority of the field by the web community and the public, both on the relevance of their web sites and the content and services we provide.


What Can Web Services Do to Improve my Site’s SEO?

External Web Services provides the following services to help maximize your Search Engine rankings:

Site Audit

Audits of your website’s content and your current search engine organic results for strategic key phrases. We’ll help identify where there are content gaps in your site or where content could be rewritten or improved to increase your ranking on search engines.

Competitive Analysis

Analysis of competitors’ search engine results: We’ll look at what others in the industry are doing to help recommend how your site can leverage the same techniques or avoid the traps that those sites have fallen into.

Training and Consultation

Consultation and training for your web content providers on SEO best-practices. We’ll work with your departments on the best ways to increase your site relevancy to search engine rankings, while avoiding the ‘black-hat’ techniques for increasing your ranking that could lead to your site being blacklisted by Google and other search engines — techniques often used by some SEO consultation companies.

Site Review

Review of your website’s content and structure to identify areas for improvement.

ROT Analysis

We work with the content providers in your units to audit existing content on your site for redundant, outdated and trivial content, commonly known asĀ ROT. By identifying and removing this material from the site, it makes the sites easier to manage and for audiences to find the information and complete the tasks that are central to your mission and goals.

Strategic Content Review

Web Services reviews the content of your site for messaging and consistency with the strategic priorities set forth by the unit, UF Health, and the University of Florida, and makes recommendations on how to leverage those strategies and the strengths of the institutional brands to enhance your content.

Mobile Device Optimization

Web Service works with content providers on how to best arrange your content for viewing in mobile devices


HTML 5 logo in sign language by Ted Drake, flickrAccessibility

Creating accessible websites is critical for any customer-oriented website. Whenever possible, sites should be built and constructed to allow any user to navigate and use the project regardless of physical limitations. Apart from this ethical and principled standard, there are economic ramifications in not having an accessible site – corporate sites have been successfully sued for discrimination under the Americans with Disability Act (ADA) for not having accessible customer facing websites, and higher education institutions run the risk of losing federal funding for doing the same.

Building Robust Templates

Web Services builds websites that conform to the most stringent standards for accessibility.

  • We go beyond the recommendations set forth in Section 508 of the ADA and conform to Level AA of the World Wide Web Consortium’s Web Content Accessibility Guidelines 2.0, a more comprehensive set of requirements adopted by the European Union.
  • We test our accessibility features using screen readers and assistive devices. We invite you to come in and see first-hand how your site is displayed using assistive technologies.
  • Our templates use access keys to make the content easier to access quickly by those using assistive technologies.
  • We keep abreast of the trends in the industry and innovations in creating more accessible pages and make iterative changes to our WordPress pages to keep them up to date.

Accessibility Reviews and Training

Web Services will review your site and its content for potential accessibility issues and make recommendations and provide training on those areas for web content providers in your unit.


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