Did you know that a poorly placed footer link on a client’s web page could harm your search engine rankings instead of boosting it?
Many developers unknowingly risk penalties from Google by mishandling this small yet significant detail. This guide explores the nuances of footer link strategies, offering actionable insights and practical solutions to help agencies and developers optimize their approach.
An Intriguing Scenario: The Client’s Site and the Developer’s Footer Link
Imagine you’re a web developer who just relaunched a new high-performing website for a law firm. The site boasts 250 pages, all optimized for SEO and user experience. As is common practice, you add a footer link that reads, “Site by: [Your Agency Name]” and link it to your homepage. At first glance, this seems like a win-win: free advertising and a powerful backlink.
But then you wonder: Does having 250 backlinks from a single site raise red flags with Google? Would linking to an industry-specific page or a project page be more effective? And if you’re using a WordPress builder, how can you control the footer to appear only on certain pages?
Understanding the Impact of Footer Links on SEO
Deciding Between Follow and No-Follow Links
Footer links can pass link equity back to your site if they are “do-follow,” which is the default behavior. However, if the link appears on every page or comes from a new domain, it may be wise to use a “no-follow” attribute to avoid potential penalties. This tells Google not to pass link equity from the client’s site to yours.
Footer links can have significant implications for your website’s SEO, but the outcomes depend on how they are implemented:
- Google’s Perspective: Google tends to devalue boilerplate links (like footer links) when they appear on every page of a site. While not penalized outright, these links often carry less weight than contextual links within a page’s main content.
- Potential Risks: If the link is not pointing to relevant content, appears spammy, overly promotional, or uses keyword-stuffed anchor text, it could trigger Google’s spam filters, potentially harming your site’s authority.
- Harm to New Domains: Adding a footer link to a brand-new website with a new domain name can be counterproductive. Google may view these links as unnatural, especially if the site hasn’t yet established credibility. This could harm both the client’s site and your own SEO efforts.
- Follow vs. No-Follow Links: Footer links can pass link equity back to your site if they are “do-follow,” which is the default behavior. However, if the link appears on every page or comes from a new domain, it may be wise to use a “no-follow” attribute to avoid potential penalties. This tells Google not to pass link equity from the client’s site to yours.
Examples:
HTML
Do-Follow Link:
<a href=”https://youragency.com” title=”Site by Your Agency”>Site by Your Agency</a>
No-Follow Link:
<a href=”https://youragency.com” title=”Site by Your Agency” rel=”nofollow”>Site by Your Agency</a>
When to Use No-Follow:
- When the client’s site is brand new with low domain authority.
- If the footer link is repeated on hundreds of pages.
- To avoid potential penalties from Google if the link appears overly promotional.
The Dilemma: Where Should the Footer Link Go?
Scenario 1: Linking to the Homepage
Linking the footer to your home page is the most common approach. It’s simple and drives traffic to the central hub of your business. However, this strategy has limitations:
- SEO Risks: If the client’s site has hundreds of pages, Google might devalue the backlinks as boilerplate or even perceive them as manipulative.
- Harm to New Domains: For brand-new websites with new domain names, this approach can backfire, as Google may view the immediate influx of links as unnatural.
- Lack of Specificity: The homepage may not provide the context or relevance that potential clients are seeking, especially if they’re from a specific industry like law firms.
Scenario 2: Linking to an Industry-Specific Page
Alternatively, you could link the footer to a dedicated industry page, such as a “Law Firm Web Design” page. This approach offers several advantages:
- SEO Relevance: Industry pages are optimized for specific keywords, making the backlink more valuable and less likely to appear spammy.
- Targeted Traffic: The link directs users and search engines to a linked page tailored to their needs, increasing the chances of conversion.
- Authority Building: Consistently linking to niche pages reinforces your expertise in that field.
Scenario 3: Linking to a Project Page
A third option is linking the footer to a project landing page showcasing the client’s website. This strategy highlights your work and provides proof of results.
