How to detect which URLs we can add to the footer

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Now that we know how to use the footer to optimize certain URLs, we need to know how to identify which landing pages have a potential for organic growth and can be added to the footer to improve their positioning. To perform an analysis and identify which URLs these are, we need:

Full web crawl (we use Screaming Frog)
Search Console
Excel or Google Sheets
Once we have the complete crawl of the web we must extract all the internal URLs together with the number of inlinks (incoming links) of each URL. Screaming Frog gives us this information in the normal export of all internal HTML URLs: Internal > HTML > Export. Use the “Unique inlinks” column as the data source since we are not interested in repeated links on the same page.

From Search Console we must export the impressions and clicks of all URLs. We know that only 1,000 URLs can be exported from the tool. If your website has more than 1,000 URLs, you can use the Google Sheets extension las vegas email marketing address called Search Analytics for Sheets. With it, you can export all URLs with the necessary data from Search Console directly to Google Sheets.
Finally, you need to put all of this data together in a Google Sheets. Your file should have: URL, # of Unique Inlinks, Clicks, and Impressions. Using the VLOOKUP formula, you can easily put all of the data together. The file should look something like this:
SEO optimization footer analysis
Once we have the file ready, we must do the most important part: the analysis of what we have. In this part we must do a somewhat manual study and detect URLs that have few inlinks + medium/low traffic (clicks) + high impressions .
Following the image above in our analysis we can highlight the following URLs that perhaps should be added in the footer:

footer analysis results
We see that these are URLs with few inlinks, many impressions, and few clicks. The large number of impressions gives us clues that these URLs can improve their organic traffic, however, they need a “push”.

Measuring results
As with everything that is done in SEO, we must be able to measure the results that the action has achieved, although it is true that the improvement of a URL can depend on various factors. Likewise, once the URLs have been implemented in the footer, we must monitor the evolution of the positioning of these pages. The important KPIs to follow are: organic traffic, clicks, impressions, average position and number of KWs that are positioned . It is important to know that an action of this kind can take time to show results, it is not from one day to the next. And as we have previously mentioned, the improvement factor may not be 100% related to the footer, there are other various factors.

Conclusion
The intention of this article was to explain how to think about optimizing a footer, what we can and should add to the footer, and how to find the right URLs to add. It is important to note that each business has its own particularities and there is no correct footer for each type. The most important thing is to think about the user and use the footer to optimize certain URLs. If you have questions about how to optimize your footer and your website, at SEOCOM we are SEO experts and we would love to help you. You can leave a comment or contact us directly.