Understanding search engines

Metadata, keywords and page structure are important. Write and design content so users can easily find it with search engines and voice search.

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.

Disability and neurodiversity

Disability does not define people. Neurological differences are a natural part of human diversity. Use inclusive language that respects diversity.

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.

Gender and sexual diversity

Inclusive language conveys gender equality and is gender neutral. Respect people’s gender and sexual identity with pronoun choice, job titles and personal titles.

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.

Inclusivity requirements

It is unlawful to discriminate against a person under the Sex Discrimination Act 1984. This discrimination relates to their:

Easy Read

Easy Read combines text with layout and imagery to simplify and explain information. Users often print Easy Read materials. The standard layout works as a handout.

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 and access

Literacy can be a barrier to access for Australian users. Writing to an Australian year 7 level makes content usable for most people.

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:

How people read

Write and design content that matches how users read. Use short sentences and simple structure.

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:

Cultural and linguistic diversity

Australians have different cultural backgrounds and speak many languages. Use inclusive language that respects this diversity.

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.

Text boxes and callouts

Text boxes, pull-quotes and sidebars draw attention from body text. Make sure they are accessible to everyone.

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.

Journals, magazines and newspapers

Journals, magazines and newspapers are known as ‘periodicals’. Periodicals are published at regular intervals, so they are sometimes called ‘serials’. Number each issue of a serial and include other publication information so people can find it.

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:

Lists

Lists make it easy for users to scan and understand a series of items. Structure and style lists with the user in mind. Set up grammatical structure for list items with a lead-in.

Structure items in a series as a list

Lists are series of items. All lists have a 'lead-in' (a phrase or sentence) or heading to introduce the list.

Use lists to:

  • help users skim information
  • group related information
  • help users understand how items relate to each other
  • show an order of steps
  • arrange information by importance.

Lists can be ordered or numbered (the order is important) or unordered (the order is not critical).

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