How Website Footer Links Optimization Drives SEO Growth?


    Do you know the power of website footer link optimization? Website footer links are a crucial element in optimizing SEO for your website. Despite being less prominent, they hold significant importance in improving your search engine rankings. Footer links not only contribute to better visibility on search engines but also enhance the overall user experience. In this article, we will explore effective strategies for optimizing website footer links to supercharge your SEO efforts.

    An Overview of Website Footer

    The website footer, a common web design practice, serves as the bottom section of a website. It provides users with essential information about the company or brand, such as contact details, physical location, and services offered.

    In addition to basic information, website footers can incorporate various elements based on the website’s purpose. These may include social media widgets, maps, or newsletter sign-up forms.

    While certain components like contact details, privacy policy, and terms of use are commonly found in footers, each website’s SEO footer is unique. It is unlikely to encounter two identical footers due to the customization and tailored nature of this website section.

    Why Do Footer Links Matter?

    Why Do Footer Links Matter

    The internal linking structure holds great significance for SEO and enhances the user experience by facilitating website navigation.Footer links, also known as site-wide or boilerplate links, are a type of link that appears on nearly every page of a website. These links are commonly found in the header, footer, or sidebar areas of a website, such as floating widgets.

    When it comes to footer links, Google examines their purpose: whether they are solely for SEO benefits or intended to assist users in navigating the website seamlessly.

    If Google identifies that footer links are genuinely intended to aid users, they are viewed positively, and Google will crawl and index those links. Conversely, if these links are primarily added for SEO purposes, Google considers it a negative practice, which should be avoided.

    For instance, having an excessive number of footer links (e.g., 100+ links) pointing to various locations across the US may necessitate a reconsideration of your linking strategy.

    A well-crafted SEO footer holds significant value when it comes to SEO. It presents an area that can be optimized to enhance your website’s search engine performance. Investing time in perfecting the footer can yield numerous benefits. Take a look at some of them below:

    Maximizing SERP Rankings through Internal Linking

    The website footer plays a crucial role in improving your website’s architecture through internal linking. This, in turn, contributes to more effective crawling by Google’s robots.

    By streamlining the crawling process, your pages can be indexed and ranked more efficiently, increasing their visibility in search engine results pages (SERPs) when relevant queries are made.

    Similar to how humans appreciate simplicity, Google’s robots also prefer streamlined processes. When you provide a well-structured website with a carefully designed footer and internal linking, you not only make crawling easier but also faster.

    In return, the robots reward your efforts by boosting your website’s position in search engine rankings, improving its overall visibility to potential visitors.

    Enhancing User Experience (UX) through Website Footers

    Consider the website footer as a helpful map guiding visitors through your website. It can be designed to be simple or expanded to include additional relevant elements that enhance navigation.

    When users are pleased with their experience and find it easy to navigate, they are more likely to stay on your website for longer periods. This increased engagement with your brand can positively impact various metrics.

    By optimizing your website footer for a seamless user experience, you create a pathway that encourages visitors to explore and engage with your content, increasing the likelihood of desired conversions and interactions.

    Identifying A Good Website Footer 

    What makes this website footer exemplary is primarily due to the following reasons:

    • It includes essential information such as contact details, a sitemap, and a list of provided services, ensuring users have access to key details.
    • The footer is not overwhelmed with an excessive number of links, promoting a clean and uncluttered appearance.
    • The links are carefully organized into concise categories, making navigation easier and more intuitive for users.
    • Ample whitespace is employed, creating a sense of clarity and tidiness within the footer design.
    • The footer contributes to the principles of E-A-T (Expertise, Authoritativeness, and Trustworthiness) by featuring elements such as the latest blog content to showcase expertise, awards, and recognition to demonstrate authority, and social media links and comprehensive information on all physical locations to establish trustworthiness.

    Identifying A Bad Website Footer

    This website footer serves as a poor example primarily due to the following reasons:

    • It suffers from an excessive number of links, overwhelming the footer and making it appear cluttered and disorganized.
    • There is an excessive use of keywords, indicating keyword stuffing, which can negatively impact the user experience and SEO.
    • The hierarchy within the footer could be clearer, as the arrangement of links lacks a logical and intuitive structure.
    • Rather than resembling a traditional footer, it more closely resembles a navigation bar, which can confuse users and make it harder to differentiate between the two sections.
    • The abundance of links draws attention away from important elements such as social media links and contact forms, reducing their visibility and effectiveness.

