In plain English
Every page on your store starts with the same block: logo, menu, search, cart. A sighted mouse user just looks past it. But a keyboard user would have to Tab through every one of those links on every page before reaching the products, and a screen-reader user would hear them read out every time.
This rule says: give people a shortcut past the repeated stuff. The classic solution is a “Skip to main content” link, hidden until you Tab to it, that jumps straight to the products or article.
Who this is for
- Keyboard users, who otherwise Tab through the whole menu on every page.
- Screen-reader users, who can jump by skip links, headings, or landmarks instead of re-hearing the navigation each time.
What “good” looks like
A skip link as the first focusable element, plus proper landmarks.
<body>
<a href="#main" class="skip-link">Skip to main content</a>
<header>…nav…</header>
<main id="main">
…products / article…
</main>
</body>
/* Hidden until focused, then visible */
.skip-link { position: absolute; left: -9999px; }
.skip-link:focus { left: 1rem; top: 1rem; }
Where stores get it wrong
No skip link at all, a skip link that points to the wrong place, or a page with
no <main> landmark and no real headings, so there is nothing to skip to. These
are quick wins that appear on the
common failures list.