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What are Sitelinks & Why is it Important?

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Sitelinks are the additional links which are visible below the main URL of the search results on Google. These are used to provide the users with easy access to different Web pages within your main website. The main purpose of sitelinks is to help users seamlessly navigate through your website.

Sitelink extensions, similar in intent, are mainly used in Google Adwords. Sitelink extensions differ from organic sitelinks as users of AdWords completely control not only the content in these links but also whether or not they appear in the ad.

Types of Sitelinks

  • Organic Sitelinks

Organic sitelinks are used mostly for branded terms and can have up to six sitelinks to various pages within your website. These sitelinks mostly appear on the highest-ranking search results.

It is a common phenomenon that a user who might have searched for your website is not looking to land on the homepage of your website directly. They might be looking to land on another Web page within your website, which is relevant to their search text. Google organic sitelinks provide users with a direct link to these Web pages which are relevant to their search terms. This also helps users explore your website and discover content that they weren’t aware existed on your website. This increases the number of organic clicks on your website.

  • One-line sitelinks

One-line sitelinks are a quite popular form of sitelinks. These can contain up to four links and can appear on various types of search queries. One-line sitelinks differ from others in that they can lead users to other Web pages or jump to specific content within a Web page directly, using fragmented links. Websites often use these to move the user directly to the page that has information about the relevant search term.

  • Sitelinks search box

Mostly used by big brands, sitelinks search box is a type of sitelink that helps users search and directly access the search results of the website on the SERP itself. It is automatically added to the results by Google. However, businesses must know that if having a sitelink search box on the homepage doesn’t guarantee that it will also appear in the search results on Google.

  • Paid Sitelinks

In addition to organic sitelinks, you can also have paid sitelink extensions appear in advertisements. Unlike organic sitelinks, where you cannot control their appearance, in paid sitelinks, you get complete control over the text and URL on your ads. Paid sitelinks do not depend on Google’s algorithms or your site’s content.

What Google changed about sitelinks

Until October 2016, Google allowed site owners to have minuscule control over the sitelinks they could present for their website, with the specific pages that they wanted. This was allowed by Google because the Google Search Console provided site owners with the “demote sitelinks” feature. Using this feature, site owners could hint to Google which particular URLs they didn’t want to appear under their main URL as sitelinks. 

However, later in 2016, Google Webmaster announced that they would be removing the “Demote Sitelinks” feature from the Google Search Console. They said that

Over the years, our algorithms have gotten much better at finding, creating, and showing relevant sitelinks, and so we feel it’s time to simplify things.”

They elaborated on this by clarifying that Google shows sitelinks to the users in the search results only when the algorithms think they’ll be useful to them. Hence, the structure of your website and website navigation will play a key role in getting Google’s algorithms to detect and display good sitelinks. Sitelinks are now displayed on search results based on their Web ranking. This means that site owners can influence the Web rankings of sitelinks just like in the case of other Web pages.

Why are Sitelinks important? 

  • Improves click-through rate

Sitelinks are very efficient in improving the click-through rates of Web pages. In a recent study, it was reported that sitelinks could boost the click-through rate for the top results by over 20%. For your SERP listing, you can have as many as six sitelinks associated with your URL. This means that your search result can take four-five times the space given to other SERP results on a desktop. On mobile devices, a site linked result can even take the entire screen! This proves to be a very effective method in improving your click-through rates.

  • Helps in product awareness

Another great advantage of sitelinks is that they are a very effective medium for generating product awareness with the users. Sitelinks can be used by businesses to link the most important pages within your website, which are also the most revenue-generating. In most cases, these sitelinks are the Products or Services pages on your website. This makes sitelinks a very effective way of making the users aware of your products and services, and subsequently, enhancing your brand awareness.

  • Enables users to navigate more

Whenever a user clicks the main URL, there is a fair chance that they will only browse through the most important pages, i.e., homepage, product page, and services page. It is unlikely that they will visit your blog pages or open up your popular blog posts. With sitelinks, this issue is taken care of, as these can drive a good amount of traffic to important resource pages.

