There are a lot of elements along a conversion line that need to be optimised. As any site owner experienced in SEO knows, the basic on-page elements aren’t the only thing that affect rankings. One element of the conversion path that often gets overlooked is the form.

SEO for forms

SEO considerations for forms are different to regular on-page content. Forms are frequently presented as a pop-up, which can create hidden content issues. If they are kept on-page, they can present issues for search engine spiders. When tackling forms during your SEO campaign, you need to be aware of what you are and aren’t presenting to the search engines. Keep the information you want indexed on the page, and ensure form code within your page doesn’t form a spider trap.

The other aspect of SEO for forms relates to conversion optimisation. This involves applying SEO usability techniques to improve conversion rates. While this is a field of its own, the basic rule of thumb is to keep the number of fields to a minimum. A second and just as important rule is to reassure users of the security of their information.

A note of caution

Forms are a standard part of conversions. Sometimes, they are the conversion itself. Any testing will tell you that changing an element on a form will drastically alter its success rate, so it’s important to consider changes carefully when optimising a successful form. Talk to your search engine optimisation advisor or our team at SEO Consult Australia for further advice