- The Search Agents - http://www.thesearchagents.com -

Not so pretty, but pretty useful – Google Expanded Organic Sitelinks

Google’s Expanded Organic Sitelinks

Google has included sitelinks in its organic search results for some time.  And after making several small tweaks to the content and layout, Google has made a fairly dramatic change which should be a big win for brand advertisers.

Google  expanded the organic sitelinks [1] to include full-size links, Display URL and a one line description.  Google has also increased the number of organic sitelinks from 8 to 12.   Here is an example based on a search for {REI}:

[2]

A big +1 for brands

Granted, this isn’t the prettiest feature implementation ever to grace a Google SERP, but it will enable brands and companies with well-optimized sites to further dominate the results pages for their brand terms by pushing negative reviews, affiliates, and competitors further down the page.  With this move Google both underscores their understanding of user intent in brand searches and rewards marketers that follow SEO best practices.

Take advantage of expanded sitelinks

With a few small tweaks, search marketers can significantly increase their organic clickthrough rate (CTR) on brand terms.  Here are some technical improvements you can work on today to leverage the full value of expanded organic sitelinks:

Continue to create the conditions for sitelinks to exist

Good quality URL naming convention

[3]

Poor quality URL naming convention

[4]

Continue to review your sitelinks

Optimization Opportunities – Meta Data / Titles / Anchor Text

 

Sync your paid media sitelinks with organic sitelinks

[8]

In Closing

Google has been testing this new feature since August 5, but made it official with today’s announcement and intends to roll it out globally over the coming days.  Check back with The Search Agents for more insight into expanded organic sitelinks.  In the meantime, add to the discussion and let us know what you think of Google’s latest change and how it may impact organic search on brand terms.

P.S.

Google,

I’ve been thinking… maybe you should remove the domain from the Display URL.

[9]

 

Becomes:

 

[10]

Why this makes sense:

User Perspective:

Bad Google! [11]

Web Development Perspective

As usual — have your people call my people.

-M