Headers and body content get all the attention, but the website footer is often neglected.
A well-optimized footer can boost SEO, user experience (UX),, and conversion rates by providing important information and easy site navigation. A website’s footer’s multifunctional design enhances user engagement by offering essential information and resources not included in the header. Introducing a ‘fat footer’ can take this to the next level by being a safety net for visitors, providing information that may not be in the header.
Footer links, also known as boilerplate links, matter because they are vital navigation tools and significantly impact a website’s organic search performance. These important elements are on nearly every page, improve user experience, and tell search engines like Google that genuine user-focused links are preferred in SEO rankings.
The website footer is often in the shadows in web design, overshadowed by the more glamorous headers and main content. But this humble section has untapped potential to transform your site’s SEO and user experience.
Imagine a well-designed footer as a secret weapon, quietly boosting your website’s ranking and guiding visitors through your content. In this post, we’ll explore the underestimated value of footer elements, how they can improve navigation, search engine visibility, and build trust with your audience.
From strategic internal links to keyword optimization, we’ll show you how to get the most out of your footer, making it a part of your digital marketing strategy. Stay tuned as we reveal the secrets to turning your footer into an SEO and user engagement powerhouse.
Footer Links
Footer links are essential for user experience and search engine ranking. They provide most visitors with easy access to important pages like contact details, social media icons, and other relevant information.
By including footer links, web designers can help visitors navigate the website more efficiently, leading to more user engagement and generating leads. A well-designed footer with relevant links can also boost SEO by giving search engines a clear understanding of the website’s internal linking structure.
This can ultimately improve the website’s visibility in organic search and drive more traffic. Footer links matter because they are vital navigation tools and significantly impact a website’s organic search performance. They improve user experience and tell search engines that genuine user-focused links are preferred in SEO rankings.
Including footer links thoughtfully can turn this often overlooked section into an SEO and user engagement powerhouse. By providing visitors with relevant information and guiding them to important pages, you can enhance their overall experience and encourage them to explore more of your content.
Types of Footer Links
Website footers can contain various links, each serving a unique purpose to enhance user experience and SEO. The primary categories include internal, external, social media, and legal links.
Internal links connect visitors to important pages within the same website, helping to establish a strong internal linking structure that search engines value. External links direct users to other websites, but these should be used sparingly in the footer as search engines often devalue them in this location.
Social media links provide quick access to the brand’s social profiles, encouraging user engagement and building credibility. Legal links typically include privacy policies, terms of service, and other compliance-related pages that inform users and build trust.
Understanding and strategically organizing these footer links can ensure a well-structured footer that supports navigation, SEO, and user engagement without overwhelming the visitor or diluting link value.
Why the Footer Matters More Than You Think
Website footer contributes to internal linking, keyword relevance, and user experience. They are essential for site visitors as they help them navigate the website efficiently, so they don’t feel lost while browsing.
Search engines like Google often devalue external footer links, offering little to no SEO benefit compared to links in the main content. Footers should primarily feature internal links to improve user experience, while external links might only be suitable for affiliated businesses or social profiles.
Footer links play a significant role in user experience and SEO efforts. Properly organized footer links provide structure, trust signals, and crawlable content, making the website more accessible and user-friendly.
Common Footer SEO Mistakes
This type of footer link is considered spammy and can harm the website’s ranking on search engines. Keyword stuffing or link farming is the practice of including many irrelevant links in the footer, which can be seen as an attempt to manipulate search engine rankings.
Website footer links are often used as a last resort by users searching for specific pages on a website, noting that these links have low CTRs. SEO experts discourage this practice, which can result in penalties from search engines.
Instead of loading your website footer with irrelevant links, create a well-structured footer with internal links that guide users to important pages. Use natural language and keyword-rich anchor text that matches your content. Doing so can improve user experience, boost your website’s ranking, and make your footer serve its purpose without resorting to manipulative SEO tactics.
