Lead gen forms are a necessary part of marketing, but they can also have an impact on your SEO. Here’s how you can minimize the effects of lead gen forms on your website.
The best lead generation forms are a type of form that is used to collect information from potential customers. These forms can be used to collect information such as email addresses and phone numbers, which can then be used to send marketing emails or phone calls.
Google’s John Mueller was questioned in a Google Webmaster Office Hours Hangout if a call to action at the top of the page, above the primary content, would have a detrimental ranking impact. John presented two situations in which a negative ranking impact would and would not occur.
Algorithm for Google Page Layout
In 2012, Google updated its algorithm to include a negative ranking factor for sites with heavy advertising at the top of the page, making it harder for visitors to view the primary content.
The initial announcement, which was made in 2012, stated:
“…sites with little information “above-the-fold” may be impacted by this shift.
If you visit a website and the first page you view has little visible information above-the-fold or devotes a significant portion of the site’s first screen real estate to advertisements… In the future, such sites may not rank as highly.”
In a recent statement regarding the Page Layout Algorithm in 2020, John Mueller stated:
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“When consumers visit a website, it’s usually not a question of how many advertisements there are, but rather that they can discover the information they’re searching for (what was “promised” in search).”
Similarly, the Google Search Quality Raters Guidelines, a guide for standardizing the opinion of search quality raters who evaluate new algorithms’ search results, states:
“We anticipate that Ads and SC will be displayed. However, certain Ads, SC, or interstitial sites (pages that appear before or after the information you anticipate) make using the MC problematic. Ads, SC, and other elements that distract or disrupt the usage of the MC should be given a Low rating.”
Pages featuring top-of-page lead generation forms
The individual who asked the inquiry was worried about a web page with a large lead generating form prominently displayed at the top of the page.
To get to the primary content on the sample website he presented, a visitor needs scroll down beyond the lead generating form.
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Screenshot of a web page with a lead generation form at the top
The primary material is considered to be below the fold in this scenario, which implies that it must be scrolled down to view it.
The term “fold” refers to how newspapers were formerly folded and presented in such a way that only the headlines and text “above the fold” were visible.
The question was posed as follows:
“I believe you’ve mentioned this lately… that the most important information should be found…above the fold
Would this lead generating form have any effect on SEO since… There’s a lead generation form up top where consumers may compare phone system costs.
“Would that have an effect on SEO?”
Do Popular Lead Generation Forms Have a Negative Impact on Rankings?
Google’s John Mueller responded with a yes/no/maybe response that clarified when a lead generation (lead gen) form might become a negative ranking indicator.
John Mueller responded as follows:
“I’m not sure… My assumption is that it won’t be noticeable.
Our algorithms search for things like advertisements above the fold that…push the primary content below the fold, which may have an impact. And it’s conceivable that we’d consider a lead generation form like that to be a link to an ad.
But I don’t believe… It was always going to be the case.
It also relies on the keyword that the page is attempting to rank for.
If the website is basically attempting to rank for something like… “get car insurance,” and the form is about…”sign up for car insurance,” then that’s sort of the point.
However, if the page’s goal is to “learn more about why oranges grow,” and then there’s a car insurance form on top, it seems to be an advertisement.”
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The Page Layout Algorithm is influenced by the Web Page’s Intent.
According to Mueller, whether a lead generating form would have a negative ranking impact depended on the purpose of the web page. That’s an unusual response since it implies that Google can tell when a lead generation form is really valuable information and when it isn’t.
Citations
The Page Layout Algorithm at Google
Guidelines for Google Search Quality Raters (PDF)
Above Fold Lead Generation Form
At the 11:10 minute mark, John Mueller responds to the question.
The what is a lead generation form is a question that has been asked to SEO specialists time and time again. There are many different types of forms, but the most common type is the prominent lead gen form.
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