Let’s delve into lead generation and its influence on Google rankings in 2023, mainly focusing on the strategic positioning of lead forms.
Recently, John Mueller from Google addressed a crucial question regarding the potential impact of prominently placed lead generation forms on a website’s search rankings.
However, before we explore this aspect, it’s essential to clearly understand what constitutes “page experience” in the current landscape.
Here’s what it implies, in Google’s own words:
The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.
The significance of great page experiences has taken center stage. These experiences empower users to achieve their goals and engage more deeply and highlight the importance of avoiding subpar encounters that hinder users from accessing valuable information on a webpage. Google’s approach involves integrating page experience as a pivotal factor within its multifaceted ranking evaluation process. The ultimate objective is to simplify the process of users accessing the information and web pages they seek while ensuring a positive and enriching user experience.
During a recent Google Webmaster Office Hours Hangout, John Mueller, a prominent figure at Google, addressed a pressing query: Does placing a call to action at the top of a page, above the main content, have a detrimental impact on rankings? John’s response outlined two distinct scenarios, shedding light on when such an action might or might not lead to adverse ranking effects.
In the current landscape, the latest page layout algorithm emphasizes the crucial balance between content and advertisements in the immediately visible area of a website, often referred to as “above the fold.” If this balance tilts disproportionately in favor of ads, there’s a potential risk of the website facing penalties regarding its ranking.
Furthermore, this algorithmic adjustment might influence websites with limited visible content above the fold. When a user accesses a website, and the initial portion of the page lacks substantial visual content or allocates a significant amount of screen space to advertisements, the resultant user experience is compromised. Websites with such layouts might not attain higher rankings moving forward, as Matt Cutts, a Distinguished Engineer at Google, affirmed.
If a website’s visibility in the search results dropped dramatically in the weeks after the algorithm adjustment, it could have been penalized. Another sign could be the presence of many recurring ad blocks on each page of the website.
You can read about it in detail here
The last page layout update happened in 2012.
Google’s John Mueller shedding light on this and his answer adds another layer of depth to our knowledge of the Page Layout Algorithm. According to John, Google’s Page Layout Algorithm is more concerned with how difficult it is to find the content that consumers expect to see than with the number of ads.
“It’s generally not a matter of how many ads, but more that users are able to find the content they’re looking for (what was “promised,” in search) when they visit a page.”
What Mueller means to say is that the algorithm is looking at how challenging it is to find the content that consumers expect to view rather than counting the number of ads.
Do 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 could become a negative ranking indication.
John Mueller answered:
“I don’t know… my guess is probably not noticeable.
What effect might come into play is that our algorithms do look for things like ads above the fold that …push the main content below the fold. And it’s possible that we would think a lead gen form like that would be kind of like an ad.
But I don’t think …it would always be the case.
It kind of also depends on what that page is trying to rank for.
If it’s essentially a page that’s trying to rank for like… “get car insurance” and the form is about …” sign up for car insurance” ..then that’s kind of the intent of the page.
But if the intent of the page is like, “find out more about why oranges grow” and then you have car insurance form on top then that seems more like an ad.”
It becomes evident that the impact of a lead generation form on search rankings hinges upon its relevance and alignment with user intent. While the connection might not be direct, Google’s ongoing efforts consistently prioritize enhancing website user experiences.
To illustrate this point, consider a scenario where the lead generation form’s purpose resonates coherently with the user’s expectations and needs. In such cases, the effect on search rankings will likely be positive. Google recognizes and rewards websites seamlessly integrating meaningful interactions, contributing to a positive user journey.
Conversely, if a dissonance arises between the lead generation form and the core theme of the website, potential repercussions emerge. For instance, a misalignment occurs if a website revolves around MBA courses but employs a lead form to gather information for dating purposes. This misstep can place the site at risk within Google’s ranking framework.
In the intricate ecosystem of Google’s algorithms, such a divergence can be interpreted as an attempt to manipulate user interactions or potentially mislead visitors. Consequently, Google might view this as an attempt to push advertisements rather than providing authentic content. As a result, corrective actions may be taken to preserve the integrity of search results and safeguard user experiences.