above-the-fold-seo

Here’s some food for thought on page design, SEO and CTAs

Google has moved past analytical evaluation of content and is now focusing on contextual content. This means you need to have good text “content” above the fold for SEO. According to MOZ and Google above the fold contents grabs a users attention 80% of the time. If Google has done studies on this data for their Adwords, I’m sure they are putting this logic into their ranking algorithm. This means we have to hook the user before making them scroll.

“With Hummingbird, Google moves past the analytical and into the contextual aspects of how users search for content. In short, Google attempts to become “human” in order to deliver the best possible content to its users in the least amount of time.”

Conversely, it appears that having CTAs lower on the page help with conversions! The thought is you get the user more engaged after they read relevant content opposed to pushing a CTA down their throat as soon as the viewer gets to the page.

“Higher conversion rates have nothing to do with whether the button is above the fold, and everything to do with whether the button is belowthe right amount of good copy” – KissMetrics

 

Onto thinking about how anchor text effects your page or post:

“In our post-Penguin world, the practices that once resulted in a #1 ranking will damage your SEO efforts in ways you can’t imagine.

In 2012, Google came down on unnatural link building and anchor text practices and it came down hard.

As David McSweeney at Ahrefs put it, “Anchor text was one of Penguin’s primary targets, and many websites that had been overly aggressive with their exact match anchor text links saw their rankings tank overnight.” – https://www.outreachmama.com/anchor-text/

 

So what does this mean for your page design?

Include textual and relevant content above the fold to help with your SEO rankings. This is because Google is looking at the content contextually.

With your content above the fold, don’t immediately shove a CTA (Call to Action) at them. Consider moving some of your CTAs down the page after the user has read some content.

About the Author

James O'Loughlin

Digital Architect
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