In today’s fast-paced digital world, capturing user attention on search engine results pages (SERPs) has become more challenging than ever. One powerful way to do so is through Google sitelinks—additional links that appear below your main search result.
These links help users navigate your website quickly and improve your brand’s visibility. But while they can be a game-changer, they aren’t entirely within your control.
So, how can you influence them, and more importantly, how can you optimize your website to make the most out of them?
In this guide, Tanisha Mitchell, Senior SEO Strategist, will break down everything you need to know about sitelinks, including the types available, best practices for influencing them, and how to track their performance.
What You’ll Learn:
- What Are Sitelinks?
- Who Should Use Sitelinks?
- Breaking Down The Different Types of Sitelinks
- Step-By-Step: How to Change Your Sitelinks
- Start Tracking Your Sitelink Performance
- Sitelink FAQs
What Are Sitelinks?
These are additional links that Google displays below the main search result to help users navigate directly to important sections of a website. They can include links to product pages, service offerings, contact information, and more, depending on the query.
For example, if you search for a company like “Amazon,” you might see links for “Deals,” “Customer Service,” and “Gift Cards.”
These links are typically generated for branded searches, meaning people are looking for a specific company or website. They are automatically displayed by Google’s algorithms when the structure of your website aligns with searcher intent and enhances user experience.
For example, search “Pizza Hut,” and you’ll see sitelinks for various parts of their website appropriate to you. You may see them for sections like “Order Online”, or “Free Cheesesticks.”
Sitelinks are common and have been part of Google results for navigational queries since 2006. According to Ahrefs, they appear in 1.8% of the SERPs in their database. They evolved during that time and remain a valuable component for searchers.
My Expert Opinion on Sitelinks
Sitelinks are an important aspect of search engine optimization (SEO) because they directly impact how a website is presented in search engine results pages (SERPs). These links can significantly enhance the visibility of a website’s most important pages, leading to better navigation for users and, ultimately, increased click-through rates (CTR).
Google’s algorithm automatically generates them based on a website’s structure and how it is organized. While there is no direct way for website owners to manually choose which pages show up as sitelinks, you can optimize your site to improve the chances of important pages being featured.
They not only improve user experience by giving searchers quick access to important pages, but they also enhance a brand’s credibility.
Who Should Use Sitelinks?
Searchers aren’t the only group that can benefit from sitelinks. They provide your business with more visibility in search results. First, they occupy more space, so competitors get less of the screen.
It’s also a way for users to navigate your site before visiting it. The faster they get to the content that applies to their needs, the better user experience they have.
Keep in mind that the links are the product of search results from navigational queries. Navigational queries comprise about 18% of all search queries, so they’re no small factor. Moreover, navigational queries stem from branded keywords: or keywords that include a company or brand name.
Based on our internal research on branded search, branded keywords have a high conversion rate. On average, they deliver a conversion rate double that of non-branded terms. They yield such results because:
- Searchers have a specific brand and destination in mind; they aren’t looking for information on a service or product.
- Those inquiring want to go to a specific page on the site.
- People who use branded search terms are typically further down the sales funnel.
- The competition is usually less on these terms versus generic ones.
With this example, the company has sitelinks for its paid ad and organic listing. It makes it easier for consumers to click where they want to go.
By optimizing your website to influence Google sitelinks, you can maximize your CTR on search engine platforms, ultimately boosting your chance of conversions.
On the other hand, avoiding the extensions can cost you easy sales, which adds up over time. Focusing on Google sitelinks is smart, strategic and easy marketing.
Breaking It Down: Different Types of Sitelinks
Google displays various types of sitelinks depending on the query and your site’s architecture:
Organic Sitelinks
Organic variations include a 1-column, 1-line or a search bar.
Here’s some examples:
A sitelinks searchbox refers to a search bar being present on the SERP. Google-powered search bars offer real-time suggestions. Google Search may automatically present this without any effort from you.
You can provide information for one by adding website structured data, which helps Google better understand your site. Google provides this insight on implementing a sitelinks searchbox, which you can find here.
Sitelink Extensions
These are the additional links included in paid search ads. They are a type of Google ad extension, now called ad assets. They can promote products or services.
