Ever Googled a business and thought… oh alright, show-off.
Their website pops up looking dead important — double the size of everyone else’s, with tidy little links underneath practically rolling out a red carpet to their Services, Blog, or Contact page.
Those? Those are sitelinks.
Google’s equivalent of skipping the queue, swanning past security, and heading straight for the VIP lounge while the rest of us are still shivering outside.
Wanna know how to get yourself on that guest list?
Let’s talk about it.
What the Heck Are Sitelinks, Anyway?
Sitelinks = those little extra sub-links that sometimes show up right underneath your main website listing when someone Googles your business.
Here’s an example from a client of mine, Blue Feather Design:
See how Google has pulled through quick-access links like Contact Us, Services, About, Residential, and Projects?
That’s sitelinks in action.
Not only does this take up wayyyyyy more space in search results (oh hey, extra visibility!), it also helps potential clients jump straight to the page they’re most interested in.
Why do sitelinks exist?
Because Google is all about making life easier for searchers.
If your site is well-structured (aka easy to navigate, clear headings, logical page layout), Google might reward you with sitelinks — giving people quick shortcuts to your most important pages.
Translation? Better user experience. Faster navigation. Less faffing around.
What kind of pages can show up as sitelinks?
Pretty much anything Google sees as valuable or frequently visited, like:
→ Services
→ Blog posts
→ Contact page
→ Login area or client portal
→ FAQs or resources
→ Or honestly… whatever Google feels like (yep, it’s a little unpredictable)
My Take: Are Sitelinks Actually a Big Deal?
Short answer? Absolutely.
Sitelinks are kinda flashy. Not in a neon-sign, Google Ads sort of way — but in a subtle power move, taking-up-more-space-on-the-SERP kind of way.
And that’s GOLD for business owners like me and you.
So here’s why I think sitelinks are seriously underrated (but totally worth your attention)…
1. They Can Seriously Boost Your Click-Through Rate (CTR)
When your Google result looks like this ↓ instead of just a plain old homepage link — guess where people are more likely to click?
More options = more entry points into your site = more chances to connect with your dream clients.
And if people can go straight to the info they want (like your Services or About page), you’ve already removed a layer of friction from their journey. Chef’s kiss for conversions.
2. They Make You Look Like a Legit Business
Sitelinks give big brand energy.
When someone Googles your biz and sees extra links underneath, it instantly signals:
- This is a real, established business
- This site has structure + thought behind it
- This brand knows what they’re doing
3. They Help Build Trust + Authority
People trust what Google chooses to highlight.
If Google’s pulling specific pages from your site into sitelinks, it tells searchers:
“Hey, this site has useful content worth checking out.”
Translation? Instant authority boost without lifting a finger (well… aside from all that SEO setup work you’re definitely gonna do after reading this blog).
Who Benefits from Sitelinks?
Sitelinks are especially handy for service-based business owners, I’m talking:
- Photographers
- Designers
- Copywriters
- Agencies
- Coaches + consultants
- Virtual assistants
- Online service providers
Basically, if you’ve got a website with more than just a “Contact Me” form slapped on it… sitelinks could be working for you.
BUT — and here comes my little SEO soapbox moment — if you’re sitting here with a 3 or 4-page website (Home, About, Services, Contact)… I’m gonna be really honest with you.
Sitelinks probably aren’t happening anytime soon.
Because Google can’t magic sitelinks out of thin air. It needs options. It needs structure. It needs actual pages to work with.
And if you’re sat there with one of those, scroll-of-doom “everything I offer” pages?
Please, no.
Google hates it. I hate it. Your future clients hate it. Even your own thumb probably hates scrolling through that.
So if sitelinks are on your wish list?
Step one is building out a proper site structure. Give every service, offer, or key piece of content its own page (and if you are stuck with how to structure don’t worry I here’s a service page structure blog). And create a basic workflow sitemap kinda like the one that SEMrush put together below:
The Two Flavours of Sitelinks (and Why They Matter)
Alright, so before we get too deep into how to get sitelinks, let’s clear something up…
Not all sitelinks are created equal.
