Perceptible
What do I mean by perceptible? It's when we don't want to read a bunch of text. I think that's pretty clear. We always want to include images, video, and audio on the page. What I want you to do is include a text alternative any time you use these rich media elements. This includes, but is not limited to, images, but also alt text. Videos, subtitles, and transcripts.
The same thing with audio, including transcripts, so if my speakers can't hear the audio, I either convert it into something I can use or listen to it in some other way. And then when we talk about video, that includes utilizing interpreters or converting your presentation to sign language, which can be more inclusive to the audience you're trying to reach.
Actionable
By actionable, I mean: thinking about your user, does your russia mobile database link say "click here" or "learn more" or does it really tell me where I'm going as a user? We know we like text. We know search engines also want to know what we're going to search for. So "click here" and "learn more" are not very descriptive to them. They're not very actionable. It's hard for me as a user to take action on your website, send an email newsletter, or listen to a podcast.
Understandable
I struggle with this sometimes, but given the level of reading required for the content I write, I’m sure my audience will enjoy it. Am I describing it in a language that my audience will understand? I often think we get caught up in SEO, using a lot of SEO language.