  •  Builds Trust

Sitelinks are like Google’s stamp of approval. It shows that Google values your website and thinks you offer quality information. Google’s sitelinks take up a large part of the above-the-fold area of the SERP, essentially pushing other results below.

How to get Sitelinks for your Website?

  • Structure the Data

When you provide structured data about your website, you help Google understand your organization better. By structured data, we mean snippets or schema. It is like giving Google a cheat sheet about the menus you want Google to consider while indexing – your Homepage, contact forms, search box and more.

Sometimes, if you are not a pro-coder, adding breadcrumbs or tweaking your code can seem daunting, and that’s why there’s SchemaPro that can do all the vital work for you (mainly for WordPress users).

  • Submit a Clear Sitemap

The site structure plays a very crucial role in determining if your website receives sitelinks or not. You should not only provide your site visitors with an easy-to-understand site, but also provide Google with a well-structured sitemap. 

Search engines work by crawling and indexing your website. The crawlers land on your main URL and proceed to the various sections and links on your site – they look into your XML sitemap, content and links on your menu. An XML sitemap lets Google crawl into your site better. 

With a sitemap, you tell Google which are the essential pages on your site, and Google will start its process by responding to the traffic these pages receive. Submit your store’s sitemap on Google Search Console’s sitemaps link.

  • Website Structure is Crucial

Your website’s architecture is also crucial to your overall Google PageRank standings. If your website has a flat architecture, Google will be forced to rely on other aspects of your website to display the sitelinks.

On the other hand, if you have a clear structure – a proper hierarchy – you help Google’s crawlers find their way. If you do not have a good interlinking in your website, Google will not see these pages, and they might as well not exist.

The homepage is typically the first page Google crawlers visit, and from there they navigate to the other pages. So, it is essential to have a well-structured navigable website with a clear logic in its organization.

  • Focus on Internal Linking

Sitelinks help your users navigate easily to various sections of your website, so having sound internal linking helps in this regard. 

The rules in interlinking are quite simple –

While creating internal links, make sure to use proper anchor texts. Show Google your priority pages by building more links to those pages. If a page has more links, Google is more likely to sitelink that page.

  • Try Noindex Tags

Noindex pages will be removed from the site link. It might not be the best way to control the sitelinks, yet if you want to remove a link from appearing in the sitelink, you could try the indexing tags.

Google removed the ‘demote sitelinks’ settings from its Search Console, essentially refraining websites from using this option. However, if you want to exercise the option, you should try the ‘noindex’ meta tag, which removes the link entirely from Google’s search.

  • Keep the Headings Unique and Descriptive

As far as on-page optimization is concerned, the title tag is the most critical piece of the SEO puzzle. A good title is descriptive of the content on the page and should sync with the visitors’ search queries. 

Sometimes, even a simple change – like changing your ‘Contact Us’ page title into something like ‘Get in touch with us now’  is enough to confuse Google about the intent and content on the page.

Keep it simple, and do not go overboard with creativity.

Always keep the headings unique as two different pages having similar headings is also enough to confuse Google’s crawlers. They might end up showing both pages as sitelinks, essentially wasting a sitelink spot that could be used for other unique products.

  • Rank High for Popular Searches

Although this is at the end of this list, it is an essential prerequisite to ensure Google places sitelinks for your website – rank high for your brand’s keywords. Focus on your high-ranking keywords, and make sure that when someone searches for your brand, they can find you high on the SERP.


While sitelinks aren’t critical to the success of a website, there is no denying that they can be very helpful in many ways. Following the regulations and compliances laid down by Google can help you score a chance to display sitelinks on their website. Avail the services of a professional entity in this domain like Infidigit, an SEO company in Mumbai, to ensure that your website ranks at the top and can display sitelinks.

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