Website foundations

Understanding accessibility

Website accessibility is a mandatory requirement of all government agency websites. It ensures everyone – including people living with disabilities, and people with diverse cultural, literacy and linguistic needs – can use and understand our content. Accessible content is the law under the Disability Discrimination Act 1992.

According to Vision Australia: ‘Whether you use a mouse and keyboard a touch screen or a screen reader you will be able to access the same information on an accessible website. This makes accessible websites a level playing field. Inaccessible websites segregate the internet by removing access from people with disabilities.’

Accessibility requirements

The Website Content Accessibility Guidelines (WCAG) are the accessibility standard for all Australian Government digital content. All Victorian Government online services must meet WCAG 2.1 accessibility standards (Level AA).

WCAG operates on the basis that users can:

• find and understand the content
• operate the navigation and interface
• use assistive technologies like immersive screen readers to interpret the content.

Improving accessibility

WCAG has a useful list of online tools that can help you work out whether your content is compliant and accessible.

We have provided information on how to create accessible website content through this guide. You’ll find accessibility guidance for the following areas:

• Graphs and charts
• Headings
• Images
• Links
• Logos and co-branding
• Maps
• PDFs, documents and files
• Tables
• Writing
• Video

You can also find more information in the Victorian Government’s How to make content accessible digital guide.

Accessibility training

To learn more, explore online training on how to create accessible content.

Understanding search engine optimisation

Search engine optimisation (SEO) helps our users to find the information they need using Google or other search engines. The principles associated with SEO also help to make site search more effective.

SEO principles

There are 3 key SEO principles:

• Create quality content that addresses users’ information needs.
• Use the vocabulary and search terms used by your audiences; these are often referred to as keywords.
• Use the keywords through headings, subheading, text and metadata (such as page titles and metadescriptions.

Improving your content’s SEO

The website team creates the metadata for Agriculture Victoria website pages. This includes the information you see in search result listings. If you have a special request, please get in touch.

However, page owners should also consider how they can improve the search performance of their content. In addition to creating high-quality, user-focused content, some steps include:

Conduct keyword research. Use Google Trends or you can submit a website request for the web team to identify the word and phrases users are searching for. You can also uncover preferred language and terms by talking to users or searching online forums.

Prioritise vocabulary used by users. External audiences may use different terms or language to those used at Agriculture Victoria.

Create clear, specific page headings. Page headings should include keywords and user vocabulary, and should help users easily identify what’s on the page. Don’t duplicate page headings, as this affects the effectiveness of site search.

Include keywords in text. Integrate keywords into subheadings and through the text. Aim to do this naturally rather than forcing keywords into the text.

SEO training

To learn more about SEO and keyword analysis, explore the DEECA training on keyword assessment tools.

Understanding information architecture

Information architecture (IA) relates to how we organise, structure and label website content. The most visible application of information architecture is the website navigation.

Information architecture principles

The information architecture of the Agriculture Victoria website is underpinned by 5 key principles, which help users easily find the information they need:

1. Take a user-centric approach
   In line with the Whole of Victorian Government guidelines, focus on our users when deciding where to publish content. Avoid prioritising team-based structures in the navigation and content.
2. Create a strong ‘information scent’
   Help users to easily find the information by using clear, specific and distinctive navigation labels and page names.
3. Categorise and group
   Long lists of pages can be difficult to scan. Break down long lists of pages into smaller groups by introducing menu subheadings or landing pages. (However, new landing pages should only be created if it’s immediately clear to users what the landing page covers).
4. Streamline and consolidate
   Make it easier for users to find content by archiving out-of-date or low-value pages and consolidating duplicated pages.
5. Centralise
   Help users discover relevant content and reduce ‘clutter’ by centralising relevant content. For example, all Agriculture Victoria grants, eLearning and events should sit in the Resources section of the website.

Age ordering

Lists of pages in a section are usually ordered alphabetically.

The website team will select the most user-friendly approach. In most cases, this will mean the section will be ordered by hierarchy or related information.