In order to gain customers from your website you need a high CTR (click through rate) and one of the best ways to achieve this is through Google Site Links. Google has its bots constantly crawling through websites trying to find the most useful information and data to suggest. For example it knows that most of the time when someone searches “Apple” they aren’t looking for the fruit, so Google displays the top link to the billion dollar tech company; Apple. Google will have also noticed that as a viewer, you are clicking on to 6 particular pages more than the rest, so these get shown as sub-links beneath your main Google listing. This saves a lot of time when trying to navigate a website and also makes a company look much more credible when site links are displayed.
Now you might be thinking; “if getting these site links boosts your website and CTR so much why isn’t everyone using them?”. The tricky part here is there is no definitive way to guarantee your website gets site links. Google have disclosed no exact information on how you can improve this and only mentioning that their AI lists it all automatically. It gets even harder because only the #1 top search result will ever get these links and even then, there’s a chance you still won’t get them. Here are some tips that not only help you get onto the front page of Google, but also to improve your chances of getting those sweet, sweet, site links.
The first step is making sure your site has a unique name and website url. Huge companies like Apple can avoid this due to their size but for any small-medium sized company you’re going to want a name unique enough so that anytime someone Googles it, you’re the first result to show up. If your company is called “yummy ice cream” there’s a very slim chance you will even make it onto the top 5 pages, let alone the top result. Instead, use a catchy name that stands out to give your business some individuality.
The next tip to improve your search ranking is to lay out a proper navigation and sitemap. You need to think of this when building your site to ensure every page can be sorted into categories. Instead of having 150 navigation links at the top of your site, sort them down into 5 links that can slowly filter down into the page your customer wants to see. You can upload these sitemaps to Google Console so that Google’s AI has a better understanding of what your site does and who they should show it off to. Laying this out is crucial, not just for Google but to give customers a simple way to navigate your site.
The final step is to just keep it simple. Websites that name their “About Us” page something unique like “Get to know the team” have a much lower chance of showing up on Google. Google likes to know that the “About Us” page gives different information to the “Contact Us” page. By giving your navigation and sitemap easy to understand descriptions, Google can properly crawl your site and eventually boost you straight to the front page.