There are actually two types of sitelinks, and they work in very different ways.
Auto-Generated (Organic) Sitelinks
These are the ones we’ve been talking about so far. The sitelinks that show up under your main search result when someone Googles your business name.
→ You can’t add these manually.
→ You can’t tell Google exactly what to show.
→ But you can influence them with a smart site structure (more on that coming soon 👀).
Google decides what shows up here based on:
- Your website structure (menus, page hierarchy)
- Internal linking (how your pages connect to each other)
- User behaviour (what people click on most often)
Think of these like organic sitelinks — earned, not bought.
Sitelink Extensions (for Google Ads)
These are in your control… but only if you’re running Google Ads.
Sitelink extensions let you:
- Choose exactly which links show up
- Write custom link text
- Take up even more space in search results (dreamy)
They don’t affect your organic search listing, but if you’re running paid ads? They’re 100% worth using to maximise your visibility.
More links = more chances to get that click.
So, Can You Actually Change Sitelinks?
There’s no magical button in Google Search Console that says “Add sitelinks here” (OMG, how good would that be!).
BUT you can make it really easy for Google to figure out which pages on your site deserve that sitelink glory.
Here’s how:
1. Optimise Your Title Tags (Especially with Branded Keywords)
Every page on your site should have a clear, relevant, specific title tag.
→ Include your brand name (especially on key pages).
→ Keep it super obvious what the page is about.
→ No weird, vague titles like “Welcome” or “Untitled Page” (yes, I’ve seen it).
This helps Google understand the structure of your site and what belongs in those sitelinks.
2. Submit a Sitemap in Google Search Console
Your sitemap is like a neat little contents page for Google.
→ It tells Google what pages exist on your site.
→ It helps with indexing + understanding site structure.
→ And it can help sitelink generation.
If you haven’t already, go and set up Google Search Console and submit your sitemap. Even if you have no intention of doing the other stuff… do this one thing!
3. Use Anchor Links on Long Pages
If you’ve got a mega long sales page, a chunky FAQ section, or a detailed services page — use anchor links (aka jump links) within the page.
Sometimes Google will pull these into sitelinks too, especially on mobile.
Example:
yourwebsite.com/services#webdesign
4. Add Structured Data Markup (aka Schema)
Alright, this one’s a little nerdy, but worth it.
Schema markup is extra code that helps Google understand your site better. And when it comes to sitelinks? It’s just another way to give Google a helpful little nudge.
If you’re using WordPress, plugins like Rank Math or Yoast SEO can do most of the heavy lifting for you, no coding required.
If you want to go the extra mile, look at adding schema for:
- Breadcrumbs (shows your site structure)
- A sitelink search box (lets people search your site from Google)
- Navigation menus (helps Google see how your pages connect)
If all of that sounds like a snooze-fest or a potential tech meltdown waiting to happen… this is where working with an SEO pro (hi 👋) comes in very handy.
5. Strengthen Your Internal Linking Strategy
Internal linking = linking between your own pages on purpose. Not just chucking random links in for vibes.
- Mention related services? Link to them.
- Have a blog post about a service topic? Link to that service page.
- Got a resources page? Link to your best content from there.
You’re basically saying:
“Oi, Google — if you loved this page, you’ll LOVE this spicy little link over here too.”
6. Review Your Site Navigation & Page Hierarchy
Your navigation menu and page structure aren’t just about looking pretty — they’re a huge clue to Google about how your site fits together.
Clean structure = easier for humans to navigate.
Clean structure = easier for Google to understand (and reward you with sitelinks).
Things to keep in check:
- Clear, simple page names
- Logical menus (not a dropdown list from hell)
- Tidy, short URLs (aka slugs)
What does that actually look like?
GOOGLE LOVES THIS:
youwebsite/clean-page-name
Like my examples here:
GOOGLE ABSOLUTELY DOES NOT LOVE THIS:
- yourwebsite.com/untitled-4 (huh? Where is this gonna take me?)