What’s a benefit of using the extension? According to Google’s internal data, advertisers can see a 20% increase in click-through rates (CTRs) when 4 sitelinks show in search ads.
So, How Do You Change a Sitelink?
Although you cannot manually select which pages appear as sitelinks, you can optimize your website to make it more likely that Google will choose the right links for your audience. Here’s how:
1. Use Branded Keywords in Title Tags
This is the most basic — yet probably the most important — piece of the sitelinks puzzle. Sitelinks stem from branded keywords.
Ensure that each page on your website has a unique, descriptive title tag. Google often pulls sitelinks from title tags, so clear and concise titles will improve the likelihood that users will find the most relevant pages when your site appears in search.
2. Submit a Sitemap to Google Search Console
An updated XML sitemap helps Google crawl and index your website efficiently. While a sitemap doesn’t directly affect sitelinks, it ensures that all important pages are discoverable and crawled.
3. Anchor Links for Long-Form Content
In long articles, use anchor links to create a table of contents or internal page navigation. This helps users quickly jump to relevant sections and signals to Google which sections are most valuable, improving the chance of those sections appearing as sitelinks.
4. Implement Structured Data
One of the most effective ways to influence sitelinks is through structured data, particularly using JSON-LD, which is Google’s preferred format.
By implementing structured data, you make it easier for Google to understand your site’s architecture and select the most relevant pages.
For instance, you can use the SiteNavigationElement schema to enhance the likelihood of sitelinks being displayed for navigational queries.
5. Build an Internal Linking Strategy
A well-thought-out internal linking strategy is crucial for influencing sitelinks. Google uses internal links to determine the relative importance of different pages on your site. Pages with more internal links pointing to them are more likely to appear as sitelinks. So, focus on linking to the most important pages consistently across your content.
6. Site Architecture & Navigation
Google’s algorithms favor websites that are well-organized and easy to navigate. To improve your chances of earning sitelinks, ensure your site follows a clear, siloed structure—a hierarchy where content is grouped by relevance and importance. For instance, make sure your homepage links clearly to key subpages like product categories or service pages.
Track Your Sitelink Performance
Tracking the performance of your sitelinks is crucial to optimizing them further. Here are two effective ways to monitor their performance:
- Google Analytics: Check the “Acquisition” tab in Google Analytics to monitor traffic driven by the links. You can identify which sitelinks generate the most visits and adjust your content strategy accordingly.
- Google Ads: If you’re running paid ads, sitelink performance can be tracked under the “Ad Assets” section. This helps you understand which sitelinks are contributing to higher click-through rates (CTR).
Sitelinks and Mobile Search
With Google’s mobile-first index, optimizing your mobile site is critical. Make sure the content and structure of your mobile site mirror that of your desktop version. Google may display different sitelinks for mobile users depending on the site’s mobile layout and navigation.
FAQs: Google Sitelinks
1. Is there a difference between sitelinks for mobile and desktop searches?
Yes, desktop can show up to 6 of them and have descriptions. On mobile, there can also be up to 8, but there are no descriptions.
2. Can sitelinks appear in video or image searches? voice search results?
Yes, they can also appear for video campaigns on platforms like YouTube and AdSense.
3. Do sitelinks affect voice search results?
While they aren’t currently used in voice search results, the rapid evolution of AI-driven search technologies may soon integrate them.
4. How can I get a sitelink search box to appear?
You can add a search box to your sitelinks by implementing the appropriate structured data and ensuring your site has a working internal search engine.
Meet Your Search Goals With Ignite Visibility’s Help
Sitelinks are a valuable tool that can significantly enhance your website’s visibility and user experience.
By staying updated on the latest SEO trends and continuously refining your approach, you can ensure your website captures more real estate on SERPs and delivers an optimal user experience.
Although you can’t directly control which sitelinks Google displays, implementing best practices will make an impact.
We can help you:
- Include structured data
- Build a strong internal linking structure
- Map out a clear site architecture
- And more!
For more information on sitelinks and structured data, and to see how we can help you build yours, get in touch with us today!
