592000 [Study] Why Accessibility Matters More Than Ever for SEO Performance

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[Study] Why Accessibility Matters More Than Ever for SEO Performance

August 21, 2025
[Study] Why Accessibility Matters More Than Ever for SEO Performance
In today’s search landscape, visibility is everything — and accessibility is proving to be a powerful driver of performance. As businesses face rising expectations for seamless digital experiences, new research shows just how closely accessibility and SEO are connected.

In collaboration with AccessibilityChecker.org and BuiltWith, Semrush provided supporting data for a new analysis of 10,000 websites. The study set out to determine whether accessibility compliance impacts online discoverability. The results are clear: websites with stronger accessibility scores consistently perform better across core metrics including organic traffic, keyword visibility, and Authority Score.

The study revealed that the majority of websites still fail to meet accessibility standards, with business, technology, and entertainment sites among the least compliant. Yet across the full sample, higher accessibility scores correlated with stronger search outcomes — including increases in organic traffic, broader keyword visibility, and stronger Authority Scores.
Accessibility-Graph.png

Accessibility Gap: Most Websites Are Falling Behind

The majority of businesses are missing an opportunity. More than 70% of the 10,000 websites studied failed to meet current accessibility guidelines, signaling that most online experiences are still difficult to navigate for many users. For brands competing in today’s crowded search market, this represents both a risk and an opportunity — those who act on accessibility can leap ahead.

Traffic Boost: Accessible Sites See 23% More Visitors

The data showed that websites with higher accessibility scores enjoyed an average 23% increase in organic traffic. In practice, this means that small improvements — like optimizing alt text or improving site navigation — can unlock real growth. Accessible design isn’t just inclusive; it translates directly into more discoverability and more potential customers.

Keyword Wins: More Accessible Sites Rank for 27% More Terms

Accessible websites ranked for 27% more organic keywords. This is a critical advantage: the broader a site’s keyword footprint, the more opportunities it has to capture search intent across categories. Accessibility improvements such as semantic HTML and screen-reader-friendly structure also make sites easier for search engines to interpret and surface.

Authority Advantage: Accessibility Strengthens Domain Reputation

Authority Score, a measure of domain strength and credibility, showed a 19% variation linked to accessibility compliance. While it also factors in elements like backlinks and overall trust signals, accessibility emerged as a meaningful contributor. For brands aiming to build long-term authority, accessibility should now be part of the strategy.

Accessibility Is Now an SEO Growth Lever

For years, accessibility was framed as a compliance requirement or a corporate responsibility measure. This study reframes it as a competitive growth lever. Accessibility features — clear navigation, logical site structure, and sufficient color contrast — not only make sites usable for all audiences, they also help websites rank higher and perform better across key SEO metrics.

The Main Takeaway for Marketers and Brands

Accessibility is no longer optional. The evidence is clear: making your website more inclusive can also make it more discoverable. Businesses that prioritize accessibility can reach wider audiences, strengthen brand trust, and improve their performance in search.

For organizations ready to take the next step, the path is clear:
  • Dive deeper into the research: Read the full 2025 accessibility study for a complete breakdown of the data, methodology, and industry benchmarks.
  • Evaluate your own site: Use AccessibilityChecker.org to get a free compliance score and pinpoint where improvements are needed.
  • Track the impact with Semrush: Measure how accessibility updates affect core SEO metrics — from organic traffic growth to keyword rankings and Authority Score — and, for teams working at scale, use the Semrush API to monitor changes over time. The API allows you to pull historical and live data to see exactly how accessibility enhancements influence visibility and traffic at the domain or page level.

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