We've all seen them. Those extra links you often see under the top search result in Google. So why do they only appear for some websites and not others?
First of all, these links are known as "sitelinks". Not to be confused with "sitelink extensions" in Google AdWords (although they serve a similar purpose).
Sitelinks appear dynamically and can vary depending on the search query. Whilst it's no longer possible to tell Google which sitelinks you want to appear, there are a few things you can do to get them appearing for your website.
Why should you want them?
Benefit #1: Improve click through rate
According to Blogging Wizard, having sitelinks appear under your Google listing can boost click through rate by up to 20%. That's 20% more traffic to your website without paying Google a bean. Great, huh?
Benefit #2: Dominate the (mobile) screen
Having sitelinks requires Google to allocate more space for your listing. Taking up more space means you are effectively pushing your competitors further down the page, out of sight. This is especially the case on mobile displays. What's not to like about that?
Benefit #3: Helps searchers find what they are looking for. Quicker.
By having links to internal pages of your site, searchers have more options when it comes to clicking through. They won't just land on your home page, for example, they could click the link to visit your services page or contact page; whichever is most relevant to them, meaning they achieve what they want to in less clicks. This makes it better for usability which, in turn, will boost your conversion rates too. A win-win!
So, how do you get these links?
I'd love to tell you there's some easy way of enabling these sitelinks, but in reality Google uses its algorithm to select the most relevant links to your site based on what the user is searching for.
So the answer to "how do I get sitelinks to show in Google", is to optimise your website for the most appropriate keywords. There's no guarantee Google will show them, but by ensuring your website is user-friendly, loads quickly and contains useful, relevant and engaging content, you stand a good chance of seeing them next time you search Google for your company.
As Google, themselves, say: