In your quest for a top ranking site you are probably wondering how you can achieve those sitelinks under your website listing in Google, well before you start bugging your web optimization firm I will give you a brief overview of these infamous Google presents. These sitelinks are an effective web marketing tool, if you can get them to appear that is.

Sitelink Example:

Harrods – Luxury beauty and fragrance, fashion accessories, gifts
Shop the world’s most famous luxury department store online. At Harrods.com you will discover luxury gifts for every occasion; exclusive beauty products, 
www.harrods.com/ – Cached – Similar

Accessories
Contact Us
Store Guide at Harrods London
Gifts
Men’s
Food Halls
News & Events
Children

Now, many people presume Google only award these treats to big name brands/websites that already have a top ranking, and it certainly appears that way the majority of the time. But Google says, “If the structure of your site doesn’t allow our algorithms to find good sitelinks, or we don’t think that the sitelinks for your site are relevant for the user’s query, we won’t show them.”  Google has also said that sitelinks will only appear for certain keywords, not on every search.

Once you have sitelinks under your listing be sure to check the link paths are correct because sometimes Google gets them wrong. If sitelinks often don’t match up customers will find themselves landing on a different page to that of the sitelink description, and this can have a negative impact on your web marketing campaign.

If you do have sitelinks appearing for particular keywords and the link contains the wrong direction, you can notify Google through their webmaster tools console and block that particular link from appearing in the sitelinks section, this will free up the space for another of your links to become a sitelink. Thing is, a bad link could potentially appear again, becoming a thorn in the side of your web marketing efforts. And while you are waiting for a Google fix you may be losing customers to incorrect link direction.

Regardless of the bad link issue, having these sublinks makes your Google listing a more prominent feature and will certainly generate high click through rates. Have a word with your website optimization firm to see how you can work towards achieving Google sublinks and that ever so elusive top ranking spot.

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