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The site links, Sitelinks in English, they appear in the Google search engine as additional hyperlinks to the user's search result to provide relevant information from the web portal. That is, they are additional links that appear below the result of your online store, for example, and link to internal sections of it. Therefore, the user can directly enter the section that interests him without having to search for it within the web portal. It is Google who calls them site links.

Sitelinks example.png

In this example the sitelinks are the subsections: Woman, Man, Shoes, Sandals.

Relevance for SEO

These links appear at the bottom of the Snippets, as additional information on the web portal, and simplify the search for the user. Search engines identify and cause the site link automatically using algorithms. For this reason, website owners have very limited influence over these links. In spite of everything, they can block those links from pages that they consider little relevant, such as, for example, the terms and conditions or the legal notice, through the Google Webmaster Tool. Therefore, pages that do not offer added value are excluded to the user or they are not helpful in linking to the search word.

A clear example of sitelinks is:

zara sitelinks.png

The number of links that appear for each search result can vary between three and a maximum of eight. Google recommends applying the necessary measures to be able to obtain said links since they increase user confidence and cause a positive impact on the Percentage of Clicks - CTR and the number of visits. Some recommendations for the site links to appear below your snippet are: obtain authority and offer a simple and organized structure of your web portal.

Sitelinks Box Search

The sitelinks search box, or known in English as Sitelinks Box Search, was created by Google in September 2014 to offer users the opportunity to perform an internal search of the web portal directly from the SERPs snippet.

In short: Sitelinks Box Search is your web search engine integrated into the Google search engine.

If your web portal already has its own search engine, you just have to add a markup guideline and make sure that the search engine links to an existing page of your web portal. The search box is integrated into the snippet and is positioned above the web portal link. However, if the web portal does not have this type of function, normal search results will be generated by the search engine. Google remembers the importance of using correct markup with its statement: “if you use the correct markup…”.

Important

If you want users to reach the page they want from your web portal directly through the search engine integrated into the Google search engine, you must use the appropriate markup and make sure that your search engine provides results that link to the URL of the desired web portal. .

critics

Due to the search box, the space available on the first page of Google results is reduced and, therefore, the number of results per page as well. At the same time, the traffic on the pages also decreases since users have the opportunity to search for what interests them directly from the search engine integrated into the Google search engine, and, therefore, the main traffic remains in Google-search . Summary: not only does the traffic decrease but also the length of time of the visit.

For large companies, complex websites in which users can easily get disoriented, the search box is really useful since therefore the user can directly search for a specific page from the first search.

In spite of everything, therefore, Google removes the autonomy of webmasters and the motivation to make the most of their content for searches. At the same time, due to the decrease in the duration of the visit time, the web loses relevance for Google.

Sitelinks with Google AdWords

The site links They do not appear only in Organic Search results, they also appear in paid commercial promotion results such as Google AdWords. The site links They are very practical in Google AdWords since they provide direct links to specific pages that are being promoted. Unlike the links that appear in organic search results, those from ad campaigns can be manipulated by advertisers. At the same time, AdWords has a higher than average CTR, so these links offer a good opportunity to increase the performance of your ad campaigns.

Web links