No footer at all or just a copyright line
Having no footer or just a copyright line can make the website’s footer look incomplete or unprofessional. A website’s footer provides essential information to visitors and helps them navigate the website. Without a footer, visitors must search for important pages like contact details or social media links, which can lead to a poor user experience.
A website footer should be more than just an afterthought; it should be part of your website’s design and SEO strategy. By including internal links to important pages, social media icons, and contact information, you can create a user-friendly experience that encourages visitors to explore more of your site. Adding legal information and a brief about section can also build credibility and trust with users.
Images only (not crawlable text)
Using images only in the website footer can make it difficult for search engines to crawl and understand the content. This can negatively impact the website’s ranking and make it harder for visitors to find important information. Using crawlable text in the footer, like HTML links, is recommended so search engines can understand the content and provide visitors with a better user experience.
Instead, balance images with text elements. Use alt text for images to provide context for search engines and users who rely on screen readers. This not only improves accessibility but also ensures the content is indexed correctly. Including crawlable text also allows for relevant keywords to be included, which can further boost SEO efforts.
By making your website footer visually appealing and functional, you can boost your website’s ranking and provide a better experience for all visitors.
Keyword stuffing or link farming
Keyword stuffing and link farming in the website footer can harm your website’s SEO more than help. Keyword stuffing is cramming as many keywords as possible in the footer, often making the text unreadable and unnatural. Search engines like Google, which prioritize user-friendly content, frown upon this.
Loading your footer with keywords can lead to penalties and reduce your website’s visibility in search engine results. Link farming is the practice of including too many links, especially irrelevant ones, in the footer. This can confuse users and search engines and dilute the authority of your important pages. Instead of enhancing SEO, link farming can make your website look spammy and untrustworthy.
To avoid these pitfalls, focus on creating a well-structured footer with internal links that guide users to important pages. Use natural language and keyword-rich anchor text that matches your content.
Also, be strategic with external link placement in footers and focus on showcasing affiliations or social profiles to avoid devaluation by search engines. Doing so can improve user experience, boost your website’s ranking, and make your footer serve its purpose without resorting to manipulative SEO tactics.
No footer at all or just a copyright line
Having no website footer or just a basic copyright line is a missed opportunity to enhance your website’s SEO and user experience. A well-crafted footer is a valuable tool for guiding visitors through your site, providing important information, and improving navigation. Without a footer, visitors will have to search for important links or contact details, which can lead to higher bounce rates and decreased user engagement.
Website footer content should be well structured to improve navigation and user experience, including essential links and contact information.
A footer should be more than an afterthought; it should be part of your website’s design and SEO strategy. By including internal links to important pages, social media icons, and contact information, you can create a user-friendly experience that encourages visitors to explore more of your site. Adding legal information and a brief about section can also build credibility and trust with users.
For SEO purposes, a footer with relevant keywords and structured links can help search engines understand your site’s content and improve its visibility in organic search results. Utilizing this often overlooked section of your website can boost your site’s ranking and provide a better experience for your visitors.
Images only (not crawlable text)
The website footer section should have crawlable text so search engines can index the content correctly.
Instead, balance images with text elements. Use alt text for images to provide context for search engines and users who rely on screen readers. This not only improves accessibility but also ensures the content is indexed correctly. Including crawlable text also allows relevant keywords to be included, which can further boost SEO efforts.
Moreover, text alongside images in the footer can improve user experience by providing precise and concise information. Visitors can quickly find the links and details they need without interpreting images. This clarity can lead to higher engagement and lower bounce rates as users are more likely to stay on a site when they can easily navigate it.
For a well-structured website footer, consider using a combination of text, icons, and images. This approach not only boosts SEO but also creates a more engaging and informative user experience. By making your footer both visually appealing and functional, you can boost your website’s ranking and provide a better experience for all visitors.