    What Components Should You Include in Your Website Footer for SEO Purposes?

    What Components Should You Include in Your Website Footer for SEO Purposes

    Various elements can be utilized in the footer section of your website, each of which can contribute to enhancing your website’s SEO.

    Here are some website footer components that you can consider:

    🔵 Contact Information

    It is a standard practice to include your address, phone number, and email in the footer of your website. This not only offers users important contact information but also enhances the credibility of your website. To improve user experience and potentially gain recognition from search engines like Google, it is recommended to make the address and phone number clickable.

    However, clickable phone numbers are particularly relevant for mobile users.

    By incorporating these elements in your website footer, you can enhance the overall user experience and improve your website’s SEO performance.

    🔵 Sitemap

    A sitemap in footer is a highly valuable tool for both website visitors and search engines, such as Google. It offers users a comprehensive and clickable overview of the important sections of your website, regardless of their current page.

    From Google’s viewpoint, sitemaps are important as they assist search engine bots in comprehending the structure and interconnections of your website’s content. This is particularly advantageous for websites with numerous pages, as sitemaps can serve as an alternative navigation method.

    When considering the implementation of a newsletter sign-up, there are typically two options: pop-up boxes and website footers. While pop-ups can quickly catch attention, they are often seen as intrusive and bothersome. In contrast, opting for the sitemap footer to accommodate the newsletter sign-up is a superior choice.

    By placing the newsletter sign-up in the footer, it remains visible on every page, enabling visitors to easily provide their email addresses at any given time. This convenient placement ensures effective lead capture and facilitates the growth of your subscriber list.

    🔵 Latest News, Blogs, and Articles

    For entrepreneurs focused on providing valuable content to users, including a section for the latest blog/articles in the footer can be a smart move.

    By showcasing this section in the footer, you ensure that visitors won’t miss out on your valuable content. From an SEO perspective, adding the Latest Blog section to the footer helps with internal linking and improves the rankings of specific blog posts.

    You have the flexibility to customize this section and feature the top-rated articles. This exposes viewers to content that others have found interesting, entertaining, or educational. 

    🔵 Testimonials

    Displaying positive feedback and testimonials from satisfied customers is a valuable method for emphasizing the excellence of your products or services. While you may collect all the testimonials on a dedicated page, it is crucial to acknowledge that such pages often go unnoticed by visitors, as evidenced by data from Google Analytics.

    That’s where leveraging your website footer becomes valuable. Choose the most impactful testimonials and feature them individually on every page. Yes, you can customize the footer for each page separately.

    By incorporating testimonials in the footer, you ensure that your visitors will encounter a different positive review each time they scroll to the bottom. This strategic placement maximizes the visibility and impact of these testimonials, enhancing the overall impression of your brand.

    🔵 Awards & Certificates 

    As an exceptional entrepreneur, it’s important to highlight the recognition and awards you have received, as well as the certifications you have earned through training and courses. These accolades not only set your brand apart but also position you as an industry expert.

    While showcasing these logos across your website may come across as excessive, there is a more subtle and effective approach. Consider gathering all the award and certificate logos and placing them in the footer of your website.

    By arranging them together in the footer, you inform your visitors in a tasteful manner that your brand possesses extensive knowledge and expertise, ready to provide services of the highest quality. This strategic placement allows your accomplishments to speak for themselves, instilling trust and confidence in your audience.

    🔵 Special Offers & Delivery 

    This particular aspect is especially relevant for online stores.

    By including information about delivery options in the footer, you greatly enhance the user experience. After browsing through your inventory, potential customers are often eager to learn about shipping fees and estimated delivery times. You can conveniently provide this information in the footer, ensuring a seamless shopping experience.

    The same principle applies to special offers.

    The website footer, appearing on most pages, is an optimal place to tell visitors about sales, coupon codes, and discounts. If someone happens to miss this information within the initial seconds of visiting your website, they are likely to notice it as they scroll down.

    🔵 Returns & Exchanges

    Imagine the frustration of wanting to purchase an item of clothing, only to discover that the store does not mention its exchange and return policy. If you were uncertain you could send something back if it did not meet your expectations, would you be comfortable buying from an online store? Probably not, and this would be the case for any customers contemplating a purchase.

    Hence, it is crucial to place the exchange and return policy where shoppers expect to find it – in the website footer. Even if customers do not need to refer to the return address immediately, the presence of an easily accessible exchange policy instills trust and confidence in your business.

