The Importance of Organic Sitelinks and Paid Extensions
You’ve probably heard of sitelinks and how can you can influence them on Google. Organic sitelinks are links to other pages into your website. Those extra links are links that appear below a website’s main meta description. While there are things that you can do to control what is shown on Google they are not recommended. Sitelinks first appeared in 2005 and were officially announced by Google in 2006.
Other than the website meta description, sitelinks are the most common search features. Google will crawl your site and serve back pages that they think would be useful to Users. Google will use their algorithm to showcase what they think Users will want to see. Most of the time the logic is based on traffic. If you have been on sale for a period of time and you have more than one Sale sitelink appearing ex. Sale and Final Sale, you have some options on how to control what appears on Google.
Organic sitelinks for branded terms can contain up to six sitelinks to other pages to a website and they will appear in the top search results. The views and character limits are different on Desktop versus Mobile so be sure to consult Imaginate Media on best practices so that your site can be SEO optimized for Mobile Search results as well as Desktop.
Here are some examples of Desktop Organic Sitelinks versus Mobile Organic Sitelinks for Performance Plus Tire.
Why sitelinks are important
Along with a featured snippet of your website, sitelinks will give a website additional search results and frankly, more “real estate” on Google. In layman’s terms, it will make a website stand out more. Along with these sitelinks, the linking to the specific pages will allow Users to be able to get to the content that they are looking for faster. According to Google Search Console, about 12.9% of clicks from one brand can go to specific pages instead of the main homepage.
While there are specific tactics on how to influence sitelinks, we at Imaginate Media, do not recommend it. However, if you really want to know how here are all of the determining factors:
- Site Structure (very important to have a strong site architecture)
- Internal Linking (anchor text, linking, breadcrumbs)*
- Noindex (this is not recommended)
- Removing Sitelinks search box easily accomplished with: <meta name=google” content=”nositelinkssearchbox”/>
- Usefulness and relevance such as Hreflang, Headings or a Table of Content, User Searches and User signals ex. click data aka Deep Links.
There are several platforms to view keyword triggers such as Ahrefs.
Paid Sitelinks aka Paid Extensions
These are links that appear with PPC ads on Google. You can have a lot more control on the text, the URLs that are displayed as well as the type of links that you want to showcase. You can show the call extension, location extension, any pricing extensions, as well as if you are running a promotion extension. Here are some examples on Desktop and Mobile:
Lost or have more questions? Contact us at Imaginate Media to help translate this article into actionable insights that you can use.