Repeating entire navigation (bad for UX and SEO)
Duplicating the entire navigation menu in the website footer is a common mistake that can harm user experience and SEO. While giving users another chance to access all navigation links might seem helpful, this practice can lead to a cluttered and overwhelming footer. Users will find it confusing to see the same set of links repeated and will have a disjointed experience as they try to navigate the site.
From an SEO perspective, duplicating the entire navigation menu in the footer can dilute the value of your internal links. Search engines like Google prefer a clear and organized internal linking structure that highlights the most important pages on your site. By repeating links unnecessarily, you are spreading link equity too thin, which can reduce the authority of key pages and harm your site’s overall ranking.
Instead of repeating the full navigation, focus on including only the most important links in the footer. These could be links to contact pages, privacy policies, or other critical sections that users might need quick access to.
This approach keeps the website footer clean and user-friendly and allows search engines to crawl and index your site. By keeping the footer concise and purposeful, you can improve user experience and SEO and make your website’s footer do its job effectively.
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Smart SEO Opportunities You’re Probably Missing
Optimized Internal Links
Link to cornerstone content, key services or categories. Organize important linked pages under clear headings to guide site visitors. This not only improves user experience but also boosts SEO by driving leads and sales. Linking to ‘main pages’ such as Home, About Us and Services in the footer improves navigation and user experience.
Use keyword rich, natural anchor text
Location-Based Keywords
Include city, state or service area text for local SEO
Great for brick-and-mortar businesses or location specific services
Mini About or Elevator Pitch
One to two lines summarizing who you are, with target keywords
Helps with branded and semantic search relevance Schema Markup & Contact Info* Add local business schema
Ensure NAP (Name, Address, Phone) consistency for local SEO
Trust-Building Elements
Certifications, associations, awards
Legal information such as privacy policies and terms of service—ensures legal compliance and builds trust with users and search engines by demonstrating legitimacy and adherence to regulations.
Contact information including phone numbers, email addresses and physical locations—can significantly improve user interactions and build trust, especially for e-commerce sites where customer service is key. Providing contact information in the footer helps build trust with the target audience.
Google reviews, BBB logos, SSL badges—can help CTR and trust
Website Footer Design: How to Layout
A well-designed website footer is crucial for a good user experience and can impact a website’s ranking in search engines. The multifunctional design of a website’s footer enhances user engagement by offering essential information and resources not included in the header.
Consistency with the website’s overall design and branding, including social media icons and contact details, is essential. A clear and straightforward layout helps users quickly navigate and find what they need.
Website footers are no longer an afterthought in modern web design. They enhance user experience (UX) and SEO by providing essential information like legal details, contact information, and navigation links that help retain users.
Using white space and a clear hierarchy of information creates a clean and uncluttered design, improves user engagement, and reduces bounce rates. Web designers should consider the internal linking structure and navigation links when designing the footer so users can easily find important pages and information.
Floating widgets can complement the footer by providing easy access to different parts of the site as users scroll, improving the overall user experience.
A well-structured footer can help search engines understand the website’s structure and content, improving its visibility in organic search results. The footer should be responsive to look and function well on all devices, including mobile and tablet devices. Including a search bar in the footer can also be helpful, allowing users to find specific information on the site.
By effectively laying out your website footer, you can create a footer that is both functional and beautiful, improving the overall user experience and driving more conversions. A well-designed website footer can also help build credibility and trust with users by providing essential information such as contact details, copyright notice, and social media links.
What to Include for Maximum Impact
The website footer is an area where essential information can be included to help inform users and improve their experience. Contact details such as physical address, phone number, and email should be in the footer so users can get in touch. Social media links can also be included so users can connect with the website on other platforms and stay updated with the latest news.
A link to the website’s privacy policy and terms of service should also be included, providing users with important information about how their data is used and protected. For e-commerce sites, information about shipping and returns and a link to the website’s FAQ page can help reduce bounce rates and improve conversions.
The footer can also provide additional links to other important pages, such as the website’s blog or news section, to keep users engaged and informed. By including essential information in the footer, website owners can create a more user-friendly and informative experience, driving more engagement and conversions.