- yourwebsite.com/services-this-is-my-complete-list-of-services-for-creative-small-business-owners-in-2024 (pls no, wayyyy to long)
How to Check Your Sitelinks
Unfortunately you can’t directly manage sitelinks anymore.
Google used to allow site owners to demote certain sitelinks in Search Console, but they removed that feature in 2019. 😩 So now:
Here’s what you can do instead:
Optimize sitelinks indirectly by:
- Using clear internal linking – Link to important pages using descriptive anchor text.
- Naming pages clearly – Especially in navigation menus. Google reads those.
- Including relevant meta descriptions – Google often pulls this into sitelinks.
- Avoiding duplicate content or confusing page structures – Clean, hierarchical nav = better sitelinks.
- Using structured data (Schema.org) – For breadcrumbs and page hierarchy.
So, if you’re looking inside Search Console, there is no longer a “Sitelinks” tab under “Search Appearance” like there used to be.
But if you’re trying to check which sitelinks show up for your brand, the best move is:
Google your brand name in incognito mode
That’ll show what sitelinks are displaying under your homepage right now.
Mobile vs Desktop: Where Do Sitelinks Show Up?
Sitelinks can show up on both desktop and mobile, but the layout isn’t always the same.
They’re usually more obvious (and take up more space) on desktop, but mobile sitelinks still exist — just in a slightly different format.
FAQs About Google Sitelinks
Are mobile sitelinks different from desktop?
The layout might look different (especially on mobile), but the logic behind them is the same. Clean site structure + good internal linking = best chance of sitelinks showing up.
How do I show sitelinks in Google?
You can’t directly add them, but you can influence them by:
- Having clear, separate pages
- Using internal links intentionally
- Submitting a sitemap
- Structuring your site well
(Scroll back up for all the juicy tips.)
Can sitelinks appear in image or video results?
Not usually. Sitelinks mainly show up in web search results, both organic and Google Ads. Image and video results usually play by their own rules.
Do sitelinks matter for voice search?
Not directly. But structured, well-organised content can help voice assistants pull better info from your site. So in a roundabout way… yes.
How Does Google Choose Which Sitelinks to Show?
It looks at things like:
- Your internal links
- Site structure
- Page relevance
- What users click on the most
Basically: Google decides. You influence.
How do I change sitelinks in Google Search Console?
You can’t directly edit them.
BUT if a sitelink is really wrong or outdated, you could:
- Remove the page from your navigation or internal links
- Use a noindex tag or block it in robots.txt (carefully!)
- Use Search Console’s URL removal tool for quick fixes (temporary)
When Will I See Sitelink Changes?
It depends, classic Google answer.
Could take days, weeks, or even months. It really comes down to:
- How often Google crawls your site (you can submit a crawl req in Google Search Console to try and speed things up)
- How authoritative your site is
- How clear your structure is
Stay patient, stay consistent, keep tracking.
Ready to Give Your Site the Best Shot at Those Sitelinks?
Look, sitelinks don’t happen by accident. They’re what shows up when your website is actually doing the things Google loves — clear structure, smart SEO, and pages that make sense (to humans AND search engines).
If your site’s currently rocking a single-page services section, a questionable URL structure, or a navigation menu that gives big chaos energy… it’s time for a fix-up.
Grab My Free SEO Checklist (It’s SO much more than just a checklist)
Here’s what you get (for the grand total of £0 👀):
- One-Page SEO Checklist — Everything you should be doing every time you create a new page or blog post
- Service Page Wireframe — To help you finally break up that monster “everything I offer” page and turn it into proper service pages Google will love
- Keyword Research Template — A plug-and-play spreadsheet to help you actually target what people are searching for
- Technical SEO Mini Checklist — Techy stuff made non-scary (promise)
- Off-Page SEO Checklist — A few small but mighty actions to boost your site’s authority and trust in Google’s eyes
This isn’t just about sitelinks. This is about getting your whole SEO game together.
Grab my free SEO Checklist — aka the unofficial starter pack for looking dead important on Google.
Because sitelinks might be unpredictable.
But winging your SEO? That’s a choice.
