Search Engine Friendly vs. Search Engine Optimized
The links between accessibility and search marketing are frequently explored: creating a universally accessible website has a number of significant benefits for search marketing. After all, many of the features which make a website accessible (using text instead of images, ensuring the ability of non-visual tools to fully access content, etc.) are also characteristics of a website which has been optimized for search.
However, there’s a huge difference between search engine optimization and search engine friendly. What most accessible developers create are search engine friendly sites, not optimized sites.
1. An Optimized page has carefully researched and tested page titles and descriptions which perform well in search engines. A Friendly page has well-written unique page titles and descriptions which explain the page simply and accurately.
2. An Optimized page has content carefully written to incorporate key phrases which, on the basis of research, will help the site convert search visitors better. A Friendly page has content which has been carefully written to be clear and understandable to the widest possible range of people.
3. An Optimized page is designed to influence visitors to follow navigation paths which drive them to accomplish conversion tasks: sales, registrations, or sales queries. A Friendly page has made certain that all navigation paths are followable by a search engine to make certain that all important pages can be indexed.
4. An Optimized site is the product of months or years of research into what provides the best results for search visits and conversions combined. A Friendly site is the product of a development process which has taken all the technological issues which could reduce search relevance into consideration: robots.txt, correctly formatted redirects, etc.
5. An Optimized site is the result of extensive research. It requires a statistical basis which keeps track of user behavior. A Friendly site is the result of technical expertise which takes into careful consideration the many issues which can get in the way of optimization.
These are crucial distinguishing points.
Source: Joe Dolson: Accessible Web Design