The website footer can also provide information about the website’s mission statement, values, and history to build trust and credibility with users. For multilingual websites, a link to the website’s language selection page can be helpful so users can switch between languages. Website owners can create a functional and informative footer by including the correct essential information, improving the overall user experience, and driving more conversions.
Language and region selectors in the footer can help the user experience for a global audience.
Footer in Digital Marketing
The footer’s role in digital marketing is multifaceted and plays a big part in user experience, search engine optimization (SEO), and conversion rates. A well-designed website footer can be a safety net for website visitors, providing them with essential information, navigation links, and calls to action that encourage engagement and lead generation. In digital marketing, the footer is an often overlooked element that can impact a website’s ranking, user engagement, and overall performance.
By including relevant SEO terms such as internal linking, social media icons, and contact details, web designers can create a footer that matches the website’s design and the digital marketing strategy. A well-structured footer helps users navigate the site, access essential pages, and find relevant information, leading to a better user experience and more conversions.
Also, a well-designed website footer can increase user engagement by providing easy access to social media platforms, encouraging users to connect and interact with the brand. This increases the website’s visibility and creates a sense of community and trust with users. The footer is a critical touchpoint in the digital marketing landscape, bridging the gap between user experience and SEO to deliver better results.
Mobile Optimization: Make it Responsive
With most website traffic coming from mobile devices, ensuring the website footer is mobile-optimized is essential. This will provide a responsive and user-friendly experience. The footer should also be designed to be flexible, adapting to different screen sizes and devices, and all essential information should be easily accessible.
A responsive design ensures the footer looks and functions well on all mobile and tablet devices. It should also be easy to navigate on mobile devices, with clear and simple links and minimal clutter. A hamburger menu or other mobile-friendly navigation can simplify the footer and improve the user experience.
By optimizing the website footer for mobile, website owners can improve the overall user experience and drive more conversions, providing a more engaging and interactive experience for mobile users. The footer should also be optimized for touch, so all links and buttons are easy to tap and navigate. Including a search bar in the footer can also be helpful on mobile devices, so users can quickly find specific information on the website.
By testing the footer on different mobile devices and browsers, website owners can ensure it’s mobile-optimized and provides a responsive and user-friendly experience. By providing a responsive and user-friendly footer on mobile devices, website owners can improve the overall user experience and drive more conversions, providing a more engaging and interactive experience for mobile users.
Benefits of Footer Optimization
Website Footer optimization has many benefits and can have a big impact on a website’s performance. By optimizing the footer, web designers can improve website accessibility, user experience, and conversion rates. A well-optimized footer can also boost SEO by providing search engines with essential information such as internal linking structure, navigation links, and contact details.
Also, website footer optimization can reduce bounce rates, increase page views, and generate leads by providing visitors with relevant information and calls-to-action. A well-designed footer builds trust and credibility with users by including essential information such as a copyright notice, terms of service, and social media links .
Include SEO terms such as sitewide links, boilerplate links, and external links so the footer is user-friendly and search engine-friendly. This dual focus improves user experience and the website’s visibility in search engine results. By focusing on website footer optimization, web designers can create a more engaging and effective website that delivers better results.
Footer Content Strategy
A website footer content strategy is essential to creating a well-designed and effective footer that matches the website’s design and digital marketing strategy. The strategy should include a plan for the type of content to include, such as internal linking, social media icons, contact details, and calls to action. The content should be relevant, up to date, and aligned with the website’s mission statement and target audience.
Web designers should also consider the website’s accessibility, usability, and SEO when creating the footer content strategy. This includes making sure the footer is easy to navigate, visually appealing, and optimized for search engines. The strategy should also include a plan to update and maintain the footer content regularly so it remains relevant and effective.
