Alphabet Soup: SEO and AODA

The web can often feel like a sea of acronyms, and this is no different. SEO might be slightly familiar as Search Engine Optimization — making your websites more visible when people search for key terms— but AODA is a new kid on the block for Ontarians. The Accessibility for Ontarians with Disabilities Act sets to make companies think about disabled individuals and how to expand their accommodations to suit various needs, including how easily understood websites are.

All web content must be accessible by January 1, 2021, and private companies with over 50 employees must have all their content accessible already. Outside of legal reasons, accessible websites are good practice in general. The disabled population is a viable and untapped market, and an accessible website can be the difference between reaching that market and not.

Complying with AODA doesn’t just help you reach new markets — it helps your SEO, as well. In fact, screen readers and Google use pretty similar processes for navigating websites. Google’s commitment to accessibility means they favour sites that go the extra mile.

Here are three ways to use SEO to reach AODA compliance:


1- Site Maps

Creating a site map means screen readers know how to reach the page their users want to reach the most quickly, and are an SEO goldmine. By having a site map, you give everyone an easily read path to where they want to go, and people become less frustrated navigating.

While it can be heavily involved to make a site map, the payoffs are huge both on the accessibility and the SEO front. If this is on your ‘later’ list, consider pushing it up.

2- Alternate Image Text

Images are everywhere on the web, from buttons to coupons. While they provide engaging visual interest, they are completely unreadable to both search engines and screen readers. If you neglect to add alternate text, then search engines have less content to use in evaluating your site, and individuals could miss out.

Again, this is another heavily involved task, which means prioritizing is key. You don’t need to provide alternate text for all your images, but focusing on submit buttons, coupons, and images that click through to other pages or downloads will get you the most bang for your accessibility and SEO buck.

3- Descriptive Headings and Custom Page Titles

Search engines love custom page titles, because it proves relevancy for the content in the header. Screen reader users love them for the same reason — they know what they are clicking on as it is being read to them. This lowers frustration and allows people to use your site more easily.


Complying with AODA benefits everyone. By following three simple steps, you boost your SEO, and help make it everyone can enjoy using the internet. Keeping your website up-to-date and maintaining strategic SEO is important for ongoing success. Check out our monthly packages to keep you on target.


Make sure your website is accessibility compliant. Avoid significant fines and boost your SEO performance. Learn more now.

Nomophobia: The Reason Why Your Business Should be Mobile

You heard it first! Nomophobia!

Now before you start wondering what that is and how it impacts your business, just quickly look to your left, and now to your right or at the most, in your pocket. Did you find your smartphone yet?

women looking at phone in misty woods

Like 73% of people, if you don’t find your phone immediately or don’t feel it at hands reach, you might start to feel panicked or a little nervous and worried while trying to remember where it is. This fear of not finding your phone is called Nomophobia and as you can see, close to three quarters of your customers might be victim of the same faith. Now, how does that play in your favor? That means that more than half of your audience are always or constantly on their smartphone browsing the Internet to find new products, deals and the latest provider for their required service. If you are not mobile yet, this is the time to join the trend.

Nomophobia aside, 1st Aerial created an infographic that puts into perspective the importance that we place on our smartphone and main arguments why your business should be mobile friendly and offer a mobile adapted website. To see the full infographic, click here.

Now why should your business consider this statistic:

4.77 billion of mobile users worldwide

There are 4.77 billion people worldwide that own a smartphone. The statistic goes even further by confirming that more people own a smartphone than people that own a toothbrush. That is a massive audience that cannot be ignored. Although these people are still regular customers in your store or online on their laptop, the fact that so many people today own and use a smartphone can only mean more potential customers are moving their purchases online and will be getting a first impression about your brand through a phone screen instead of on a computer or in person.

crowd using cell phones
Michael Blann/Thinkstock

Without necessarily offering an app or bringing your entire business onto mobile, there are advantages of adapting your website to be mobile friendly and offer a great experience to your customer every time they look you up on their phone. My colleague, Claire Phillipowsky, also covered the topic of mobile friendly websites in The New Mobile-Friendly Website Imperative: What all Top Businesses Already Know.


83% of internet usage is mobile

It is a fact that purchasing has moved online and more and more people will go into a store to evaluate an item but will most probably go online to find a great deal and complete their purchase. Now, on top of that already challenging step in the customer journey, nearly 83% are doing most of their internet searched on their mobile. This number clearly examplifies the current behavior of your customer and is a very good reason to be online and to easily be found when your name gets typed in to a search. As a business, you might already be investing in Adwords and online search advertising but make sure with your agency that mobile searches are being included in your potential reach.


More than 60% of people are more sociable with their mobile than real people

The survey showed that 35% of people admitted to looking at their phone when they are in public or have nothing to do. And another 33% said that they pretend to be busy in a restaurant or a bar by browsing through their phones instead of talking to people around them. So over 60% of your customers and potential customers are using their smartphones as an excuse to keep themselves occupied and not look bored. A great way to do that is to shop on their mobile, look up their next purchase and plan their next trip thanks to your mobile friendly website, your latest app or your SMS filled with tips.

two people using cell phones facing each other
Image Source Pink/Thinkstock

Out of sight, out of mind, so make sure to be present in your customers mobile experience and help them choose you as their ideal provider, partner or simple marketplace! For more advice about how to bring your business forward and add a mobile component to your marketing, meet with a PROSAR team member today.