- Credibility Boost: Visitors see a real-world example of your work, complete with metrics and testimonials.
- Long-Tail SEO Benefits: Project pages often target niche keywords, helping you rank for specific queries.
- Natural Backlink Profile: Linking to a project page on your website feels more organic and less promotional.
Why Add Industry or Project Pages?
If your site doesn’t currently have industry-specific or project pages, adding them can significantly enhance your SEO and authority. Here’s why:
- Improved Relevance: These pages allow you to target specific keywords and audiences, making your site more relevant to potential clients.
- Showcase Expertise: Industry pages highlight your capabilities in specific niches, while project pages provide tangible proof of your success.
- Better User Experience: Visitors can find detailed information tailored to their needs, increasing engagement, conversion rates, and improving user experience.
Consider creating these pages if you haven’t already. They provide valuable destinations for footer links and improve the overall structure of your website.
Practical Solutions for WordPress
Challenge: Global Footer Settings in WordPress
In WordPress, footers are typically global elements. This means the same footer is applied across all pages by default, making it difficult to customize links for specific pages.
Solutions
Each solution below offers a tailored way to handle footer links effectively, depending on your technical comfort level and the tools you use.
Solution 1: For Divi Users
Summary: Customize the footer using Divi’s Theme Builder to control link placement.
Navigate to Divi > Theme Builder in your WordPress dashboard.
Click “Add New Template” and assign it to all pages except the homepage (or specific pages where you don’t want the footer link).
Create a custom footer design using the builder tools and include the desired footer link.
Save and test your changes to ensure the footer appears as intended only on the assigned pages.
Solution 2: Custom PHP Logic
Summary: Ideal for developers comfortable with coding, this method allows you to conditionally display footer links based on the page type.
Add conditional logic to the `footer.php` file in a child theme:
PHP
if (is_front_page()) {
echo ‘<a href=”https://youragency.com/law-firm-web-design”>Site by Your Agency</a>’;
}
Solution 3: CSS to Hide the Footer
Summary: Use CSS to hide the footer on specific pages without altering the global footer settings.
Add the following CSS to hide the footer on the homepage:
CSS
body.home .et-l–footer {
display: none;
}
Solution 4: Plugins for Dynamic Content
Summary: Plugins like If-So Dynamic Content allow you to display footer links based on specific conditions, such as the page type or user behavior.
- Use a plugin like If-So Dynamic Content to conditionally display footer links based on page type.
Optimizing the Link Destination for SEO
If your goal is to maximize authority and rankings, here’s how to decide where the footer link should go:
Industry-Specific Page: The Best Option for Authority
- Example Link Text: “Law Firm Web Design Services”
- Target Audience: Broader industry professionals.
- SEO Impact: Strengthens niche-specific rankings and reinforces your expertise.
Project Page: The Best Option for Credibility
- Example Link Text: “View Our Work for Smith & Associates Law Firm”
- Target Audience: Visitors interested in case studies.
- SEO Impact: Targets long-tail keywords and highlights specific results.
Recommended Strategy:
- Link the footer to the industry-specific page for broader reach.
- Add an internal link on the industry page to the project page, creating a logical flow for visitors and search engines.
A Balanced Approach to Footer Links
Take a closer look at your current strategy. Are your footer links working for or against your SEO? Footer links are more than a vanity credit—they’re a strategic tool for showcasing your work, building authority, and improving SEO. By linking to relevant pages and carefully managing their placement, you can maximize the benefits while avoiding potential pitfalls.
Whether you’re linking to an industry page, a project page, or using specific tools to customize footers, the key is to provide value—for both search engines and users. When in doubt, always prioritize relevance and transparency.
Review your current footer link strategy today. Whether you’re working on a new project or revisiting older sites, these strategies will help you maintain your credibility, optimize SEO, and showcase your expertise effectively.