    By prominently displaying your commitment to facilitating exchanges, you signal to customers that you are a reliable and trustworthy seller, encouraging them to complete their purchases with confidence.

    🔵 Terms and Privacy Policy

    Although very few people indeed read them, it is worth considering including the terms and privacy policy somewhere in the footer. You may wonder why you should allocate precious space to elements that generate almost zero interest from your customers.

    It is crucial to have them on hand in the event of an unexpected situation – what kind of situation that may be?

    If some highly dissatisfied users contemplate legal action against your business. Making the terms of use and privacy policy readily available helps to inform people of the conditions they are agreeing to when using your services.

    🔵 Navigation

    If you have some familiarity with web design, you may have come across the term “fat footer.”

    This is a newer usability trend that requires footers to contain more elements, such as website navigation.

    Why would you require navigation when you already have a sitemap included in the footer?

    Extract the crucial categories and links from the header and place them in the footer. By doing so, you create additional navigation options for those who require a little more assistance.

    🔵 Locations

    This particular element is highly beneficial for both enhancing the user experience and improving SEO for your website footer optimization.

    If you operate a physical store or have a regular office, consider including its address in the footer of your website. Integrating a map pinpointing your business’ address makes it easier for potential customers to find you. Google Maps will calculate the distance between individuals and your physical location, which is especially helpful for businesses with a local presence, like bakeries, hair salons, or shops. Additionally, including this resource can aid your online presence, creating a good impression on your visitors.

    🔵 Copyrights

    The inclusion of the “Copyright” symbol (©) followed by the current year and your name as the rights holder is a simple yet effective way to assert your ownership and protect your website’s content. Including a copyright symbol in the footer serves as a warning that any unauthorized use of parts of your website is not tolerated. Even without the symbol, it is a breach of copyright law, and displaying it can help discourage individuals from misusing your content.

    🔵 Website Author

    This section provides an opportunity to encapsulate your bio, mission, or the values your brand embodies in just a few sentences. With the presence of other footer elements, a concise summary of yourself or your brand can suffice.


    1. What sort of content do I need to include in my footer links?

    Regarding website footer links, there are a variety of items that can be included. It is advised to link to the significant parts of the site like the homepage, contact page, about page, and privacy policy. Connections to services, products, frequently asked questions or a blog can also be featured. For web stores, it is particularly important to add direct links to the checkout page.

    2. What should I avoid when optimizing my footer links?

    When organizing the links at the bottom of your website, it is essential to stay away from any page that is not related. This can raise doubts for search engines, leading them to reduce your website’s position in the rankings. Additionally, ensure that the links are straightforward to discover and can be accessed by both search engines and web users. Additionally, make sure that your footer links do not contain too much information, as this can leave viewers overloaded and make them close your website.

    3. What kind of links should I include in my footer?

    When structuring the links of your website’s footer, it is important to have a mixture of inner and outer connections. Inner connections direct users to areas within your site, like the homepage, contact page, and blog. Outside links, meanwhile, direct people to outside pages, including important content or specialized blogs. Including both internal and external links can enhance SEO and offer visitors additional information and resources.

    4. What is the best way to structure my footer links?

    For optimal results, it is important to structure your footer links logically. This will make your footer links easier to find and read for both search engines and website visitors. Consider grouping related links in sub-categories and separating them with a title or heading. Additionally, it’s important to add a “Read More” link at the end of each section to give visitors more detailed information or a link to a specific page on your site.

    5. How often should I update my footer links?

    It is essential to regularly revise your website’s footer links to ensure your website remains current and pertinent. It is recommended that you examine your footer links once every month or whenever new web pages or material are added to your website. Doing this guarantees that search engines and visitors can find the most recent edition of your website quickly.


    Misconceptions about website footer optimization often lead to underestimating their importance in web design. Placing them at the bottom of a webpage doesn’t diminish their significance. The footer serves as a valuable resource to help users rediscover content they may have missed earlier.

    Optimizing your website footer with relevant keywords and utilizing it for logical internal linking can provide significant SEO benefits. While other SEO factors carry more weight in search engine rankings, disregarding the potential of the website footer would be unwise.

    Realizing the worth of the website’s footer and unlocking its potential can be used as a tactic to increase user satisfaction, facilitate website navigation, and support SEO efforts.

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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