The 4 Best Analytics Reports to Chart Your SEO Progress


SEO is an ongoing process that requires time, effort, and many types of actions. Results often aren’t immediate, so tracking over time is necessary to see how well you’re achieving your goals. Luckily, the tools to do this are at hand. In fact, Google provides them for free. The one you’re likely familiar with is Google Analytics. I’ll show you two different reports that shed light on how organic traffic is finding your site and viewing your content. You may or may not have heard of the other Google tool. It’s now called Search Console, but was previously known as Google Webmaster Tools. It has a very insightful report generator called Search Analytics. It not only has click metrics, it also sheds light on your website’s SEO performance before the clicks happen.

Organic Traffic within Google Analytics 

Landing Page Visits

Google Analytics is no longer any good at showing what keywords brought people to your website from the search engines, but it still allows you to see overall SEO traffic, and how well each of your pages is performing in terms of attracting people to your website. This is valuable information if your SEO activity has been focused on specific pages.

How to Generate This Report

  1. Log into your Google Analytics report.
  2. Choose the date range you wish to view. This is done at the top right.
  3. Click through the following path in the left menu: Acquisition > All Traffic > Channels, then click on Organic Search in the chart.
  4. The numbers at the top of the chart provide the overall numbers. Sessions are the term used for visits. Above the chart, at Primary Dimension, is the ability to select Landing Page. This is more insightful than the Keyword dimension. Furthermore, if goals have been set up, you can select the goals at the right side of the chart in the drop-down box at Conversions.
  5. If you would like an easy way to return to this report, use the Shortcut feature at the top of the page.


The other way of evaluating traffic from the search engines is to look at what content is consumed beyond the landing page. The metric for this is organic pageviews. These are pages seen by all SEO visitors. These people have come to the website through a variety of different pages such as your homepage, a blog article, or an about-us page.When these people find their way to the pages on your website that promote your company’s products, it should be considered a successful outcome because these people are now one step closer to becoming a customer. This is an important part of the story because SEO efforts needn’t always simply focus on your product pages. In fact, you’ll likely find that your other pages are ideal to use for targeting valuable keywords. The organic pageviews reporthelps you reflect these efforts.

How to Generate This Report

  1. Log into your Google Analytics report.
  2. Choose the date range you wish to view. This is done at the top right.
  3. Click through the following path in the left menu: Behavior > Site Content > All Pages
  4. Go to the area above the graph where there are two long rectangles. One is marked “All Users” and the other is marked “+ Add Segment.”
  5. Click on “All Users”, scroll through the list and put a check in the box beside “Organic Traffic”, scroll back up through the list and uncheck “All Users”, and then click “Apply.”
  6. If you would like an easy way to return to this report, use the Shortcut feature at the top of the page.

Search Analytics within Google Search Console

Another method of looking at your SEO progress is by using the Google Search Console. The Search Analytics report within Search Console offers a more in-depth view than Google Analytics because:

  • It provides the extra dimension of ‘Impressions’, which represents the number of times your website appeared in front of someone in the search results. This is regardless of where or not the person clicked through to your website. It also provides metrics such as CTR, the rate that impressions turned into clicks, and Position, the average ranking in the search results.
  • It provides much richer information on keywords than Google Analytics. They refer them as ‘queries’, which are the phrases people typed into Google.
  • It allows you to dig into the various aspects of your search traffic. For example, you can view the most popular queries by country.

Keyword Usage

Many companies are tempted to track SEO progress by tracking the rankings of individual keywords. There is, however, a better way. A more encompassing method of tracking keyword performance can be accomplished through the Search Analytics report:

  1. Log into your Search Console account.
  2. In the left navigation, go to Search Traffic and then Search Analytics.
  3. Select the date range you want. The default is 28 days, but you can look at up to 90 days.
  4. If you do business primarily in one country, locate “Countries” above the chart, click on “No filter”, select “Filter counties”, and select your target country.
  5. Click on Queries. The report will generate a list of queries.
  6. You can add extra metrics to this list, and the chart, by checking the boxes at the top of the report that say“clicks”, “impressions”, “CTR”, and “position”.

Landing Pages

You can also look at all these metrics in term of the landing pages. You do this by clicking on “Pages” at the top of the report. If you’re looking for a particular landing page, you can either scroll through the results until you find it and click on it, or you can use the filter located under the word “Pages”. Selecting a particular page, will provide you with the information for just that page, which can be looked at by clicks, impressions, CTR, and position. You also have the option to click on Queries. The page filter will remain in effect, and you’ll see all the queries people used to land on the page you’re focusing on.

Mastering SEO Analytics

Within these reports are the answers to many of your questions regarding your SEO performance.  The key to unearthing the answers is in learning how to dig down into the data using filters and dimensions. Develop this ability through curiosity and practice, and you’ll soon have ready access to how well your website is performing in the search engines.