Sitelinks

Sitelinks may be tied with call extensions to be the most prominent ad extension. Everyone intuitively understands what they are.

A common strategy is to make it easier for potential customers to navigate directly to certain pages on your website. In most cases, you won’t see anyone adding sitelinks for EVERY single page they have. Instead, they’ll pick and choose the pages that seem most relevant to the person doing the search. How do you choose?

For most product searches, there is a sea of organic and paid results. How do you make your ad unit stand apart? The answer is simple: be helpful. I try to put myself in the prospective customer’s shoes: if I were searching for say…a mountain bike helmet…what sitelinks would be useful to me as I search?

I would like the advertiser to earn my click by demonstrating expertise in this area.

CREATE A SCREENSHOT OF A FAKE AD UNIT WITH THESE SITELINK SCENARIOS

(Sitelinks for MIPS Helmets, Full Face Helmets, Helmets Under $100, etc)

For a query like ‘bicycle helmets’, the intent behind the search is less clear. There are many types of bicycle helmets: large helmets, small helmets, aerodynamic helmets, mountain bike helmets, men’s helmets, women’s helmets…lots of options.

As the query gets more specific, so too should the sitelinks.

Keep the ‘all roads lead to Rome’ strategy in mind, too.