This translation has not been editorially reviewed yet. The German version is authoritative. Deutsche Fassung
SEO
Call for action: the next step on every marketing page
A marketing page has one goal: request, appointment, offer, registration, purchase. If the way there is missing, the visitor reads and leaves. The SEO check area checks on marketing-type pages and on the homepage whether there is a form, button or link with an action. Legal and contact parties are excluded; No appeal is wanted there.
What exactly is checked
The measuring core reads the texts of all buttons and links of the page. If there is an action (contact, request, offer, appointment, buy now, book, register, start, learn more, advice, recall, newsletter, download and the English equivalents) or if there is a form, the rule is met. Otherwise, the result arises if the page has content: from 40 words or from three pictures. Imprint, data protection, GTC, revocation and contact pages remain outside.
Why it matters
Search engines measure whether visitors to a page are doing something or jumping back. A page with a clear next step lasts longer and continues. For the organization, the call to action is the reason why the page exists.
Limitations of the test
A button that appears only by script after loading is measured when it is in the document at the measurement time. A call in the image without text is invisible to the measuring core, for reading software and search engines as well.
- Set a visible next step for each page and insert it as a button or link with talking text: request an offer, make an appointment, get in touch.
- Repeat the call above the fold and at the end of the page; Long pages need him in between.
- Short forms directly on the page instead of a reference to a contact page if the request is the target.
- In the study, check which marketing pages carry the finding and start with the most important pages.
