Anyone who types their own brand name into Google sometimes sees more than just a single search result. Directly below the main link, additional links to important subpages of the website appear. Google calls these links “sitelinks”. They stand out, they save the user clicks and they signal at a glance that a website is well structured. This article explains what exactly is behind them and how you increase the likelihood of getting them.
What are Google sitelinks?
Sitelinks are additional links that Google automatically displays below the main result of a website in the search results. They lead directly to relevant subpages and help users get to what they are looking for faster. An example: anyone searching for a well-known brand sees, alongside the main link, direct entry points into areas such as “About us”, “Contact” or “Products”.
It is important to understand that Google generates sitelinks fully automatically. There is no way to request or submit them manually. Google decides on the basis of its own algorithms which pages are displayed as sitelinks and whether any appear at all. In the past it was at least possible to exclude URLs; this function is no longer available.
What types of sitelinks are there?
Sitelinks appear in different formats, depending on the context of the search query and the nature of the website. The three most important variants are organic sitelinks, the sitelinks search box and Google Ads sitelinks.
Organic sitelinks
The best-known form is organic sitelinks. They appear directly below the main result of a website and show up to six subpages. In addition, there are so-called inline sitelinks, a more compact variant with fewer links in one line, which Google uses for less prominent search queries. Both variants are served exclusively for organic search results and are not tied to any advertising spend. When sitelinks are served, Google Search Console does show impressions, but you should not let the comparatively low click data confuse you.
Google Ads sitelinks
Besides the organic variants, there are also sitelinks in the paid area. In Google Ads, advertisers can manually add so-called sitelink extensions to supplement their ads with additional links. This variant differs fundamentally from organic sitelinks because it can be actively configured and controlled. In the context of this article, the focus is on organic sitelinks, since they are relevant for SEO consulting and long-term organic visibility.
Why are sitelinks important for your website?
Sitelinks are more than a visual feature in the search results. They have a direct impact on the performance of a website, which is why it is worth actively promoting the conditions for their appearance.
The most obvious advantage is the improved click-through rate. Search results with sitelinks take up considerably more space on the results page and therefore stand out more. Users see at a glance which areas of a website could be relevant for them, which increases the likelihood of a click.
At the same time, sitelinks strengthen brand perception. A website that appears with sitelinks seems more established and more trustworthy. This is particularly relevant for branded searches, that is, search queries in which users look specifically for a company or a brand. In addition, the bounce rate falls because users land directly on the subpage that suits them instead of first having to click through the navigation.
How do you get Google sitelinks?
Since Google assigns sitelinks automatically, there is no direct way to demand them. However, there are a number of factors that Google takes into account in its decision and that you can actively influence.
Build a clear website structure
Google must be able to clearly identify the most important areas of your website. A flat, logical site architecture helps with this. That means: main pages should be reachable from the home page with as few clicks as possible, and the hierarchy of the pages should be clearly reflected in the URL structure. An XML sitemap additionally helps Google understand the structure of your website.
Use internal linking deliberately
Internal linking is a decisive lever. Pages that are frequently linked internally signal to Google that they are particularly important. Make sure that your most important subpages are consistently linked from other areas of the website, and avoid duplicate content, which can confuse Google when evaluating page relevance.
Use meaningful anchor texts
Google uses anchor texts to understand the content of a linked page. So use descriptive, precise anchor texts that clearly communicate where a link leads. Generic phrases such as “click here” or “learn more” do not help Google classify the content of the target page.
Strengthen brand authority
Sitelinks appear above all for search queries with high brand relevance. The better known and more established a brand is, the more likely it is that Google serves sitelinks. Domain authority plays an important role here because it reflects how strongly a website is positioned compared with the competition. Measures such as building high-quality backlinks, a consistent brand presence and positive user signals help to strengthen this authority in the long term.
Can you control sitelinks directly?
The short answer is: no. Google decides completely autonomously whether and which sitelinks are displayed. Until 2016, Google Search Console offered the option of actively deactivating individual sitelinks. However, this function was abolished because it was hardly used and Google now assesses the relevance of the displayed links more reliably.
What you can do is optimize the indirect influencing factors: site structure, internal linking, anchor texts and brand authority. When Google recognizes that certain subpages are particularly relevant for users, the likelihood increases that they appear as sitelinks. There is no guarantee, but a well-optimized website creates the best conditions.
Conclusion
Google sitelinks are an automatically generated feature that Google assigns on the basis of the structure and authority of a website. They improve visibility in the search results, increase the click-through rate and strengthen users’ trust. They cannot be influenced directly, but with a clear site architecture, deliberate internal linking, precise anchor texts and strong brand authority you lay the foundation for Google to serve them. If you want to know how to optimize your website specifically for such organic features, contact us without obligation.
