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Sitelinks: How to display sitelinks on Google?

Do you know sitelinks? These are the links displayed below certain others in Google's search results. They are intended to facilitate the consultation of your site by Internet users. The choice of sitelinks, also called “site links” depends on the analysis of your site by Google, in order to define shortcuts allowing Internet users to save time and quickly find the information they are looking for.

Google does not always display them: only when it thinks they will be useful to Internet users. In addition, if your site is poorly structured and Google cannot find relevant links related to the user's search, it will not display them.

For the moment, the choice of site links is automatic, and Google gives hope that one day, webmasters will be able to have their hands on this option. The pages that Google chooses for site links are often product pages, categories, an FAQ, the contact page… The algorithm is often very relevant in its choices.

As sitelinks often display the strategic pages and the most useful information, your prospects find what they are looking for quickly and your site benefits.

Let's see how to get Google to display sitelinks.


Why do you need sitelinks?

Sitelinks or site links are very useful both for your activity and for Internet users who want to consult your site. Discover the benefits that can come from sitelinks.

Sitelinks

1. Have sitelinks for a better click-through rate

If you want to improve your click-through rate (CTR) when your site appears in Google search results, take all the necessary steps to have sitelinks.

Internet users can find the page that meets their expectations more quickly. If they're looking for a specific product or service, they'll be able to find it by entering a related keyword.

With good SEO, when your site appears in the top three search results, you are more likely to get clicks. The click-through rate improves by 64% with a sitelink.

When you find that certain pages are much more popular, create instant access for Internet users. The higher the click-through rate, the better your organic traffic. Thus, do not hesitate to invest to optimize your site in order to obtain site links.

2. Gain the trust of Internet users with sitelinks

Since not all sites that appear in search results have sitelinks, people immediately notice those that do. Your site will then have a better chance of appearing in the SERP's (Search Engine Result Page).

The sites that benefit from sitelinks are well structured and with links that correspond to the requests of an Internet user. The site must be well optimized, with relevant content so that Google gives it more space.

Thanks to this privilege, you more easily gain the trust of Internet users. When your site gets a sitelink, its reliability increases in the eyes of users. Thanks to the quality of the links that appear, Internet users can access the page that best meets their needs.

3. Sitelinks increase the popularity of your brand and your business

Google created sitelinks to highlight the most relevant web pages to improve users' search experience. Google selects the most interesting pages by analyzing the structure of your virtual portal and the content in relation to the search performed.

It is therefore essential to provide detailed information about your company, your activities, the services or products you offer.

Don't forget to create a page to answer the most frequently asked questions. Keeping a blog also helps a lot if you want to enrich your content wisely.

4. Your site will be explored in depth thanks to the sitelinks

In general, Internet users do not consult all the pages of your site. They will consult the home page, the presentation page of the products or services that interest them. But with sitelinks, they tend to see other pages presented as the most interesting.

Sitelinks thus generate traffic to the most interesting web pages and the conversion rate will tend to improve.


How to make sitelinks for your site appear in Google results?

It must be understood that it is Google that creates the site links. The search engine's algorithms choose the links and define their appearance. Anyway, some methods can increase your chances of seeing sitelinks appear for your website.

1. Ensure the referencing of its brand, with a unique site name

Your brand, and your domain name , should not be too generic (unless you are a world-famous giant like Apple of course).

Moreover, if there are other sites offering the same products as you, it will be very difficult for you to distinguish yourself with Google.

Also avoid ambiguous names, your business name should be unique and easy to remember to stand out from the competition.

Site links are only assigned to the first site in the search result: it is for this reason that you absolutely must work on the referencing of your site.

Check your backlinks and make sure that the citations posted online show information that is relevant to your business. Name, address, telephone contacts, etc. Do not hesitate to use other content marketing techniques to boost your visibility on the Web. Create a blog and take care of your presence on social networks.

2. Optimize your site structure

It's a golden rule: a clear structure that is easily interpreted by robots is the basis of good natural referencing. Sites with a confused structure have much more difficulty in positioning themselves, even with a good netlinking strategy . It makes sense: if robots can't find or understand your content, how could a user? UX and natural referencing are more than ever linked.

For the structure of your site, keep it simple: a home page to which the main categories are attached. Manage how robots access (or not) your content, to optimize your crawl budget and show robots the pages that really matter.

3. Create a sitemap

You don't have one yet? The sitemap is the plan that you submit to Google robots to help them navigate the different pages of your site. While it doesn't guarantee that all of your pages will be indexed, it can help the search engine find some deep (but relevant) pages more easily.

Whether it's an XML sitemap or an HTML sitemap , it makes Google's crawler easy to review. Thanks to the index of all web pages, the analysis of your site becomes easier, even if the different pages are not very well linked.

If your site structure is clear, you have many other interests in submitting your sitemap in the Google Search Console .

4. Use structured data

Also called "  rich snippets  ", structured data has become a kind of Holy Grail: it is data formatted in specific tags perfectly understood by robots. There are all kinds (rating/review, recipe, date of an event, etc.).

They considerably improve the understanding of your pages by the robots which can then decide to grant you the display of site links!

Structured data also helps you improve your position in the SERPs: thanks to excerpts from comments or events, your links will hold the attention of Internet users. They will also interest Google's algorithms and increase your chances of getting sitelinks.

5. Take care of internal links

Internal links are an essential part of SEO, and even more so for the presence of sitelinks. Yet sometimes they are overlooked. The more a page is linked with the other pages of your site, the more this page will be perceived as important for Google, and its temptation to make it appear as a site link as well.

If your pages frequently link to the “contact” page or your “about” page, chances are high that they will show up in Google sitelinks. Indeed, users are looking for simple content that answers their questions.

The presence of internal links that point to other pages or articles related to the subject treated facilitates the exploration of Google robots. It also improves the user experience.

6. Use relevant page titles

The use of clear titles responding to a request is recommended, especially for your “hard” pages where you address important information relating to your activity (contact, delivery). Google understands very well and could use them for your sitelinks.

By ensuring that each page has an effective title, you improve your SEO and help Google choose relevant links for its sitelinks.

Additionally, sitelinks use your page titles. Each page title should be a short description of the nature of the page.


In summary to promote the appearance of sitelinks

So far, sitelinks are set automatically. On your side, you can work to improve the algorithms relating to sitelinks. Let’s remember the best practices that can help you get sitelinks in Google results:

  1. Use concise, relevant and informative page titles and headings;
  2. Facilitate navigation on your site thanks to structured data;
  3. Take care of your internal links by highlighting the most interesting pages;
  4. The anchor texts of the links must be related to the pages to which they point;
  5. Check if you are not repeating yourself and make the necessary corrections.

If you want to remove a sitelink from Google results, you can remove this page or use NoIndex . This is a tag that tells search engines not to include the page in displayed search results.


Our trick to promote the display of sitelinks

Can't reach the top positions in search engines? An SEO consultant can help you by establishing an audit of your site and implementing actions that will allow you to gain 1st place on Google.

They will be able to put in place a personalized strategy adapted to your field of activity to improve your visibility. Post your project on Sgtinfo.link to receive quotes from professionals!