Optimise content for users first

Help people find the content they need using optimisation techniques.

On-page optimisation includes using keywords, metadata and links in the page content. Website analytics tools can also help you optimise pages for search engines.

Focus on making the page for users first, and for search engines second.

Search engines help users find content

Search engines:

• index websites (using algorithms)
• search the index
• organise the results.

Examples include Bing, DuckDuckGo, Google and Yahoo.

Search engines use a process called indexing to look for content. Algorithms (automated procedural instructions) do the indexing.

To index the content, algorithms use keywords in titles and metadata. The HTML <title> element is the heading that most search engines display in search results.

Focus on the person, not the disability

Mention disability only when it’s relevant to the content.

When you are writing about people with disability, focus on the person. Engage with people through user research.

User research can uncover whether an individual or community preference is:

• person-first language
• identity-first language.

Use person-first language for Australian Government content, unless user research says otherwise.

Use gender-neutral language

Use terms that recognise gender equality. Avoid terms that discriminate on the basis of a person’s gender or sexual identity.

Our use of language reflects changes in society. There is wide agreement about using language to support equality between all genders.

Create Easy Read to broaden access

The aim of Easy Read is to give more people access to information.

Easy Read is a way to present information for people who are not familiar with English, or who have low literacy or learning disability.

Easy Read’s unique layout and style presents information so it’s easy to understand. The content can explain complex information about law, policy or obligations. 

Easy Read often involves using images to complement the text. It can be a good basis for translating content into other languages.

Literacy affects access to government services and information

Literacy is a person’s ability to read and write. It is also how well they can access written text in digital and print formats.

The effect of literacy on people’s lives is profound. It influences how they interact with each other and how they approach education, work and government.

Low literacy can make it hard to access government services and information.

Factors that affect literacy in English include:

Simple language, structure and design helps all users

To create usable content, take into account how people read and what makes content easy to read.

You can increase usability with:

• legible page design
• readable language
• comprehensible structure.

People read text in different ways. How they read depends on:

Speak to the person, not their difference

Use inclusive language. You can use the general term ‘multicultural communities’ to write about people from different cultural backgrounds.

People writing for government sometimes use the term ‘culturally and linguistically diverse’ (CALD) communities. Avoid using the acronym unless you’re speaking to a specialist audience.

Limit the use of text boxes and callouts 

You can draw attention to information in content by using text boxes and callouts (pull-quotes and sidebars). 

Before you include a text box or callout in your content, consider how it will help people understand or use the information.

Don’t overuse text boxes or callouts: they become a distraction. Avoid putting content in a text box or callout just because you can’t make it fit into the flow of the text.

Text boxes

Text boxes sit close to the text they support.

Include all parts of the periodical

Periodicals get published at regular times. Each issue of a periodical is complete but also part of a set or volume. Most periodicals are online. Some no longer have a print version. 

Because each issue is complete in itself, you must include the following: