Marketing & search · Website help · Crawl and link discovery

A footer link is the only route to a specialist guide

A guide is technically linked everywhere through a large footer, yet absent from the topic where readers need it. Link count conceals poor placement.

What to change

A global footer can make a guide technically reachable while giving readers little reason to choose it. Select an entry page where the specialist question naturally arises and add a short contextual reference. The acceptance evidence is a reader understanding why that guide is the next useful step. Avoid filling unrelated pages with repeated links merely to improve an automated connectivity count.

A worked example

Illustrative example

Illustrative test: Start at the topic directory and follow the task-based reference to the specialist guide.

How to check the result

The guide has a meaningful contextual entry route in addition to global navigation.

A mistake to avoid

Adding more unrelated footer links does not improve the reader's route.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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