By including SEO terms such as website footer links, website footer, and internal linking, web designers can create a footer content strategy that enhances user experience, improves website accessibility, and boosts SEO. The strategy should also consider using social media links, contact information, and a copyright notice to build credibility and trust with users. A well-thought-out footer content strategy can significantly improve a website’s overall effectiveness, driving more engagement and results.
UX + SEO Harmony: Keep It Clean and Crawlable
- Structure matters: use headings, dividers, and text, not just images
- Make it mobile-friendly and don’t overwhelm the space
- Include website accessibility features: alt text for icons/logos, legible contrast, font size changers, and contrast toggles to enhance user experience and usability.
- The website’s footer is crucial for user engagement and navigation, enhancing UX and SEO.
- Use footer links to provide relevant information, directing users to more specialized content, and enhance their overall experience.
Website Footer Dos & Don’ts
DO:
- Use it for internal links
- Keep content short and relevant
- Include your keywords naturally
- Use sitewide links in the footer to help both SEO and user experience by helping Google understand important pages and facilitating easy navigation for visitors
- Be aware that low ctr footer links are common; focus on essential links to improve user engagement
- Implement strategies to encourage users to take specific actions through call-to-action links and subscription forms
DON’T:
- Stuff it with keywords
- Duplicate content from other pages
- Neglect design or accessibility
External Links and SEO
External links can significantly impact a website’s SEO, and it’s essential to use them wisely. When it comes to including external links in the footer, it’s generally recommended to avoid doing so, as they can distract from the website’s main content and potentially harm its ranking.
However, if external links are necessary, using a “no follow” tag is essential to prevent search engines from following them. This can help prevent the website from being penalized for linking to low-quality or spammy sites.
Additionally, it’s essential to ensure that any external links included in the website footer are relevant and helpful to visitors and that they do not compromise the overall user experience. By using external links wisely and including them in a way consistent with SEO best practices, website owners can help improve their website’s credibility and trustworthiness.
Call to Action and Conversions
A call to action (CTA) is an essential element of any website and is particularly important in the website footer. A well-designed CTA can encourage visitors to take a specific action, such as signing up for a newsletter or making a purchase. Including a CTA in the footer can help website owners increase conversions and generate leads. It’s essential to ensure that the CTA is clear, concise, and prominent and that it stands out from the rest of the content in the footer.
It’s essential to test and optimize the CTA regularly to ensure it performs as well as possible. By including a CTA in the footer and optimizing it for maximum impact, website owners can help improve their website’s overall effectiveness and increase conversions.
Furthermore, a well-designed footer with a clear CTA can also help to improve website accessibility and inform users, which is essential for building trust and credibility with the target audience.
Wrapping it up
In the grand scheme of SEO, every part of your website plays a role, and the website footer is no exception. While it’s often overlooked in favor of more prominent sections like blogs and headlines, the footer supports your website’s rankings, trust, and usability.
Think of your website footer as the unsung hero of your website. It quietly but effectively enhances user experience by providing essential information and navigation aids so visitors can find what they want. Your footer can contribute to a well-rounded SEO strategy that boosts your site’s visibility in organic search results by including internal links, keywords, and relevant information.
Also, a well-designed website footer can build trust with your audience by showing certifications, contact information, and social media links, further enhancing your brand’s credibility. This often overlooked part of your website can also improve user engagement by encouraging visitors to explore more of your content, leading to more conversions and a better user experience.
Don’t forget your website footer. Use its potential as part of your SEO strategy and website design. By optimising your footer, you can ensure it supports your website’s rankings, trust, and usability and drives more traffic and engagement to your site.
Do you want a website footer that performs well in SEO? Let Netvolution audit your site and find hidden opportunities. Our team will review your website’s footer for SEO optimization and ensure it enhances your site’s visibility and user experience.
With our full audit, you’ll see how to use website footer links, internal linking, and relevant keywords to boost your site’s ranking in organic search results. Don’t miss out on this often overlooked section.
Contact us today to turn your website footer into a traffic and engagement driving machine.
