SEO FOOTER CONTENT

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Terms and conditions or a privacy policy are the most frequently searched footer elements. They include information about data collected by the website owner and the ways it’s processed. In the case of online stores, these frequently include terms and conditions regarding purchases, returns, or complaints.

If you aim at encouraging users to visit your office in person, provide a map with directions in the footer.

If an external agency developed your page, it may require you to place such information in the footer. It’s like a portfolio of the company that created the site which is supposed to attract new clients.

A footer can encourage users who browsed one site to visit another one which helps to decrease the bounce rate and increases time spent on the page that can be helpful in improving Google positions.

A company’s presence in social media is a standard today. Depending on the business activity, people choose various social media channels that facilitate advertising. It’s a good idea to provide links to your channels in the website footer because users who decide to click on them probably won’t return to your company’s home page. Therefore, it’s a good idea to place them at the bottom of the page so that they don’t distract website visitors.

6. Terms and privacy policy.

Almost all websites come with a note saying “all rights reserved” that relates to copyrights and is supposed to discourage e.g. market rivals from copying the content. Although it’s not legal protection (after all, it’s forbidden to copy all kinds of content) it can encourage users to think twice before using the ctrl+c, ctrl+v option.

In the past, people would place a lot of keywords in the footer. However, word stuffing is passe and lack of moderation (not only in the footer) can be harmful to your website. Therefore, it’s best to treat it as a natural website element , not an extra SEO tool.

When browsing various websites (and developing your own one), you probably pay attention to the design, layout, menu navigation, or usability. Sometimes, you encounter pages that seem less useful or more complex to navigate than others, but you actually aren’t able to determine what’s the reason for that.

There are different views concerning this issue, however, most people agree that a website footer has a slight impact on the SEO process. Website footer links have much less power than those placed in the header or text. On the other hand, too many anchors and links can negatively affect SEO.

Contact details and a map in an exemplary website footer. Source: elve.pl.

If you aim at creating a mailing list that can be used for contact with potential customers and lead generation, you can provide the option to subscribe to your newsletter in the footer. It’s a good alternative to pop-ups that are frequently annoying and urge people to give their email addresses.

A sitemap, which is an extra menu in the footer, is one of the most frequently used elements. It facilitates website navigation, makes it possible to provide more links to subpages, and supports SEO by showing Google robots how to navigate the page.

What is a website footer and what should it include? Do its components affect the SEO of your page? In today’s entry, you’ll find answers to the above-mentioned questions. Keep reading!

It’s also not the best idea to develop a footer that’s bigger than other website elements. Moderation is a key to success – provide only the most important elements. There are a number of exemplary footers and their templates, however, it doesn’t necessarily mean that you have to make use of everything.

2. Sitemap.

Perhaps your potential customer decides to contact your company after scrolling the whole page. You can make the task easier by placing your contact details in the footer – it can be your email address, phone number or even a contact form. Thanks to it, users won’t need to go back to the top of your site to find the contact tab.

A website footer frequently includes information that proves the high quality of products or services offered by the company. If you have a quality certificate or if you’re a member of an organization for entrepreneurs boast about it and expose a list of awards won by your company!

Table of contents:

So, what elements should your website footer contain , and how to design it? We’ll try to answer your questions and provide you with exemplary ways of implementing a website footer.

In the case of online stores, it may be useful to provide information about free delivery or the shipping range and special offers. Such information, together with the CTA , may encourage the user to take advantage of the offer.

Call to Action is an essential element of every website. Placing CTA in your website footer can have a positive impact on the conversion rate. This button can encourage people to get in touch with you, check out your new offer, or order a free quote.

9. Copyrights.

A website footer with links to social media. Source: promees.pl/en.

Therefore, the footer needs to be functional. A user who goes through the whole page and reaches the footer is a potentially interested customer. Don’t ruin that by creating a footer that isn’t transparent and contains too many elements. Choose items that are the most important for your business and meet customers’ expectations.

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Footer links, in the past, have been a big opportunity for SEO’s to optimise, providing authority and keyword rich anchor text links to internal pages. Times have changed though and now the footer carries less benefit from a SEO perspective.

The longer a page the fewer people will scroll to the bottom of it, thus the footer although useful is not a very sharp tool in the SEO’s tool box!

Home Loans Credit Cards Personal Loans.

Also consider adding a “nofollow” tag to external links to prevent leaking authority from every page of your website.

Technical Considerations.

There is research to suggest that Google devalue footer links as part of their algorithm and as such the footer may not provide as much value as it once did.

There are still quite a few things to consider when designing or reviewing footer navigation as part of a website audit, which we cover here.

Large footers with lots of links and text need to tested on smaller screens.

Footer links also typically have a very low CTR (Click Through Rate) given that they are at the bottom of the page they are less likely to be seen and hence clicked.

Especially if this is located on hundreds or thousands of pages and is accompanied by additional anchor text like “Buy Yellow Widgets”, “Buy Cheap Widgets”, etc.

But adding “compare” or “comparison to each product could be considered to be keyword stuffing in the footer.

Ensure that the footer doesn’t obscure sidebars or content elsewhere on a page, especially when being viewed on mobile devices. Although unlikely to incur a penalty from Google, this does impact the user experience.

The footer provides an opportunity for the site to link to internal website pages and primarily should be targeted towards improving the user experience. For example; links to the terms & conditions, sitemap, contact, privacy, and ‘find us’ pages are all valuable links to put into the footer for the user.

Additionally linking to popular content or categories on a website can provide a valuable navigation to users, but it is important to keep this natural and not too ‘exact match keyword’ targeted. For example if a popular page on the site exists that sells red widgets, good anchor text could be “Red Widgets”, spammy anchor text would be “Buy Red Widgets”.

Ensure that the footer isn’t used as a ‘link-dump’ or sitemap, as this can be viewed negatively and dilutes the link authority around the website. All sites should have a primary source of navigation, therefore adding countless links into the footer is both unnecessary and potentially harmful.

User Experience.

Do not link out to external sites from the footer with keyword rich anchor text, this will create potentially hundreds or thousands of identical exact match anchor text links. Google could see this as unnatural and the site being linked to could be negatively impacted.

Linking to pages that are linked to from the main navigation or elsewhere on the page will have less too no SEO value as Google primarily looks at the first link on a page. Thus adding pre-existing links need not be done for the purpose of optimisation.

Because the footer is, by definition, at the bottom of a page it will usually contain the last links that Google will crawl, as such the value of those links are significantly reduced.

Another user experience factor to consider with footers, as with all visible site components, is how they appear on different devices. Mobile and tablet traffic are higher than ever, constituting the majority of traffic to many websites and this is only increasing the technology becomes cheaper and more readily available.

Internal linking is a powerful tool, but adding 100 links to the footer will devalue the authority that each link passes on. See our article on Internal Linking here.

Do not use the footer simply to stuff keyword rich anchor text links to 30 pages targeting your top tier keywords. There should always be some consideration for SEO, but the user experience is a better guide as to what should be in a footer.

It may be that all pages of the site require legal information of disclaimers, if so these can be added to the footer without impacting the user experience. Anything that can assist in the user journey or deliver a better user experience can reasonably be added to the footer.

The Value of Footer Links.

Another example; if you compare financial products, listing them in the footer as links to the most relevant page for each product is fine. E.g.

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