|Google recently started to include a
set of links below some results to pages within the site. These new
additional links are called Sitelinks.
It seems that Google displays Sitelinks if a web site is an authority site
for the search term. The following screenshot shows the first results for
a "CNN" search:
Google explains the new links on its
How do you compile the list of links shown below some search results?
The links shown below some sites in our search results, called
Sitelinks, are meant to help users navigate your site. Our systems
analyze the link structure of your site to find shortcuts that will save
users time and allow them to quickly find the information they're
We only show Sitelinks for results when we think they'll be useful to
the user. 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.
At the moment, Sitelinks are completely automated. We're always working
to improve our Sitelinks algorithms, and we may incorporate webmaster
input in the future.
How does Google calculate Sitelinks?
Google claims that the Sitelinks are created automatically. If Google
uses an algorithm to calculate Sitelinks, there must be a way to influence
There are several theories on how Sitelinks are calculated:
- Google might track the number of clicks for different results. If a
web site gets a lot of traffic for a special keyword then the web site
will get Sitelinks on Google's result page.
For example, if you use a special trademark term on your web pages that
cannot be found on other web sites then many people will click on your
web site in Google's results when they search for that search term. It's
likely that your web site will get Sitelinks for such a search term.
- The link architecture of a web site might help. Links at the top of
the HTML source of a web site seem to have a better chance to be
included as Sitelinks.
Google might use the Google toolbar to determine Sitelinks. The more
often a page is bookmarked the more likely it is that these pages will
be used as Sitelinks. Google's toolbar can collect a lot of information
about a web site.
At the moment, it's hard to tell how Google calculates the new
Sitelinks. It's probably a combination of click data, toolbar data and
other factors. If you see Sitelinks for your web site, then Google has
probably classified your web site as an authority site for the search
How does this affect your web site?
It seems that Sitelinks are only used for trademark searches or
searches that are similar to trademark queries. Most search engine result
pages on Google don't show these additional links.
That means that it's better to invest some time in getting listed in
Google's regular result pages than trying to get listed with additional
Details on how to get your web site in Google's result pages can be
found in our
free SEO book. The free SEO book covers everything that is important
for successful on-page optimization and inbound link optimization. If you
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Reproduced with permission of
Top Optimizer IBP